Client: Naturalia A.C. |
Year: 2025 | Art direction, illustration
About Naturalia A.C.
Mexican NGO with the aim to grow and protect natural reserves, foster research and environmental education, and put efforts towards reforestation. They have a special focus on jaguars.
About Altruistads
The project was done through Altruistads, a platform that matches activist causes with professionals in the creative industry. Read their blog entry on this project.
Naturalia
About Naturalia A.C.
Mexican NGO with the aim to grow and protect natural reserves, foster research and environmental education, and put efforts towards reforestation. They have a special focus on jaguars.
About Altruistads
The project was done through Altruistads, a platform that matches activist causes with professionals in the creative industry. Read their blog entry on this project.
For more than 30 years, Naturalia has been a leading force in jaguar protection, reforestation, research and environmental education in Mexico. However, numbers in donations had recently been dwindling; they reached out to Altruistads and me with this problem. We developed a social media campaign with the aim to invite a Gen Z audience to become recurring patrons of Naturalia A.C.
A hand-drawn, traditional method was presented and used throughout this campaign (lettering, watercolor illustrations) for two reasons:
- To highlight the manual efforts of Naturalia
- To connect with our target audience -environmentally conscious and invested in authenticity- within a sea of AI-generated images
The main platform for sharing the pieces was Instagram; Naturalia also has a strong presence on Facebook, therefore this platform was also used. Advice on using TikTok was given in order to reach its target audience (however, Naturalia does not use the platform).
The requested topics for the pieces were:
- The relationship between jaguars and water conservancy
- The impact of private reserves on the protection of biodiversity
- Scientific research done by Naturalia A.C.
- Activities that promote an environmental education and its impact on local communities
In addition to the requested work, two extra pieces were delivered within the campaign’s aesthetic: What’s your Mayan sign? and What species are you today?, two posts with a playful character and strong potential for engagement.
The campaign and illustration style had positive results:
- Increased social media engagement
- Effective positioning of Naturalia in Gen Z circles
- Increase in donations
