Tribe Global has launched its first global advertising campaign for Human rights organization Survival International.

The campaign aims to raise awareness of the plight of the Awá tribe in Brazil, the Earth’s most threatened tribe.

Entitled ‘Stop Complaining, and put your problems in perspective’, it tells the harrowing story of Karapiru, an Awá man who witnessed the massacre of his brothers, sisters, children and wife at the hands of gunmen. Karapiru fled to the forest, where he lived alone and on the run for ten years.

The ad reads, “For ten years he (Karapiru) ran alone, sleeping in treetops, eating small birds and honey. Finally reunited with his Awá tribe, he discovered that, incredibly, his son had survived the massacre. His people still live under the threat of extinction due to violent attacks and the theft of their land by loggers and ranchers. Reconsider your problems compared to the plight of the Awá. Please. Send a message. Send hope. The Awá can be saved.”


The ad hopes to boost knowledge of the Awá protest campaign which was officially launched by leading British Actor, Colin Firth, in April 2012.
Tribe Global’s member agencies, including those based in the UK (BJL, Family, You and the Ad Store) have been tasked with raising awareness of the campaign. The ad is now scheduled to appear in UK editions of Vogue, GQ, House and Garden, Traveller, Vanity Fair, Easy Living, Glamour, World of Interiors, American Express Departures, Psychologies and Tatler, as well as Centurion magazines (worldwide).

The ad supports Survival International’s urgent campaign to save the Awá, which has generated nearly 50,000 protest letters to the Brazilian authorities – yet the government, has still done almost nothing to stop the illegal invasion of the Awá’s land. Its purpose is to direct readers to sign the petition by visiting

Ian Wright of Tribe Global, said, “When we set up Tribe Global we decided that it was important to give something back to the worldwide community, and we thought the fit with Survival International was perfect. Their work for threatened tribal peoples needs all the support we can give them, and our global offices are all united in helping bring the plight of the Awá tribe to the largest possible audience.”

Stephen Corry, Director of Survival International, said, “The sad fact is that Karapiru’s story is only one of many, most of which go undocumented. This ad will help raise awareness of the Awá’s plight and put all our lives into perspective. In order to put an end to these brutal attacks on the Awá, we need to keep up the pressure on the Brazilian government to evict the invaders from the Awá’s land, before it is too late.”

If you would like to run the advert in your publication to support Survival International’s campaign for the Awá, please contact For more information please visit

For more information about Tribe Global and its support of the Awá tribe please contact

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