iracambi case study final
DESCRIPTION
Tiffany spent a month in the Atlantic rainforest working with the ecological NGO Iracambi. Iracambi’s mission is to work with the community to make the conservation of the rainforest more attractive than its destruction. They are based in Minas Gerais (a Brazilian State that’s the same size as Texas) and work to conserve the Atlantic Rainforest – an older and more bio-diverse rainforest than its Amazonian sister. Tiffany worked with Iracambi for a month to help give them renewed focus, open the channels of internal communication and deliver them an easy implementable brand and comms strategy. After many sessions with the founders, interviews with past and present Iracambites, and lots of reading and research, Tiffany was able to articulate their story, define and develop their brand, and create a comms strategy and comms action plan. Not bad after only 4 weeks. And it wasn’t only Iracambi that benefitted. Tiffany also got an incredible amount out of her time with the NGO.TRANSCRIPT
BRANDING AND COMMUNICATIONS PROJECT
The Last of the Atlantic Rainforest
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Iracambi
Our Vision:Thriving communities
living sustainably in a thriving landscape
Our Mission:
To work with the community to make the conservation of the rainforest more
attractive than its’ destruction
We believe in:EnergyAccountabilityRespectLearning by doingUnityHope
Saving forests, changing lives
Our Story:Ten years ago, Iracambi set out to help save the Atlantic Rainforest, not by preserving it in stasis, but by practising conservation alongside sustainable development. Today, Iracambi is a unique blend of research and front-line practise. We have an international outlook but a local output. We welcome people from around the globe to join us and help us do our part .
•Potential disinterest
•No time (local community)
•Scepticism (local community)
•Plethora of NGOs to chose from (vols/res & foundations)
•Lack of tangible results (foundations, local community)
Awareness
Understanding
Interest
Action
•Universities•Foundations•Local Comm
•State movers & shakers
•Internal Community
•Corporate Sponsors/ Partners
One of my biggest concerns before I went outto Iracambi was that I wouldn’t really leavethem with anything useful. After all, howmuch could do I in 4 weeks?
But like the hummingbird, drop by drop – Ibelieve I did my bit.
There are several small, but significantchanges that are being made to the wayIracambi communicates to the outside world.
•They have changed their application forms tomirror our values and what we actually wantfrom volunteers.
•All documents are now written in one font,not 20!
•We are more focussed on what we tellpeople. The UK and USA boards are being re-invigorated with clearer roles to play in thesuccess of Iracambi.
•The website is under construction.
•I’m hoping internal communication hasimproved, but that is a longer term change.
I’m yet to hear of any concrete success as adirect result of our communications, but am inregular contact with Iracambi so hope to hearwhen we find out.
“The organizational work that
Tiffany did with us (beyond the call of duty) also left us with a keen desire for more…huge progress was made - we now have a much clearer idea of what our priorities are, what our story is, who our key clients are and how we can proceed in our future communications.
Her work has helped us focus clearly on what we do and who we are and how we can begin to become a more professional organization. “
Binka and Robin
It is hard to write of what I learnt during thisexchange without sounding trite or insincere.However, the trip had a profound impact on me,both professionally and personally.
Personally, I defy anyone not to be inspired by thesheer grit and determination, combined with thewarmth and passion of the LeBretons. I think itwould take a heart of stone not to be moved bythe beauty of the place, coupled with the starkrealities of having to make a sustainable living inthis largely unsung region of Brazil.
Professionally, I surprised myself in lots of smalland significant ways. It was daunting, but I lovedthe intellectual and leadership challenge ofrunning essentially a business, brand andcommunications project in tandem. The greatestlearning for me came in realising just how much Ihave learnt from the multi-disciplinary backgroundthat the WPP Fellowship provided. This tripallowed me to finally shake off the nagging doubtthat I should be a ‘strategist with a specialty’ andrealise that very few other people could haveapproached the project with a more holistic andcomprehensive strategic view. And for that I amproud and incredibly grateful.
