Send a text to plant a tree for Earth Day, Michaels says
By Jay Keller
What’s unique about the campaign is how Michaels is asking for its customer base to help plant 10,000 trees in North America through American Forests Global ReLeaf program through April 22.
The idea is simple: Opt-in and send Michaels an SMS text message — and they will plant a tree.
Actually, Michaels will make a donation to American Forests and their local affiliates aligned with the Global ReLeaf program will plant a tree on the customer’s behalf.
Regardless, Michaels says the Earth Day campaign provides a truly paperless way for customers to become activists through SMS alerts this April and beyond.
“We hope our customers will continue to find inspiration all year long by signing up for our text alerts in April, which also will help us plant new trees,” Michaels CMO Paula Puleo said in a recent statement.
Additionally, the specialty arts and crafts retailer wants to inspire customers with upcycling project ideas and in-store kids’ craft workshops throughout April.
“We believe that creativity is one of our greatest natural resources, and what better way to celebrate Earth Day than with DIY projects that respect the planet?,” Puleo added.
Throughout the month, eco-conscious crafting events for kids include using leftover or recycled products found in the home to make puppets, art and stamps.
Michaels offers DIY Earth Day project ideas in the April Look Book with offerings that span everything from an eco-friendly block party to other upcycling ideas show customers how to re-use, reduce and “re-love.”
Since 1990, American Forests has planted 42 million trees in the U.S. and other countries through the Global ReLeaf program, partnerships and policy advocacy.
“We plant millions of trees each year through our Global ReLeaf program, partner to restore damaged ecosystems, advocate for sound, science-based forest conservation policy, and work with cities to expand urban tree canopy cover,” American Forests says.
American Forests says they are the only national environmental nonprofit organization who works exclusively to protect and restore forests.
Using local partners to design and execute forest restoration projects, American Forests works with federal and state agencies in some cases or collaborate with grassroots organizations that have specific expertise in other cases.