PROBLEM

Our main roadblock is the majority of people don’t know what desertification is, and the global harm it is causing. Currently, drylands are home to one-third of the human population and occupy close to a half of the Earth’s land area. The livelihoods of millions are affected by desertification. The UN estimates that it costs the US alone $42 billion per year. 

DEFINITION

The process by which fertile land turns into barren land or dessert; The persistent digression of drylands ecosystems by variation in climate and human activities.

KEY INSIGHT

The upside to desertification is that the process is reversible: It is possible to bring back water and vegetation to previously decertified lands.

SOLUTION

Our campaign, [re]grow, connects desertification to people’s lives and makes it relevant. Our campaign’s goal is to form a bridge between a person and a misunderstood cause of desertification by showing them how it affects other human beings. Once that bridge exists, we then educate.     

HOW WE WILL SUCCEED

Partner with the UNCCD (United Nations Convention to Combat Desertification) and fund their efforts. They have a 10-year strategy that focuses on a global partnership to reverse and prevent desertification and to mitigate the effects of drought in order to support poverty reduction and environmental sustainability. 

MISSION STATEMENT

To raise awareness of the harmful effects of desertification and inspire people to help reverse desertification through education and donation. 

BRAND STORY

The farm is all we have. It’s our employer. It’s our bank. It’s our livelihood. Without it, we have nothing. But it’s been a rough few years. The soil isn’t producing like it once did, and no matter how hard we work, it’s just too dry. We aren’t yielding enough to make a living.I’m worried about our future and I know I’m not the only one. If the farm dies then we won’t have a home or be able to feed our family. The community depends on our crops. Maybe I’m suffering the consequences of past mistakes, but I don’t understand why. I’ve tried to take care of my land and my cattle but it seems I did something wrong. I would do anything to turn back time…anything to fix it. I have to believe that there’s a solution and that the damage is reversible. I just don’t know how.

FUNDRAISING CAMPAIGN

Donation-to-win gaming at Regal Cinemas across America, Europe, and Asia. People will be able to play the game and compete with other moviegoers at movie theaters before blockbuster films during the pre-trailer. Potential partnerships include Trivia Crack and Shazam for our version of [re]grow Trivia Crack. Winners will receive a coupon for a concession item.