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Code of Conscience

Instituto Raoni, IPAM, Idesan, Instituto Peabiru, Ecam, World Land Trust

Issue 53 | December 2019

Agency

AKQA

Creative Team

Executive Creative Directors: Hugo Veiga, Diego Machado, Tim Devine Creative Directors: Renato Zandoná, Adam Grant Associate Creative Director: Pedro Araujo Copywriter: Pedro Araujo, Maurício Dias Art Director: Daniel Kalil Designer: Felipe Yamaoka

Production Team

Production Companies: La Carretera, Prodigo, Horda

Date

September 2019

Background

Despite their protected status, one third of the world’s protected areas are under threat from human activity. It’s hard to stop humans from destroying our planet, but perhaps the machines they use can be brought to a standstill.

Idea

The Code of Conscience is an open source software that restricts the use of heavy-duty vehicles in protected areas, by combining data from the United Nation’s World Database on Protected Areas with the geolocation of heavy-duty machinery.

The code is free and already available to all manufacturers.

Once installed in construction vehicles, the chip brings them to a halt as and when they are driven into any nature reserve.

The chip was embedded in wooden sculptures of endangered animals and sent to the CEOs of the world’s top ten construction equipment manufacturers, asking them to install the chip in all new vehicles leaving their factories.

An online film was made with Chief Raoni Metuktire, a living symbol of the mission to preserve the rainforest and its indigenous culture, urging action from the manufacturers. “So that the tractors operate but stop when they reach our land.”

Results

The project received global coverage on major media outlets. Manufacturers have already started discussing the implementation of the code on future machinery and many companies operating near protected areas are willing to adopt the code on their existing fleets. Two countries are working to turn the code into a law.

Our Thoughts

This idea is an ingenious way of finding the solution within the problem itself. Install limiters within the trucks and diggers themselves.

But then, how do you get Volvo, Caterpillar, JCB, Komatsu and all to take the idea seriously? You write to their CEOs and then let the world know that’s what you’ve done through a video and PR.

As is so often the case, the only way to reach unreachable people is through a letter. And, as in this instance, sending them a gift that is both relevant and beautiful.

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