Strategy · SEMAD-GO
Communication plan for the Campos do Cerrado project
Assessment and communication plan for a project that aims to teach Goiás to see the Cerrado's native grasslands, a landscape mistaken for degraded land.
Still from the documentary Campos do Cerrado · Forest Criações
- Client
- SEMAD-GO
- Year
- 2023
- Territory
- Goiás, with special attention to Chapada dos Veadeiros
- Format
- Assessment and communication plan
- Funding
- SEMAD-GO and Unicamp, funded through the conversion of environmental fines
The challenge
The Goiás State Environment Department's project with Unicamp arose from a gap: there were no technical standards or widespread knowledge for conserving the Cerrado's native grasslands. Technicians struggled to tell conserved grassland from degraded grassland, landowners declared these areas as degraded in the Rural Environmental Registry (CAR) and tree-planting campaigns were advancing over them. The initiative was taking its first steps and needed a name, an editorial line and a strategy to speak to very different audiences.
What we did
What we delivered
- Counter-brief with the project's core messages
- Assessment, with context analysis and audience interviews
- Preliminary report
- Communication plan for the following two years
- Creation of the name Campos do Cerrado, with an INPI trademark search
We started with the counter-brief (our written reading of the client's brief), which organized the project's core messages: grasslands are the Cerrado's water tanks, the biodiversity is on the ground, and open grassland is not degraded forest. Then came the assessment, with an analysis of similar initiatives in Brazil and around the world, from the American prairies to South Africa's fynbos, and interviews with environmental consultants and a landowner, which became personas.
The plan proposed the name Campos do Cerrado (Cerrado Grasslands), official channels, a voice guide, an image bank and a message for each audience. At its center is an awareness campaign with the slogan "O pequeno é significante" (Small is significant): an invitation to look down and discover the grasses, herbs and tiny shrubs that hold the landscape together. For schools, some of these plants could become characters.
The plan guided the pieces Forest produced next: visual identity, hotsite, documentary, brochure, cards and the layout of the native grassland identification manual.
“Small is significant.”
