Choose Earth 2021 with Choose Love

A fundraising and storytelling campaign in solidarity with Brazilian indigenous leaders under threat.

About Choose Earth

Choose Earth is an Earth Day campaign in collaboration between Earthrise, Choose Love and Voo Da Vespa, in support of Brazilian indigenous communities' fighting for social and environmental justice.

Choose Earth aims to empower the indigenous movement, challenge Western perceptions, and amplify indigenous wisdom in the curation of global environmental solutions.

Partner

Services

Creative Strategy

Art Direction

Graphic Design

Copywriting

Social + Digital impact campaign

Collaborators

Choose Love

Voo da Vespa

The Roddick Foundation

Mavi Morais

The Project in Numbers

indigenous artists collaborations

40 Million

reached on Instagram

£150,000

raised in donations

Challenge

Whilst Indigenous communities are only 5% of the world's population, they protect 80% of global biodiversity.

Yet every day, they are under threat. Facing an extreme human rights, social, and climate justice crisis, Indigenous communities across Brazil have to fight against systemic violence in the form of land invasion, mining, agro-business, assault and murder, deforestation, water contamination, disease, racism, femicide, suicide, inequality, exclusion, corruption, co-option, systemic violence, spiritual and cultural genocide… The list goes on. Additionally, current Western strategies have failed to recognise the relevance, experience and wisdom of Indigenous communities.

Solution

We have built a network of nominated key Indigenous community leaders - academics, scientists, activists, artists, journalists, shamans, and spiritual leaders - who are committed to driving change on a regional and national scale.Using innovative storytelling, resource distribution, and working in collaboratively, the Choose Earth campaign aims to reframe the Western narratives around Indigenous Peoples and conservation. Defining the campaign’s narrative and guiding us throughout, these creative minds relay crucial information and honest reflections of their emotional, intellectual and spiritual intelligence, shaped by collective storytelling rather than individual stories.

COP26 Iteration

Ahead of COP26, Choose Earth diversified its strategy to address the lack of Indigenous leadership at the decision-making table in Glasgow.

Billboards were displayed across Glasgow City Centre to amplify and key campaign messages. The billboards, in collaboration with Jack Arts, featured portraits of three leading female Indigenous leaders: Sônia Guajajara, Célia Xakriaba and Glicéria Tupinambá and carefully followed the aesthetic and theme of the Earth Day campaign. This was key in order to provide continuity to the branding and visual language of the Choose Earth initiative.

Impact

Choose Earth launched its first campaign on Earth Day 2021. Following its success, it had two subsequent campaigns launching on Earth Day 2022 + 2023, raising significant funds.

So far, the Choose Earth collective has supported more than 80 Indigenous leaders across the breadth of Brazil and its biomes, assisting in their collective resistance and resilience. Holding a deep understanding of the socio-political landscape of Brazil, these leaders direct where the donations go and decide how they want to support their community and territory. The campaign funded technology that aids surveillance, cultural spiritual programmes, food sovereignty and environmental restoration projects, and traditional educational practices, amongst other things.

Project Credits

Sam Roddick: Campaign Lead

Felipe Viveros: Campaign Lead

Philli Boyle: Choose Love Lead

Alice Aedy: Creative Director

Chloe Puttock: Producer

Mavi Morais: Digital Artist

Jackie Dewar: Graphic Designer

Beatriz Patarata: Graphic Designer