MAPBIOMAS | STRATEGIC COMMUNICATIONS, CONTENT, AND PR
Maps, data, and knowledge are a source of transformation and impact.
How we helped MapBiomas turn open science into public relevance and the ability to influence.
The Real Problem
MapBiomas was already producing highly significant scientific research, but its communication efforts did not yet reflect that potential. It addressed everyone in the same way; its social media channels mainly focused on the release schedule, and there was no structured national or regional PR strategy.
The organization received approximately 890 media mentions per year, with no significant unsolicited coverage. The challenge was not only to reach more people, but to ensure that the evidence reached those who could understand it, amplify it, and turn it into action.
The Strategic Shift
We realized that MapBiomas didn’t have “an audience.” It had an ecosystem of influence. We organized our communication efforts around three strategic groups:
Who Reviews: Researchers, experts, and peer organizations that validate and expand knowledge.
Who Applies Pressure: the press, civil society, and the justice system, which turn evidence into public attention and accountability.
Who Is Involved: The executive and legislative branches, as well as economic sectors, which incorporate data into policies, investments, and practices.
Instead of simply publicizing what MapBiomas produced, we began to forge paths so that each piece of evidence could reach the audience, context, and moment that would make it relevant.
What We've Set in Motion
We combine audience insights, science communication, customized content, and ongoing national and regional PR efforts.
Communication is no longer about repeating the same message across different channels; it’s now about responding to the contexts, interests, and opportunities for action of each audience.
MapBiomas' presence has grown from about
890
annual mentions for
890
publications in 2024.
9.596
publications
were driven by active communication and PR efforts.
9.364
articles
appeared spontaneously in the vehicles.
Nearly half of the coverage was unsolicited, demonstrating the editorial authority and public interest that had been built up over time.
What We've Set in Motion
More than just expanding communities, we create content and messaging tailored to each channel, replacing the mere reproduction of the institutional agenda with an editorial presence that is more relevant and connected to our audiences.
Digital Communities on a New Scale
11x on
from 4,600 to 50,500 followers.
3.9x in
X
from 3,000 to 11,600 followers.
The consequence
We helped MapBiomas establish itself as an information hub for the national and international media and as a point of reference for stakeholders in the fields of science, civil society, the judiciary, government, and the business sector.
Communication is no longer just the stage for disseminating data. It has come to function as an infrastructure that connects science, influence, and decision-making.
Our role: turning evidence into action.
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