Each year, about 4% of our forests are destroyed by fires. In no action on our part, this frightening figure can only increase over the years. Climate change actually contributes to the proliferation of fires but that’s not the main reason ! According to a study by University of Colorado, 84% of wildfires are caused by humans.
Zippo, one of the most renowned flames of all times, aware of its devastating effects, on July 30 2019 in partnership with WOODCHUCK USA (manufacturer of wood products) and National Geographic.launched its campaign “Fighting Fire with Fire” (BUY ONE PLANT ONE), to fight against deforestation and forest fires,
Zippo: Fight Fire With Fire
This campaign was created in partnership with DeVries Global, responsible for deploying Zippo in eight different markets – China, United States, Germany, France, United Kingdom, India, Korea and Japan. It stands out by the exclusive manufacture of lighters in order to fight against fires on a global scale. The lighters from the “BUY ONE PLANTE ONE Fight Fire with Fire” collection, designed in an unprecedented way for the operation with sustainably harvested wooden emblems, are published as symbols of human responsibility for the environment. And that’s not all ! For each lighter sold, the brand promises to plant a tree!
“The story of this important project begins in Madagascar (the first Zippo plantation site), where we want to empower and educate local people to protect and restore habitats”, said WOODCHUCK USA founder and CEO Ben Vayden Wymelenberg. In turn, Lucas Johnson, Senior Brand Manager at Zippo, explains, “The work done in Madagascar is the first step towards long-term brand engagement.”
Madagascar: fighting the threat of fires
As part of this awareness campaign, and to help teach on the issue of uncontrollable fires, National Geographic has produced a video and a series of photos of Madagascar for Zippo.
Madagascar, fourth island in the world in terms of surface area, saw the phenomenon of fires as a real scourge since 90% of its forests were destroyed by this cause, seriously threatening the fauna, the flora but also the local ones. The videos and photos that support this campaign, and provided by National Geographic, focus on what individuals are doing to address the problem and especially update the island’s rebirth after the chaos. The goal? Prove that individual actions can bring about enormous change and make things better.
Attitudes towards reforestation seem to be one of the most difficult obstacles to overcome, as there is a general opinion that forests have always existed, that they grow back and that they must not be maintained in a targeted way. Fortunately, these attitudes change as reforestation evolves, giving local communities many benefits for their daily lives.
Changing their attitudes towards fire and forests brings the Malagasy closer to the nature that surrounds them. What is happening in Madagascar is a huge potential and is in the running to become a reference in fire management. Most importantly, this experiment shows that global attitude change, acceptance of human responsibility and environmentally friendly practices are the only way to a sustainable way of life.
Throughout the world, individual actions such as taking fire safety precautions, raising awareness and supporting appropriate initiatives are essential to ensure the sustainable success of reforestation of the planet. As in Madagascar (which is a proven project), we can all do our part in one way or another.
Zippo, through this amazing campaign, finally shows a pragmatism that is good. Far from simply denouncing the lifestyles of everyone, the brand on the contrary emphasizes the responsibility of men at the international level by fully assuming his own and poses as the makers of solutions, by actions ultimately simple but highly symbolic. If evil is healed by evil … it also proves that fire can also and indeed conquer fire.