Collaboration between Virgin Radio, WWF and McCann Bucharest highlights the rate that Romania is losing its virgin forest
Virgin Radio and WWF Romania launch The Deforestation Beat campaign. The beat, which is the actual pace of virgin forests getting cut down, is the rhythm to which famous artists reworked their songs to remind listeners that every 1.2 seconds a tree is being cut and ask them to get involved.
Romania has the last remaining virgin forests in Europe, but 10.000 SQM of these virgin forests disappear every hour. If you do the maths, this means that a tree is being cut down every 1.2 seconds.
Virgin Radio invited Romania’s most famous artists to use this beat – The Deforestation Beat – in their songs and artists were not shy to join the cause.
INNA, Mihail, Vanotek, The Motans, Grimus and DJ Shiver all remixed their summer hits to the new beat and invited listeners to get involved: Shazam the song when you hear it on the radio and donate to WWF Romania to help fight the deforestation plague.
“This campaign translates a huge problem into the language of the young generation and simplifies the way they can get involved to save the nature. Radios and podcasts are part of their everyday life, so that’s where we went to educate and ask for their help. One beat, one song, one click away,” stated Orieta Hulea, Director of WWF Romania.
Catalin Dobre, CCO McCann Worldgroup Romania, said: “We are losing our forests. That’s a hard fact, backed by numbers. But numbers and statistics no longer impress us. So we transformed the numbers and warnings into entertainment.”
Listen to the songs and artists' call to action:
INNA and her NIRVANA remix:
MIHAIL and his WHO YOU ARE remix:
THE MOTANS and their JACKPOT remix:
VANOTEK and their BACK TO ME remix:
GRIMUS FEAT DJ SHIVER and their PIBLOKTO remix: