Follow the Tree

How do you calm the fears and worries of the public when they stumble across a clearing where trees once lived? Let them Follow the Tree.

Deforestation can be a jarring sight, but the majority of people don't realize all of the science and careful planning that go on behind the scenes. This campaign pulls back the curtain and let's the public follow along, using print, out-of-home, and digital tactics to track the life cycle of a Michigan tree - from birth to re-birth.