An independent group has started a campaign to get Coke to put their money where their vision is. By going ad-free in the next year and spending that $3 billion budget on helping World Land Trusts save the rainforest, this can very well be the most compelling brand story ever told.

“Hope brings Happiness. With it’s roots in the very heart of the brand, this is an idea for Coca-Cola to lead the way. This is a radically different approach for the biggest advertiser in the world to give an entire generation something real to believe in and become a symbol of hope.”