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World Land Trust

Project Mongma Rama: Protecting Vital Land in India for World Land Trust

 

From day one, we’ve been proud to call World Land Trust our charity partner. We’ve worked with them to protect and preserve critically threatened habitats across the globe. Not only do we donate in the name of our clients for every campaign we do, we also offer pro-bono strategic and marketing consultancy, design support and training for their team.

Our most recent work can be seen in Project Mongma Rama; a fundraising appeal bringing reserves, trees and rangers to one of the world’s most threatened biodiversity hotspots.

 

The Project

The campaign protects the Garo Green Spine, a vital land corridor in the Garo Hills in north-eastern India. Wildlife corridors bridge gaps between habitats which would otherwise be isolated. Linking these core wildlife habitats helps to preserve biodiversity. The hills are home to Asian elephants, western hoolock gibbons, clouded leopards, leopard cats, critically endangered Chinese pangolins and many more. Money raised is going to local communities to set up village forest reserves.  

We were responsible for the branding, creative concepting and media planning on a pro-bono basis.  

 

The Work

We were briefed to create a campaign identity which tied together the various elements of the project. This was followed by a media strategy, implemented to raise awareness, and urge people to donate.

The name Mongma Rama uses the local Garo language, meaning ‘Elephant Path’. The language was used to reflect that the project is about humans and communities, not just animals and trees. It’s the people that live in the area that will make the project a success.

The logo and visual identity encompass the incredible biodiversity of the landscape. It features some of the species and plants from the area, with copy forming its own spine, reflecting the ‘spine’ area the project is protecting.  

 

The Results

We’re very happy to say that the project hit its fundraising target of £350,000.

Donations have funded around 2,000 hectares of reserves, 15,000 hectares of community plans and 170 hectares of restoration – as well as three new watchers hired from local communities.

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