The New York Restoration Project aims to enlist New Yorkers, particularly non-tree huggers, as volunteers in its MillionTreesNYC initiative, to plant one million new trees by 2017. For that they launched a new campaign titled ‘Not a Tree’.
Hang tags will be placed on such easily confused, upstanding urban flora as streetlights, steam funnels and fire hydrants, helpfully labeling them “Not a Tree.” Smaller text reads: “There aren’t enough trees in the city. Let’s change that,” with a NotATree URL and a hashtag for more information. The hang tags will go across all five districts, especially in low-tree/high-traffic neighborhoods.
‘Yes, a Tree tags will also be used. Their text reads, “Thank you. This is exactly what our city needs.” On the tags’ backs are tree species, planter, caretaker, and care tips.
The campaign also includes TV, radio, print, outdoor, digital and social.
– The Bag Snaggers