Deforestation, like so many other slow moving environmental disasters – global warming, species loss, urban sprawl – doesn’t have an awareness problem. Nope, it suffers from a ‘how does this affect me?’ issue. And a ‘why now?’ prioritization problem.
Timberland wanted us to imagine a life without trees. We may not all be in the forest, listening for the sound – bearing witness – when a clear cut occurs, but we can all imagine a world without trees.
“If a trees falls in the forest, and there’s no one around to hear it, does it make it sound?”
Yes it does… It sounds like this:
