Timberland: Empowering Haitian farmers through tree planting

Timberland, an outdoor wear retailer, increased brand awareness and affinity in the US by releasing a communications campaign focused on its sustainable resources practices in Haiti.

Campaign details

Advertiser: TimberlandBrand: TimberlandAgency: Cone CommunicationsCountry: North America

Assignment & challenge

Position Timberland as a Corporate Social Responsibility (CSR) leader, highlighting its innovative approach to sustainable development in Haiti, and generate brand and corporate visibility among media, influencers and consumers.

Relief efforts in Haiti have been widely covered by CSR, business and trade media, with the majority focusing on the negative aspects of corporate involvement. Cone knew it would be a challenge to break through the clutter and demonstrate the positive and truly lasting impact that Timberland is making on the community....

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