Andes Agroecológicos

Lead Organization:

Fundación EkoRural

Partner Organizations:

Support" project, providing key messages and coordinating communication efforts, Influencers: Individuals or content creators who will be engaged to promote agroecology messages in Peru, Ecuador, and Bolivia, and help disseminate the learnings from the CRFS Andes projects.

Community of Practice:

Andes

Countries:

Peru, Ecuador, and Bolivia

Duration:

1/2025—1/2026

Overview:

The Andes Agroecological project is focused on promoting agroecology through the strategic use of social media influencers in Peru, Ecuador, and Bolivia. The project aims to bridge the gap between the CRFS Andes projects’ technical knowledge and the broader public, using simple and accessible language to reach people not yet convinced of the importance of agroecology. This will be done by training influencers, working with them to promote agroecology, and evaluating their impact on their audiences’ behavior. The project builds on previous lessons learned from working with influencers and aims to enhance the visibility and impact of agroecology in the region through social media.

Grant Aims:

The Andes Agroecological project aims to:

  1. Engage influencers to promote agroecology and sustainable food systems in Peru, Ecuador, and Bolivia.
  2. Simplify and adapt the messages of agroecology to make them more accessible to wider audiences, including urban and indigenous communities.
  3. Evaluate the potential impact of influencers on changing behaviors and raising awareness about agroecology.
  4. Build a team of experts in the region who can continue working with mass media and influencers beyond the project’s duration.

Outputs and Outcomes:

Objective 1: Understand the world of social media and influencers

  • Outputs:
    • A list of influencers in each country committed to promoting agroecology.
    • A reflection document by country evaluating the experience and impact of influencers and their audiences, based on content analysis of videos and audience comments.
  • Outcomes:
    • A deeper understanding of the influencers’ reach, interactions, and potential for promoting agroecological messages.
    • Identification of the best strategies for involving influencers in agroecology and the potential for behavior change among their audiences.
    • A preliminary evaluation of how influencers can support the growth of agroecology in the region.

Objective 2: Strengthen influencers’ messages on agroecology

  • Outputs:
    • Influencers receiving training and engaging with the CRFS projects to enhance the content of their agroecology messages.
    • Creation of key messages on agroecology that can be shared by influencers with their audiences.
  • Outcomes:
    • Increased involvement of influencers in agroecology and sustainable food systems.
    • Influencers’ messages aligned with agroecological principles and accessible to the wider population.
    • Enhanced outreach to a broader audience, including the “aware consumer” majority in the region.

Objective 3: Build a regional team specializing in working with mass media and influencers

  • Outputs:
    • Formation of a specialized team in Ecuador, Peru, and Bolivia that can continue the work after the project ends.
    • Sharing learnings and best practices from working with influencers to simplify communication with CRFS projects.
  • Outcomes:
    • A strong team of experts in each country with the skills and knowledge to work with influencers and mass media in the future.
    • Strengthened capacity to create and share accessible agroecology content in the region.