The sixth cycle of the Plant a Tree project, initiated by WMG (Wireless Media Group) and dm drogerie markt, has begun.
The official launch of the sixth cycle of the Plant a Tree project, initiated by WMG (Wireless Media Group) and dm drogerie markt, was marked this year under the slogan “PLANT A TREE – ONE STEP AWAY FROM A MILLION” with an ambitious goal – planting an additional 200,000 seedlings by the end of April 2025, bringing the total to an impressive one million planted trees.
The beginning of the sixth cycle was marked at the Botanical Garden with a presentation of the results so far, as well as upcoming activities, in the presence of project partners and ambassadors, members of the diplomatic corps, celebrities, and influencers.
The event was officially opened by Irena Petrović, Director of the WMG Foundation, and Tanja Kostić, Head of the Social Responsibility and PR team at dm Serbia. Project ambassadors, actress Hristina Popović and taekwondo athlete Aleksandra Perišić, also addressed the guests. After the opening speeches, acknowledgements were presented to partners and individuals who contributed to the project’s implementation in previous seasons.
As before, the new cycle of the Plant a Tree project includes a variety of activities, continuing previous efforts such as seed collection, greening of cities and schoolyards across Serbia, as well as educational workshops for children.
“The millionth seedling symbolises the effort”
Representatives of WMG and dm drogerie markt spoke about the project: Ana Aleksić, a board member of WMG, and Svetlana Jovanović Mitić, Marketing and Communications Manager for dm Serbia and North Macedonia.
Ana Aleksić, a board member of WMG, stated:
“When we launched the Plant a Tree project, we had a vision of at least one million trees, and at the time it seemed completely unattainable. Over the years, the project has become one of the key environmental initiatives in Serbia, not only for our company but also for our partners. This year, we are starting the new cycle with a plan to plant the millionth seedling, five years after the beginning of the initiative. Plant a Tree represents much more than a planting initiative; it is a movement that brings together institutions, organisations, and individuals around a shared goal – creating a healthier and greener environment for future generations. At WMG, a leader in digital transformation and media, we are aware of our responsibility to initiate, implement, and promote sustainable development projects and emphasise their importance for the future, which is why sustainability is a priority in all aspects of WMG’s operations. The millionth seedling is not just a number; it symbolises the collective effort of all participants in this project and reflects the joint work of our partners and volunteers, with an impact that far exceeds mere statistics. The collaboration with dm drogerie markt, as well as with numerous institutions and the involvement of a large number of citizens, confirms the growing significance of this project, and every tree planted represents our shared effort and commitment. I believe that together we can ensure that the millionth seedling becomes an inspiration for all of us to actively contribute to preserving nature. Thanks to this project, we are not only planting trees but also developing environmental awareness,” concluded Ana Aleksić.
“When forces unite, we can achieve great things”
“As a company that bases its business on social responsibility, we are proud to have launched the Plant a Tree initiative in 2019. We believe that planting trees is not only an ecological act but also a symbol of the social responsibility of companies that recognise the importance of protecting the environment. This initiative demonstrates a commitment to the community and future generations, showing that large corporations can play a key role in preserving nature. Now, as we approach reaching our first ONE MILLION seedlings, we feel deep gratitude towards everyone who has supported us on this journey. Our joint dedication and effort have shown that when forces unite, we can achieve great things,” said Svetlana Jovanović Mitić, Marketing and Communications Manager for dm Serbia and North Macedonia.
Let us recall that during the five cycles of the Plant a Tree project, thanks to partners and volunteers, 800,000 seedlings were planted across 400 locations throughout Serbia. Particular attention was given to greening urban areas. Trees were planted in 27 city locations, including five in Belgrade, where 6,700 seedlings were planted.
Alongside the planting activities, numerous other actions were implemented: eight tonnes of seeds were collected, an illegal landfill near Bačka Palanka covering two hectares was cleaned and transformed into a green oasis where around 6,500 black locust and Siberian elm seedlings were planted, and two murals on the theme of ecology were painted in Belgrade and Čačak.
To promote environmental responsibility as a prerequisite for creating a sustainable future, 45 educational workshops were organised for preschoolers, schoolchildren, and students, and over 2,000 media pieces dedicated to ecology were released.
The Plant a Tree project was initiated by WMG (Wireless Media Group) and dm drogerie markt, with the support of the Ministry of Agriculture, Forestry and Water Management – Forestry Directorate, the Ministry of Education, Science and Technological Development, the public enterprises Srbijašume and Vojvodinašume, the Environmental Movement of Serbia, the Chamber of Commerce and Industry of Serbia, the Jevremovac Botanical Garden, the Faculty of Biology at the University of Belgrade, the Faculty of Forestry in Belgrade, the Forestry School in Kraljevo, the Institute for Nature Conservation, the Provincial Secretariat for Urban Planning and Environmental Protection, the Institute of Forestry, and the Public Utility Company Zelenilo Beograd.
