The “Three Billion Additional Trees by 2030” initiative
“Three Billion Additional Trees by 2030” is a European Union-wide initiative that aims to plant 3 billion additional trees across Europe by 2030, strengthening public engagement in environmental sustainability processes. In Latvia, this initiative is being implemented by the Meža konsultāciju un pakalpojumu centrs (MKPC), and SPREDD is responsible for the implementation of the communication and content strategy.
Our contribution to the implementation of the initiative is focused on the development and implementation of a communication plan – so that the message not only reaches people, but also inspires them to participate. Together with the Meža konsultāciju un pakalpojumu centrs team, we are implementing activities that address various audiences throughout Latvia, encouraging residents to plant trees outside forest areas and register them on the
MapMyTree website, promoting public involvement in achieving a common goal.
We developed a full-cycle communication strategy: from content ideas to media publicity and advertising campaigns.
The implementation of the plan included:
- Cooperation with influencers (Māra Upmane-Holšteine and Edgars Fresh), who personally participated in tree planting and shared their experiences;
- Video story development and broadcast on the TV show “Izstāsti Latvijai”;
- Creation and placement of advertising articles on leading portals TVNET and Apollo, ensuring wide public reach;
- Launched an advertising campaign that precisely targeted various audience segments throughout Latvia;
- Social media content creation – regular, educational, and inspiring posts on Facebook, Instagram, and TikTok.
To give the campaign message a human and emotional dimension, actor Ainārs Ančevskis participated in the video, whose voice and personality helped to create a credible, warm, and inspiring story. This story was broadcast on television and also used on digital channels, becoming one of the most visible communication elements of the initiative.
Ainārs is currently also involved in a social media video series that continues the campaign with educational and easily digestible content.
The implementation of the developed plan has been intensive – we have created a foundation for strong communication that not only informs but also encourages people to take action. However, our involvement is not over yet – we continue to create social media content and implement communication activities that will allow the initiative “For 3 Billion More Trees” to become an even broader and more inspiring movement in Latvia.
This collaboration demonstrates SPREDD’s ability to combine strategic thinking with a creative approach, creating communications that not only inform but inspire action.
Our approach—a balance between data, stories, and visual language—helps transform the initiative from a campaign into a movement that truly changes society’s attitude toward the environment.
@3miljardikoku.lv Te sākas pārmaiņas! Ar vienu mazu, bet apzinātu izvēli! 🌏🌳 ➡️ Reģistrē: https://mapmytree.eea.europa.eu//dashboard #3billiontrees #mežaatbalstafonds #maf #esiniciatīva #mkpc
