Lesson
- Growing a personal tree had a popular appeal and inspired all kinds of people
- Making a simple shared idea freely available encouraged partners to play to their own particular strengths and to enrich the campaign
- The solid partnership strengthened the effectiveness and efficiency of the campaign
- Flexible core funding from Esso helped release huge additional resources, in cash and in kind
- The fact that Esso waived the need to use its brand helped to facilitate more effective media coverage
- Setting ambitious targets, which measured quality as well as quantity, raised everybody’s game