Client

Climate crisis: What if…?

Thematic campaign · Conectas Direitos Humanos

Combining high-impact creatives, a coherent narrative and paid traffic to turn socio-environmental urgency into one-time and recurring donations.

The challenge

In 2024, Conectas set out to shape the debate on the climate crisis and the “Socio-environmental Destruction Package” moving through Brazil's Congress, translating dense scientific data and legislative debates into fast, magnetic, urgent creatives.

Strategy adopted

The “What if…?” concept

The climate crisis pulled out of the abstract: strong contrasts and provocative photo montages.

Two fronts

Lead capture and direct donations, speaking to each audience at the right moment.

Keywords

High-intent terms on Google Search, from broad to specific legislation.

Active listening

Consultative review rounds with the client for the right tone of urgency without losing rigor.

What we delivered

Concept and visual identityA deck with the concept, headline phrase, colors, typography, elements and sample pieces

Conversion pagesLanding page with a petition against the Socio-environmental Destruction Package and a donation form to strengthen the organization

Carousels, flyers and videosOriginal pieces built on the “What if…?” concept

Meta Ads and Google AdsOnline media planning and management

Search intelligenceStrategic keywords for the Google Ads and Google Grants campaigns

Optimization and reportsContinuous tracking and adjustments to the campaign

Development process

From media strategy to art direction.

Lead capture (petition)

Focus on issues with strong public appeal: rising food prices driven by extreme weather, the threat of desertification in the Amazon, and the risk of setbacks in environmental laws. The conversion hook was the immediate signing of the petition to pressure Congress.

materiais.conectas.org/agir-agora-pelo-futuro

Screenshot of the petition landing page, with the signature form

Direct donation capture

A donation form that explains what Conectas does on climate justice, why the donation matters and how the money will be used.

Donate for climate justice

Fast, secure, and hassle-free.

MonthlyOne-time

R$ 30R$ 60R$ 120

Donate now

Single-step donation

Keyword intelligence

On Google Ads, we mapped high-intent search terms, from the broadest (climate justice, climate crisis) to specific legislative issues (the Environmental Licensing Bill, the “Poison Bill”, the Marco Temporal doctrine), ensuring Conectas' presence at the top of searches during the hottest moments of the political debate on environmental licensing and what became known as the “Destruction Package” in Congress.

Googlehow to contain the climate crisis

Ad · Sponsored

conectas.org/justica-climatica

Climate justice: pressure Congress

High-intent keywords

climate crisis climate justice climate petition environmental rollback

Visual impact

Provocative pieces under the tagline “What if the next climate crisis looks like this?”, visually materializing the cost of not acting in time, like the Christ the Redeemer flyer.

Piece from the “What if…?” concept: what if the Amazon turned into desert?

Carousels and videos

Scripting and design of carousels built on reliable data, and Stories-format videos made to grab attention in the first few seconds.

First slide of the carousel about the Socio-environmental Destruction Package

The artwork

Strong contrasts, alert orange and montages that bring the crisis into everyday life.

Carrossel: Pacote da Destruição

Carrossel: 5 anos do Acordo de Paris

The legacy

By translating dense legislative agendas into magnetic, urgent pieces, Conectas amplified public pressure on Congress and converted climate urgency into new signatures and donations.