September 17, 2021

torch of shame

In synergy with the Olympic and Paralympic Games, Fundação SOS Mata Atlântica launched the campaign “Tocha da Vergonha”, developed by GTB Brasil. The initiative aims to raise awareness about the rates of deforestation and fires in Brazil, as well as defend what remains of the Atlantic Forest. Thus, the advertising pieces present a “torch” that resembles a burnt tree. The “shame” are subdivided into modalities: tractor, chain saw, chain sawing and burning.

In the words of Afra Balazina, director of Mobilization at Fundação SOS Mata Atlântica, “deforestation is a widespread problem among Brazilian biomes. In the Atlantic Forest, in particular, it continues to reach disastrous numbers. Today, only 12.4% of the original forest remains. It is necessary for public opinion to become aware and unite to stop this tragedy”. According to her, “raising the Torch of Shame is calling the attention of Brazil and the world to the urgency of the problem.”

The art director of the GTB agency, Matheus Matsumoto, adds that “preserving the Atlantic Forest, which is one of the greatest biodiversities on the planet, is everyone's role, essential to quality of life. It seems like a distant problem, with no connection to everyday life, but we must defend and preserve the environment for present and future generations. And the campaign aims to raise awareness around the world.”