Volcano Public Relations (Volcano PR) has recently wrapped on a nationwide CSI campaign for client, MAN Truck & Bus (Pty) Ltd (MAN), donating more than 300 trees to local schools and communities around the country as a visual representation of the reduction in carbon emissions achieved by MAN's recently launched line of TGS EfficientLine trucks.
Initially briefed to simply extend MAN's Consistently Efficient Tour 2012
into something with social responsibility legs, the Volcano PR team instead made sure that both the CSI partner and campaign concept were strategically aligned and resonated with all messages communicated through the line.
The Consistently Efficient Tour 2012
sought to prove that the new line of TGS EfficientLine trucks were not only more economical for fleet owners, but easier on the environment too; a critical factor with climate change such a hot topic in recent times. The tour was a resounding success, showing a fuel saving of 4.7l per 100kms, equating to a CO2 emission reduction of more than 98 metric tons over the average four year lifecycle of a truck. The CSI element was introduced as a reward for and demonstration of fuel efficiency, with one tree earmarked for community planting per litre of savings. The total result over the more than 4000 kilometers of the tour was an incredible 365 trees handed over to primary schools in six provinces. These trees would not only serve to beautify rural schools, but will provide much needed shade and shelter.
"The concept for the CSI element was an exciting one, giving us the opportunity to not only help in offsetting the carbon emission of the tour itself, but to also leave behind a green legacy and demonstrate MAN's ongoing commitment to the areas in which their dealerships operate," says Jessica Wheeler, PR Business Unit Director at Volcano PR. "The natural alignment with the overall communications objectives of the tour made sure that our messages were consistent with advertising, truck branding and even event concepts, giving client a truly 360-degree integrated campaign."
Volcano PR partnered with Food & Trees for Africa, South Africa's national greening social enterprise, to make sure that donated trees are planted and maintained correctly, providing decades of future use for schoolchildren and community members.