As part of Hero Productions environmental marketing strategy, an ambitious and striking 50 million tree growing target was initiated under the NYCOB joint programme to stimulate a market-based demand for afforestation and reforestation by the private sector through the projects implemented under the NYCOB programme. Under the NYCOB programme, degraded land areas and eco systems are being restored. Since the initiative was launched in 2009, over 17000 trees have been grown so far through the programme.Youth engagement is essential if we are to reduce deforestation and ensure the future of life on Earth. Furthermore, by empowering youth with the resources that would make these afforestation projects a reality they begin to understand the power and the importance of functioning as an agent of change