A Historic Opportunity to Highlight the Climate Crisis: NAWE and the International Summit for Yasuní
Waorani Nationality of Ecuador (NAWE), in alliance with Colectivo Quipa
Country (ies): Ecuador
Scope: Nacional | Regional and International Projection
Year: 2024
01
CONTEXT
Yasuní National Park is a critical global biodiversity hotspot. In 2024, it also became a political thermometer for the future of the Amazon and a historic window to discuss real alternatives toward a post-extractive scenario. Within this framework, the priority was to consolidate the leadership of the Waorani Nationality of Ecuador as a political authority with the right to participation and self-determination. To achieve this objective, their advocacy agenda was supported in Quito, and the actions of the International Summit for Yasuní in Puyo were documented on the ground, culminating in an action plan with alternatives for dismantling oil infrastructure and building a post-extractive future.
02
CHALLENGE
Converting NAWE's territorial agenda into a public conversation capable of mobilizing support and exerting political pressure:
- Positioning NAWE as a leading actor in the defense of Yasuní.
- Turning the International Summit for Yasuní into a milestone of national and international relevance.
- Sustaining NAWE's credibility with data, documentation, and ready-to-use materials for media and partners.
03
SOLUTION
A communication strategy was developed that articulated narrative, field operations, and media amplification:
- Strategic direction and positioning: Identifying a journalistic angle to affirm NAWE's role as an authority in conservation, participation, and governance.
- On-the-ground coverage and audiovisual production: Deploying an in-situ team in Quito and Puyo to document advocacy actions, the press conference, and the days of the Summit, generating an archive for future campaigns.
- Media relations: Developing a media prioritization strategy, along with drafting and distributing specialized journalistic materials.
- Digital activation and content: Conceptualizing, copywriting, and producing content to influence public conversation and mobilize allies.
04
IMPACT
The campaign achieved a leap in public presence for NAWE and turned the Summit into a milestone by combining coverage, digital mobilization, and a solid base of territorial evidence.
- Measurable digital mobilization: Total reach of 52,882 and 58,491 views; 1,914 interactions, 92 comments, and 116 shares; 3,394 minutes played, indicating sustained attention.
- National and international media relations: Materials sent to 60 regional and global agencies and a database of 800 journalists and editors (Ecuador, Colombia, Peru, and international networks). The campaigns achieved a 79.2% average open rate and 6.15% click-through rate (4 campaigns). Result: 52 press articles in outlets such as EFE Verde, AP, AFP, El País, Diálogo Chino, RFI, Reuters, Internews, and Latin Clima.
- Territorial evidence: Consolidation of an audiovisual bank of 1,389 photographs and 355 videos for future communication and advocacy campaigns.
- Content ecosystem for partners and community: Creation of 45 content pieces (4 invitations, 20 social media posts, 20 stories, and 1 newsletter for partner organizations), ensuring narrative coherence and mobilization capacity.
