The document summarizes the work of Iracambi, an organization working to conserve the threatened Atlantic Rainforest in Brazil. Iracambi aims to make forest conservation more attractive than destruction by supporting sustainable development in local communities. The organization welcomes volunteers and researchers from around the world to help in its mission. The document discusses Iracambi's branding and communications work, including creating clearer messaging about its vision, story, and priorities to engage more potential partners and supporters. It also reflects on the profound personal and professional impact of a communications project with Iracambi.

1. The Last of the Atlantic Rainforest
BRANDING AND COMMUNICATIONS PROJECT

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15. Our Vision: Saving forests, changing lives
Thriving communities
living sustainably
in a thriving landscape
Our Mission:
To work with the community to make Iracambi
the conservation of the rainforest more
attractive than its’ destruction
Our Story:
Ten years ago, Iracambi set out to help save the
Atlantic Rainforest, not by preserving it in stasis, but We believe in:
by practising conservation alongside sustainable Energy
development. Today, Iracambi is a unique blend of Accountability
research and front-line practise. We have an Respect
international outlook but a local output. We Learning by doing
welcome people from around the globe to join us Unity
and help us do our part . Hope

16. Action
Interest
Understanding
Awareness
•Corporate
•Potential disinterest Sponsors/ Partners
•No time (local community) •Internal Community
•Scepticism (local community)
•Plethora of NGOs to chose from (vols/res •Universities
& foundations) •Foundations
•Local Comm
•Lack of tangible results (foundations, local
community)
•State movers &
shakers

23. One of my biggest concerns before I went out
to Iracambi was that I wouldn’t really leave
them with anything useful. After all, how “The organizational work that
much could do I in 4 weeks?
Tiffany did with us (beyond
But like the hummingbird, drop by drop – I
the call of duty) also left us
believe I did my bit. with a keen desire for
more…huge progress was
There are several small, but significant made - we now have a
changes that are being made to the way
Iracambi communicates to the outside world. much clearer idea of what
•They have changed their application forms to our priorities are, what our
mirror our values and what we actually want story is, who our key clients
from volunteers. are and how we can proceed
•All documents are now written in one font,
not 20! in our future
•We are more focussed on what we tell communications.
people. The UK and USA boards are being re-
invigorated with clearer roles to play in the
success of Iracambi.
Her work has helped us focus
•The website is under construction. clearly on what we do and
•I’m hoping internal communication has who we are and how we can
improved, but that is a longer term change. begin to become a more
professional organization. “
I’m yet to hear of any concrete success as a Binka and Robin
direct result of our communications, but am in
regular contact with Iracambi so hope to hear
when we find out.

24. It is hard to write of what I learnt during this
exchange without sounding trite or insincere.
However, the trip had a profound impact on me,
both professionally and personally.
Personally, I defy anyone not to be inspired by the
sheer grit and determination, combined with the
warmth and passion of the LeBretons. I think it
would take a heart of stone not to be moved by
the beauty of the place, coupled with the stark
realities of having to make a sustainable living in
this largely unsung region of Brazil.
Professionally, I surprised myself in lots of small
and significant ways. It was daunting, but I loved
the intellectual and leadership challenge of
running essentially a business, brand and
communications project in tandem. The greatest
learning for me came in realising just how much I
have learnt from the multi-disciplinary background
that the WPP Fellowship provided. This trip
allowed me to finally shake off the nagging doubt
that I should be a ‘strategist with a specialty’ and
realise that very few other people could have
approached the project with a more holistic and
comprehensive strategic view. And for that I am
proud and incredibly grateful.