The car rental company has created an online donation facility that allows its customers to opt to donate R15 to Platbos Forest whenever they book a rental car through First Car Rental's website. All donations go directly to the Platbos Forest.
Platbos Forest is a unique, indigenous forest with some trees being over 1,000 years old. The forest's existence has puzzled botanists because, unlike other relic forests that have retreated into wetter areas such as mountain ravines and riverbeds to survive, Platbos Forest grows in deep, sandy alkaline soil in an area where there is relatively low rainfall and no river feeding into the forest - a conundrum that makes this forest extremely rare and endangered.
Platbos Forest is also a powerful symbol of hope because despite previous logging activities and devastating fires, drought, and the threat from invasive alien vegetation, Platbos Forest persists.
"The Platbos Forest is a rare natural treasure that needs to be protected. We hope to use our online portal to get our customers involved and educated on this amazing forest, and hopefully donate as a result," says Melissa Storey, executive head of strategy, development and marketing at First Car Rental.
Last year, First Car Rental pledged 15 trees to support the reforestation initiative. First Car Rental also kicked off a donation drive on Twitter, challenging other South African car rental companies such as Avis, and EuropCar to donate to the Trees for Hope campaign.
"As a company, we do our best to reduce our carbon footprint. Supporting the Platbos Forest Reserve reforestation programme fits in perfectly with our company ethos and we urge others to do their bit to save and protect this ancient indigenous forest," says Storey.
