Iracambi Case Study Final


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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.

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Iracambi Case Study Final

  1. 1. The Last of the Atlantic Rainforest BRANDING AND COMMUNICATIONS PROJECT
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  4. 4. Our Vision: Saving forests, changing lives Thriving communities living sustainably in a thriving landscape Our Mission: To work with the community to make Iracambi the conservation of the rainforest more attractive than its’ destruction Our Story: Ten years ago, Iracambi set out to help save the Atlantic Rainforest, not by preserving it in stasis, but We believe in: by practising conservation alongside sustainable Energy development. Today, Iracambi is a unique blend of Accountability research and front-line practise. We have an Respect international outlook but a local output. We Learning by doing welcome people from around the globe to join us Unity and help us do our part . Hope
  5. 5. Action Interest Understanding Awareness •Corporate •Potential disinterest Sponsors/ Partners •No time (local community) •Internal Community •Scepticism (local community) •Plethora of NGOs to chose from (vols/res •Universities & foundations) •Foundations •Local Comm •Lack of tangible results (foundations, local community) •State movers & shakers
  6. 6. One of my biggest concerns before I went out to Iracambi was that I wouldn’t really leave them with anything useful. After all, how “The organizational work that much could do I in 4 weeks? Tiffany did with us (beyond But like the hummingbird, drop by drop – I the call of duty) also left us believe I did my bit. with a keen desire for more…huge progress was There are several small, but significant made - we now have a changes that are being made to the way Iracambi communicates to the outside world. much clearer idea of what •They have changed their application forms to our priorities are, what our mirror our values and what we actually want story is, who our key clients from volunteers. are and how we can proceed •All documents are now written in one font, not 20! in our future •We are more focussed on what we tell communications. people. The UK and USA boards are being re- invigorated with clearer roles to play in the success of Iracambi. Her work has helped us focus •The website is under construction. clearly on what we do and •I’m hoping internal communication has who we are and how we can improved, but that is a longer term change. begin to become a more professional organization. “ I’m yet to hear of any concrete success as a Binka and Robin direct result of our communications, but am in regular contact with Iracambi so hope to hear when we find out.
  7. 7. It is hard to write of what I learnt during this exchange 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 the sheer grit and determination, combined with the warmth and passion of the LeBretons. I think it would take a heart of stone not to be moved by the beauty of the place, coupled with the stark realities of having to make a sustainable living in this largely unsung region of Brazil. Professionally, I surprised myself in lots of small and significant ways. It was daunting, but I loved the intellectual and leadership challenge of running essentially a business, brand and communications project in tandem. The greatest learning for me came in realising just how much I have learnt from the multi-disciplinary background that the WPP Fellowship provided. This trip allowed me to finally shake off the nagging doubt that I should be a ‘strategist with a specialty’ and realise that very few other people could have approached the project with a more holistic and comprehensive strategic view. And for that I am proud and incredibly grateful.