To develop a social activation idea that helps bring the Amazon closer to a new, younger, fashion conscious audience, who currently feel the Amazon is far removed from their day-to-day life and aren’t really engaged with the issues. We needed to land the fact that rubber from the rainforest goes into every pair of Vejas. And we had to engage a young fashion conscious group in the process. Showing them that small steps = big change Welcome to Tap For Trainers - the virtual instagram tree the keeps growing and giving - each tile had content that was immersive to the target audience