Fireproof Newspapers in Patagonia Spark Awareness about Forest Fires
HOY Buenos Aires collaborates with local firefighters and newspaper to combat irresponsible behaviour and increase donations to local firefighting organisation by 500%, writes Laura Swinton
Throughout early 2021, forest fires raged throughout the southern Argentinian region of Patagonia. The fires have been deadly – in March a fire left one person dead and seven seriously injured, and there have been multiple blazes in January and February.
95% of forest fires are started by humans, and of those many are started using newspapers as kindling. That’s why HOY Buenos Aires, part of Havas, teamed up with multiple partners to create and publish a fireproof newspaper.
News outlet Noticias de la Comarca, SeSocio Financial Investments and the Firefighters Foundation of Argentina came together with the agency to create an issue of the paper that was completely resistant to fire. The paper was covered in Argentina’s TV news and chat shows, increasing donations to the Firefighters Foundation by 500%.
The volunteer firefighters in the region have also voiced their support for the initiative. “Our forests are burning, there’s no turning back and it takes many, many years to recover,” says Captain Paula Mendez.
The campaign had a reach of 14.2m and interactions with the foundation increased by 70%.
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LBB Editorial, Tue, 27 Apr 2021 15:47:56 GMT
Agency: HOY Buenos Aires
Advertiser: Noticias de la Comarca Newspaper / SeSocio Financial Investments / Firefighters Foundation of Argentina
Title: Fireproof newspaper
COO: Pilar Lopardo
CCO Latam: Tony Waissmann
Creative Directors: María Luján Donaire / Hernán Damilano
Copywriter: Nicolás Trapanese
Art Director: Santiago Estévez
Head of production: Maite Orlievsky
Account Director: Candela Calvo
Account executive: Belén De Bartolo
Production Company: Sodapasta
Creative Director: Mario Astutti
Film production company: WaldenStudio.co
Director: Guido Cassini
Cameraman: Jean Studler
Edition: Guido Cassini
Sound and music: Twins Music
General Manager: Jerónimo Montalvo
Mixing and Mastering: Tom Huergo
Musicians: Sebastián Espósito / Marcelo Moguilevsky / Máximo Scott.
Noticias de la Comarca Newspaper: Mariela Lostra
SeSocio Financial Investments: Malena Martin / Natasha Anello
Firefighters Foundation of Argentina: Vicente Gabriele