Sharpen Communications and Advocacy Strategies
The TCA community will identify strategic advocacy goals and influential messages to organize coalitions for change.
Community Insights
Communication challenges are a key barrier to broader TCA adoption. Stakeholders called for clearer articulation of TCA’s benefits and localized narratives to mobilize support. They noted:
- Fragmented communication and unclear messaging limit understanding of TCA.
- Robust communications strategies can shift perceptions about agrifood systems and build momentum for local and global transformations.
- TCA advocates must reach beyond the current practitioner community and address a wider set of audiences than they do today, including policymakers, business and financial decision-makers, producers, and citizens.
- Messaging must be tailored to persuade policymakers, business leaders, and others to apply TCA and act on its evidence.
- Communications too often focus on risks or alarming statistics, not success stories or opportunities.
1.1
Form National and Regional Working Groups to Advance Locally Tailored Strategies
To scale TCA, its principles and practices must be embedded in national and regional policy frameworks. Local stakeholders can drive approaches that take into consideration the varying priorities, capacities, and constraints of individual countries or regions.
1.2
Synthesize and Showcase TCA Case Studies to Demonstrate Proof of Concept
TCA case studies demonstrate the real-world potential of this approach, but many are underused, buried in dense technical documents, or scattered across platforms. This effort will elevate existing evidence and make it accessible, actionable, and engaging for decision-makers.
1.3
Conduct TCA Messaging Research
Stakeholders agree that scaling TCA requires clear, audience-specific communications that are grounded in evidence. This effort would refine how to communicate TCA’s purpose, benefits, and urgency — especially at the national and regional levels — and help TCA reach target audiences.
1.4
Develop and Distribute Tailored TCA Communications Toolkits
To ensure consistent and compelling engagement across sectors and regions, the TCA community must equip advocates with clear, audience-specific materials. TCA communications toolkits will include tested messages tailored for key audiences to highlight the benefits of TCA and pathways for navigating the agrifood systems transition.
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