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Trees That Count wins bronze at the 2020 Effie awards

Environmental charity programme Trees That Count proved not-for-profits can hold their own among the big brands at last night’s virtual Effie awards.


Walking away with a Bronze Effie for their emotive 2019  ‘Love Native Trees’ campaign, the charity, and their media agency MBM, joined Mcdonalds, Speights, Meridian, NZTA and other heavyweights  to secure their first award since launching in 2016.

Love Native Trees has been their biggest campaign to date with a clear mission to grow brand awareness and remind Kiwis of the many reasons native trees deserve to be an integral part of the country’s environmental focus in years to come.

CEO Adele Fitzpatrick says the award was a clear acknowledgement of Trees That Count’s media agency MBM combined with her own marketing team’s hard work and passion for growing a movement that makes a difference for New Zealand’s future.

“Love Native Trees enabled us to define our brand voice and reach New Zealanders everywhere with the message that native trees are part of our culture and wellbeing, and we need to invest in them for future generations.”

The charity runs the country’s only native tree marketplace which enables individuals and businesses to fund or gift native trees online. Those trees are then given free to deserving planting groups across the country who are looking to upscale their projects and make an even bigger impact on the environment. 

The Love Native Trees campaign proved its effectiveness, with donations and gifts through the marketplace up 170 % in 2018 and a significant uptake in New Zealanders gifting native trees for Christmas and special events. 

Ms Fitzpatrick says the overwhelmingly positive response from New Zealanders has shown their readiness to invest in their own backyard.

“I think our success has proven that New Zealanders are ready to do the right thing and they’ve just been looking for ways to make a difference that is easy and affordable - and that’s where we come in. Native trees are one of the most powerful tools we have available to help fight climate change while protecting our unique biodiversity, and it's clearly something New Zealanders believe in.”