The document summarizes a mobile marketing campaign launched by ATOPE and the environmental NGO SOS Mata Atlantica. The campaign involves sending daily SMS tips to subscribers about reducing carbon footprints and deforestation in Brazil. The tips are meant to educate and raise awareness among the public. SOS Mata Atlantica hopes the campaign gains support from telecom, media, and advertising companies to increase awareness of its mobile information service.

2. • On Dezember 14th 2009, ATOPE with its case “SOS Mata Atlantica
Mobile” was nominated by Mobile Monday Sao Paulo, to represent Brazil
at the Mobile Premier Awards 2010 in Barcelona
– SOS Mata Atlantica is a prestigious and highly respected brazilian NGO created in 1986,
with focus on environmental sustainability. Its mission is to protect the remainings and
support reforestation projects of the once immense tropical forest “Mata Atlantica”
(the Atlantic Forest), one of the richest sets of ecosystems in terms of biodiversity, and
also considered one of the most threatened with extinction on the planet
– ATOPE is a Norwegian/Brazilian no‐frills, mobile marketing provider, launched in
Dezember 2008 by the OUVI Group

3. • “The Dirty Dozen” are they called, the 12 countries that are responsible
for 80% of global warming. Among these, six are developing countries,
including China, India and Brazil, which are called “The Big Three”
Of the 2 billion tons of greenhouse gases that Brazil emits every year,
1 billion is caused by deforestation
• The Atlantic Forest (Mata Atlantica) used to be the biggest tropical forest
in the world, today only 7% of it remains. In other words, a lot can be
done to global warming if we could just by reduce deforestation in Brazil

4. • The BBC World Service survey on climate change attitudes, showed that
85% of the surveyees were willing to change their habits in order to help
save our planet
There is willingness to change!
• Reeducation of the people does not have to go through new legislation,
tax deductions, or financial benefits. If we can only communicate a
message in a more efficient way, we will have success practically with no
extra costs incurred*
*Robert Cialdini, Arizona State University ‐ 50 Secrets From The Science Of Persuasion

5. • COP ‐15 in Copenhagen, Denmark, ended without the 192 nations having agreed on a new
treaty to replace the Kyoto Protocol, which expires in 2012. We are therefore depending on
the public to mobilize itself, to take the necessary actions, and combat global warming
• ATOPE in partnership with the renowned Brazilian NGO, SOS Mata Atlantica, launched in
January 2009, an initiative for mobile distribution of daily news about how each individual
can help reduce her/his carbon footprint, and consequently increase their knowledge in
order to put pressure on the parties involved with the deforestation in Brazil
SOS Mata Atlantica now needs support from telecom operators, media
companies and global advertisers to help increase the awareness of its
mobile information service

6. O projeto
The Project

7. • The information service is a daily
SMS subscription with tips* SOSMA: Use sua
focusing on reeducating and criatividade para
enfeitar sua casa!
creating awareness among the Materiais reciclaveis
public about global warming podem ser utilizados
na criação de
enfeites(ATOPE)
• The objective is that the
subscriber every day shall receive
a reminder/wakeup‐call via SMS
• To subscribe, the user only have
to send a text message with the
keyword “SOS”
* The tips/news are provided by SOS Mata Atlantica’s educational team

8. • SOS Mata Atlantica’s mobile
information service is further
supported by a mobile site, which
provides additional information:
– About the NGO;
– News (SMS news link to this session)
– Environmental projects;
– Information about SMS service;
• The mobile site also has a section
from where free mobile content
can be downloaded, i.e.
wallpapers and jingels

9. Support

10. • Constant advertising of the
service is a prerequisite for the
success of the initiative
Ajude a salvar o
planeta!
• Therefore, the companies that Participe desta luta
opt to support SOS Mata enviando SOS
para 49820 e
Atlantica’s mobile initiative will garanta a
sobrevivencias das
be provided with marketing gerações futuras
material to be displayed on their
mobile/web portals, product
packaging, own advertising
material, radio/TV programs, etc.

11. Tore Haugland
CEO
Tel: + 55 11 3845 0800
Cel: + 55 11 8536 2079
Email: tore@atope.com.br