Go Zero® Program and NomadsLand Launch Viral Micro-Documentary Campaign to Fight Habitat Loss and Climate Change
April 13, 2010
Arlington, VA — Top-rated environmental nonprofit The Conservation Fund and cause marketing video experts NomadsLand joined forces to co-produce the Fund’s first viral video campaign. The campaign features a six minute micro-documentary by NomadsLand highlighting the Fund’s voluntary carbon offset program, Go Zero. The Go Zero program pairs leading companies with thousands of donors working to address two of the world’s most pressing environmental challenges—habitat loss and climate change—by planting trees.
The micro-documentary celebrates the planting of Go Zero’s one millionth tree on behalf of the U.S. Fish and Wildlife Service. The campaign includes five co-branded video players featuring several of Go Zero’s largest corporate donors, including Dell, Gaiam, Travelocity and U-Haul, and aims to raise $100,000 to plant 10,000 more trees by Earth Day. To help reach their goal, the Go Zero team is asking viewers to watch the film, make a donation and then share the video on Facebook, Twitter and other social media sites. Each co-branded video player is designed to drive donations through existing partner channels including Facebook fan pages, blogs and websites via customized buttons, banners and logos.
“Climate change is so huge that people often feel they can’t make a difference,” said The Conservation Fund’s Go Zero director, Jena Meredith. “With NomadsLand, we’ve developed a colorful new way to demonstrate how our Go Zero donors are taking simple steps to address this issue every day. The campaign includes a clear call to action that will allow us to do even more. Our donors have already helped plant 1,000,000 trees – and I’m sure we can plant 10,000 more by Earth Day.”
What Would Mr. Bradshaw Do?
The film features James Bradshaw, a 77-year-old farmer who has planted more than 20 million trees throughout his life, and challenges viewers to “plant a tree, trap a ton and Go Zero.”
“Our message is simple,” said filmmaker and NomadsLand founder Davin Hutchins. “We want everyone in America to watch this micro-documentary, make a donation, and then share this film with their closest circle of friends—creating a viral loop effect. We know that using film and social media to capture inspirational stories like Go Zero will make a lasting impact on our planet.”
Planting trees through The Conservation Fund’s Go Zero program helps slow climate change by trapping carbon dioxide, but it also helps to reverse an alarming trend – deforestation.
“Every day, we hear about the impacts of deforestation in the Amazon or Indonesia,” added Meredith, “but it’s happening in the United States too. We’ve lost more than 24 million acres of bottomland hardwood forest habitat over the last century along the Gulf Coast and Lower Mississippi River valleys. Habitat destruction is more pronounced here than in any other area of the United States.”
“Restoring our National Wildlife Refuges to their natural, forested conditions is a high priority for the US Fish and Wildlife Service,” said Ben Mense, manager of Mingo National Wildlife Refuge, where the Go Zero program’s one millionth tree was planted. “Thanks to our partnership with The Conservation Fund and Go Zero, we can fulfill our mission to work with others to conserve and protect fish and wildlife habitat, and at the same time trap carbon dioxide. In the end, we all benefit.”
Heroes of Go Zero include:
Hundreds of thousands of dedicated individuals, Accenture Supply Chain Academy, Americas Lodging Investment Summit, Bella Figura Letterpress Invitations, Carfax, Inc., City of Austin, Conde Nast Publications, C&S Wholesale Grocers, Dell Computer Corporation, Delta Air Lines, Inc., Delta Air Elite, e-Blue Horizons, LLC, Ernest Maier Block, Florida Center for Environmental Studies, The Freshwater Institute, Gaiam, Inc., Indianapolis Colts NFL, Land Rover Portland, Lee County Board of County Commissioners, L’Oreal USA, Inc., McDonough Braungart Design Chemistry, LLC, Michigan International Speedway, Molinaro Koger, NBC Universal, New Jersey Natural Gas, Organic, Inc., Philadelphia Eagles, Premiere TV, Inc., Reverb Inc., SEAT Planners Incorporated, Sesco Lighting, Sustainable Forestry Initiative, Inc., The North Face, Training Resources Group LLC, Travelocity, U.S. Fish and Wildlife Service, U-Haul International, Inc., University of Delaware, Vans, Way Basics, William McDonough & Partners, P.L.C., World Class Charters, Inc.
Based in Washington, D.C., NomadsLand LLC is a turn-key interactive video cause marketing company that designs and delivers “Video Solutions for Social Change.” NomadsLand works with its clients to conceive and produce high-concept viral micro-documentary campaigns for corporate social responsibility endeavors, social-minded entrepreneurs, sustainable tourism ventures and nonprofits. NomadsLand’s website features a self-publish video widget solution for social causes and a network of 1600 social issue filmmakers. http://www.nomadsland.com.
About The Conservation Fund
At The Conservation Fund, we combine a passion for conservation with an entrepreneurial spirit to protect your favorite places before they become just a memory. A hallmark of our work is our deep, unwavering understanding that for conservation solutions to last, they need to make economic sense. Top-ranked, we have protected more than 7 million acres across America.