Paraguay has the highest level of deforestation in the region. In the past 50 years, 80% of the country´s native forest was destroyed.

Deforestation, along with fire and smoke caused, enhance and reinforce the growing record heat wave affecting the country. Paraguay´s capital was recently named one of the hottest in the world (according to the weather service Weather Extremes)

Politicians are sensible to media topics. We needed a high impact on mass media so WWF could press congressmen for the establishment of an official plan for sustainable exploitation of the Paraguayan soil.

Several people, including politicians, believe the consequences of global warming will happen in the future. Global Warming Menu is a real sample of how climate change is affecting us now.

The impact of Global Warming Menu help WWF to get a proposal for the establishment of an official plan to use soil from the National Government to involve the sustainable exploitation of the Paraguayan soil.

To have mass media attention, we needed to give them a message with an experience. Something they could feel and understand our worry, to give enough space coverage.

The idea was Global Warming Menu: a meal cooked on the hot asphalt.

WWF Paraguay, with the help of celebrity chef Rodolfo Angenscheidt, made a meal cooked on the asphalt, thanks to the high temperatures on Paraguay´s capital.

We made a pop up restaurant, witch opened only for 1 day and cooked for 50 people.

The restaurant went live on every local TV news, on several radios and get front cover on the biggest press media from Paraguay.

The media coverage of Global Warming Menu was very big for Paraguay:

- front page in the 5 biggest local newspaper (national coverage)

- live coverage in the news in the 6 national open TV channels (average of 3 minutes live on each channel)

- live coverage in 5 biggest national radios

Results:

- Proposal for the establishment of an official plan to use soil from the National Government to involve the sustainable exploitation of the Paraguayan soil

- free publicity for U$S 450,000 aprox