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THE REFUGEE JATOBA

AFRICA DDB, Sao Paulo / INSTITUTIONAL / 2022

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Direct?

To try to stop deforestation in the Amazon and draw the world's attention to this problem, we sent more than 100 letters to foreign embassies in Brazil containing something unprecedented: an official asylum application for a tree native to the Amazon. The action worked, not only did the Norwegian embassy accept the request, but the news gained international repercussion, which culminated in an invitation for our indigenous representative to tell the story behind the asylum application at COP-26. The UN climate change conference.

Background

In 2021, illegal deforestation of the Amazon Forest reached its worst level in a decade.

More than 10 thousand km2 of native forest were devastated. At this rate,

in the next 15 years, we may reach the point of no return, when the tropical forest can no longer regenerate into a savanna.

Despite facing its worst level of deforestation in a decade, the Brazilian government continues to broadcast lies about the real situation. It is time to pressure the politicians for a change.

How can you hear the call for help from natives around the world? And most importantly, how can we change the laws against deforestation in Brazil?

The objective of the action was to put the issue of deforestation in the Amazon at global level.

But we can achieve much more than that. First, the tree was accepted as a refugee by the Norwegian embassy. Second, we were

Describe the creative idea

For the first time in history, a tree native from the Amazon officially requests asylum to flee the war on deforestation. Using a gap in the UN. The Refugee Convention, for the first time in history, a Jatoba - a tree native to the Amazon - officially requests refugee status from more than 100 countries. By sending a refugee claim to each of them.

Describe the strategy

Using a gap in the UN. The Refugee Convention, for the first time in history, a Jatobá - a tree native to the Amazon - officially requests refugee status from more than 100 countries.

By sending a refugee claim to each of them.

Describe the execution

The native Amazon forest is losing the war against illegal logging.

Using a gap in the UN in 1951. The Refugee Convention, which defined as a refugee any life that is persecuted and has its life put at risk in its country of origin, we officially requested asylum for a Jatobá, one of the endangered tree species in the Amazon.

These requests sent to foreign ambassadors were printed at OHH, close to

more than 100 embassies in Brazil.

List the results

An official request for asylum for a tree native to the Amazon was so unusual that it made the news all over the world. Reverberating the real situation of the forest. As a result, our indigenous representative was invited to share the story at COP-26. The United Nations Climate Conference.

Where she could ask for help in front of all the global leaders. Under pressure, the Brazilian government has signed a pact to reduce illegal deforestation to zero by 2028. Not only that, but the Royal Norwegian Embassy has also accepted the request and planted the tree within its walls. Making the Jatobá the first tree in the world to receive refugee status.

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