Greenpeace Brazil
Impact Strategy and Tone of Voice
The way of acting and speaking as an activism strategy
Challenge
"What is the influence and relevance of Evangelicals in Brazilian culture?"
This question guided the proprietary investigation and study by the consulting firm Eixo, aiming to inspire new perspectives, moving beyond the label of religion to understand consumers who are pioneers of the purpose-driven era and discover the best way to approach them.
The goal wasn't just to conducta survey of data and behavior traits,
but to propose a narrative that goes beyond stereotypes , recognizing the nuances and multiplicity of this community and its influence on Brazilian society.
Process
Broad Approach to Look Beyond the Stereotype
The research process sought to integrate various points of view on the topic, crossing the practices of evangelical culture with the concept of
soft power.
To substantiate the findings and narratives, I acted in the coordination of the research based on:
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Desk Research – Survey and analysis of secondary data on the topic, including academic theses and articles, bibliographies, journalistic materials, videos, and podcasts.
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In-depth Interviews – Curation, script development, and conducting
of online conversations with specialists/articulators from the evangelical community. -
Data Analysis – Reading of netnography findings and cross-referencing of qualitative and quantitative data.
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Concept – Based on data collection and analysis, alongside the Eixo team, I collaborated on the study's concept, research structure, and narrative construction.
To download the free version of the study, click here
