Brazil is going through a crucial moment. Last year, a state was submerged in the largest climate tragedy in our history. And the forecasts are alarming. But Brazilians do not focus on sustainability. However, there is one thing they are always watching: soap operas. In 2024, "Renascer" set an audience record, peaking at 75 million viewers, exploring the country's typical and lush landscapes. O Boticário, did what no brand had managed to do: it changed the opening of a soap opera. Beautiful scenes of nature were replaced by scenes depicting current problems in these areas.