As the name suggests, the aim of this campaign has been to promote a cultural relationship with trees through a personal bond and not an impersonal act of mere plantation, which leads to hundreds of thousands of trees getting planted each year only to be abandoned. Moreover, the thought of how a simple act by an ordinary individual can have a viral impact, made us think of the practice of gifting plants.
Further, in an age of instruction overdose, the act of gifting plants gives the message of the need to plant trees even if no words are spoken. In fact, it gives responsibility to the recipient to plant the tree and nurture it.
Hence, the campaign promotes the practice of gifting plants on occasions such as birthdays, weddings, child birth or any occasion in which we give gifts. The campaign goes a step further and has as its punchline, "But you don't need a reason to gift a tree".
The campaign is primarily on social media with hundreds of people becoming ambassadors with profile pictures relating to the campaign. These images are further developed into posters and hoardings and the campaign runs on radio as well. There is also a Green Superhero, Dedi Loku (Tree Man in the Kui tribal language), who is the mascot of the campaign.
To facilitate those who want to plant or gift trees, Bakul runs Tree for Free initiatives at BPCL petrol pumps and through roadshows on bullock carts in addition to making trees available at the Bakul Libraries.
For images of the Campaign, click on this image:
For images of Tree for Free, click on this image:
For Media Reports on the My Tree Campaign, click on this image: