Want to hear ‘The Unfortunate Tales of a Treeless World’?

4 years ago
YR microsite thum


Deputy Minister of Natural Resources &; Environment, YB Datuk Ir. Haji Hamim escorted through the exhibition by Mr Thirawit Leetavorn, Senior Executive Vice President of Double A, Mr Henry Goh, President of Malaysian Nature Society and Lisa Hezila, Managing Director of Y&R.

(marketingmagazine.com.my) – Leading paper manufacturer, Double A, has joined Y&R Malaysia and the Malaysian Nature Society to increase the awareness of deforestation of Malaysian forests.

The result of this collaboration will be a week-long exhibition through The Unfortunate Tales of a Treeless World and the 1Dream1Tree (ODOT) Project from 15-21 August at Mid Valley Megamall, officiated by YB Datuk Ir. Haji Hamim, Deputy Minister of Natural Resources & Environment.

The Unfortunate Tales of Treeless World campaign is an initiative driven by Y&R Malaysia and the Malaysian Nature Society.

The intention is to raise awareness about the devastating effects of deforestation in our nation’s backyard. The hope is to drive action from the public by increasing attention and awareness.

YR microsite

The campaign microsite http://www.unfortunatetales.com/

Considering the issue of deforestation is a tired and complicated topic, the campaign dramatised the results of deforestation in a compelling way, by reimagining classic fairy tales in a treeless world, to show how our lives could drastically change under such circumstances. The use of fairy tales as a medium allowed the campaign to reach all Malaysians, regardless of age or race.

YR story blurb

An excerpt from ‘A Red Bloody Meal’, a fairy tale on the website

The campaign consisted of posters, mobile mechanised booths, notebooks, and a CD soundtrack which drove the public to the campaign’s microsite.

Apart from the fairy tales content on the website consisted of educational information on the effects of deforestation and how MNS’s conservation efforts are helping to reverse these effects.

At the end of the experience, visitors are encouraged to sign up as an MNS member, donate, volunteer and share these tales across social media.

The Unfortunate Tales of a Treeless World was launched in conjunction with the Malayan Tapir World Tapir Day event on 30 April to 1 May 2016 at Publika, KL.

YR publika launch

The public’s first introduction to the The Unfortunate Tales of a Treeless World campaign at Publika.

MidValley YR launch
Members of the public making their donations at one of the mobile mechanised booths.

The initial response was encouraging as the campaign managed to acquire; 38% increased awareness, 12% more sign-ups and RM35,000 in donations. This collaboration is the third time Y&R and MNS have come together to help drive conservation efforts in this country.

Double A’s initiative with Y&R and MNS introduces its revolutionary paper manufacturing method with its Paper Tree from KHAN-NA, a unique agroforestry practice that utilises vacant space between rice fields in Thailand owned by local farmers who are given an additional source of income when they sell the sustainable fibre source back to Double A.

Through this, Double A created a sustainable ecosystem around the farmers’ business, by tackling environmental issues but also creating a beneficial social and economic environment.

As an extension of this partnership, each ream of Double A 80 gsm paper will come with a unique QR code on the packaging, which, when scanned, takes the user to a microsite and will activate the planting of a Double A Paper-Tree.

Once planted, the user will receive GPS coordinates of their planted tree’s location and details of the farmer caring for their tree via e-mail.

This is part of Double A’s 1Dream1Tree initiative in encouraging Malaysians to contribute to preserving natural forests.

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Deputy Minister of Natural Resources & Environment, YB Datuk Ir. Haji Hamim escorted

through the exhibition by Mr Thirawit Leetavorn, Senior Executive Vice President of Double

A, Mr Henry Goh, President of Malaysian Nature Society and Lisa Hezila, Managing Director

of Y&R.