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Ad of the Day: Brazil's Environmental Institute fights prejudice against indigenous people

Ad of the Day: Brazil's Environmental Institute fights prejudice against indigenous people

Brazil's Social and Environmental Institute (ISA) is trying to break down prejudices against the country's indigenous Baniwa people in a campaign shot by J. Walter Thompson.

The Baniwa people, who live in the northwesternmost part of the Brazilian Amazon region, have incorporated several non-indigenous habits, but still maintain their social organisation, their language, and a strong relationship with the environment. However, some of their more modern habits have lead to others questioning whether they are still truly natives.

"They identified with the proposal, because they frequently have their identity questioned," said Bruno Weis, communications coordinator at ISA. "They feel like, recognise, and present themselves as natives, but a part of the population insists that they are not."

Further describing the campaign, Ricardo John, chief creative officer of J. Walter Thompson, said that the ISA carries out fundamental work with the native populations of Brazil, and needs support in order to continue in this fight.

"But it's impossible to get that support when people continue to be prejudiced," he said.

"We are not at all like our great-great-grandparents, and that doesn’t mean that our identity is questioned, so why do this to the indigenous peoples?" added Rodrigo Grau, also chief creative officer of J. Walter Thompson.

The spot was produced by a small team of two directors, a director’s assistant, and a sound operator with a drone, who followed the Baniwa's routine over the course of six days in the Amazon forest.

The campaign is the largest in the history of the ISA, and the first in partnership with the agency.

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Natalie Mortimer

I look after all things creative.

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