Sector and focus area
Climate science, reforestation, global communications, public engagement
Context and challenge
Crowther Lab had developed the first global dataset mapping Earth’s tree restoration potential. The findings offered a new way to understand the scale of the reforestation opportunity, but their wider value depended on reaching far beyond the scientific community.
The challenge was to translate complex data science into a clear and credible public narrative – one that made the opportunity feel urgent and actionable for policymakers, NGOs and the public. The campaign also needed to establish the dataset as a benchmark for global action and unlock wider support for further research.
Approach and strategy
Greenhouse built a global PR campaign around Crowther Lab’s landmark findings and online tool, framing the research as a practical route from scientific evidence to climate action.
The strategy combined a strong mainstream media story with specialist credibility. Cutting-edge data was translated into clear messages about the scale and urgency of tree restoration, while support from Christiana Figueres, WWF and René Castro of the Food and Agriculture Organization helped reinforce the research’s relevance to global climate and policy audiences.
News video, social assets and the #TreePotential campaign extended the story across channels, giving audiences accessible ways to understand, share and engage with the findings.
Work delivered
- Campaign narrative. A clear global story connecting the science of tree restoration with the urgency of climate action
- Global media relations. Targeted engagement with mainstream and specialist outlets to maximise the authority, relevance and reach of the findings
- Influencer and institutional support. Credible third-party voices to strengthen the campaign’s standing with policy, NGO and public audiences
- Digital amplification. News video, social content and a dedicated hashtag to carry the research beyond launch coverage
Outcomes and impact
The campaign generated more than 700 pieces of coverage across over 100 countries, with an estimated 134M views. Highlights included a Guardian front page and coverage from NBC News, Reuters and The New York Times.
Media coverage
700+pieces of media coverage
Estimated views
134Mestimated coverage views
Countries
100+countries reached
The research also travelled beyond media coverage. Crowther Lab’s data was referenced in country-wide reforestation efforts in Ethiopia and India, and the paper ranked among the top 5% of influential scientific research. The campaign created further opportunities for research funding, extending the value of the launch beyond its initial news cycle.
The visibility of the findings formed part of a wider shift towards government recognition of the need to plant more trees. Wider policy momentum included Canada’s pledge to plant 2bn trees over ten years, with 3,500 seasonal jobs attached to the commitment.
Why this work matters
Scientific evidence can only shape decisions when people outside the research community can understand its significance and see how to act on it. By turning a landmark dataset into a clear global story, the campaign gave reforestation science greater public reach, policy relevance and practical momentum.
The work shows how strategic communications can help complex climate research move from publication into public debate, funding conversations and real-world action – without losing the authority of the underlying evidence.
