Storytelling and social media · Instituto Gaia
Forest Comics on the Pantanal and the Paraguay River
Eight comics on the Pantanal and the Paraguay River for Instituto Gaia, boosted on Forest Comics' social media: 728,000 people reached, plus a booklet.
- Client
- Instituto Gaia
- Year
- 2020 to 2021
- Territory
- Pantanal and the Paraguay River, focused on Cáceres (MT)
- Format
- 8 comics for social media, boosted posts and a booklet
The challenge
Instituto Gaia was founded in 1997 out of the fight against the Paraguay River waterway and works with traditional communities and young people in Cáceres (MT). With no communication team, it wanted to bring its issues to more people amid the battle of narratives over the Pantanal, in the year of the great fires, without apocalyptic language and highlighting the Pantanal's local people, riverine communities, Indigenous peoples and quilombolas.
What we did
What we delivered
- Counter-brief
- Topics and scripts
- 8 comics for Instagram and Facebook
- Audience targeting and boosting
- Metrics report
- Pantanal booklet, for web and print
We produced eight commissioned Forest Comics, with script and illustration, on fires, spring restoration, the flood pulse, degradation of the biome, traditional communities, agroecology, small hydropower plants, the Paraguay-Paraná waterway and the Paraguay River itself. The characters follow the local look, inspired by residents of Cáceres.
The comics were published and boosted on Forest Comics' social media, with targeted audiences in Brazil and the Plata Basin. Afterward, we brought them all together in a special booklet on the Pantanal, in web and print versions.
Illustrations: Renato Moll.
Outcome
The comics reached 728,550 people and generated 31,370 engagements on Instagram and Facebook. They were saved 999 times and shared 753 times.
