The impact of the campaign can be felt from the affluent neighborhoods (an area commonly referred to as zona sul, or south area) to the poorer city suburbs. Posters, billboards, ads on newsstands and light projections at Arcos da Lapa (Lapa arches, a historical area in Rio), as well as special lighting on Corcovado, are reminders of UNESCO’s commitment to sustainable development and respect to human rights and nature, highlighting the path of education.

Marco Antonio de Carvalho, 25, actor, Film student and assistant director for GNT (TV network), was among the curious passers-by who entered the QR Code that redirects to the campaign site on the web and gives access to videos featuring Brazilian performers Rodrigo Santoro, Alice Braga and MV Bill. Standing in front of a panel with the phrase “We want to preserve our oceans”, Marco Antonio reflected on the pollution of the beaches in Rio and the neglect of rivers that were once sources of potable water.

“This campaign is important because, with the population growth of cities such as Rio, concerns about green areas must be on the foreground”, he observed. About the situation of water sources in the city, the actor reminded us that at zona Sul, where most foreign delegations are staying, there are serious environmental issues such as the occupation of hills once covered by native forest and the ejection of sewerage onto the beaches and some waterways.

The campaign, created by Agência África, focused on three UNESCO action pillars: Ocean Conservation, Education for Sustainable Development and Sustainable Lifestyles. The printed pieces refer to the integration between blue and green with very objective and clear sentences:  "I want to preserve our oceans", "I want a sustainable society" and "I want quality education". The standout pieces are the images of faces and hands illustrating the material, created from a mosaic of several plants.

• More information about The Future is Green and Blue campaign