Nature of Science

The Brazilian academy traditionally always feared working with private initiative. Research conducted for the development of economic interests was always seen as inferior to that focused in the pure knowledge. I believe, also, that this view explains the absence of private resources applied in research, which, in general are diverted to sectors where they are more welcome.

This traditional belief has been changing and I believe that the Fapeam has a fundamental role on breaking this paradigm. Successive administrations of the Sect have sought to develop lines of research directly linked to the sustainable economic exploitation of potentialities in the region.

It is in this spirit that we today have one of the most important projects of Amazonas subsidized by scientific knowledge. The project Reserve of River Juma, that is being implemented for the Foundation for Sustainable Amazonas and sponsored by the hotel chain Marriott, rises as a window we have been searching for many years in the Amazônia. My grandfather, Professor Samuel Benchimol, has for many years already stated that the solution for Amazônia would undeniably reveal itself to be preservation instead of remuneration. Successive international negotiations seem to follow in the route of mechanics of remuneration of REDD (Reduction of Emissions of Deforestation and Degradation) in new negotiations of the Kyoto Protocol, that will begin in 2013.

So that we may be remunerated, we need to pass through four phases: determination of a focus area, determination of the probability of deforestation of this area annually, gauging of the volume of carbon storage in that area, and determination of the effects that the implementation of a project that aims for the reduction of deforestation would have. A few years prior, this project would be impossible due to the lack of knowledge that we had of our forest. Today, finally, we can establish, approximately, how much carbon is in storage in one determined hectare. Also we can establish which areas of Amazônia would probably be deforested in the next years, due to extensive studies, also published in the magazine Nature.

With all these phases, proven and audited by an internationally recognized firm, we will have the financial instrument, in the form of VREs (Voluntary Reduction of Emissions), to get resources directed towards preservation. It is the first step in the remuneration of the Amazônians through preservation. It is possible, thus, that we re-equalize the equation of the economic value of the standing forest, with regards to the cut down forest. It is an equation that makes Amazônia poor and threatens the world; to change it is a priority for all.

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The Houston Museum of Natural Science (HMNS) was one chosen to showcase the world-famous Exhibition for the Lord of the Rings Trilogy. HMNS quickly realized that while the exhibit was expected to generate a great deal of interest, it didn’t have a lot of appeal for their core audience.  The success of the exhibition, therefore, would rest in how it was marketed.

The Houston Museum of Natural Science quickly called in Spur Digital to help reach the targeted demographic audience and generate interest in the Exhibit. HMNS was, also, hoping to acquire new patrons and members to further their future revenue.

Spur digital worked with HMNS to identify the target market for the campaign and developed an integrated online media plan to reach those audiences. The campaign featured an online contest that was marketed through targeted online media outlets including relevant Web sites, Search Engines and third party E-mail lists. Viral marketing was an important component of the campaign, so Spur developed an innovative strategy to get people to refer their friends.

Spur identified the target audience as males 18 to 34 years old who were fans of action and fantasy films, frequent video game players and movie renters, tech-savvy who generally didn’t hang out at museums. Based on this information, Spur chose search engine advertisements that would accompany specific search words, dedicated e-mail advertisements, sponsored e-mail advertisements, banner ads on web sites targeted toward the desired audience, and e-mails to the HMNS list.

Did it work?  You bet!  The results were excellent. The impact of the viral marketing effort was astounding – over 23% of registrants came originated from the Tell-A-Friend feature. The direct marketing efforts yielded impressive results as well. In total, the 12 week, locally-targeted online campaign yielded more than 2 million targeted impressions, 40,000 unique visits, almost 12,000 and 6,000 invitations sent by friends at a cost per action of less than $3.00. These contributed to the record attendance of almost 100,000 over 3 months.