Iracambi Case Study - Tiffany Sherrington (2009)

The Last of the Atlantic Rainforest

BRANDING AND COMMUNICATIONS PROJECT

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Our Vision:

Saving forests, changing lives Thriving communities living sustainably in a thriving landscape

Our Mission: To work with the community to make the conservation of the rainforest more attractive than its’ destruction

Our Story: Ten years ago, Iracambi set out to help save the Atlantic Rainforest, not by preserving it in stasis, but by practising conservation alongside sustainable development. Today, Iracambi is a unique blend of research and front-line practise. We have an international outlook but a local output. We welcome people from around the globe to join us and help us do our part .

Iracambi

We believe in: Energy Accountability Respect Learning by doing Unity Hope

Action Interest Understanding Awareness

•Potential disinterest •No time (local community) •Scepticism (local community) •Plethora of NGOs to chose from (vols/res & foundations) •Lack of tangible results (foundations, local community)

•Corporate Sponsors/ Partners

•Internal Community

•Universities •Foundations •Local Comm

•State movers & shakers

One of my biggest concerns before I went out to Iracambi was that I wouldn’t really leave them with anything useful. After all, how much could do I in 4 weeks?

But like the hummingbird, drop by drop – I believe I did my bit.

There are several small, but significant changes that are being made to the way Iracambi communicates to the outside world.

•They have changed their application forms to mirror our values and what we actually want from volunteers.

•All documents are now written in one font, not 20!

•We are more focussed on what we tell people. The UK and USA boards are being reinvigorated with clearer roles to play in the success of Iracambi.

•The website is under construction.

•I’m hoping internal communication has improved, but that is a longer term change.

I’m yet to hear of any concrete success as a direct result of our communications, but am in regular contact with Iracambi so hope to hear when we find out.

“The organizational work that Tiffany did with us (beyond the call of duty) also left us with a keen desire for more…huge progress was made - we now have a much clearer idea of what our priorities are, what our story is, who our key clients are and how we can proceed in our future communications.

Her work has helped us focus clearly on what we do and who we are and how we can begin to become a more professional organization. “ Binka and Robin

It is hard to write of what I learnt during this exchange without sounding trite or insincere.

However, the trip had a profound impact on me, both professionally and personally.

Personally, I defy anyone not to be inspired by the sheer grit and determination, combined with the warmth and passion of the LeBretons. I think it would take a heart of stone not to be moved by the beauty of the place, coupled with the stark realities of having to make a sustainable living in this largely unsung region of Brazil.

Professionally, I surprised myself in lots of small and significant ways. It was daunting, but I loved the intellectual and leadership challenge of running essentially a business, brand and communications project in tandem. The greatest learning for me came in realising just how much I have learnt from the multi-disciplinary background that the WPP Fellowship provided. This trip allowed me to finally shake off the nagging doubt that I should be a ‘strategist with a specialty’ and realise that very few other people could have approached the project with a more holistic and comprehensive strategic view. And for that I am proud and incredibly grateful.