GTI PIACI: Communication and Advocacy for a Regional Voice "For the Right to Exist"
Amazon Conservation Team Colombia | GTI PIACI
Contry (ies): Brazil, Bolivia, Colombia, Ecuador, Paraguay, Peru, Suriname, and Venezuela
Scope: Regional | Global
Year: 2024
01
CONTEXT
The GTI PIACI is a regional network of 21 Indigenous and non-governmental organizations in South America that coordinate documentation, territorial monitoring, technical analysis, and advocacy in national and international spaces.
In 2024, COP16 became a focal point for the biodiversity agenda. For GTI PIACI, it was necessary to arrive with a public regional voice capable of translating field alerts and cross-border priorities into messages with territorial legitimacy, coherence, and political utility. That leap also required a solid identity: a living brand that sustained continuity, recognition, and adoption across the entire network.
02
CHALLENGE
Aligning the communication of a cross-border network (21 organizations) so that territorial information is converted into sustained public advocacy. The challenge consisted of:
- Unifying messages without homogenizing local realities.
- Sustaining presence during key moments with verifiable and consistent content.
- Strengthening identity so that the "For the Right to Exist" narrative was recognizable, replicable, and operable by multiple organizations without losing rigor.
03
SOLUTION
A communication and advocacy system was designed and operated utilizing four levers:
- Network governance and territorial co-creation: Permanent articulation with allied communicators to align priorities, validate approaches, and sustain a coherent regional voice, featuring a collaborative workflow for production and publication.
- Brand redesign and graphic system ("living brand"): Exploration and construction of a more powerful and consistent identity: guidelines, visual resources, and usage criteria designed for real adoption by the network, elevating standards and coherence across all pieces.
- Regional newsroom and content architecture: Creation of relevant content and editorial scheduling to report GTI PIACI's actions, amplify alerts, and sustain a public narrative connecting territory, rights, and conservation.
- Multilateral advocacy with real-time operation (COP16): Strategic field coverage and coordination with network communicators to document and broadcast meetings, side events, and key moments of the summit in real-time, sustaining presence during a period of peak attention.
04
IMPACT
The communication system laid the foundations for GTI PIACI to operate as a regional benchmark with a unified identity, increasing coherence, operational capacity, and public visibility around the "Right to Exist" during COP16.
- Strengthened collective voice: More consistent and aligned messages across organizations, increasing cross-border amplification capacity.
- Identity with political power: A living, recognizable brand that facilitates network adoption and sustains continuity over time.
- Sustained presence with evidence: Content and audiovisual documentation ready to be activated during advocacy moments, strengthening legitimacy and mobilization capacity.
- Installed capacity: A replicable coordination system + brand guidelines + editorial logic that leaves GTI PIACI better prepared to scale in subsequent years.
