The campaign featured special inserts in newspapers of Rio de Janeiro and São Paulo and ads in newspapers of Brazil’s most important capital cities. A distinct format was used in O Globo, O Estado de São Paulo and Folha de São Paulo, in which illustrations interacted with the editorial content. Two real headlines about environmental issues were manipulated, generating a third one. The ad concludes: “Today, you do it to nature. Tomorrow, it does it to you.”

The communcication reinforced the image of Eletrobras and commitment to the environment.