Since it launched five months ago, Avon Products Inc.’s environmental movement to help replenish the Atlantic Rainforest in South America has taken root.
Ladies’ Home Journal recognized the direct seller’s effort, called Hello Green Tomorrow, by presenting Avon chairman and chief executive officer Andrea Jung with its Do Good stamp at an intimate lunch on Tuesday. In March, Avon kicked off the initiative with a $1 million donation to The Nature Conservancy to replant one million trees in the Atlantic Rainforest. At the time, it also launched a global fund-raising campaign via its six million sales representatives to continue to restore the tropical forest for $1 a tree. By June, representatives across 60 countries had managed to double the company’s initial pledge of $1 million to $2 million, or two million trees.
According to a promotional video for the effort, the Atlantic Rainforest used to be the size of Spain, France and Italy combined, and now only 7 percent remains. All trees planted through Hello Green Tomorrow support the United Nations Environment Programme Plant for the Planet: Billion Tree Campaign.
Upon receiving the Do Good recognition, Jung said, “We understood we could really do something in terms of sustainability. This is really a women’s movement to nurture nature.” She added, “Changing the world is about one woman at a time” and planting one tree at a time.
Recipients of the stamp, introduced in April 2009, are selected based on the criteria of being innovative, results-oriented and their ability to engage employees and consumers, said Sally Lee, editor in chief of Ladies’ Home Journal. Through 2009, Avon has raised and donated $725 million for women’s causes.
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