Universal Pictures, Illumination Entertainment and The Nature Conservancy have launch a new environmental action campaign entitled ‘The Lorax Speaks.’
Photo: Lorax, the animated character from Dr. Seuss’ The Lorax, from Lorax Facebook page

The goal of the project is to raise support to save The Atlantic Forest in Brazil, which once encompassed 330 million acres but has been reduced to a just 7 percent of its original size.  More than 2,000 animal species inhabit the forest and there are approximately 20,000 species of plants.

Universal Pictures that is celebrating its 100th anniversary this year will help the Nature Conservancy’s ‘Plant a Billion Trees’ project aimed to restore Brazil’s Atlantic Forest to attract attention to the issue.

To support the initiative, the creators of Despicable Me and the imagination of Dr. Seuss have released Dr. Seuss’ The Lorax, a 3D-CG adaptation of the classic tale of a forest guardian. The animated story depicts the journey of a 12-year-old boy who searches for a real Truffula Tree, the one thing that will help him to win the affection of the girl of his dreams. The film opens on March 2, 2012.

Launched on Facebook, ‘The Lorax Speaks’ project invites people to customize their profile pictures to help raise awareness too.  A special app available on the official Dr. Seuss’ The Lorax Facebook page allows users to make direct donations.

Additional support comes from Audrey S. Geisel Dr. Seuss Foundation, Seventh Generation, as well as from HP, Mazda and IHOP. Mazda is a strategic partner for the film. The automaker will launch a co-branded national Dr. Seuss’ The Lorax-themed commercial spot that highlights Mazda’s Skyactiv® Technology, which increases fuel economy without sacrificing performance.

Two :30 and :45 versions of the spot featuring the all-new  ‘Seuss-ified’ 2013 Mazda CX-5 small crossover SUV travelling through the ‘Truffula Valley’ were created to run starting March 2.