Fourth International Conference on Communication & Media Studies

Abstract

This is a process documentation of the new media campaign and strategies utilized for the promotion and conduct of the Mindanao-wide tree planting activity, TreeVolution: Greening MindaNOW, which was conducted simultaneously in multiple locations on September 26, 2014. TreeVolution: Greening MindaNOW is a Guinness World Record attempt for most number of trees planted within one hour. This record was previously achieved in India last August 15, 2011, where 340,200 participants across 408 locations planted 1,945,535 trees. The campaign aimed to mobilize all sectors of Mindanao for a simultaneous and Mindanao-wide tree planting activity. The documentation followed the progress of the new media activities for the campaign starting from the creation of the Facebook page on August 03 until the implementation day on September 26. Primary data of the process documentation were derived from interviews with the key organizers from MinDA and the Department of Environment and Natural Resources (DENR). The Facebook page insight feature also provided sufficient data on the number of traffic in the TreeVolution Facebook page, which was presented in a timeline format. The researcher also accessed the online registration form for the event to determine the number of participants who registered through the digital platform. A copy of this process documentation was submitted to the organizers to serve as reference document for the conduct of the second TreeVolution in 2015.