Apaga la mecha y enciende la vida: Amazonian Warriors and Compliance with the Ruling Against Gas Flares
Amnesty International Americas
Country (ies): Ecuador
Scope: Regional | Global
Year: 2024
01
CONTEXT
In the Ecuadorian Amazon, 486 gas flares associated with the oil industry are currently operating. A ruling issued in January 2021 by the Provincial Court of Justice of Sucumbíos ordered the elimination of flares close to populated centers first (within 18 months) and set 2030 as the deadline to eliminate the rest.
This ruling originated from a protective action filed by nine girls aged 9 to 13, who argued the violation of their rights (water, health, food sovereignty, and a healthy environment).
As of June 2024, official figures reported 145 flares eliminated and 341 still operating, amidst controversies over the interpretation and effective compliance with the court order.
In this context, the Amazonian Warriors emerge: nine young Amazonian activists publicly sustaining the demand for compliance, redefining the debate with slogans like "put out the flare, light up life."
02
CHALLENGE
Implementing a campaign capable of amplifying the voices of the Warriors without victimizing them or "speaking for them," and converting a legal victory into sustained public pressure in the face of non-compliance. The challenge consisted of:
- Translating a technical-environmental problem into a clear, mobilizing narrative.
- Sustaining political agency (not just denunciation).
- Leaving installed capacity so the activists can produce content autonomously and coherently.
03
SOLUTION
A campaign identity and an operational content creation kit for digital activism were co-created with the activists:
- Brand built from the territory: Collaborative design of identity (styles, palette, typography, symbols) aligned with their aspirations, elevating legitimacy and recognition.
- Strategic visual narrative: Conceptualization of the "fire monster" to represent the gas flares as a daily threat and an actionable political symbol (defined through the activists' ideas).
- Autonomy kit in Canva: Brand setup and dynamic templates enabling them to create and adapt content (mobile formats, carousels, campaign pieces) without depending on third parties, maintaining visual consistency.
04
IMPACT
Central result: The campaign turned a court ruling into an advocacy device: narrative + aesthetics + tools to sustain informed public pressure driven by the activists themselves.
- Narrative sovereignty: The Warriors transitioned from being part of the case to becoming active creators of their message, with an identity that sustains continuity and belonging.
- Political clarity for broad audiences: The message is anchored in a verifiable demand for compliance with the ruling and becomes communicable to national and international audiences.
Operational autonomy: The brand and templates enable constant and rapid production, avoiding reliance on external teams and strengthening digital mobilization capacity.
