Zippo has announced the launch of Fight Fire with Fire, an integrated global project aiding critical reforestation in partnership with WOODCHUCK USA, documented by global storyteller National Geographic.
As creator of one of the most famous flames of all time, Zippo is intimately aware of fire’s usefulness – a force of nature to be summoned at will. But this power, when wielded carelessly, can have devastating effects. Nowhere is this more evident than fire’s impact on forests across the globe. Wildfires destroy 4% of the Earth’s forested surface each year, with 84% as a result of human hand.
The Fight Fire with Fire integrated campaign has been created with DeVries Global. The agency is also leading on global amplification and execution across eight markets, including China, the USA, Germany, France, the UK, India, Korea and Japan. The National Geographic content and media partnership will be supported by social media roll out across Zippo’s owned platforms, earned media outreach and a BUY ONE. PLANT ONE. Fight Fire with Fire lighter collection in partnership with WOODCHUCK USA.
With unprecedented wildfires reported as far north as the Arctic Circle, and research citing humans as the main threat to the very existence of a third of all remaining animal species, there is a shared sense of urgency to protect our planet and biodiversity. Zippo believes every individual has the power to make a positive difference; humans are responsible for the majority of fires, so the solution also rests in our collective hands.
To help educate on the problem of wildfires and their causes, National Geographic has produced a video, photography series and a native article, documenting Zippo’s first step towards its pledge to counter deforestation. Global efforts have begun in Madagascar, the world’s fourth largest island that has had 90% of its original forests destroyed.
The content series focuses on what individuals are doing to rectify the issue. Real stories show what impact the initiative is having on the ground, sharing the experiences of those who plant mangrove trees, those who work to conserve wildlife, and those who fight to undo the damage caused by fire. The content also details how this positively impacts the planet as a whole, and how the work in these ecosystems is helping restore the Earth’s delicate balance.
Lucas Johnson, Senior Brand Manager, Global Marketing at Zippo comments: “Temperatures are at the highest level on record and wildfires are affecting almost every continent on Earth, but unlike most natural disasters, the majority of wildfires are caused by humans. In the US alone there are around 100,000 forest fires each year clearing up to 9 million acres of land. The Zippo windproof lighter gives people the power of portable fire but with this comes responsibility. Which is what inspired us to work with our partners WOODCHUCK USA, documented by National Geographic, to not only shine a light on the devastating effects of fire when it’s misused, but to start reversing damage done by human error. Our work in Madagascar is the first step towards a longer term commitment for the brand.”
Ben VandenWymelenberg, Owner and CEO, WOODCHUCK USA says: “Our vision is creating a world more connected to nature, inspiring individuals to get out there and experience adventure and the outdoors. The BUY ONE. PLANT ONE. program enables us to work towards a goal of leaving the planet in a better state; partnering with Zippo has allowed our two brands to work in unison to help counter the effect of deforestation. Our partnership story beings in Madagascar, where we aim to empower local residents and educate around protecting and restoring natural habitats. With National Geographic telling our story, we hope in turn, to increase education in all far corners in the world.”
Source: DeVries Global