Solo Un Planeta: Deforestation Charity Awareness

This case describes a direct action campaign by the Argentinian NGO, Only One Planet, to raise awareness of the deforestation of rainforests.

Solo Un Planeta: Deforestation Charity Awareness

Young & Rubicam Buenos Aires

SUMMARY

We needed to raise concern about the terrible consequences of the indiscriminate deforestation of the planet, and at the same spread the image of the NGO “Only One Planet”. To overcome the budget limitations that hindered the use of traditional massive media, we decided to develop the implementation of a disruptive and innovative live action that would have better chances of achieving important spontaneous media amplification. Designed to take place during an important match of the local football championship, the action consisted of covering the field of the stadium...

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