Looking back, a nine-year-old kid with a cherubic face, a natural gift for public speaking, and a one-million tree-planting challenge was irresistible to the world's media. Word of Finkbeiner's project spread rapidly. The next thing he knew, he was speaking to the European Parliament and attending UN conferences in Norway and South Korea. By the time he delivered his speech at the UN in New York in 2011, at the age of 13, Germany had planted its millionth tree, and Plant-for-the-Planet had been officially launched. It had a website and a full-time employee.