Expand digital media of the Seed Guardians Network

Lead Organization:

Grupo Allpa

Partner Organizations:

Clínica Ambiental (Northern Amazonia); Red Intercultural de Semillas de Imbabura; Tropicultores del Chocó Andino; Almanaque del Futuro; Navdanya Internacional; Red de Semillas Libres de las Américas; Cooperativa Semilla Austral (Chile); Red de Guardianes de Semillas de Vida (Colombia); Huerto Roma Verde (Mexico)

Community of Practice:

Andes

Countries:

Ecuador

Duration:

11/2024—11/2025

Overview:

The Seed Guardians Network (RGS) has been active since 2002, promoting eco-social regeneration through real practices across 15 provinces, with 150 families of leaders involved. Since 2018, RGS has focused on expanding its digital presence to reach a wider audience with educational content on agroecology and social regeneration. This has been successful through platforms like Facebook, Instagram, Radio Semilla Podcast, and the Madre Semilla educational platform.

Educational publications on Facebook and Instagram: currently on these platforms added together we have 86,000 followers. Publications have reached more than 50 million people over the last 5 years.

 

Radio Semilla Podcast: has exceeded 350,000 reproductions. 46% of the listeners are in Ecuador, and the rest are distributed mainly between Argentina, Chile, Colombia and Mexico. RS is a podcast focused on ecological and social regeneration. About 55% of its audience is female and most of them are between 30 and 45 years old. It interviews people who are making important changes through projects in which they are deeply involved. It has 118 episodes published. Madre Semilla Educational Platform: was born with a virtual Festival in May 2020, which had 18,000 attendees. As a result, 9 digital courses were developed, which have reached the public through payment and scholarship programs.

Building on these successes, the current project seeks to expand the digital media content and reach, particularly through platforms like TikTok, and to further promote regenerative models of life and agroecological practices across Latin America.

Grant Aims:

The goal is to expand the digital footprint of the Seed Guardians Network by producing additional content, including podcasts, short videos, and social media campaigns. These efforts aim to reach a broader audience, particularly younger demographics (15-25 years old), to share positive experiences, educate the public about regenerative models, and promote the principles of agroecology and social regeneration. By engaging audiences across various platforms, the project will inspire action for ecological and social change.

Outputs and Outcomes:

Outputs

  1. Expansion of Radio Semilla:
    • Production of 36 new podcast episodes.
    • Creation of 6 short videos about the podcast for increased outreach.
    • Social media engagement strategy leading to at least 500,000 listens in Latin America.
  2. TikTok Engagement:
    • Posting of a minimum of 50 reels on TikTok to reach a younger audience (ages 15-25).
    • Videos will feature the central character visiting RGS projects and sharing agroecological practices, solutions for public implementation, and promoting related campaigns.
  3. Madre Semilla Educational Platform:
    • Publication of 9 online courses on agroecology and eco-social regeneration.
    • These courses will be accessible to the general public, with scholarships available for farmer groups to make training more affordable and increase knowledge dissemination.
  4. Social Media Campaigns:
    • A campaign to raise awareness about ancestral seeds, including stories, growing tips, and recipes.
    • Promotion of participatory guarantee systems and the RGS seal through social media.
    • Creation of short videos to teach basic seed reproduction techniques, helping increase seed production in Latin America.
  5. Communication Tools and Platforms:
    • Expenses for tools and platforms necessary for the operation of RGS communication, including Zoom and annual web hosting.

Outcomes

  1. Increased Digital Reach:
    • Expanded reach and influence through various digital platforms, increasing awareness of agroecological practices and social regeneration.
  2. Engagement of Younger Audiences:
    • Reaching at least 500,000 listens on Radio Semilla and an expanding presence on TikTok, engaging younger audiences with the regenerative movement.
  3. Wider Distribution of Agroecological Knowledge:
    • Broad dissemination of agroecology and eco-social regeneration through accessible online courses and social media campaigns, particularly among farmers and the general public.
  4. Stronger Networks and Alliances:
    • Increased collaboration with national and international partners to share and distribute media, expanding the reach of RGS’s message.
  5. Increased Seed Production:
    • A measurable increase in seed production across Latin America, driven by educational content on seed reproduction and the promotion of ancestral seed knowledge.