From Headlines to Action, Advancing the Circular Economy in Latin America

Client: Ellen MacArthur Foundation

In 2024, the Ellen MacArthur Foundation (EMF) aimed to raise awareness and drive adoption of circular economy principles across Latin America, particularly in Brazil. The campaign focused on media engagement, policymaker influence, and public education to position EMF as a leading authority on the subject.

Key challenges included political distractions, media skepticism, and misconceptions about the circular economy. To address these, EMF positioned regional experts as go-to sources for journalists and policymakers. A journalist newsletter provided regular insights, while targeted media engagement secured coverage in top outlets like Folha de S.Paulo and Exame. Strategic efforts influenced key legislative moments, including Brazil’s PL 1874/2022 and the UN’s Global Plastics Treaty negotiations. EMF leveraged data-driven storytelling, high-profile interviews, and creative activations—such as projections on Brasília landmarks—to drive impact. Webinars featuring influential sustainability figures further expanded public engagement. The campaign generated 973 media pieces, significantly increasing public interest in the circular economy. Most notably, Brazil’s National Circular Economy Strategy was signed into policy, and the Circular Economy Law advanced in Congress. EMF’s work proved that strategic communication can drive tangible policy change and shape the environmental agenda.