Ongoing communications · Fundo Socioambiental CASA
Teia da Sociobiodiversidade: communication for Fundo CASA's largest call
Two years of communication for the Teia da Sociobiodiversidade, by Fundo CASA and CAIXA: brand, website, radio, press and videos. 3,862 proposals and 405 projects.
- Client
- Fundo Socioambiental CASA
- Year
- 2024 to 2026
- Territory
- Nationwide, with regional gatherings in Rio Grande do Sul, Rio de Janeiro, Pernambuco, Goiás and Pará
- Format
- Ongoing communications support
- Funding
- Fundo Socioambiental CAIXA, through Fundo CASA
The challenge
The Teia da Sociobiodiversidade (Sociobiodiversity Web) is the largest initiative in Fundo CASA's history, run in partnership with Fundo Socioambiental CAIXA to support projects by traditional and local communities. The brand had to be created from scratch, a little-known concept, sociobiodiversity, had to reach the public agenda, and the call had to reach people who had never applied for funding: grassroots groups in remote territories, often without stable internet.
What we did
What we delivered
- Strategic communication plan and review after the first call
- Brand, guidelines and an application guide for supported projects
- Call website and, later, results website
- 3 spots for community radio stations
- 3 media relations pushes
- 37 editions of the Teia section in Fundo CASA's newsletter
- 50 videos, an infographic, giveaways and event materials
- Quarterly reports
We started with the strategic communication plan, delivered in September 2024 and revised in March 2025, after the first call. With the Motora studio, we created the Teia brand, which evokes movement, leaves, seeds and people, and its guidelines, including a plain-language guide for supported projects on applying the partners' logos. The site went live in October 2024 as the call page and gained a results version in 2026.
To reach the communities, we combined channels. We recorded spots with radio host Jéssica dos Santos, from Pará, and distributed them to 74 community radio stations and the Abraço Brasil network. With the Alter agency, we ran three media pushes: the launch at COP16, the second call at COP30 and the 2026 regional gatherings. On social media, spokespeople and creators explained the call in reels and collabs.
After the selection, communication turned to giving visibility to the supported projects: the Teia's regular section in Fundo CASA's biweekly newsletter, sent to more than 9,000 contacts, 50 videos, coverage of the five regional gatherings and a web series about the projects, now in production.
Outcome
The two calls received 3,862 proposals, and 60% of applicants in the first call had never been supported by Fundo CASA. 405 projects were selected. The Teia earned 148 press mentions, and its Instagram profile grew from zero to more than 12,000 followers in 22 months.
