For 24 years, Casey Trees has planted 50,000 free trees in and around DC, but residents in predominantly Black areas of the city rarely accepted the offers, typically due to distrust or concerns that upkeep would be costly and time-consuming. Along with organizations in 100 other cities, Casey won a federal grant to reach out to these communities and try to earn their trust.
I worked with Eighty2degrees to create the strategy and copy for short animated videos, print pieces, and a microsite to start a conversation with these audiences.
RESULTS: Targeting just eight zip codes in Wards 7 and 8, the two ads garnered 322,519 views and 4,270 clicks to Casey Trees’ website over the four weeks the ads ran. Sadly, the Trump Administration ended the work before it was completed, because planting trees is apparently “DEI,” as NPR reported.