S.O.S Amazonas
Emergency campaign · Fundo Brasil
Rapid creation and strategic online media management to turn solidarity into real mobilization.
In 2023, the state of Amazonas faced one of the biggest climate crises in its history, with a severe, devastating drought. Fundo Brasil, in partnership with the Articulation of Indigenous Organizations and Peoples of Amazonas (APIAM), needed to launch an emergency individual-giving campaign with a lean, high-impact digital structure.
Alert concept
Urgent language, dominant red and real photos to convey the severity of the drought.
Frictionless conversion
Single-step donation form and the site's official cover to speed up giving.
Relationship and recovery
One-off email sends and an abandonment flow to recover donations.
Media with remarketing
R$ 20,000 across Meta and Google Ads, retargeting people who had already shown interest.
From urgency to donation, in record time.
Facing the crisis, we developed a digital campaign with an exclusive visual and narrative concept, a donation form, ads for social media and Google, relationship email flows, and online media management focused on direct donor conversion:
Emergency concept
The visual and copy approach followed an alert-driven language to highlight the severity of the drought in the Amazonas region and invite direct donations. The visual identity used full-screen real photos, a predominance of red, direct copy, and an emergency donation badge. The concept kept the writing straight to the point, with assertive captions integrating calls to action (CTA) and dedicated links to the donation form.
Conversion strategy and infrastructure
We implemented a simplified single-step donation form to reduce friction and increase the immediate conversion of one-time donations. We also created the artwork for the official cover of Fundo Brasil's website, raising the issue institutionally.
Donate for Amazonas
Fast, secure, and hassle-free.
Single-step donation
Relationship and abandonment flow
We structured fluid communication about the campaign focused on the organization's current base of leads and donors, with one-off email sends throughout the campaign. For potential donors who gave up before completing their donation, we developed an email abandonment flow inviting them back to donate.
- Email · 1h later sent
You almost completed your donation
- Email · Day 2 sent
Amazonas still needs you
Creatives for Meta Ads and Google Ads
We produced 5 pieces for Meta Ads, running on Instagram and Facebook feed and stories, and 3 creatives for Google Ads, covering the search and display networks. Each piece was adapted to its placement format, with a direct call to the donation form.
doe.fundobrasil.org.br
SOS Drought in Amazonas: donate now
Paid traffic management and optimization
We planned and managed a R$ 20,000 budget focused on digital conversion, with segmentation for different target audiences and remarketing to win back people who had already shown interest in the organization or a similar cause. We monitored performance in real time, with the flexibility to redistribute the budget to ensure the best return on the ads.
Amazonas needs you
The artwork
Alert red, real photos and an emergency badge: the severity of the drought translated to the feed.
Carrossel: Antes e depois da seca
By pairing a frictionless donation form with smart ad distribution and direct sends, the campaign gave Fundo Brasil and APIAM the speed a humanitarian crisis demands, turning collective empathy into direct financial support for the populations hit by the drought.
Credits
2023- Client
- Fundo Brasil
- Project direction
- Ana Furtado
- Project management
- Sidcley Lyra
- Concept and copywriting
- Giovana Ferreira
- Email marketing
- Giovana Ferreira
- Design
- Magnun Alves e Wesley Gomes
- Donation form development
- Sidcley Lyra
- Online media
- Juliana Zancan
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