Pakistan Tobacco Company (PTC), in collaboration with the Pakistan Environmental Protection Agency (Pak-EPA) and Capital Development Authority (CDA), led its annual ‘Throw and Grow’ initiative at the Margalla Hills, bringing together the community to contribute towards enhancing the green cover and biodiversity of one of Islamabad’s most important natural landmarks.

Running throughout August, the initiative engaged hikers and visitors at Trail 3 and Trail 5, encouraging them to take an active role in supporting the natural regeneration of the Margalla Hills. With activations held every Friday, Saturday and Sunday during peak morning and evening hours, the initiative had the potential to reach over 100,000 visitors across the month.

More than 500,000 seedballs, made by women in rural areas, were distributed and thrown across Trails 3 and 5 during the campaign. These seedballs contained indigenous species to support growth of the hills. 

Participants collected the seedballs at dedicated activation points before dispersing them along designated areas of the trails, turning an everyday hike into an opportunity to contribute towards the growth and regeneration of the surrounding landscape.

By combining environmental action with community participation, Throw and Grow sought to build a stronger sense of collective responsibility for the Margalla Hills while supporting efforts to enhance their green cover.

The initiative forms part of PTC’s longstanding afforestation efforts and reflects an approach that goes beyond planting trees by inviting communities to become active participants in protecting and growing the green spaces around them.