The fires in the Bolivian Amazon may have accelerated global warming by 3 to 9 months over the past five years. However, this story hasn’t received nearly the same media attention as a smaller fire a few years ago. The 2019 Notre Dame Cathedral fire generated approximately 2 to 3 billion global impressions. It was a high-impact media event, with live broadcasts and massive engagement on social media, spreading the news widely within hours. In contrast, the Bolivian Amazon fires, which have now been burning for nearly three months, have only garnered a few hundred million impressions, mostly local and at best regional. This amounts to just 5% of the coverage the Notre Dame fire received, despite the Amazon’s far greater impact. That’s why Ogilvy, along with Deep Metrika, analyzed data on areas lost to the fires so far and projected the devastation for next year if the fires in Bolivia aren’t stopped. Using projections based on forest areas burned, and comparing them to the size of countries, they created a powerful visual to highlight iconic landmarks burning, places as significant to humanity as Notre Dame Cathedral. Through artificial intelligence, Ogilvy and Deep Metrika set the Eiffel Tower, the Leaning Tower of Pisa, and Big Ben ablaze, hoping this would ignite the same level of outrage and drive people to share the news, drawing international attention and pushing governments and global public opinion to put an end to this madness as soon as possible. How can you help? Besides donating through various digital platforms and institutions, you can also share this story to help extinguish these statistics by amplifying awareness.