The main goal of the consulting work was to highlight CONAF’s contribution to the country in order to strengthen its image and reputation among key stakeholders.
The institution aimed to position itself externally as a leading authority on forestry issues, showcasing its knowledge and expertise, particularly in the context of upcoming legislation.
This understanding of CONAF’s role also needed to be reinforced internally, addressing current challenges such as wildfires while projecting a long-term vision focused on protected areas and its role in climate change.
We implemented a strategy that began with internal alignment, aiming to project a forward-looking vision and highlight CONAF’s knowledge and expertise. Our consulting work included:
We supported CONAF in defining key strategic messages for its executive team and communications unit, in the context of ongoing legislative and constitutional discussions.
We developed a stakeholder map that included 58 national authorities, 25 opinion leaders, 27 media outlets, and 142 previously unengaged figures such as academics and research centers.
We encouraged broader dissemination of content on native forests and climate change, leveraging the creation of a specialized management unit. Despite the challenges of the pandemic, we ensured CONAF’s voice remained present in the public conversation. The Executive Director actively participated in meetings with media, opinion leaders, and think tanks such as CEP.
In addition to addressing ongoing wildfire contingencies, we helped position new topics on the institutional agenda—biodiversity, international agreements, and wildlife protection—shifting CONAF’s image from a reactive body to a key technical actor in the stewardship of Chile’s forests.
200% growth in publications on key topics related to forest management and climate change.
