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Shell Oil and its partners wanted to build a pipeline to bring gas from Bolivia to electrify a village in the Brazilian Amazon. Vigorously opposed by environmental groups at first, the pipeline was both practical and sensible. We crafted a campaign around the central theme that “The Cuiaba isn’t just a pipeline, it’s a lifeline.” Today, the pipeline is a reality, electricity is cheap and reliable and environmentally responsible development in the region is underway.