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

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.”

Eletrobras ran a campaign in newspapers of all regions of Brazil to celebrate World Environment Day on June 5, 2009.