Additional research/brainstorm for brand and campaign

The green campaign would be targeted at working adults, majority aged 25 and beyond. The reason for picking this group is that according to a study, they are more experienced and there's a lower chance of them misapprehending the true message behind the advertisement . The advert would aim to maintain the element of it being hip and contemporary as the target audience are mainly urbanites who have a considerably high income and yearning for social welfare which is crucial to maintain the element of "benefits"/ possible fear in losing their social welfare in the message itself.

Study taken from : https://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8206

Facts on deforestation

Other effects of deforestation

Forests are complex ecosystems that affect almost every species on the planet. When they are degraded, it can set off a devastating chain of events both locally and around the world.

Loss of species: Seventy percent of the world’s plants and animals live in forests and are losing their habitats to deforestation, according to National Geographic. Loss of habitat can lead to species extinction. It also has negative consequences for medicinal research and local populations who rely on the animals and plants in the forests for hunting and medicine.

Water cycle: Trees are important to the water cycle. They absorb rain fall and produce water vapor that is released into the atmosphere. Trees also lessen the pollution in water, according to the North Carolina State University, by stopping polluted runoff. In the Amazon, more than half the water in the ecosystem is held within the plants, according to the National Geographic Society.

Soil erosion: Tree roots anchor the soil. Without trees, the soil is free to wash or blow away, which can lead to vegetation growth problems. The WWF states that scientists estimate that a third of the world’s arable land has been lost to deforestation since 1960. After a clear cutting, cash crops like coffee, soy and palm oil are planted. Planting these types of trees can cause further soil erosion because their roots cannot hold onto the soil. "The situation in Haiti compared to the Dominican Republic is a great example of the important role forests play in the water cycle," Daley said. Both countries share the same island, but Haiti has much less forest cover than the Dominican Republic. As a result, Haiti has endured more extreme soil erosion, flooding and landslide issues.

Life quality: Soil erosion can also lead to silt entering the lakes, streams and other water sources.
 This can decrease local water quality and contribute to poor health in populations in the area.

Taken from :http://www.livescience.com/27692-deforestation.html

Possible effects on urbanite adults

Lousy view when they go on an expensive holiday

accidents when driving through rural area  (soil erosion - fear)

bad air quality