Distribution Plan: The Amazon Environmental Research Institute (IPAM)

With several specific contracts, Forest has been meeting IPAM’s various communication demands for five years. The actions are comprehensive and 2017 was the year for a new challenge: creating an awareness campaign about the Forest Code. The central concept of the proposal was based on the idea that the Forest Code, like the Civil and Penal Codes, is part of our lives.

From the very beginning, there was a need for research to create pieces suitable for the lay public, who showed little engagement with socioenvironmental issues. After the decision to create a series of four 30-second musical animations, the question arose: which musical style would have the most potential to attract the desired audience?

A quick survey identified the consumption habits and brands associated with “sertanejo” and funk stars. In the wave of “sertanejo” singer duos, the option was for the glamour of “feminejo”.

With the campaign ready, Forest was responsible for developing a media plan and making contacts with broadcasters to promote the animations and jingles on a pro bono basis. The content was broadcast on CineBrasilTV, TV Câmara, Futura, Rádio Nacional of the EBC and community radio stations.