Brief Description
Forest protection is a key area of activity for Greenpeace Russia. In 2019, the organization launched an initiative to change the legal status of forests growing on unused farmland. To raise awareness of the issue, a campaign with the hashtag #OwnYourForest was launched. It was based on comprehensive research of the public sentiment on the issue to identify messages and ideas which would motivate people to support the cause. Thanks to the research and preparatory work, the campaign achieved the maximum effect of attracting wide attention to the initiative and bringing it to the government for consideration.