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WHAT
Sengirės fondas (The Ancient Woods Foundation) is a Lithuanian NGO dedicated to safeguarding the country’s last old forests - places where nature develops without human interference. In August 2025, together with the foundation, we set an ambitious goal: raise enough funds in a single month to buy and permanently protect 20 hectares of biologically valuable woodland. To succeed, the campaign had to break through public indifference and inspire broad participation. The aim was to turn ecological preservation into a widely supported, shared cause.
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INSIGHT
The brief required a clean break from the usual language of loss and alarm around environmental issues. Instead of asking the public to mourn disappearing forests, the challenge was to find a point of relevance powerful enough to engage everyone. The team began with first principles: what defines an ancient forest, and why does its survival matter? From there they sought a cultural denominator that could resonate across society. The answer was wealth. Lithuanians are driven to assets - stocks, bonds, and especially real estate. Framing forests as property assets opened the door to reach far beyond nature enthusiasts and appeal to a universal concern for lasting value.
CONCEPT
This insight led to the campaign concept Neįkertamas turtas (“uncuttable assets”) - old-growth forests presented as untouchable units of wealth beyond markets or developers. The rallying line “Grąžinkime gamtą gamtai” (“Return nature to nature”) anchored the idea, and under the banner Senamiškio Rezidencijos (“The Oldwoods Residencies”) a fictional real-estate project invited people to invest in this new asset. The campaign adopted the full language and style of property marketing: public figures acted as real-estate brokers, listings highlighted natural “solar panels,” fallen-tree “infrastructure,” and centuries-old “neighborhoods,” and communications echoed the urgency and exclusivity of a prime property release. By presenting forest protection as a premium asset rather than a charitable donation, the campaign turned conservation into a desirable investment.
RESULT
The initiative proved that conservation can rival real-estate investment when framed as a lasting form of ownership. Within one month more than 3 750 individuals and 21 organizations contributed €180 192, enabling the purchase and permanent protection of 31.3 hectares of old-growth forest - 157 percent of the initial target. It showed how integrated strategy and creativity - concept, design, digital experience, and communications - can mobilize both public and corporate action and secure long-term ecological value. Launched in August 2025 with Artea Bank as lead patron and a volunteer network of well-known cultural figures as real-estate “brokers,” Neįkertamas turtas quickly captured national attention on social media and in mainstream outlets. The safeguarded land spans three ecologically significant sites, now left to develop as self-sustaining habitats where biodiversity can thrive free from human interference forever.
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