The purpose of this campaign is to bring awareness to the importance trees have in our well being.
The main focus to this ad is on how trees filter the air around us and a call to action to donate as well as plant more trees.
This concept is a testimonial from the wrong person. Negative endorsements can often persuade consumers to buy a product. This ad reflects the person who does not care about the state of the ecosystem as well as the people who are concerned about it. The effect can cause the consumer to strengthen their beliefs in the organization by realizing that there are people who think on the negative side of the spectrum.
