The Earthshot Prize in Brazil

Making a global prize matter locally

Office

Brazil

Services

Public Relations
Media Relations
Stakeholder Engagement
Reputation Management
Data & Intelligence

Date

2025

In 2025, Brazil was preparing to host COP30. Climate, conservation and the energy transition were already at the center of public debate, with governments, companies and NGOs all competing for attention.

For The Earthshot Prize, bringing its first edition in Latin America to Rio de Janeiro meant entering that conversation at one of its busiest moments. The Prize had global recognition, but that did not automatically translate into familiarity or relevance in Brazil. At the same time, scrutiny around environmental claims was high, making credibility especially important.

The challenge was to ensure that the Prize was seen as more than an international event landing in the country. It needed to connect with Brazil’s own climate agenda and give visibility to the people and solutions already shaping it.

How do you bring a global environmental prize into Brazil and make it part of the local climate conversation?

Solution

Building local relevance around a global platform.

We began before Awards Night, shaping a communications strategy that placed innovators, scientists and environmental solutions at the center of the story.
The Prize was connected with Brazil’s institutional, business, cultural and environmental ecosystem through relationships with public authorities, business leaders and influential local voices. Figures including Marina Silva, Eduardo Paes, Gilberto Gil, Luciano Huck and Anitta helped give the initiative a stronger local context and credibility.

Media strategy followed the same principle. Instead of approaching the Green Carpet mainly as a celebrity event, we prioritized journalists covering science, business, ESG and sustainability. Dedicated interview spaces gave media direct access to finalists, community leaders, authorities and cultural figures, helping move coverage toward the solutions and people behind the Prize.

Throughout Earthshot Week, we coordinated media relations, spokesperson positioning, stakeholder engagement and reputation management on the ground. The Prize secured coverage across major national outlets and broadcast platforms, while the Green Carpet became a gateway into a broader conversation about climate innovation in Brazil.

On Awards Night, 57 journalists from 35 outlets attended. In the following 48 hours, 671 articles were published, with coverage extending from the ceremony to the finalists, winners and environmental solutions at the heart of the Prize. The Earthshot Prize entered Brazil with a clear local voice and a stronger connection to the country’s climate and innovation agenda.