“Our every gesture is a seed. And every seed is a new beginning.”
With these words, narrated by the singer Zé Geraldo, the Terra Doce program begins a new phase of listening to and valuing the rural producers of the Doce River Basin.
The territorial engagement campaign was officially launched this month, marking a new chapter in the program’s communication. The initiative seeks to strengthen ties with those who are already planting the future alongside Instituto Terra – and also to open the way for new farmers to join in the transformation of the territory.
The video-manifesto, the centerpiece of the campaign, invites us to look at the Rio Doce with affection and responsibility. In it, the river is treated as a long-time friend who needs care, partnership and hope. To the sound of the voice of Zé Geraldo, who was born in the Rio Doce Valley, the manifesto is moving as it places people and nature at the center of the same story.
Watch the video:
Communication with and for the territory
The campaign was built on active listening and a deep understanding of what drives those who live in the countryside. Since January, Instituto Terra’s communications team has been redesigning the program’s identity – now guided by the new brand and slogan: “Sowing Prosperity in the Countryside.”
The strategy covers different channels and formats to reach rural communities in a simple and direct way:
Printed materials such as pamphlets and posters distributed in the cities served;
WhatsApp channel open to the public, for direct contact with the team;
New landing page, accessible at programaterradoce.com.br, with information on how to participate;
Creation of an Instagram profile (@programaterradoce), scheduled for the next few days, with content focused on the territory’s experiences and knowledge;
WhatsApp groups by municipality, with the most engaged producers, strengthening the exchange network between those already in the program.
Sowing trust, reaping the future
Terra Doce is a sustainable rural development program that focuses on the productive restoration of the territory through agroforestry systems, the recovery of springs, barraginhas and other regenerative practices. Together with rural producers, the Terra Institute is building a new landscape in the Doce River Basin – more fertile, more dignified and more resilient.
With the new campaign, communication will become continuous, structural and present, acting as an essential tool for mobilizing and valuing the people involved. Because caring for the land also means knowing how to listen to those who live on it.
And as the manifesto says, with the smell of coffee, milk and cocoa in the air:
“Rio Doce, my friend, I assure you: you will be proud of us.”