Action developed by Nova SB reinforces care in preventing forest fires in the Pantanal
In 2020, fires reached around 30% of the Pantanal, causing damage to the environment, health and economy. To prevent tragedies like this from happening again, the Ministry of the Environment and Climate Change warns of the risk of fires and clarifies the conscious use of fire in the Nova SB campaign, which airs in the states of Mato Grosso and Mato Grosso southern.
The commercials bring testimonials from the Pantanal dwellers themselves who, instead of condemning the use of fire, provide guidance on how to use it safely. The central concept of the campaign is: “Pantanal without fires. Where there is fire, you have to be careful”.
To faithfully portray the Pantanal reality, the campaign was produced in the Pantanal Sul Mato Grosso with the participation of real characters, such as quilombolas, indigenous people, brigade members and rural producers. “We seek a friendly and educational tone, which reflects a government that is closer to the people at this time”, says Márcio Nazianzeno de Freitas, editor of Nova SB.
Consisting of commercials for TV and the Internet, advertisements and radio spots, the campaign has two specific moments: awareness raising about the impacts and fire prevention.
The first phase of the campaign seeks to make rural producers aware that controlled burning in production management is an integrated practice in Pantanal culture, but that it must be carried out with authorization and guidance from official state bodies. In addition, safety recommendations are provided, such as not setting fire to land, backyards or roadsides.
The second phase announces the prohibition of burning, which occurs in the driest period of the year, whose burning, including management burning, is completely prohibited. The campaign also addresses the effects of fire, when done illegally, on the environment, economy and health.
