Case study:

BRINGING THE FOREST TO THE CITY

A unique campaign in Poland aimed to raise awareness of the importance of buying FSC™-labelled products.

​​​Making a positive choice

Tetra Pak is committed to using sustainable wood products carrying the logo of the Forest Stewardship Council™ (FSC™), and to working in partnership with the FSC to communicate the importance of choosing packages that come from renewable sources.

In 2014, we worked together on an innovative campaign aimed at encouraging consumers in Warsaw, Poland to make a positive move towards protecting the future of the world’s forests by choosing products that carry the FSC logo.

Carton man with tour bus

Trams transformed

A teaser campaign on social media invited people to “travel through Warsaw without a ticket”, but gave no indication of the surprise that lay ahead. When the 537 people who signed up – almost half those that were invited, a very encouraging response rate – boarded the tram on 24 and 25 April, they discovered that it had been transformed into a forest, both inside and out.

Sitting among the fake foliage, they were entertained by performers dressed as woodsmen and fairies, who also gave out information about the FSC and Tetra Pak, promoting the benefits of sustainable wood products and explaining the meaning and importance of the FSC logo. People were also able to ask questions and have their photograph taken with the performers, receiving a Polaroid picture in a Tetra Pak- and FSC-branded frame to take away.

To maximize exposure, the tram travelled on a different key route through Warsaw each day, and awareness was also raised via a promotional campaign on LCD monitors in trams that was seen by nearly 1.4 million passengers across the city. More than 470,000 people saw the campaign on Facebook.

Onboard the tour bus

A local campaign with global impact

The campaign was scheduled to end on Earth Day, the annual international demonstration of support for environmental protection, on 27 April 2015. The forest tram carried passengers to a celebratory event at Pole Mokotowskie, a large park in the city. As part of this celebration, Tetra Pak organized an educational stand, where people could have their photograph taken in a specially designed FSC photo booth and find out more about how to make environmentally sound decisions when buying wood-based products such as carton packages.

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