Finor X, Freetown City Council, & Greenstand

The Freetown the Treetown Initiative is a tree planting campaign organized by the Freetown City Council, Government of Sierra Leone, Greenstand, the World Bank, and environmentally-friendly fashion technology line Finor X. This project concept started in 2018 after a devastating mudslide in 2017, due to climate change and deforestation, took the lives of thousands within the capital city.

In partnership with PivotPath, the Freetown the Treetown campaign aims to plant and grow one million trees in Freetown, Sierra Leone by December 2022 while educating the general public on ways they can positively contribute towards a healthier and more sustainable community. PivotPath developed a strategic marketing and communications plan, social media plan, and attractive social graphics to elevate the campaign’s visibility across multiple audiences.

Impact: We provided Finor X with a communications strategy to convey the importance of tree planting in Sierra Leone and improve awareness for all residents, visitors, stakeholders, and partners who engage with the City of Freetown and abroad. The campaign reached over 5,000 people globally and received the Bloomberg award in January 2022.