Vertiver takes the OOH route for USAID's 'Forests are Life' campaign

The campaign is being showcased by Times OOH on 300 digital sites in Mumbai and hoardings on the Noida Expressway

BestMediaInfo Bureau | Delhi | June 9, 2015

Vertiver, a creative agency specialising in sustainability and brand strategy, has conceptualised and designed a new outdoor media campaign – titled 'Forests are Life' – for USAID's Forest-Plus programme. This campaign, being showcased by Times OOH on 300 digital sites in Mumbai and hoardings on the Noida Expressway, commemorates World Environment Day, June 5.

The outdoor campaign highlights the intricate balance of benefits offered by India's forests through a series of folk illustrations.

Elaborating on the creative idea behind the campaign, Chhaya Bhanti, Founder and Creative Director, Vertiver, said, “When we first began developing this campaign, we were overwhelmed by how much there is to say about forests and the infinite benefits they provide. Not only do forests offer vital ecosystem services, but they are also the source of livelihood for a quarter of India's population, they preserve cultural traditions, they nurture biodiversity, they manage the carbon and water cycle, they provide raw materials, food and medicine. We thought it best to express these services through Gond and Madhubani style illustrations and develop an imagery of forests that subliminally communicates how directly the survival of indigenous communities is linked to forest health.”

The campaign extends the key tagline, 'Forests are Life', into a series of messages – “Forests are Culture”, “Forests are Water”, “Forests are Oxygen”, “Forests are Livelihood”, and “Forests are Biodiversity”.

The campaign, created originally to mark the International Day of Forests, March 21, also launches the India Forest Portal (IFP), a first-of-its-kind online knowledge portal about India's forests that provides information about India's forests and their services through beautiful designs. The campaign graphics have been launched across Mumbai, New Delhi and Bangalore.

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