My Baby Tree from JWT Jakarta wins Green Award at Media Spikes 2008

21 April, 2008


Singapore – With the Spikes new Green Award, the advertising industry is officially joining the recently revitalized green movement. Last week in Bali at the Media Spikes 2008 Asia Pacific Advertising Awards Show, the Green Award was introduced as a brand new award for demonstrating creativity in raising awareness regarding environmental issues. JWT Jakarta was one of the two agencies to receive the Green Award for its already highly rewarded “Baby Tree” campaign in addition to the Silver Award for Best Use of Digital Media.

Sponsored by the World Wildlife Foundation, www.mybabytree.org enables donators to plant and follow the growth of a tree in Indonesia for USD $5.50. Through geo-tracking technology, donators can pinpoint the exact location of their tree and watch it grow through Google Earth!

Not only does this campaign help draw donations, but it also educates the world about the massive deforestation in Borneo and the impact it has on the wildlife, including the famous orangutans. It’s surprising to learn on the website that in the past two decades, more lumber has been pulled out of Borneo than exports from Latin American and Africa combined.

“We used to look at regions around the world for inspiration,” said Juhi Kalia, Executive Creative Director JWT Jakarta, “But in the past two years, I’m happy to say we seem to have found our very own Indonesian creative identity and that is how www.mybabytree.org was born.”

For decades, there have been small groups of people who have tried to raise awareness about our impact on the environment. In fact, the advertising industry has long supported charity efforts through pro-bono creative work. But by establishing a Green Award, the industry has institutionalized positive reinforcement for raising awareness for the environment.

My Baby Tree was already heavily awarded at ADFEST just a few weeks ago for its innovative use of new media and technology to engage users. Unlike other campaigns that allow people from around the world to donate money, My Baby Tree keeps people engaged and involved.


Contact
Amy Mellor
Regional Communications Director
Asia Pacific
+65 6511 2399

About JWT APAC
JWT, which celebrates its 144th anniversary this year, ranks as the fourth largest full-service network in the world. Recently, JWT APAC won ‘Network Agency of the Year’ at ADFEST 2008. JWT is a WPP Company.

Acrobat Document JWT_PressRelease_GreenAward_Apr08_guid22309986ff45.pdf


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