Background

According to Global Forest Watch, Malaysia has lost nearly 30% of tree cover since 2000 - putting it among the countries with the highest rates of deforestation. Despite that, most Malaysians still think of climate change as something only caused by larger, fossil fuel-consuming countries. Malaysians are very protective of their nation. If ever one of their Olympic athletes is attacked on social media or if a national dish is reviewed unfavourably on food shows, Malaysians always come together as one to defend their national pride. What if there was a way to make Malaysians as zealous when it comes to conservation?

Describe the strategy

Malaysians are very protective of their nation. If ever one of their Olympic athletes is attacked on social media or if a national dish is reviewed unfavourably on food shows, Malaysians always come together as one to defend their national pride. What if there was a way to make Malaysians as zealous when it comes to conservation? Malaysia’s iconic National War Monument depicts soldiers planting a flag. And with a slight tweak, the image was equated with people planting a tree to make a simple, yet powerful statement: Just as our forefathers fought for our country, it’s now our turn to fight for our planet.

Describe the execution

And who better to kickstart our social media challenge and lend weight to the cause than army veterans who actually fought to protect the nation? The President of the Patriots National Association and his fellow vets began planting trees and inviting others to do so. Malaysians love and respect for our war heroes quickly got young influencers and the digital generation on board, and soon they were forgoing their typical food and #ootd photos with post of them planting trees. Launched on International Climate Change Day, the #Fight4OurPlanet challenge resonated with everyday Malaysians, celebrities, and military veterans alike - all of whom began planting trees and tagging 4 friends to do the same. By tapping into national pride, the campaign made saving the planet a patriotic act. And got Malaysians to support the national pledge to plant 100 million trees by 2025.

List the results

Within 4 weeks of launch: • +240,000 impressions • 2.45% Engagement rate • RM209,000 PR Value The Malaysian government reiterated its commitment to plant 100 million trees by 2025