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Survival International unveils worldwide campaign for Brazil's Awá tribe with Tribe Global


By Gillian West, Social media manager

February 13, 2013 | 2 min read

Human rights organisation Survival International has worked with international agency network Tribe Global to launch a global advertising campaign raising awareness of the Awá tribe in Brazil.

One of the world’s most threatened tribes, the ad hopes to boost knowledge of the Awá protest campaign which was officially launched by British actor Colin Firth in April 2012.

Entitled ‘Stop complaining and put your problems in perspective’, the ad tells the story of Awá man Karapiru who witnessed the massacre of his brothers, sisters, wife and children at the hands of gunmen.

The ad’s copy reads: “For ten years he (Karapiru) ran alone, sleeping in treetops, eating small birds and honey. Finally reunited with his Awá tribe, he discovered that, incredibly, his son had survived the massacre. His people still live under the threat of extinction due to violent attacks and the theft of their land by loggers and ranchers. Reconsider your problems compared to the plight of the Awá. Please. Send a message. Send hope. The Awá can be saved.”

Survival International director, Stephen Corry, commented: “This ad will help raise awareness of the Awá's plight and put all our lives into perspective. In order to put an end to these brutal attacks on the Awá, we need to keep up the pressure on the Brazilian government to evict the invaders from the Awá's land, before it is too late.”

Tribe Global member agencies, including UK-based BJL, Family, You and the Ad Store, have all been tasked with raising awareness of the campaign. UK editions of Vogue, GQ, House and Garden, Traveller, Vanity Fair, Easy Living, Glamour, World of Interiors, American Express Departures, Psychologies and Tatler, as well as Centurion magazines worldwide, are now set to carry the ad.

Tribe Global’s Ian Wright, added: “When we set up Tribe Global we decided that it was important to give something back to the worldwide community, and we thought the fit with Survival International was perfect. Their work for threatened tribal peoples needs all the support we can give them, and our global offices are all united in helping bring the plight of the Awá tribe to the largest possible audience.”

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