FREE TREES FOR DC
Spearheading a six-figure digital and out-of-home advertising campaign
The District Department of Energy and the Environment awarded Casey Trees a grant to plant trees on residential property throughout DC at absolutely no cost to the homeowner. To raise awareness and solicit program participation, Casey Trees launched a digital and out-of-home advertising campaign on Metro buses, by Capital Bikeshare racks, and on digital live boards in Metro stations.
Abby served as the project manager, copywriter, graphic designer, and advertising coordinator on this campaign.
Wards 5, 7, and 8 are historically underserved and residents have less access to healthy tree canopy in these areas. The goal was to solicit homeowners in these wards to sign up for the program.
To reach the target audience, the campaign leveraged bus routes, metro stations, and bike racks in the target neighborhoods. The messaging for Free Trees is direct, appeals to Washingtonians who can identify the unique map shape, and is tailored to each medium. Geo-targeted digital ads were utilized to further support the out-of-home efforts.
Inquiries for program participation increased by 120% in target wards compared to previous smaller scale marketing strategies.