POLAND: Danone’s Zywiec Zdroj relaunches tree campaign
Zywiec Zdroj relaunches tree campaign
Danone has launched the second phase of a campaign for its Polish water brand Zywiec Zdroj, designed to raise awareness of environmental sustainability.
The ‘My Strong Tree programme’, which began last year, aims to increase public awareness of the importance of environmental sustainability, highlighting in particular the role of trees, the firm said today (9 March).
Since the campaign began, 1m trees were planted last year in the Beskidy Mountains region of Poland, where the Zywiec Zdrój water is sourced. The initiative, Danone said, will continue in 2010 with the addition of educational activities across the country in a bid to encourage high, primary and kindergarten schools to develop and implement environmental projects in their local communities.
Free training in ecology and sustainability issues will also be offered to teachers and prizes for the “most interesting project or lesson” will be on offer to all participants.
Marek Wojtyna, chairman of Zywiec Zdrój, said: “The success of the previous edition of the programme confirmed our belief that it’s important to promote environmentally friendly attitudes and educate the public on how their actions can impact on the environment.”
Consumers can participate via an interactive website, www.mojesilnedrzewo.pl.
The My Strong Tree programme is led by Zywiec Zdrój and the Our Earth Foundation, in partnership with other entities including the Regional Directorate of State Forests and Warsaw University.
Last month, Danone Waters said it will leverage its position in emerging markets in 2010 as volume growth in 2009 was entirely driven by those countries.
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