| Sinopsis | Deforestation in Colombia is out of control. Between 2015 and 2016, it has increased by 44%. That means that more than 440.000 acres of forest and vegetation have disappeared in one year, the equivalent of an area twice the size of New York City.We needed to go way beyond and media campaigns that broadcast moralizing messages to let Colombians know, we did not have the budget in any case. We needed to find something new that had never been done before to talk about the subject of deforestation.We looked at our audience and stripping away anything to do with demographics, we identified one common insight: most Colombians ignore the direct causal relation between cutting trees in the forest and the loss of animal species, when a tree is cut, a habitat is lost and when a habitat is lost, animal species are endangered.So, we decided to use art as a tool to show the consequences of deforestation to all Colombians, and created an exposition called: Deforested Bones with the collaboration of the National University of Colombia who owns the most important natural history museum in the countryDeforested Bones would transform the remains of trees into an exhibition that invites to preserve life, the vulgar remains of dead trees were transformed into life-size sculptures that represented the main threatened species in Colombia.More than a series of sculptures, we created a viral and emotional PR and Media campaign to increase environmental awareness among our target groups, and we helped promote sustainable habits, all with a very limited budget. |