The Challenge
Air pollution affects the environment, with significant implications for public health and economies. It is responsible for one in nine global deaths – representing the greatest environmental risk to human health. Brazilian environmental non-profit IEMA is a source of solid technical evidence to inform public policies in the environmental space. To expand the reach of its work, IEMA engaged GHS to develop and execute the organization’s first-ever strategic communications plan to support programmatic activities and engage policymakers, NGOs, media, current and potential funders, and other partners to advance its mission.
The Approach
After a thorough media landscape analysis to identify gaps, priorities and opportunities, GHS developed a comprehensive communications strategy for IEMA to build awareness of its mission and projects among key audiences. GHS led the implementation of the strategy, which included framing highly-specialized content – such as a report on water consumption in coal power plants – for a lay audience, developing print and web-based communications tools, and hosting targeted events for the media. GHS worked closely with IEMA staff to integrate a communications approach in their internal processes.
The Impact
The strategy developed and executed by GHS has made IEMA’s publications more accessible, and ensured they reached a wide and influential audience. As a result of GHS’ media outreach, the launch of their report on the contribution of a coal power plant to the local water shortage was covered in dozens of media outlets. Additional press events helped IEMA establish strategic relationships with top-tier journalists covering the environment in Brazil, and helped position the organization as a go-to source of information and policy guidance on the environmental impact of the energy sector.
