1. Project: OXYGEN – LATVIA PLANTS TREES!
Category: ISSUES AND CRISIS MANAGEMENT
Summary
The tree-sowing and planting campaign Skābeklis (Oxygen) was created to
demonstrate the contribution of Latvia’s largest forest manager a/s Latvijas valsts
meži (LVM) and greenest bank SEB banka to cleaning up Latvia’s environment, as
well as foster the Latvian population’s awareness and patriotism about Latvia being
one of the world’s greenest countries.
The creative idea and target set for the Skābeklis campaign was to sow and then
plant just as many trees as there are people living in Latvia. In total, 2 231 503 fir,
pine and oak trees. Is that a lot? No! Because each of us only had to plant one seed.
Extensive public involvement, national and regional media events, a campaign in
schools and an interactive web project ensured that not only one tree was planted for
every Latvian resident, but also campaign substantially added to the campaign
organisers’ reputations as green companies.
Campaign helped to overcome the threats of LVM reputation damage that accrued
after the Latvian government decided to double the rate of felling trees.
And SEB strengthen it’s positions as the company that aims to build a more
sustainable business by supporting its customers and contributing to the communities
in which it is present.
Situation
Yale University's list of the world's greenest countries ranks Latvia 8th. Research
found that Latvian forests are managed at the highest level, attaining 100 out of a 100
points..

2. In 2009 however, at the height of the economic crisis the Latvian government decided
to double the rate of felling trees. Latvian public increasingly expressed concern
about excessive deforestation, which created potential damage to the reputation of
forest manager LVM.
There was a needed for a project that not only yielded measurable positive results,
but also fosters the Latvian population’s awareness about Latvia being one of the
world’s greenest countries.
Objectives
The agency’s task was to create a communications solution to educate the Latvian
public about forest planting issues and provide a genuine contribution to preserving
Latvia’s natural biodiversity.
At the same time, the campaign’s objectives were:
 to promote a positive outlook towards LVM’s activities, improving the
company’s operational rating
o (Both are regularly measured by research centre SKDS)
 to strengthen the image of the other campaign partner – SEB banka – as an
environmentally and society friendly company
o (Important measure for SEB is company’s position in reputation top of
finance sector in Latvia presented by TNS).
Strategy
The campaign strategy was not only to contribute significantly to forest planting, but
through the involvement of almost all Latvian schools, Latvian companies and opinion
leaders, to demonstrate the contribution of Latvia’s largest forest manager a/s Latvijas
valsts meži and greenest bank SEB banka to cleaning up Latvia’s environment.
The creative idea and target set for the Skābeklis campaign was to sow and then
plant just as many trees as there are people living in Latvia. In total, 2 231 503 fir,
pine and oak trees. Is that a lot? No! Because each of us only had to plant one seed.
The campaign's creative concept and strategy is based on SEB banka’s Corporate
Sustainability Strategy, as well as LVM’s strategic objective to preserve nature’s
diversity, while creating a caring and responsible public attitude towards the Latvian
environment.
Execution

3. The campaign was launched alongside the symbol of Latvian unity – the Freedom
Monument. To introduce the Skābeklis idea to the general public, a number of project
ambassadors – well-known and respected people – planted their own tree seeds.
A support network for the campaign was established in all of Latvia’s 700 primary
schools. Pupils sowed seeds and were active in reporting on germinated trees at the
campaign website.
To maintain a constant flow of publicity, special tree-sowing events were held
throughout Latvia. Trees were sown by actors, orchestra musicians, as well as by
employees and teams representing many Latvian companies. Those interested could
obtain sets of seeds at Latvian post offices and SEB banka branches.
The Skābeklis website www.skabeklis.lv featured, alongside the latest tree-planting
information, an interactive map allowing anyone to log how many fir and pine tree
seeds they had planted.
Documented Results
700 schools, several hundred companies and many thousands of residents took part
in the campaign. 500 000 plantings were registered at the website, just about 28% of
the Latvian population.
Successful cooperation with the media, articles, competitions, interviews and
bloggers garnered several thousand publications in national and regional media and
popular social networks.
2 278 234 fir and pine seed were sown during the campaign and will be replanted,
attaining the campaign target – to plant as many trees as there are people living in
Latvia.
According to surveys by research centres SKDS and TNS, campaign succeeded in
growing the reputations of LVM and SEB:
 Over the campaign, the number of people who believe that LVM manage
Latvia’s forests very well increased by 10%, the rating of performance and
LVM management improved.
 And SEB strengthen it’s positions as the organization with the best reputation
in finance sector in Latvia.
Links
URL

4. Name of the link Link
Website of campaign www.skabeklis.lv
SEB team sows trees
http://www.seb.lv/data/SEB-galerijas/koku-sesana/index.htm
all around the Latvia
Oxygen – part of SEB
group Corporate http://sustainableperspectives.sebgroup.com/Sustainability-
Sustainability SEB/4-Reducing-our-footprint/
strategy and program
LVM corporate
http://lvm.lv/eng/lvm/strategy_/
strategy