HEALING THE SCARS OF WAR
By proving that millions of hectares of previously unusable Agent Orange land in Vietnam could be used.
Creating community involvement that is scalable, sustainable and measurable.
IDEA
To turn unusable Agent Orange land into usable land by planting inedible Jatropha, a plant that can be used to create biodiesel.
IMPLEMENTATION
This was conducted to see if Jatropha would grow in the affected soil.
Direct mail, posters, town hall meetings and activations were used to talk to rural communities and community leaders.
Areas around Agent Orange land are poorly often with low literacy levels.
Only by growing the plants could we convince communities it would work.
RESULTS
1,500 hectares restored with 3 million Jatropha plants.
1,500 families employed, inspiring more communities to join.
Government identified 4 million hectares for potential restoration.
Phase 2 targeted 300,000 hectares for cultivation.
AWARDS & RECOGNITION
Cannes Lion Activation Shortlist