Mangrove Mothers
Sharing the stories of women who make their living from the Amazon’s mangroves.
We partnered with the IKEA Foundation on Mangrove Mothers, a campaign that highlighted the role of women as guardians of the ecosystem.
Key Takeaways
240 women mobilized to organize local events
26 organizations involved in the campaign
1.2K visitors to the campaign website in 3 months
5.8K interactions on Facebook and Instagram
55 hits in the local press
Challenge
Mangrove trees are powerhouse ecosystems, bustling with marine life and supporting local economies through fishing and tourism. Their coastal forests are champion carbon sinks and help reduce the vulnerability of coastal areas to climate change impacts. Yet they face a barrage of threats, from deforestation to pollution, and despite their importance, they remain a mystery to many, especially those living far from the sea — making it hard to raise awareness and support for their protection.
Strategy
Our strategy was to mobilize and promote connection among women who make their living fishing in the different Extractive Reserves (RESEX) in the coastal Brazilian state of Pará. We also wanted to change the general population’s perception about mangroves and their importance in reducing the effects of climate change. We hoped that strengthening the sense of identity of fisherwomen and allowing them to share their knowledge would help us make mangrove protection a positive and proud national vision.
Creative
Our creative work centered on the stories of women who make their living from the sea in Pará. We made four mini-documentaries that tell these stories, and compiled a beautiful cookbook of the women’s recipes, Cozinha da Maré, to spotlight the food culture of the mangroves. A campaign website was developed to house these projects and the campaign narrative.
Campaign
The Mangrove Mothers campaign featured the documentaries and cookbook, as well as digital content, influencer partnerships and a series of community events to boost awareness of mangroves’ importance. It created a network of 240 women and 26 organizations who shared conservation solutions, engaged local communities and fostered a collective commitment to mangrove protection.
Impact
Mangrove Mothers highlighted mangroves as true nurseries of life and protectors of species, soil, rivers and tides — increasing awareness about their value as an ecosystem and creating a shared commitment to their protection. It was also a historic mobilization of local leaders across the region, which opened doors for future connections and political influence. City councilors and mayors participated in the events and showed interest in supporting projects as well.
“We rejoice to be able to share our gifts in this [cook]book, knowing that it will be able to travel to so many places. For all of us women who live from the sea, this represents the appreciation of our work, which is often made invisible. It also motivates us to increasingly strengthen a network for disseminating tidal cooking.”
Sandra Gonçalves
RESEX Mãe Grande de Curuçá
