To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Can Ronaldo Save the Rainforest by Cutting His Hair?

Soccer Can Be a News Vortex, so Norway's Rainforest Foundation Is Gaming the System

Editor's Pick

Norway based Rainforest Foundation discovered the world cup craze may not actually be terrible for global issues. While an unfortunate truth is that Portuguese soccer player Cristiano Ronaldo's haircuts get more web searches than quickly disappearing trees, the organization has decided to turn lemons into lemonade.

Throughout this year's World Cup, players from Norway's national soccer team have been buzzed and filmed to raise awareness. Viewers have then been led to rainforestcut.com for more information on the issue as well as ways to donate.

Now the foundation is looking to land the big whale -- Ronaldo himself. If he has to get a haircut at some point anyway and that event is likely to be newsworthy, why not associate it with a cause like saving the rainforest? That's good press, right?

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jul 02, 2014
Client:
Rainforest Foundation
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Subscribe Now

Become a Member of Ad Age