A powerful story of afforestation
In 2017, we produced a short film, Afforesting Iceland — A Cause for Optimism. We wanted to highlight the importance of choosing the right planting material–seeds and seedlings–for new forests, going beyond the choice of species to consider also genetic diversity, because genetics is so important to ensuring that the forest can adapt to changing climate.
We very deliberately chose to tell a story that triggered an emotional response, rather than a dryer educational or information video, while still being scientifically accurate. A character that people can empathize with and a story that takes them on a journey are much more likely than any list of facts to make the message stick. This approach delivered large returns, because the story prompted other storytellers to come and see for themselves and then tell our story to their much larger audiences.
The most far-reaching of these was probably National Geographic, which republished our film in 2018 as part of their Short Film Showcase. Last time we looked, the film had been seen 4,215,477 times, with an overwhelmingly positive audience reaction.
In the three years that followed, we have enjoyed a constant stream of interest. Media companies found inspiration in our film and several broadcast outlets, including the BBC, Agence France Presse and German television, came to Iceland to film segments for their productions. Several newspapers and magazines, including the New York Times, Helsingin Sanomat and The Hill in Washington DC, also published articles on how the “Vikings” deforested Iceland and how Icelanders are now working to reclaim their forests.
Activists used the film to promote policies, and it was shown at conferences, discussion meetings and events for decision makers.
Prompted by the film, a crowd-funded NGO launched a new project to support afforestation in eastern Iceland. Three other organizations are also interested in supporting Iceland’s tree-planting efforts, and there has been keen interest from volunteers around the world. This may lead to a new summer programme for tree planting.
A news source for elementary and middle school children around the world got in touch with some questions. One in particular showed the power of our story. Is it true, the reporter asked, that a century ago most Icelanders had never seen a tree? We were happy to explain, and to bring the reporter up to date.
And that in turn offers the opportunity for communication in Iceland. As Þröstur Eysteinsson, the protagonist of the film and director of the Icelandic Forest Service, explains,
“Iceland is far from pristine. Iceland is an ecological disaster. We need greater realisation of this, especially among Icelanders, who are more likely to listen if the message comes from abroad.”
Related News
Related Links
- Read more about use of forest genetic resources
