Abril 07, 2022 #Imagen de Chile

From Ovalle to the world: Un Alto en el Desierto (A Stop in the Desert) stars in Imagen de Chile´s new international campaign

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This new campaign is a welcome addition to the country image strategy, Chile Creating Future, which seeks to transform the way Chile presents itself to the world, showcasing the country through talent, and Chileans as agents of change.

“Natalia and Nicolás are creating a fertile future for the desert. And if Natalia and Nicolás create future, Chile creates future.” This is one of the powerful phrases with which Imagen de Chile is seeking to promote our country abroad, through a series of six new audiovisual pieces as part of the “Chile Creating Future” campaign. One of the stories stars Natalia and Nicolás, founders of Un Alto en el Desierto, the first network of water harvesters and recyclers in Chile. From Ovalle to the world.

“The objective of the new stage of the Chile Creating Future campaign is to go from being perceived as a country of geographic beauty to a country of talent, spread throughout our territory. It incorporates the stories of Chilean men and women from up and down the country, unknown innovators with a purpose, who connect with global challenges and propose solutions. The aim is to associate the Chile brand with the talent of its people, focused on their social contributions, to create future from every corner,” says Constanza Cea, executive director of Imagen de Chile. “If every Chilean is creating future, then Chile is too. They are the ones who represent the country image we would like to present.”

A solution to the water crisis in the desert; transforming urban spaces into green areas; combining recycling and agriculture; encouraging construction with recyclable materials; protecting endangered species from road accidents; and encouraging electro-mobility are the topics addressed by the six capsules of this new stage in the campaign, cases that have their origin across Chile.

G-100, Fundación Kodea, and Camiseteados were brought together to select the cases that make up the pieces. These organizations seek to promote entrepreneurship throughout the country, and they focused on those examples that are currently generating solutions to different problems.

“The future of Chile is built by its people. We are a resilient country that rises up. When we are committed to the common good, we are capable of crossing mountains and oceans for our community. This campaign portrays an innate characteristic of the Chilean people: that we see a problem and become part of the solution. Chileans who create future are a great asset to their country and inspire us all to be better through their strength and energy,” states Karen Rauch, director of Fundación Camiseteados.

Capturing the desert mist

Located in Ovalle in the Coquimbo Region, “Un Alto en el Desierto” is the first network of water harvesters and recyclers in Chile. 28 mist-catchers located in the Cerro Grande Ecological Reserve manage to harvest an average of 1,537 liters of water per day, equivalent to almost 600,000 liters per year. This represents one of the best results for mist harvesting in the Southern Cone.

“It is very important to show the situation we are in; the critical situation that is a result of climate change, water scarcity, as well as water injustice, and how we can generate local solutions, concrete, real solutions, that allow us to generate liters of water, and that allow us to tackle this situation,” says Natalia Rebolledo, executive director of Un Alto en el Desierto.

“We feel honored to be part of this campaign, and it is super relevant because it allows other people to see that this is something that can be done, that it is simple in relation to the complex solutions that are often proposed, and that all people can replicate this in their homes, schools, communities, and at the same time feel the call to change,” she adds.

Today, this non-profit organization seeks to support individuals, institutions, and communities in developing strategies to adapt to the increasingly evident water crisis in our country, through environmental education, innovation, and the development of low-budget water solutions adapted to the territories in general and to individuals and their organizations in particular.

An example of this is the collaborative work they have carried out with the La Araucana school in the town of Huallillinga, where together they have developed greywater and rainwater collection systems, allowing them to create orchards and raise student awareness.

An international campaign

With six audiovisual pieces set to music by the Spain-based Chilean musician, Diego Lorenzini, this new part of the Chile Creating Future campaign aims to continue conquering the world hand-in-hand with innovators. Since its launch in 2020, Chile Creating Future has already reached more than 165 million people.

The new audiovisual pieces will be broadcast through digital platforms to the international public over the coming months in three languages (Spanish, English, and Portuguese), in the New York, London, Madrid, and Sao Paulo markets.

This new campaign, which, in addition to multimedia capsules, integrates a landing page that delves into the stories of each of these Chilean men and women, seeks to inspire through talent, sustainability, innovation, and investment, focusing on the experiences of unknown Chileans who are creating future today.

Check all the stories on our website: marcachile.cl.



Imagen de Chile