Hands of Transition

Brazil is at a turning point in climate and agricultural policy. While Amazon deforestation hit a five-year low in 2023, the Cerrado biome saw a 21% increase, driven by agribusiness in MATOPIBA. Smallholder farmers, crucial for low-carbon farming and food security, face economic barriers and limited support. Local Cerrado defenders struggle with scarce resources and political influence, while agribusiness narratives grow stronger, risking leaving vital actors behind.

Our strategy to shift perceptions of regenerative agriculture showcased it as a practical, profitable path led by farmers. Partnering with CONTAG, CSOs, and young rural leaders, we co-created peer-led stories and mapped key communication channels. The campaign leveraged the political moment of COP30 and Brazil’s zero-deforestation pledge to spotlight the Cerrado, challenging agribusiness narratives and strengthening local organizations that defend its sociobiodiversity and promote sustainable alternatives.

Our creative concept centered on “Hands of Transition”, a hopeful, farmer-first narrative that positioned smallholder farmers not as obstacles but as heroes of Brazil’s ecological shift. We brought this to life through documentary-style storytelling, featuring seven young rural champions transitioning to regenerative practices. The campaign combined grassroots video, a resource-rich website, and bold visuals celebrating land stewardship, productivity, and resilience.

In partnership with Instituto Sociedade, População e Natureza (ISPN), the project supported six Cerrado organizations focused on food systems from December 2024 to April 2025. Each received R$25,000 plus workshops and consultancies on advocacy, narrative building, and strategic planning. The program culminated in a Brasília immersion where participants co-created narratives and presented demands to policymakers, strengthening their capacity and collective influence ahead of COP30. 

The campaign mobilized 60 young rural leaders, trained 6 CSOs, and reached thousands through CONTAG’s network. Over 50 creative assets were produced, and 7 farmer champions shared their stories. A policy letter co-authored with 6 climate orgs elevated farmer demands ahead of COP30. Farmers gained visibility, strategic comms skills, and access to practical tools, laying groundwork for long-term narrative and policy change.

“This vision that we have, as if these people were inaccessible. As we don’t have a voice to speak to them. I saw that no, that it’s normal and that they are very interested in what you have to say, because they work based on what we have to say. On what we do.” – Organisation Participant