In 2015 Yorkshire Tea, alongside The Woodland Trust, pledged to plant 1 million trees over 5 years. In previous years, activity was limited and hype and buzz around the initiative was low. We needed to engage parents and children with the harsh reality that if we do not look after our environment, our woodlands will disappear. So how do we engage children in a subject that is somewhat alien to them? Together with the legendary illustrator, Axel Sheffler, we created an advertising campaign that was second nature to them – colouring in. Working with the ever-familiar Gruffalo we were indirectly inspiring kids to help prevent ‘The Vanishing Wood’ from disappearing by bringing back the colour themselves. Our colouring in ads ran across national print titles and across mobile and tablet as interactive, rich media ads – the first of their kind. The results were fantastic. Awareness of the partnership grew by 50% and purchase intent amongst those exposed grew by 39%. The ethical credentials of the brand dramatically increased to 30% but best of all, we had a smashing gallery of pictures shared with us on social media.