MillionTreesNYC: Not a Tree, tag (on hydrant)

Campaign aims to enlist New Yorkers as volunteers in a drive to plant one million new trees by 2017. In the big, tree-starved city, goes the campaign’s central conceit, people no longer know what, exactly, a tree is. So hang tags will be placed on such easily confused, upstanding urban flora as streetlights, steam funnels and fire hydrants, helpfully labeling them “Not a Tree,” and “Yes, a Tree” tags will go on the saplings given out for planting.
More traditional media include TV, with “Not a Tree” (or “No es un Arbol”) supers over, for example, a green subway entrance or a telephone pole; :30 radio (“That little red thing on the sidewalk that dogs like to tinkle on...? Not a tree.”); print (three executions); out-of-home (both kiosks and large billboards, also elevator screens); and mouse-over interactive quiz banners. It runs May through June, prime planting season.