Indigenous-Led Amazon Flotilla at COP30
The Challenge
The media space at the UN climate talks is crowded, fast-moving and dominated by official negotiations and the presence of world leaders. For Indigenous, Afro-descendant and local communities who attend these meetings and hope to influence their outcomes, breaking through the noise is a persistent challenge.
The stakes were especially high at the 2025 COP30 summit in Belém, Brazil, where protecting the Amazon rainforest was in focus. There was a real risk that media coverage would focus on the special interests of countries and companies rather than the perspectives of communities most directly impacted by deforestation, extractive industries and climate change.
One event was key for elevating community leadership in a way that could not be ignored by media, policymakers and the public. The Yaku Mama Flotilla was a coordinated, community-led river journey along the entire Amazon River that brought Indigenous Peoples and local leaders together to demand protection of the forest and their rights. The 1,800-mile journey began in Ecuador, arriving in Belém the opening week of the negotiations.
Our Approach
We designed a media strategy to draw attention to the Yaku Mama Flotilla that was grounded in precise planning and an emphasis on community leadership. It focused on inviting reporters to join the Flotilla along its final leg of the journey or meet the boat when it arrived in port in Belém.
Our team researched which photojournalists, broadcast crews and media outlets would be on the ground in Belém, prioritizing those who cover Indigenous Peoples and community voices. We offered reporters strong visuals, clear messages about the Flotilla, and compelling spokespeople prepared to speak to both Brazilian and international media.
On the ground, we managed tight logistics to remove barriers for reporters — coordinating boat assignments, interpreting across languages, communicating safety protocols and identifying media access points. This allowed journalists to focus fully on capturing the story as it unfolded.
Results and Impact
Journalists told us the flotilla was one of the summit's most powerful demonstrations of the leadership of Amazonian communities and the urgency of protecting the forest and its rivers. Notable coverage in Al Jazeera (Qatar), Reuters (UK) and the Guardian (UK) conveyed the moment.
Broadcast outlets captured live footage of the flotilla's arrival into port, delivering the action to global audiences in real time. Print and digital outlets ran in-depth interviews, photo essays and explainers that centered community perspectives and were widely amplified across social media.
Ultimately, the arrival of the flotilla in Belém became a defining image of COP30 — a visual shorthand for community power, environmental justice and the central role of the Amazon in the global climate fight. Most importantly, it created a platform for marginalized communities to speak for themselves, shifting the narrative from distant policy debates to people-driven solutions.