Published on 29th November 2023
The strategic communication agency Realidades, our partner in Peru, won Eikon 2023 Award in Argentina for their conservation of the Amazon campaign. It is one of the oldest and most recognized awards in the communications industry in Latin America. Consecuencias (Consequences) is an initiative promoted by USAID that raised awareness among young people and the public about environmental crimes in the Peruvian Amazon. Realidades led the campaign, which has been awarded among 400 cases in Latin America.
An “educational” campaign to conserve the Amazon
The work of Realidades with Consecuencias – an initiative of USAID’s Prevent project, together with various partners from the public and private sectors – was recognized in the Social Marketing category at the Eikon Awards, 2023 edition. His innovative approach, based on the use of education, entertainment and music allowed him to make a positive impact in front of many young people in Lima, Loreto, Ucayali and Madre de Dios.
During the second edition, Realidades helped Consecuencias to add more than 30 allies such as the Ministry of the Environment, Sernanp, Osinfor, Serfor, among other organizations from the public and private sector. Likewise, the participation of more than 60 opinion leaders, artists, personalities, musicians, and influencers was achieved to send messages in the digital ecosystem.
This comprehensive work registered a recall rate of around 80% in young people and about 98% positive evaluation, according to research carried out in the three main Amazonian regions covered by the campaign. In addition, more than 94% of the audience of Consecuencias understood the impact of illegal logging and mining, two of the main environmental crimes on which the initiative informs and raises awareness.
The jury of the contest -held at the Intercontinental Hotel, in Buenos Aires- valued the propositional, creative, and optimistic approach of Consecuencias. This way of communicating meant a deviation from traditional narratives, appealing to edutainment as a tool to reach its young audience.
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