The Amazon Rainforest is universally recognizable by its color, a color that is vanishing too quickly because of deforestation. More than 1M trees destroyed every day, and nobody seems to notice. The Lavazza Foundation is helping the Madre De Dios community to reforest their land in the Peruvian Amazon, recovering the life of the area and its natural color.
On International Earth Day, in order to show the Lavazza Foundation’s commitment and to raise awareness about deforestation, we partnered with the Pantone® Institute to create a unique color that symbolizes the shades of the Amazon Rainforest. A color that is in danger and will disappear if we don’t take action now.
We launched #TheVanishingColor on social media and immediately people started to talk about it. More than 100 countries shared our content, painting Instagram with The Vanishing Color and opening the discussion about deforestation.
