Facebook as the main platform of communication strategy for environmental organizations. Case study: The Escazú Agreement

Abstract

This article explores the communication strategy of youth environmental organizations in Peru, which used Facebook between August and October 2020 to promote the Escazú Agreement in Congress. This regional treaty aims to strengthen environmental rights and protect environmental defenders. Despite the restrictions of the COVID-19 pandemic, these organizations implemented an effective digital strategy that, although it mobilized support and highlighted the need for ratification of the treaty, did not achieve Congressional approval. The study employed a mixed-methods approach, combining qualitative and quantitative analysis. The qualitative analysis assessed the effectiveness and reach of the posts, while the quantitative analysis provided detailed insights into the perceptions and strategies used by the participants, which was complemented with an analysis of the Congressmen’s discourse during the debate of the Agreement. The results indicated that visual content was the most valued, although Congress showed limited willingness to consider arguments in favor of the Agreement, facing barriers such as technical language and a lack of suitable formats for multiculturalism. Recommendations include improving communication strategies with intercultural approaches, promoting dialogue on social media, and training youth leaders to strengthen environmental protection and civic engagement. The study highlights the crucial role of youth communication in promoting environmental initiatives and offers recommendations for future campaigns.