IGPDecaux launches the new 'Goodvertising for Forestami' format that aims to involve citizens in an original and smart way, as protagonists of an activity that contributes to increasing donations for urban forestation in the territory of the metropolitan city of Milan. An area that the Forestami* project itself wants to make even greener, with the goal of planting 3 million trees by 2030.

Thanks to this new format of sustainable communication, IGPDecaux's assets are transformed into a place of physical and digital experience: anyone standing near an IGPDecaux digital installation in the underground and the advertising of a Brand supporting the Forestami project can interact with creativity through a Qr Code and respond to the call to action inviting them to contribute to the donation of a tree. The interaction is light and engaging: by playing with the application, the citizen can make an animated tree in the colours of the brand grow, and this small gesture corresponds to a donation to the Forestami fund, a contribution that does not require money but just a few minutes, the time normally spent waiting for public transport means.

The 'Goodvertising for Forestami' initiative is a concrete example of how citizens, through Out Of Home advertising, can do good for the territory, contributing to making cities greener; and is an even more evident testimony of IGPDecaux's role in cities and for cities. An initiative that 'gives value to all those involved', as stated by Giovanni Uboldi - IGPDecaux's Sales & Marketing Director, and reminds us of the importance of active participation to achieve environmental transition.

Goodvertising for Forestami is the brainchild of Michele Longobardo, winner of The Big Smart Hack Makerfaire Rome 2018, acquired, incubated and developed by IGPDecaux.

*The Forestami project is promoted by the Municipality of Milan, the Metropolitan City of Milan, Regione Lombardia, ERSAF, Parco Nord Milano, Parco Agricolo Sud Milano and Fondazione di Comunità Milano.