Trees is a platform that aims at creating a green content metatag to be widespread throughout the web. In the process, it enriches a green portal for one of the most discerning media brands in the Uk, the Guardian.
Here is the Guardian Trees pitch in a ppt format
Process
1. Read green articles online (various sources, not only the guardian)
2. Collect green articles scattered throughout the web with Guardian Trees
Articles become leaves and you 'grow' a virtual Tree
The trees you grow will collect the carbon for you as they become carbon offsetting
projects in reality (great editorial opportunity)
3. Take your Guardian Trees Widget and install it in your social network or Soulmates.
Show people you are green. Spread the seed of your tree.
In green there is atonement and behavioural change. I want to catalize the latter. As users aggregate green articles and grow their Trees, users need to be given simple ideas that can change their behaviour and make them consequently greener.
