To honor the oft-overlooked holiday, the campaign asks users to take a quiz and discover their Inner Tree personality (and no, "Katharine Hepburn" isn't an option.) Users can then plant trees using its recently-relaunched Virtual Forest application, and for every virtual tree, Timberland will plant a real one in Haiti (up to one million trees). Most of the men surveyed turned out to be redwoods (strong and robust) while the majority of women are willows (caring, empathetic).
The Stratham, N.H.-based company, which has vowed to plant 5 million trees in the next five years and is already 20% of the way there, says it got the idea after a survey revealed that only 12% of Americans commemorate Arbor Day, which is celebrating its 139th anniversary, in any way, while 26% honored Earth Day. (In fact, 76% of the respondents didn't know when it was, and 30% didn't know it had anything to do with treeplanting.)