International agreements aimed at reducing anthropogenic environmental disasters depend on public pressure to drive local action. This study investigated whether focused media coverage and increased public attention can spur local environmental action and reduce environmental damage.

Although forest fires in the Brazilian Amazon occur annually, they went viral in August 2019, receiving unprecedented public scrutiny. Comparing active fires in Brazil with those in Peru and Bolivia using a difference-in-differences model, the study found that heightened public attention reduced fires by 22%, preventing the emission of 24.8 million tons of CO₂.

The results highlight the power of public attention to drive local action on urgent environmental issues.

Researcher: Francisco Costa
Brazilian School of Economics and Finance (FGV EPGE)

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