Today at the Clinton Global Initiative in New York, we launched an exciting partnership: for every virtual tree planted as part of a new online social network game called The Hive, a real tree will be planted in Haiti by the Smallholder Farmers Alliance (SFA).

The Hive, which begins beta testing in early 2014 and goes live by mid-year, is the creation of the Australian-based production company Smith&Nasht. Guided by an impressive array of leading scientists and mathematicians, the company’s plan is to use the new science of cooperation to trigger social change through an online and mobile Facebook game that links to an interactive website. Development of the game and its links to the real world are also the subject of science documentary commissioned by leading international broadcasters. The project aims to reveal the hidden codes of cooperation that can help solve some of humanity’s most pressing problems.

Playing the game is free, but players will have the option of purchasing virtual trees-each of which will result in one real tree being planted by the more than 2,000 farmer members of SFA in Haiti. The Hive-sponsored trees will be on top of the one million trees a year currently grown by SFA farmers.

Mark Newton, vice president of corporate social responsibility for Timberland, spoke today at the Annual Meeting of the Clinton Global Initiative (CGI) about the company’s role in supporting SFA. “Mobilizing partnerships is one of the key themes of this year’s CGI,” said Newton. “I am pleased to announce a new partnership that connects the ever-growing world of online social games with real time tree planting in Haiti.  The opportunity here is tremendous.” Long known for its efforts in environmental stewardship, Timberland has played an active role in helping to create a sustainable agro-forestry model in Haiti over the past four years.

“We welcome this new partnership,” said Nobel Peace Prize Laureate and founder of Yunus Social Business Haiti, Professor Muhammad Yunus, “and are hopeful that this initiative will strengthen the social business approach to reforesting Haiti.” Many of the trees planted will be part of Haiti Forest-a new social business joint venture of Yunus Social Business, Virgin Unite and the Clinton Foundation that involves farmers, entrepreneurs and organizations working together in the area of St. Michel de l’Attalaye in an integrated and market-based approach to restoring tree cover. SFA is a key operational partner in Haiti Forest.

Players will follow the real time tree planting by SFA’s farmer members through The Hive’s website, which will feature regular video updates produced by recent graduates of Haiti’s only film school, the Ciné Institute.

Regards,