Million Trees NYC
Million Trees NYC is a city-wide initiative to plant one million trees across New York City over the next decade. By planting one million trees, New York City can increase its urban forest by over 20%, while achieving the quality of life benefits that come from planting trees. The objective was to create a campaign that supports their mission to empower New Yorkers between the ages of 21 and 30.
Starbucks and VISA will sponsor Million Trees NYC and create a VISA card similar to a rewards debit card. Users get extra points/rewards for using the card at Starbucks and on green purchases. They receive points that can be used towards coffees, Starbucks products, and eventually towards trees. Once they reach a certain amount, they will be given a tree to plant in the city. This card will help consumers realize the importance of buying green and will teach them about the Million Trees NYC initiative.
The Starbucks/VISA card will come with a free iPhone app that will allow users to manage their debit card, learn about the initiative, choose and learn about the tree they want to plant, find participating Starbucks, and scroll the product wheel to learn about which eco-friendly products count towards reward points.
The poster (left), printed on recycled materials, will be placed throughout the city wherever pedestrians frequent to help spread awareness. The signage (right) will be placed in city grocery stores. Wherever there is a product that is considered "green" by Million Trees NYC, there will be a sign explaining what consumers can win if they are a part of the initiative and buy the product.
These shirts will be given to any rewards card user who gains enough points for a tree. It will essentially serve as a walking advertisement and get the word out about the initiative.
