Ahead of 139th Arbor Day, this year it’s celebrated on April 29, Timberland has launched an app, encouraging people to discover their ‘inner tree’ by taking a quiz, Hortiscope, on the brand’s Facebook page. The brand has conducted a survey dedicated to the upcoming 139th national Arbor Day (this) to find out the real attitude to trees. The findings show that across the U.S. only 12% of respondents (over 1,000 people) celebrate the date, while 98% say that tree planting activities are really important for the country.

«We’re using Arbor Day as a means of bringing trees into the forefront in a fun and entertaining way, but the ultimate intent is entirely serious,» commented Jim Davey, vice president of global marketing for Timberland. «Many of us take trees for granted, but in some regions of the world, they’re a vital source of food, fuel and shelter. We’re trying to raise awareness of the critical need for trees and hoping to engage people in Timberland’s global reforestation effort.»

The company continues its long-standing initiative aimed at revitalizing green zones across U.S. as well as in other countries—ahead of Earth Day, Timberland announced a new set of goals. As part of this movement, the brand is is re-launching its Virtual Forest tree planting application presented last fall. Back in October, the company committed to plant five million more trees in different regions in five years. According to the press release, Timberland now says it will plant one real tree in Haiti (up to one million trees) for every tree planted virtually within the app.