Follow the Frog

 

PROMOTED BY UNILEVER, WHOLE FOODS, COSTA & OTHER GLOBAL BRANDS

REACHED "ASPIRATIONALS" WHO VOTE WITH THEIR WALLETS 

WINNER OF AN INTERNATIONAL DAVEY AWARD

 

PROBLEM

After years of giving guidance to farmers, foresters and hotel managers on how to do right by the environment and local communities and then getting big name brands like Unilever, Kraft and Dunkin Donuts—to name-drop just a few—to buy and package these sustainably produced goods, the public still wasn’t keying into what the Rainforest Alliance seal was all about. There was the iconic seal plain as day on stacks of coffee, tea, chocolate, cookies, bananas, grapes .

But what did the seal stand for?

SOLUTION

We gave partner companies tools—videos, digital assets, toolkits, social messaging— to promote their commitment to sustainability and bask in the glow of the seal’s halo effect.  

Over her many years at the Rainforest Alliance, Carol did an enormous amount to raise the profile of the organization. The Follow the Frog video and campaign were pivotal in helping to put us on the map, piquing the attention of companies, the public and funders.
— Ana Paula Tavares, Rainforest Alliance Executive Vice President