We were recognized among the Top 5 vendors and Top 3 D&I case studies, Logicalis 2026

1,200 people engaged the campaign that turned behavior into culture at Eldorado Brasil

How did we do it?

Smiling woman together with the Reciclinho mascot
  • Client Eldorado
  • Year 2025
  • Team Jogajunto
  • Service Employer Branding | Digital Experiences

Together, we turned sustainability into a daily habit

Eldorado Brasil, a global reference in the pulp industry, took an important step toward sustainability by implementing selective waste collection across its entire industrial site.

But the challenge went far beyond the operation itself.

It was essential to ensure that employees, service providers, and visitors would not only understand the new routine but also change their behavior and actively engage with the initiative.

The goal was clear: turn a guideline into a living culture within the company.

And for that, simply informing wasn’t enough. It was necessary to impact, engage, and create identification.

Panoramic view of the Eldorado factory

Our solution

Together, we developed a complete internal communication and employer branding campaign, designed to create emotional connection and drive behavior change.

We started from a core principle: people engage with what they understand and relate to.

That’s how Reciclinho was born—a mascot created to bring the campaign to life and translate, in a light, accessible, and engaging way, important messages about:

The character became the link between strategy and audience, helping transform a technical topic into something approachable, educational, and memorable.

From there, we developed the entire visual identity of the campaign, along with a series of communication materials and videos, designed to impact different touchpoints throughout the employees’ journey inside the plant.

Everything was built with a focus on:

More than communicating a new practice, we structured a campaign capable of fostering a sense of ownership and active participation.

Photo of customized waste bins
Illustration of recyclable materials Smiling woman at an Eldorado event Eldorado Reciclinho mascot

Together, we turned an initiative into real engagement

The result was a campaign that didn’t just inform, but mobilized people.

The activation reached 1,200 participations, a significant number that reflects the level of engagement generated and the success of the strategy.

Beyond immediate adoption, the campaign helped build a solid foundation for behavior change within the operation.

When communication becomes culture

Projects like this show that cultural change doesn’t happen through enforcement, but through connection.

Throughout the journey, it became clear that sustainability initiatives gain strength when translated into experiences that make sense in people’s daily lives.

This is exactly where Jogajunto makes a difference.

More than creating campaigns, we act as strategic partners, connecting communication, creativity, and experience to turn messages into actions—and actions into culture.

Because in the end, companies don’t change on their own. People make it happen.

1,200 participations in a very impactful activation. Once again, you nailed it!

Carolina Camboim
Corporate Communications - Eldorado Brasil
Carolina Camboim

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