Integrated communications to mobilize for the Amazon
Media, content creators and Indigenous voices brought together to connect a global cause with the people of Pará.
A festival for 50,000 people. A global cause. And a path to participation that needed to be understood.
The challenge
On November 1, 2025, the Global Citizen Festival: Amazônia brought Brazilian, international and Indigenous artists together at the Mangueirão stadium in Belém, ahead of COP30. The event was part of the Protect the Amazon campaign, which mobilized support and commitments for the forest and its communities.
Tickets were free and available exclusively to residents of Pará, a decision intended to reduce the carbon footprint of travel. To obtain tickets, people had to register and take part in campaign actions through digital channels.
Communication needed to explain this process to audiences with different levels of familiarity with apps and online registration. It also needed to raise awareness of Global Citizen’s mission and the perspectives of Indigenous and Amazonian leaders.
Clarity to take part.
Voices to broaden the conversation.
Smart combined practical guidance with content about the cause. Each workstream had a role: explaining how to participate, providing context for the campaign and creating more space for people who live and work in the Amazon.
Media
Practical information and interviews in local media guided participation. For national and international media, we developed stories connecting the festival with the protection of the forest.
Content creators
Content introduced the campaign, explained how to get tickets and followed the experience in Belém, using each creator’s own voice.
Indigenous and Amazonian voices
We arranged interviews and content with Indigenous leaders and communicators so they could share their experiences and perspectives on the forest and their communities.
A team of 15 local and national professionals coordinated messaging, interview preparation and media support. At the Mangueirão, five media hubs organized access, interviews and coverage.
The campaign gained visibility.
So did the message.
Among Tier 1 coverage, 78% of stories included the key message and 70% featured quotes from sources. Creator content reached a potential audience of 1.3 million.
The strategy em circulação
Mobilization that went beyond the stage.
festival participants at the Mangueirão stadium.
in commitments mobilized by the Protect the Amazon campaign to support the forest and its communities.
Talk to Smart →“We would not have achieved this level of impact without Smart by our side.”
Alicia Hosking
VP, Global Head of PR & Communications, Global Citizen
Translated from the Portuguese case study.
