To make a word recognizable it is better to associate it with something that is seen rather often. In psychology it is called an ‘anchor’. In this case it is the Esc key at the keyboard. The relate in ways of writing is obvious and it is accentuated by the advertising slogan (TO ESCAPE DEFORESTATION).
The web-site URL is created at the same principle: WWW.FSCAPE.ORG . The word looks like recognizable with expectation of one letter. Such words are sticking to the memory. For example, the well-known name BVLGARI is 100-percent recognizable thanks to the substitution of only one letter.