Storytelling and social media · Pró-Espécies
Endangered species of Meio Norte and Xingu in cards, videos and spots
Cards, a press release, short videos and radio spots that introduce the endangered species of the Meio Norte and Xingu territories and debunk myths about nature.
- Client
- Pró-Espécies
- Year
- 2023 to 2024
- Territory
- Border of Maranhão, Tocantins and Pará, and the Xingu (PA)
- Format
- Communication plan, cards, short videos and radio spots
- Funding
- GEF, through the Pró-Espécies Project, with Funbio, WWF-Brazil and the Ministry of the Environment
The challenge
The Meio Norte and Xingu plans bring together conservation actions for 12 and 8 critically endangered species in the Amazon and the Cerrado, from fish in seasonal pools to plants, birds and cave invertebrates. Until 2023, outreach had been modest: a launch event and a few summaries. The plans had no social media accounts or communication team of their own, and the audience included communities with little internet access, where WhatsApp is the most used channel.
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What we delivered
- Counter-brief, assessment and communication plan
- Visual identity for each territory
- Press releases and Instagram cards
- Campaign against environmental fake news: 5 short videos and 5 radio spots
- Activity reports
Premieres Jan 7
More videos from this project
What we did
We started with the assessment and communication plan for both territories, built on one central rule: instead of a single profile, content designed to be shared by many actors, from environmental agencies to local associations. We created a visual identity for each plan and a line of press releases and cards.
The cards introduce species such as the Belém curassow and the fruta-de-pomba plant, the endangered fish, the workshop on Maranhão's list of endangered species, the environmental education plan in Imperatriz (MA) and a review of activities from 2021 to 2024.
To close, a campaign against environmental fake news: five animated videos and five radio spots, in short dialogues made to circulate on WhatsApp and social media, debunking ideas such as "there's nothing in the Meio Norte territory" and "animals and plants will never go extinct". The plans' teams validated every piece before delivery.
