Strategy · WWF-Brazil
Conversão Zero: one message, three audiences, for WWF-Brazil
For WWF-Brazil, we translated the zero-deforestation agenda into content tailored to companies, investors and farmers.
- Client
- WWF-Brazil
- Year
- 2021 to 2022
- Territory
- Brazil, focused on the Amazon and the Cerrado
- Format
- Content strategy and a package of targeted pieces
The challenge
Since 1996, WWF-Brazil has worked to reduce deforestation, and the zero-conversion agenda depends on very different actors: companies that buy beef and soy, banks and investors that finance production, farmers themselves and state governments. Each needs different arguments and formats. The challenge was to structure accessible, targeted content without losing the technical rigor the organization requires.
What we did
What we delivered
- Strategy for using the content by audience
- Newsletter for companies
- Financial System and Zero Deforestation infographic
- Presentation and one-pager
- Scripts and videos for farmers
We organized the strategy by audience and created a key piece for each one. For the financial sector, we turned tables, data and technical presentations into an illustrated infographic showing how each type of institution can contribute to zero deforestation.
For companies, we designed a newsletter. For farmers, we scripted videos in direct language. A presentation and a one-pager for meetings complete the package.
See the full pieces
Outcome
WWF-Brazil now has a targeted communication kit to approach each link in the chain. The financial system infographic became one of the standout pieces in Forest's design portfolio.
