|
 |
Colombia is one of the most biodiverse countries in the world. At the same time, its native forests are under attack - from people who accidently start fires.
What the WWF needed was a campaign that brought the forests' plight to life. The solution was as bold as it was daring - to fight fire with fire.
At the entrance to the country's national parks, visitors were given an envelope. Inside it contained a communication featuring a picture of the forest. When the communication was pulled out, it caught fire, causing the communication and picture of the forest to burn before their very eyes.
WWF assistants were on hand to extinguish the flames. But the point had been made: carelessness causes fires. As a result of this incendiary piece of work, no fires occurred in the forests where the action was performed. And hundreds of hectares of native forest have been saved.
|
- |
|
|
