Creative Gallery on Sustainability Communications


"Tree Rings" For ACRES
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Description / Synopsis

Since animals are not able to speak for themselves, the destruction of their habitat leaves them to suffer in silence. The objective of the campaign was to highlight the responsibility people have in letting animal species thrive in their natural environment. In other words, we have a choice in keeping things the way Mother Nature intended them to be.


ACRES is an animal protection organization that aims to create a caring and socially responsible society where animals are treated as sentient beings. The challenge was to raise awareness and educate the public on the plight of animal species due to human activity – mainly, the destruction of rainforests that serve as a natural habitat for wildlife to live in harmony.


The lives of animals revolve around their living space – the rainforest. In order to communicate this, we used a visual metaphor of tree rings. And as we all know, each ring followed by the one that lies in its outer core represents the ageing of a tree. By using animals to make up the rings, we communicate the idea that the more we let a tree grow, the more wildlife it can sustain. Hence, we should keep things the way they are and not simply let lifestyle choices destroy rainforests and dictate the lives of animals.


The posters garnered positive responses from the public. Although media placement was selective and minimal, it managed to make its way via word-of-mouth and even online, through forums and social media platforms. We even had people request copies of the posters to be put up in schools and public spaces. It simply showed how good design can bring to light an even greater cause.

Title"Tree Rings"
Original Title"Tree Rings"
Sustainability Themes Climate Change & Atmosphere, Desertification & Drought, Education & Awareness, Lands, Soils, Forests & Mountains, Production Patterns
Date of First Publication 30/04/2011
Country of ProductionSingapore
Tagline400 species of birds. 150 species of butterflies. 125 species of mammals. 100 species of reptiles. 60 species of amphibians. All in a four-square-mile patch of rainforest. Help us keep it that way.
Awards -Cannes Lions, 2011 (Bronze) for Design Lions
Account Director: Rowena Bhagchandani