Our first execution involves hiring local musicians that play in the streets or in the subways to place cardboard signs in their instrument cases that tell people not to worry about their well-being, but to worry instead about planting more trees in the five boroughs of New York. This allows the campaign to be mobile because the musicians can walk around to different areas and subway stations.
Another execution involves placing a tree-shaped crossword into different newspapers. These newspapers would be left throughout the different transportation systems in New York including buses, subways, and cabs. The crossword includes copy that leads the reader to the Million Trees NYC website.
The last execution uses the internal area of subways as an interactive mural. At the beginning of the campaign, a pole in the middle of the subway would be made brown, like a trunk of a tree, and a tree would be painted on the ceiling around this pole. As more donations are made, more trees are painted on the ceiling and eventually creep down the sides of the subway car walls, and a forest slowly begins to appear. We would also include paper leaves with a call to action to drive people to the website. These leaves would be high enough up on the pole so as not to be intrusive. We feel the combination of all these executions will drive people to the website and increase donations which will benefit both animals and humans alike.
