All rights and images: Jaguar Rivers Iniciative

The Paraná Basin, with its current endangered territories, sensitive to deforestation.

Context

To better understand JRI’s pains and needs, essential data about the initiative was gathered, analysing the areas that directly impact the development of the project’s communication strategy. These insights came from both research and a series of interviews and questionnaires with the team, which allowed better understanding of scope, internal capabilities, and a clear definition of the problem/objectives. 

Topics included:

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History



JRI is focused on the protection of a major river basin and its surrounding ecosystems. At the time of the project, the initiative was in an early stage of consolidating its public presence and defining its role within the international conservation landscape.

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Internal structure
and culture


The initiative operates as a coalition of partner organizations, each working on their own front within a shared ecological corridor. This decentralized structure makes communication both a strategic and operational priority. Coherence across the network depends on all members aligning around a single,  unified voice.

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Analysis of the brand,
its core value


At the center of JRI is a territorial brand shaped by the people who know the land best: scientists, activists, farmers, and local communities. The 

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Goals and scope



To gain recognition as a legitimate political and conservation actor at the international level, influence policy and decision-makers, and grow a base of engaged donors and allies.

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Positioning



Credibility, narrative, and political positioning are as important as on-the-ground results. For JRI it is fundamental to emphasize territorial governance, and make southern rewilding inciatives relevant to the global north.

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Challenges



Maintaining authenticity and territorial grounding in external communications, ensuring content quality and visual consistency across a decentralized partner network, and avoiding the institutional tone common to traditional NGO communication.

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Key stakeholders



International donors, press and opinion leaders, local communities within the basin, partner organizations, and, as a mid-term priority, international policy bodies and decision-makers.

Project Mission and Strategic Directions

Three objectives are proposed as communication priorities, as explained before:

1. Build identity

2. Reflect the territory

3. Activate audiences

These are core outcomes the project aims to achieve for communications in 2026. They are also reflected in the detailed plan, which translates strategy into concrete actions.

From each objective, different strategic lines emerge, serving as an internal tool and a decision-making framework to help the communications team make informed content choices, while clarifying who they are as an organization, what they stand for, why they exist, how they are different, and who they are for.

In JRI’s case, given its intersectional nature and the need to coordinate multiple sub-organizations, this framework is essential to align all efforts in a shared direction. It provides a common reference point that all teams can rely on, reducing the need for continuous debate over next steps.

Applying strategy to the Content Plan

        The Jaguar Rivers Initiative's 2026–2027 focus is built on a content plan fully aligned with its communication strategy (undisclosed). For 2026, the program is structured around four narrative pillars: breaking boundaries and building alliances, Binational Arks, rivers as connectors, and the launching of the Iberá Institute. These content pillars are distributed across quarters to maintain narrative continuity throughout the year.

        In the first half, they are activated in a balanced way; Q1 prioritizes alliances and Binational Arks, while Q2 deepens the exploration of Arks and rivers, with the Libera School running as a transversal thread across both quarters, ensuring coherence and preventing any single objective from standing in isolation.

        The content plan ties everything together, four pillars, a clear quarterly rhythm, and a transversal thread that keeps the Libera School present throughout. The structure was designed so that no objective gets lost along the way and the initiative's communication stays consistent.