Between 2015 and 2018, a communication campaign was carried out to involve the urban population of Bolivia with the scientific expedition Identidad Madidi, through the dissemination of information about the field work and the results of the studies.
Interviews, press releases and reports on the expedition were promoted in the national and international media, as well as publications on the results of the expedition.
A total of 320 news and reports on the Identidad Madidi scientific expedition were published in the written and digital press, web pages, digital magazines and blogs, and on radio and television. Sixty percent of the news items were disseminated internationally, while 40% were disseminated through the Bolivian media.
The publication of 18 reports by The National Geographic and Mongabay was significant, helping to position Bolivia as a country with great biological wealth, and Madidi as important to conserve, potentially as a world heritage site.
The Identidad Madidi Facebook page was created in 2015. It proved to be an effective tool to achieve significant followers and capture their interest in the knowledge of nature and its value for human life. Currently, it has 90,000 followers (93% from Bolivia), with a reach of 29,311,736 people. From 2015 to date, 583 publications (texts, photographs and short videos) have been disseminated and users have made more than 1.3 million interactions.
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