Fundación Vida Silvestre contacted the Club Atlético Chaco For Ever - the most popular and important club in size of the Chaco Region - precisely where the endangered woods are located - to carry out a simple action with them. Since the name of the Club is Chaco For Ever, and the forest keeps disappearing year after year due to indiscriminate logging, the Club was proposed to delete the words For Ever from their name in the official jerseys and emblem, keeping only word Chaco. Because: Without forests, nothing lasts forever. The modified jersey was then sent to journalists and influencers along with information regarding the problematic for them to spread the word out on the radio/TV shows, social networks and the entire www.

The Club Chaco For Ever called the regional media to a press conference and gave them a preview of the announcement.

At the conference room, side by side with Fundacion Vida Silvestre, the situation of the region was described and the action was presented showing the jersey with the modified name in their emblem.

Later, the same jersey was delivered to journalists throughout the country with information regarding the situation of the forest so they could spread the word out. At the same time, influencers with a special interest in environmental issues were contacted to join the cause.

The idea was to make the jersey -with the For Ever deleted from their emblem- be the image that would communicate the most important message: Without forests, nothing lasts forever.

1300% increased exposure in networks vs. the monthly average of Fundación Vida Silvestre.

More than 20MM free media impressions.

+ 100% Twitter impressions vs average month

Web site traffic:

+ 80% vs average during campaign period.

Earned Media:

$3.500.000