The Right to Exist as an International Advocacy Strategy
Amazon Conservation Team Colombia | GTI PIACI
Country (ies): Brazil, Bolivia, Colombia, Ecuador, Paraguay, Peru, Suriname, and Venezuela
Scope: Regional | Global
Year: 2024
01
CONTEXT
Within the framework of the COP16 Biodiversity Summit, a communication and advocacy strategy was developed focusing on the visibility, strengthening, and positioning of the "Right to Exist" campaign on the global biodiversity agenda. This campaign was driven by the Working Group for the Protection of Indigenous Peoples in Isolation and Initial Contact (GTI PIACI). This strategy leveraged the importance of COP16 as a highly relevant regional and global space for biodiversity conservation.
02
CHALLENGE
Articulating 21 organizations from eight countries focused on protecting Indigenous Peoples in Isolation and Initial Contact around the "Right to Exist" campaign, aiming to:
- Influence relevant decisions and agreements at COP16 in favor of PIACI.
- Activate a public call with the capacity to mobilize institutional support and expand alliances in defense of PIACI.
- Educate and raise awareness among other stakeholders regarding the risks and rights of PIACI.
03
SOLUTION
A communication and advocacy system for COP16 was designed and executed, combining on-site coverage, regional coordination, and amplification through various tactics and channels:
- On-site coverage and multimedia production: Real-time multimedia production and documentation of the actions taken by GTI PIACI and its allies in the Green and Blue Zones at COP16, along with active management of their digital communities.
- Networked coordination with communicators: Developing a collaboration plan with member organizations' communicators to synchronize actions and engage both internal and external audiences to increase reach.
- Global advocacy tool: Developing and promoting the "Right to Exist Letter" as an international call to bring governments and organizations into actions protecting PIACI, linking rights and territories with the conservation of critical biodiversity hotspots for the Planet.
- Continuous monitoring and adjustment: Daily monitoring and optimization based on content performance, audience response, current events, and emerging opportunities.
04
IMPACT
Results of the COP16 operation: The "Right to Exist" campaign turned the agenda of 21 organizations into a sustained public presence and advocacy effort, featuring a clear call to action "Right to Exist Letter" (Carta Derecho a Existir) and a measurable leap in regional visibility, audience, and participation.
- Mobilization of the advocacy agenda: Increased demand for the "Right to Exist" narrative, with a +60% rise in sessions (1,855) and +101% in unique visitors (720), with 90% new users (web traffic). The "For the Right to Exist" page led interest with 1,030 views, confirming the call acted as a gateway to the political agenda.
- Intent and recall: Traffic was concentrated in direct visits (70.84%) and Google searches (22.34%), a sign of brand recall, organic circulation, and intentional discovery during the summit.
- Visibility with real participation: Facebook, LinkedIn, and Instagram registered impression increases exceeding 180%, elevating GTI PIACI's visibility. Engagement grew consistently, with peaks of up to +129% on LinkedIn and +26% on Instagram, translating into thousands of interactions and reactions that amplified the message.
- Consolidation of LinkedIn as a technical-political channel: Growth of 126 new followers and 1,338 interactions (+862%), strengthening the network's digital presence, especially among audiences linked to international cooperation, donors, and prioritized institutional actors.
- Regionalization of the conversation: Increase in followers and participation from Brazil, Colombia, Peru, and other countries in the region, consistent with the network's nature. The Facebook fan page registered a +124% increase in reactions, reinforcing community activation.
- Installed capacity and evidence bank: Real-time production of 57 pieces of content published during COP16, and 3 editorial calendars that included 10 promotional pieces in Spanish, English, and Portuguese. As a long-term asset, a high-quality audiovisual bank of 228 videos and 491 photos was consolidated, ready for future advocacy actions, campaigns, and accountability
