Sos Mata Atlantica: SOS GOOGLE SEARCH

Credits & Description:

Category: Best Use of Digital PR

Advertiser: SOS MATA ATLANTICA

Product/Service: ENVIRONMENTAL AWARENESS

Agency: F/NAZCA SAATCHI & SAATCHI

Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)

Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)

Art Director: Flavia Gonzalez (F/Nazca Saatchi & Saatchi)

Art Director: Isabelle De Vooght (F/Nazca Saatchi & Saatchi)

Art Director/Copywriter: Juliana Utsch (F/Nazca Saatchi & Saatchi)

Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)

Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)

Planner: Rafael Camilo (F/Nazca Saatchi & Saatchi)

Planner: Monica Bauer (F/Nazca Saatchi & Saatchi)

Acount Manager: Daniela Keller (F/Nazca Saatchi & Saatchi)

Acount Supervisor: Marcela Calfat (F/Nazca Saatchi & Saatchi)

Advertiser's Supervisor: Marcia Hirota (Sos Mata Atlantica)

Planner: Dorian Dack (F/Nazca Saatchi & Saatchi)

Media placement: Social Networks - Facebook, Twitter - 15 December 2011

Media placement: PR Action - Google - 15 December 2011



Summary of the Campaign

The Brazilian politicians were going to vote in favour of a new Forrestal Code, which would further threaten Brazil's rain-forests. Therefore, SOS Mata Atlântica, a Brazilian NGO that works towards protecting Brazil's natural environment, needed to do something to engage the population against this new law.



In order to do so, we had to make something fast, and find a way to explain the problem in a simple and direct format, so that everyone could really understand the negative impacts that would be brought to our rain-forests through the passing of the amended Forestall Code.



We developed an action on Google Images. When someone searched for the sentence, "the trees after the new forestall code", they were shown lots of pictures of damaged and cut down trees and the SOS logo below those shocking images. For a generation that images speak louder than words, the action had great impact.



We used SOS’s Twitter and Facebook accounts to drive more conversations to the action and, thus, the new Forestall Code.



In the end, we engaged thousands of Brazilians and celebrities and explained the real dire consequences of the new Forestall Code.



The Situation

The Forestall Code states how the land can be explored. The current edition was updated back in 1965. The new code was to be voted by the politicians in order to be more adequate to Brazil’s reality.



SOS Mata Atlântica had to move fast and engage the population, so that the they could stand against it and influence politicians’ decision, making them to vote against it.



But since SOS is an NGO, it doesn't have money to invest in media. Thereby, we need to do something big that spoke for itself, generated awareness and had the potential to become viral.



The Goal

We found out that people were not doing anything because they couldn't understand the new code and its consequences.



The campaign's goal was then to explain the damages that the New Forestall Code could cause, making them react against it and influence the decision of the politicians.



The Strategy

The way of protesting has been changing since the social network outcome not only in Brazil but worldwide.



In order to engage the young Brazilians, SOS Mata Atlântica had to adapt to this new reality, and that's the main reason why we should focus on the internet.



We used Google and Twitter to reach our target, since they use these tools on a daily basis in order to express themselves and share things with their friends.



Execution

The campaign took place over only 2 days.



To make it happen, we tagged hundreds of pictures of damaged trees on the internet, under the name, 'the trees after the new forestall code' and told people, trough socials network, to look for it on Google Image. When people searched for that, they found the consequences of the new code explained by images.



Documented Results

We engaged and talked to hundreds of Brazilians online.



SOS didn't invest a penny in the whole campaign, and had a return in media equivalent to nearly R$2m.



Marina Silva, a very important Brazilian politic, engaged with the campaign and tweeted about it.

Important media vehicles wrote about the campaign, like R7 website and 'O Jornal do Brasil' newspaper.