Johnson & Johnson usually uses its retailer ad dollars in the form of online coupons for consumers. For the Aveeno brand, we convinced them to take their "Active Naturals" tagline literally and that the money could be better used to help the natural environment. Proceeds from each purchase on Walmart.com were donated to reforestation efforts with the Arbor Day Foundation. We profiled four forests in critical need and allowed users to campaign for who should receive the trees via online vote to drive engagement. Surprise! We had such a great response, that all four forests received reforestation aid.