Climate Crisis
Thematic campaign · Conectas
Combining high-impact creatives and paid traffic to turn socio-environmental urgency into signatures and donations.
Conectas needed to shape the debate on the climate crisis and the “Socio-environmental Destruction Package” moving through Brazil's Congress, translating dense scientific data and legislative debates into fast, magnetic, urgent creatives.
Two fronts
Leads (petitions) and direct donations, speaking to each audience at the right moment.
Keywords
High-intent terms on Google Search, from broad to specific legislation.
The “What if…?” concept
The crisis pulled out of the abstract: strong contrasts and provocative photo montages.
Active listening
Consultative review rounds with the client for the right tone of urgency without losing rigor.
From media strategy to art direction.
Lead capture (petition)
Focus on issues with strong public appeal: rising food prices driven by extreme weather, the threat of desertification in the Amazon, and the risk of setbacks in environmental laws. The conversion hook was the immediate signing of the petition to pressure Congress.
Sign the petition
Pressure Congress against social and environmental rollbacks.
Sign nowDirect donation capture
Direct targeting to the donation form, with hooks of strong human and environmental sensitivity, such as the historic role of Indigenous peoples and Indigenous land demarcation in protecting the forests.
Donate for climate justice
Fast, secure, and hassle-free.
Single-step donation
Keyword intelligence (Google Search)
We mapped high-intent search terms, from the broadest (climate justice, climate crisis) to specific legislative issues (the Environmental Licensing Bill, the “Poison Bill”, the Marco Temporal doctrine), ensuring Conectas' presence at the top of searches during the hottest moments of the political debate.
conectas.org/justica-climatica
Climate justice: pressure Congress
Regional impact
Provocative pieces like the Christ the Redeemer flyer under the tagline “What if the next climate crisis looks like this?”, visually materializing the cost of not acting in time.
Carousels and videos
Scripting and design of data carousels (like the countdown to the point of no return based on the Paris Agreement) and Stories-format videos built to grab attention in the first few seconds.
Continuous optimization and active listening
An intense flow of reviews and consultative alignments with the client's communications team (assessing the appropriateness of alarming data, sensitive state-level contexts, and layout adjustments) to strike the perfect tone of urgency without losing institutional rigor.
The artwork
Strong contrasts, alert orange and montages that bring the crisis into everyday life.
Carrossel: Pacote da Destruição
Carrossel: 5 anos do Acordo de Paris
By translating dense legislative agendas into magnetic, urgent pieces, Conectas amplified public pressure on Congress and converted climate urgency into new signatures and donations.
Credits
2024- Client
- Conectas Direitos Humanos
- Campaign planning & media
- Métrica.Social
- Design & art direction
- Magnun Alves
- Copywriting & scriptwriting
- Pedro Targat
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