Find the roots of Spruce
Zachraňme lesy – Hnutí DUHA
Anna Stěpanovová, Anežka Svobodová
• The world would be a better
place if spruces grew where
they are supposed to and
forests were diverse
• Why spruce?
Setting up the topic
• Forests are dying. Why is this a problem?
• Hero video including hard data from Hnutí DUHA
• Informational press pack for media
• Social media channels + media coverage
Rational part of our campaign
• How to help the forests?
We need a superhero!
Meet Spruce Highlander
• Lost tree who was supposed to grow
in the mountains but is sad in lowlands and suffering
• Help him get back home to the mountains!
• Why is Spruce our superhero?
Emotional part of our campaign
• Instagram – friends of Spruce (Birch, Oak, Beech etc.)
• New visual style
Only you can get him home!
• What to do? All he needs is your signature and support
• Why? To change the law to save forests for your children a next generations
• Social media, PR campaign
• Leads collection on
• Facebook – lead ad forms
• Web – current form
• Interactive content on Zachraňme lesy
website, Facebook and Instagram
• ASMR sounds / video
• Strips from Spruce‘s life
• Coloring books for kids
• Houses for dwarfs building
• Educational fun Facebook quizzes
• Route maps / trips
• They will help us introduce Spruce
Highlander to the society and explain
• We will give them plush toy of Spruce
Highlander and tree seeds – they can
take spruce home and share it with
• Hard data at the beginning of
communication – from Hnutí DUHA
• Spruce‘s story – press pack (with plush toy
and tree seeds)
• Print advertorials in local newspapers –
Get Spruce home – QR code to web
• Social and PR campaign: May – October
• May: topic opening, Spruce Highlander appears
• June: advertorials
• June – October: leads collection
• October: Spruce arrives home
The world would be a better place if…
• spruces grew where they are supposed to
• forests were diverse
Set up the topic
Bring it closer to people
Create a connection
Who is he?
What is his goal?
Taking Spruce home
Other trees‘ stories
Help him find the root
Why should people
He is the superhero our
planet and children need!
Facebook lead ad forms
Young Lions Czech Republic 2019
PR category - Team 4