Aktion Baum and FRASER launch "The Missing Part", a new campaign for the Tree Day in Germany

Apr 23, 2026

Aktion Baum, in partnership with Berlin-based creative agency FRASER GmbH, today announces the launch of The Missing Part, a new awareness and fundraising campaign timed to coincide with Tag des Baumes (Tree Day) 2026. The campaign confronts audiences across Germany with a disarmingly simple question: do you notice what's missing?

Walk through any German forest today and the landscape tells a sobering story. Where tall, healthy trees once stood, countless bare stumps remain — silent remnants pointing skyward, stripped of their crowns by drought, bark beetle infestation, and the accelerating effects of climate change.

“The Missing Part” turns this familiar, often overlooked sight into a powerful call to action. The campaign's visual concept places striking photography of real tree stumps at its centre, with the upper portion of each image occupied not by the missing tree — but by the campaign's core message, rendered in bold, bark-textured typography: „Fällt dir auf, was hier fehlt? Genau: Deine Spende."/ “Did you spot what’s missing here? Your help, for sure.”

The empty space where the tree should be becomes the message itself. What is missing, the campaign argues, is not just the tree — it is the public's contribution to replanting it.

"We wanted to take something people walk past every day — a dead stump in the forest — and make it impossible to ignore," said Max-Joseph Groß, Managing Director at Aktion Baum. "The missing part of the tree is the perfect metaphor. The forest won't recover on its own. The missing part is us."

Aktion Baum's campaign builds on the growing public awareness of the dire state of German forests. According to recent forest condition reports, a significant share of trees in Germany show signs of damage. Reforestation efforts require sustained public and private investment — precisely the gap this campaign aims to close.