Client

Assessment

Under this campaign, the company planted a tree for every photo submitted to it by the public. Canon pledged to plant 2,500 trees to enrich the green lung at Padang Kota Damansara. The environMENTALS were mascots created as part of the programme and have captured the attention and imagination of people on the streets with their acts of driving around in a cardboard car, splashing removable green paint on those who harmed the environment, catching litter bugs in action and so on. This environMENTALS maintained a Facebook group which was gaining a strong following as they shared their vision for a better environment in the future.

The heartbeat of the  programme was the creation of a microsite dedicated for Canon's green journey serving as an interface between Canon and the public to fulfill a tree planting pledge undertaken by Canon. The microsite invited photo contributions of the environment/natural surroundings from the public to get the ball rolling so Canon can fulfill their pledge of planting 2,500 trees to replenish the environment. Each picture submitted will earn a tree badge for the environment.

Executions

A white paper was developed together with Binary University of Management & Entrepreneurship together with Dentsu Kuala Lumpur, touching on various issues such as perception towards environmental issues and also other relevant impacts, emphasising on the topic of sustainability of such Corporate Social Responsibility [CSR] programmes.

Performance Highlight

• Assessments were conducted for the following;

  • Participation rate for microsite enrolling users to join the organisation on a green journey leading to an actual tree-planting project.

  • Social study on focus group and also perception from the members of the public on green initiatives such as the following programme.

  • Provision of future recommendations for a sustainable CSR campaign related to green initiatives.