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City of Forests, City of FarmsSustainability Planning for New York City's Nature$
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Lindsay K. Campbell

Print publication date: 2017

Print ISBN-13: 9781501707506

Published to Cornell Scholarship Online: May 2018

DOI: 10.7591/cornell/9781501707506.001.0001

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Beyond Planting

Beyond Planting

Creating an Urban Forestry Movement

(p.92) 4. Beyond Planting
City of Forests, City of Farms

Lindsay K. Campbell

Cornell University Press

Chapter four goes beyond planting to explore the creation of an urban forestry movement through public outreach and engagement, the development of a network of advisors, and growth over time of the campaign. Movement-building entailed cultivating support across municipal leadership, among civic groups, and with the public in order to help fund the program, plant and steward trees, and sustain the newly-expanded urban forest into the future. Examining the narrative framing of MillionTreesNYC and the storylines deployed shows how leaders positioned the campaign to policymakers and the public to help garner top-down support and bottom-up participation. The already existing network of stewardship groups in New York City reorganized because of the creation of such a prominent citywide campaign. Finally, substantial changes to the campaign stemmed from the 2008 global economic recession, the maturation of the campaign, and leadership turnover.

Keywords:   urban forestry, ecosystem services, stewardship, public campaign, messaging, education, research, green jobs

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