Interactive fundraising experience in Hoog Catharijne to green the earth
Amsterdam, November 22, 2022

This weekend, Hoog Catharijne, one of the busiest retail hubs in the Netherlands, was all about greening. blowUP media, Doneasy and Justdiggit joined forces with shopping center Hoog Catharijne to draw attention to the climate in a positive and innovative way. By moving, visitors to Hoog Catharijne could grow their own tree as a digital art piece on Doneasy’s interactive terminals, after which €1 could be donated to Justdiggit. After each donation, several large-format LED screens from blowUP media in Hoog Catharijne showed real-time thank-you content. With a large awareness campaign on all screens in-and around the shopping center, Justdiggit’s mission to cool down the planet was communicated and visitors were invited to also get moving at various activation spots in the shopping center. For every Euro donated, Justdiggit can re-green as much as 75 m2 of dry land in Africa.

The Groundbreakers, the first green brand activation agency in the Netherlands, helped draw attention to this interactive fundraising experience with a large pile of soil on the Utrecht station square.

Justdiggit makes dry land in Africa green again

Communication is key within Justdiggit. Justdiggit uses communication to increase its impact in Africa, to reach as many farmers and pastoralists as possible and to create global awareness. Justdiggit applies various techniques. These include rainwater harvesting by digging so-called “earth smiles” and bringing back trees through pruning techniques. In this way, more than 300,000 hectares of dry land have been turned green again and more than 10 million trees have been brought back. By applying nature-based solutions, we can combat global warming. In fact, nature-based solutions are as much as 37% of the solution to the climate problem. We need to make degraded land green again. Because if we can warm the earth, we can cool it down again.

Doneasy

Doneasy is the gamechanger in the world of fundraising. It is a platform that targets consumers in an innovative way. Transparency and connection are key. Through Doneasy, passersby’s are encouraged to donate and the impact they make by doing so becomes instantly visible. Doneasy’s mission is “to empower the culture of giving.”