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Forest Volunteers is a platform of FSC Russia, which brings together volunteer projects, helps to connect people and organizations interested in forest conservation.

COMPREHENSIVE WORK ON THE FOREST VOLUNTEERS PROJECT

Forest Volunteers is a platform of FSC Russia, which brings together volunteer projects, helps to connect people and organizations interested in forest conservation.

WE HAD TO LAUNCH THE PROJECT FROM SCRATCH:

Develop a brand identity, a website, and pages on social media.

Tell the organizers of volunteer programs and volunteers about the platform.

Begin to form an active and living community. Unite people around the project and the topic of reforestation.

Develop a brand identity, a website, and pages on social media.

Develop a brand identity, a website, and pages on social media.Tell the organizers of volunteer programs and volunteers about the platform.

Begin to form an active and living community. Unite people around the project and the topic of reforestation.

BRAND IDENTITY

What we have done

What we have done

BRAND IDENTITY

CREATED A SLOGAN

“

Bringing people together to save forests.

CAME UP WITH THE LOGO AND BRANDING ELEMENTS

Oak leaf and cool green background. Nothing superfluous, just tranquility and harmony of nature.

Oak leaf and cool green background. Nothing superfluous, just tranquility and harmony of nature.

Bringing people together to save forests.

CREATED A SLOGAN

CAME UP WITH THE LOGO AND BRANDING ELEMENTS

Oak leaf and cool green background. Nothing superfluous, just tranquility and harmony of nature.

Oak leaf and cool green background. Nothing superfluous, just tranquility and harmony of nature.

Oak leaf and cool green background. Nothing superfluous, just tranquility and harmony of nature.

We chose corporate colors for entertainment and discussion posts on social media.

TEMPLATES FOR SOCIAL MEDIA

MADE A LAYOUT

Forest Volunteers have settled on our beloved Tilda. We love this platform because it allows us to make a quick start and scale the website as the product develops.

Meditative home page:

MADE A LAYOUT

CONTENT PROJECT ON SOCIAL MEDIA

We created project pages in social networks VKontakte, Instagram, and Facebook, as well as a channel in Telegram. Before inviting subscribers, we published the first pool of posts. This way we identified the topic and set the tone of voice (the tone of the project, the way we communicate with the audience).

CONTENT PROJECT ON SOCIAL MEDIA

Product (about current volunteer programs);

DEVELOPED AND LAUNCHED SEVERAL COLUMNS:

Educational (useful and important things about everything related to the forest);

Entertainment (games, tests, riddles, and other engaging formats);

Discussion (surveys, questions).

DEVELOPED AND LAUNCHED SEVERAL COLUMNS:

Product (about current volunteer programs);

Entertainment (games, tests, riddles, and other engaging formats);

Educational (useful and important things about everything related to the forest);

Discussion (surveys, questions).

TOLD ABOUT THE PLATFORM

What we have done

What we have done

TOLD ABOUT THE PLATFORM

Forest Volunteers collect proposals from PAs, environmentally responsible organizations, volunteer associations and companies in the forest sector. For convenience, together with FSC, we have developed a questionnaire, which allows you to get comprehensive information about volunteer programs from the organizers.

LAUNCHED THE COLLECTION OF VOLUNTEER PROJECTS

Forest Volunteers collect proposals from PAs, environmentally responsible organizations, volunteer associations and companies in the forest sector. For convenience, together with FSC, we have developed a questionnaire, which allows you to get comprehensive information about volunteer programs from the organizers.

After the volunteer proposals were moderated by the FSC, we published them on the website and in social media.

The information is easy to understand: readers do not need to waste time to find answers to their questions in the text. We have highlighted the main points. Such little things as the design and text structure show that we care about our users and help them make a quicker decision.

FORMED A COMMUNITY

What we have done

FORMED A COMMUNITY

For a project like Forest Volunteers, community building is very important. The goal of community management is to turn observer subscribers into active participants united by a common idea. Members of such a community feel involved in the project and help to develop and promote it.

CREATED A CHAT FOR COMMUNICATION

Creating a community is a long and complicated process. One of our first steps in this direction was the launch of a chat for volunteers in Telegram. This is a space for easy communication, acquaintances, and discussion of volunteer programs.

It is important not only to create a chat, but also to regularly initiate communication there. This was a task for our team.

CREATED A CHAT FOR COMMUNICATION

For a project like Forest Volunteers, community building is very important. The goal of community management is to turn observer subscribers into active participants united by a common idea. Members of such a community feel involved in the project and help to develop and promote it.

Creating a community is a long and complicated process. One of our first steps in this direction was the launch of a chat for volunteers in Telegram. This is a space for easy communication, acquaintances, and discussion of volunteer programs.

It is important not only to create a chat, but also to regularly initiate communication there. This was a task for our team.

LAUNCHED AN ADVERTISING CAMPAIGN

We launched targeting ads to attract subscribers on VKontakte and Instagram. The goal of a Facebook campaign was to increase awareness (the ads led to the website).

We tested different target audiences and identified those from which we got the best response:

Travelers, tourism and outdoor activities enthusiasts (in Instagram: women 25−34 years old, in Facebook: men 25−34 years old).

Subscribers of VKontakte pages of nature reserves, national parks, environmental organizations (women and men 21−24 years old).

