need to discuss social, environmental, and economic sustainability, and thus bring about changes in the everyday behaviour of Brazil’s citizens that could save the environment.
Caco de Paula, a publisher at Abril
Media, along with six other digital media conglomerates, began to address the lack of dialogue through the creation of Planeta Sustentável (Sustainable Planet).
A sophisticated and effective multi- platform editorial innovation experiment, aimed at providing sustainable solutions to the masses, Planeta Sustentável’s mission is centered around educating and involving readers, connecting the public to relevant sustainability issues as much as possible, and fostering a deep interest in continuing the conversation off the page.
The project uses corporate partnerships
and sponsors in what could be called ‘advertorial inserts,’ and yet it uses journalists to produce multimedia and print projects, with user-generated content - all resulting in thousands of reports per year and reaching 21 million
readers through 42 participating magazines. But despite corporate partnerships and
it’s advertorial style, the independence of the content produced is key.
“The editorial autonomy of each
title is sovereign,” says De Paula, “This is a sine qua non condition, as important to editorial sustainability as moisture is to life in a tropical forest.”
That content is tailored to the
different audiences the project reaches, their perceived level of interest, and the specific needs of the segmented demographics of the industry. Inserts also tend to vary based on readers’ geographical location and economic, political, and social infrastructures.
Editors of each individual media outlet
determine topics to be included and the frequency of publication to assure the right information is received by the right audience.
A plethora of outlets are used including: smartphone apps, books, social networking platforms, manuals, content for various levels of education, and the engagement