OnePlus' latest campaign “Before They Fade Away” inspires all to cherish the world we live in

OnePlus has launched “Before They Fade Away” campaign to drive attention to the less visible, inspiring all to cherish the world we live in.

Explore the Wonders of Nature

In the first chapter of the “Before They Fade Away” campaign, OnePlus worked with adventure and landscape photographer Brayden Hall to unveil in front of the public eyes the imminent threats to plant biodiversity.

In February 2023, Hall journeyed over 2,500 miles through the wild west in the United States with his partner Chelsea Mealo and adventurous pup Ranger. From the magical Columbia River Gorge and the other-worldly land of Mount Shasta, to the iconic Oregon Coast and the wildflower blooms along the beaches of California, the trio road-tripped in a campervan from Seattle Washington to California in search of various plants – before they perish.

Unlike the decline of emblematic animals, the anonymity and ordinary appearance of the rare, often vulnerable plant species mean that they are often ignored and forgotten. Unbeknown to most, two in five of the world’s plant species are on the brink of extinction*. Habitat loss is the biggest hazard to plant biodiversity. Sadly, people hardly notice they are disappearing.

This startling fact prompted OnePlus to acknowledge the importance and urgency to celebrate these extraordinary plant species and share the amazing stories that the world should hear.

The Untold Stories of the Incredible World of Plants

Travelled with OnePlus’ latest flagship smartphone, the OnePlus 11 5G, Hall captured the fleeting beauty of the awe-inspiring nature world through the phone lens, and shined a spotlight on two vulnerable plants including –

Coastal Redwoods (Sequoia sempervirens) are one of the most amazing species in the world due to their sturdy, robust, and vigorous trunks. Dubbed the world’s tallest tree species, Coastal Redwoods reach up to 380 feet in height and 29 feet in diameter. They are commonly found in humid coastal areas alongside the Pacific Ocean of North America, before 96% of them have been lost to logging, the unprecedented climate challenges also lowered the odds of their survival. Coastal Redwoods is also a long-lived organism, they can live up to 2,000 years. Some of them living today were alive during the time of the Roman Empire. This gives it the outstanding capability of storing carbon dioxide. Research findings suggest that Coastal Redwoods store more carbon dioxide per acre than any other trees in the world due to their longevity.

Coastal Redwoods taken by OnePlus 11 Pro Mode in RAW Plus Format

Bishop Pine (Pinus muricate) is mainly found in relict stands along the coast of California. Bishop Pine has been assessed for the IUCN Red List of threatened species. The reason for its decline is not clear, but according to research conducted by botanical scholars, the absence of wildfire might be a factor, due to the surprising fact that Bishop Pine is a fire-dependent and late-maturing species. Cones are produced every year but they remain closed until opened by fire or strong heat, they then release seeds and disperse onto the newly-burned ground where they germinate.

Bishop Pine taken by OnePlus 11 Pro Mode in RAW Plus Format

Hall’s adventure did not only lead him to other beautiful native plants, it also instilled in him a sense of urgency regarding the importance of conservation. All of the other plants, be they endangered or not, are essential to maintaining a balanced and thriving ecosystem.

Calla Lily taken by OnePlus 11 Portrait Mode

Ponderosa Pines and Juniper Trees taken by OnePlus 11 Pro Mode in RAW Plus Format

Field Mustard taken by OnePlus 11 Portrait Mode

A Heart of Green

OnePlus envisions being “a healthy company that endures”. It has been walking the walk and forging sustainability progress over the years.

In addition to environmental-friendly packaging and complimentary system updates to extend the product lifecycle, OnePlus has also partnered with climate action organization Ecologi and pledged to plant a tree in a dedicated forest area across the world for every OnePlus device returned, thereby encouraging users to recycle and minimize tech waste.

This current chapter of the “Before They Fade Away” campaign brings a new perspective to consumers as OnePlus continues its sustainability effort. The company is committed to making a positive impact in the world we live in, while moving toward a more sustainable operation.

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