We launched targeting ads to attract subscribers on VKontakte and Instagram. The goal of a Facebook campaign was to increase awareness (the ads led to the website).

We tested different target audiences and identified those from which we got the best response:

LAUNCHED AN ADVERTISING CAMPAIGN

Travelers, tourism and outdoor activities enthusiasts (in Instagram: women 25−34 years old, in Facebook: men 25−34 years old).

Subscribers of VKontakte pages of nature reserves, national parks, environmental organizations (women and men 21−24 years old).

We told the media and PAs about the project: sent out a press release on a pre-prepared base of contacts, used the seeding on VKontakte and Instagram social media.

Here’s what we got:

LAUNCHED A PR-CAMPAIGN

Forest Volunteers was covered by 2 federal and 17 regional media. The biggest PR-effect came in Arkhangelsk region (they even showed a story about the platform launch in the news on local TV).

Most mentions were in VKontakte (56 publications), as the majority of nature reserves and national parks develop their online communications there.

LAUNCHED A PR-CAMPAIGN

We told the media and PAs about the project: sent out a press release on a pre-prepared base of contacts, used the seeding on VKontakte and Instagram social media.

Here’s what we got:

Forest Volunteers was covered by 2 federal and 17 regional media. The biggest PR-effect came in Arkhangelsk region (they even showed a story about the platform launch in the news on local TV).

Most mentions were in VKontakte (56 publications), as the majority of nature reserves and national parks develop their online communications there.

HELD THE CONTEST "FOREST VOLUNTEER OF THE YEAR 2021"

What we have done

HELD THE CONTEST "FOREST VOLUNTEER OF THE YEAR 2021"

As a part of the Forest Volunteers project, FSC Russia launched a competition among the organizers and participants of volunteer activities.

The competition became an opportunity for eco-activists and volunteers to make themselves known. For the platform — to attract the attention of participants and organizers of volunteer projects, as well as of information partners.

We were involved in the contest promoting and supervising.

As a part of the Forest Volunteers project, FSC Russia launched a competition among the organizers and participants of volunteer activities.

The competition became an opportunity for eco-activists and volunteers to make themselves known. For the platform — to attract the attention of participants and organizers of volunteer projects, as well as of information partners.

We were involved in the contest promoting and supervising.

Developed a contest page and set up the applications reception.

ORGANIZED THE APPLICATIONS RECEPTION ON THE WEBSITE

Developed a contest page and set up the applications reception.

The contest was held in two categories: "Forest Volunteer Project of the Year" and "Forest Volunteer of the Year". Both organizers of volunteer projects in the forest sector and individual eco-activists could take part.

It was necessary to fill in an application form on the website, read the regulations and requirements to the contestants.

To promote the contest, we used targeted advertising in social networks VKontakte and Instagram, as well as seeding on thematic public pages.

LAUNCHED AN ADVERTISING CAMPAIGN IN SOCIAL MEDIA

As a target audience we chose women and men 18—35 years old, whose interests include:

nature conservation;
work in protected areas;
tracking in nature reserves and national parks;
volunteering;
forestry;
ecology;
ecotourism;
hiking;
eco-education.

LAUNCHED AN ADVERTISING CAMPAIGN IN SOCIAL MEDIA

To promote the contest, we used targeted advertising in social networks VKontakte and Instagram, as well as seeding on thematic public pages.

As a target audience we chose women and men 18—35 years old, whose interests include:

nature conservation;
work in protected areas;
tracking in nature reserves and national parks;
volunteering;
forestry;
ecology;
ecotourism;
hiking;
eco-education.

Thanks to targeted advertising, 90,000 people knew about the contest.

We also reached a socially active audience through postings in the thematic public pages. These people follow the news of communities devoted to nature protection and volunteering.

Protected areas, volunteer organizations and regional media outlets supported the contest on social media.

At the launch and at the end of the contest we sent press releases to the thematic media, dedicated to the forest industry, as well as to online media with a federal and regional agenda.

Among others, Arguments and Facts, the Agency of Social Information, and Recycle, the largest environmental community in Russia, wrote about the contest.

LAUNCHED A PR-CAMPAIGN

At the launch and at the end of the contest we sent press releases to the thematic media, dedicated to the forest industry, as well as to online media with a federal and regional agenda.

Among others, Arguments and Facts, the Agency of Social Information, and Recycle, the largest environmental community in Russia, wrote about the contest.

The jury included representatives of Rosmolodezh, the Department of Natural Resources and Environmental Protection of Moscow, the Center for Ecology and Forest Productivity of the Russian Academy of Sciences, the publishing house Arguments and Facts and other organizations.

ORGANIZED INTERACTION WITH THE JURY

We interacted with them from the launch of the contest right up to the announcement of the results: we agreed on online meetings, gifts for the winners, and information support.

ORGANIZED INTERACTION WITH THE JURY

The jury included representatives of Rosmolodezh, the Department of Natural Resources and Environmental Protection of Moscow, the Center for Ecology and Forest Productivity of the Russian Academy of Sciences, the publishing house Arguments and Facts and other organizations.

We interacted with them from the launch of the contest right up to the announcement of the results: we agreed on online meetings, gifts for the winners, and information support.

WHAT WE GOT

There were 42 applications from organizers of volunteer projects and volunteers. Among them were both small regional campaigns and large environmental projects (e.g., Leroy Merlin’s "Calendar of Good Deeds").