As a festival with over 30 years of existence, Rock in Rio have a strong media appeal, a good

relationship with its public and with a lot of music artists, each one with its own fanbase. The

idea was to use those artists as a influencers, passing the message to fans who were there to

listen to them in the first place. During the 2017 Rock in Rio edition's, with a public of over 100

thousand people every day for seven days, the musicians could speak about the importance of

taking care of the environment, the hope of seeing a better future and to call for tree

donations for the Amazonia Live project.

We kicked off the campaign in august 2016 with an event in the heart of the forest. A leaf-

shaped stage floating in a river was the scenery where Ivete Sangalo, Plácido Domingo,

Andreas Kisser and other musicians started gaving shape to the donation campaign. The event

was live broadcasted in TV and in social media for millions of viewers, who soon started

donating through our crowdfunding site.

We then invited other musicians to record a videoclip stimulating people to donate and to pass

the message along. In october 2017, it was time to raise the bar with the arrival of Rock in Rio

2017. We were able not only to use the artists in stage to deliver the message, but we also

auctioned items autographed by them to generate more income, increasing the public's

experience with the possibility of them taking home unique items frome their idols.

The starting event generated more than U$2 million in media support, setting the pace for the

campaign. The message spread during the Rock in Rio's live event was part of the social

media's live coverage strategy, where the posts reached huge numbers such as 39MM

interactions with the content, 12MM likes and 4MM spontaneous mentions, to name a few.

This made the Amazonia Live message get to millions of people across the globe, increasing

substantially the donations rate.

Over 70 items autographed by artists such as The Red Hot Chilli Peppers, Bon Jovi and Maroon

5 were auctioned, receiving over 2.000 bids and raising more than U$57.000.

With all this, we passed the 1 million trees goal by a lot, what makes Amazonia Live one of the

largest environmental projects of the history of the Amazon Rainforest, and now will recover

73 million trees.