As a consequence of steadily rising levels of unrestrained deforestation across the country, Pakistan is today among the many countries said to be affected by climate change. This has not only led to rising temperatures and significant decrease in rainfall each year, but various species of animals across the country are also on the brink of extinction.

To counter the situation and raise awareness all around, Innovative Biscuits, one of the country’s leading biscuit manufacturers, has taken on a unique approach. The brand launched a campaign, under one of their energy biscuits' product named Jumbo Junior, to teach kids the importance of caring for the environment.

The campaign kicked off with an animated television commercial highlighting the evils of deforestation. Stressing on the plight of Pakistani wildlife, the commercial underlines a critical social issue by attempting to connect with children on an emotional level.

Following the campaign’s launch, Innovative Biscuits rolled out an extensive series of activations throughout schools across the country with the life-sized mascot, Jumbo Junior. Each of the activities for the brand was equal parts simple and innovatively effective.

Jumbo Junior made an appearance at each of the participating schools and portrayed the environment's distress by staging a live play. The character also spread awareness by teaching kids the importance of seed plantation.

Here's a look at how the mascot kicked the activities off:

This session was followed by physical activities where kids participated in sowing seeds with Jumbo Junior. As a result, hundreds of tree saplings have now been planted in various schools across Pakistan.

Here's a quick look at how the activities unfolded in different schools:

Speaking on involving kids for the campaign, Brand Manager Innovative Biscuits, Taimur Awan said, “We realize that we need to take children on board at a young age, to try and embed in them early in their lives, the idea of environmental protection for their future.”

According to Innovative Biscuits, the campaign was able to encourage kids to participate in protecting the environment, and learn about the numerous hazards that continue to plague some of nature's best wonders.

This content is a paid advertisement by Innovative Biscuits and is not associated with or necessarily reflective of the views of Dawn.com and its editorial staff.