Forest ReLeaf of Missouri


Forest ReLeaf of Missouri is the only non-profit organization specifically dedicated to growing and sustaining Missouri’s tree population. With the help of local volunteers, hundreds of saplings are transformed into plantable trees each season in their Creve Coeur nursery. And, 2013 marks Forest ReLeaf’s 20th anniversary, an achievement worth celebrating.


Although Forest ReLeaf has a twenty-year history of enhancing Missouri’s communities, the organization felt that the community at large was unaware of their existence. ready+willing was asked to develop an advertising campaign to increase awareness of Forest ReLeaf and encourage participation in the organization.


In collaboration with Forest ReLeaf, ready+willing identified four types of community members best suited to hear their message: young professionals, active singles, busy families and prideful homeowners. The team developed personas for each of these community members to provide insights into their socio-economic status, education level, interests, income level, motivations, aspirations, commitments and available time. During the exploration phase of the project, it became apparent that the universal appeal of Forest ReLeaf’s work is its palpable, emotional value. With this insight, the team developed a creative campaign that appeals to a broad audiences with a personal touch.

“The Original” campaign romances the nostalgia and power of emotion, capturing moments in time that, somehow, would not have been as special without trees. This whimsical campaign reminds the audience that lives are drastically altered without the presence of trees and invites the audience to help ensure these memories are here for the next generation by getting involved with Forest ReLeaf.


ready+willing developed this concept over a series of elements for the client to execute: billboards, direct mail, event signage/graphics, online banners, facebook cover and print ads. Each element was developed with the intention that it could be repurposed for a dual use (flyers, posters, etc.).

The campaign is anticipated to launch in Spring 2013.

Learn more about Forest ReLeaf of Missouri >>