ANEOR · 2026
Highway Infrastructure Commitment
cases.contexto
Advocacy Communication for the National Highway Expansion and Modernization Program. https://compromissoinfrarodovias.com.br/
Turning Strategy into Collective Action
In partnership with Frente Consultoria and advocacy specialist Andréa Gozetto, Bioma participated in two major communication initiatives designed to strengthen Brazil's National Highway Expansion and Modernization Program. In both projects, the advocacy strategy was developed by Frente Consultoria, while Bioma contributed to its development and translated it into an integrated communication platform capable of engaging diverse audiences, strengthening ANEOR's institutional positioning, and expanding support for the proposals promoted by the association. Rather than simply disseminating information, the challenge was to transform a highly technical policy agenda into a clear, compelling, and consistent narrative capable of fostering dialogue, engagement, and institutional support.
Building a Coalition of Support
Launched in January 2025, the first phase aimed to create a favorable institutional environment for the National Program by identifying key stakeholders, opinion leaders, and strategic organizations across the infrastructure sector. Throughout the year, Bioma developed the communication framework supporting this advocacy effort, producing institutional presentations, technical materials, editorial content, visual identity systems, and communication assets for meetings, discussions, and events organized by ANEOR. The communication strategy accompanied an extensive institutional engagement agenda that strengthened relationships with organizations such as the National Confederation of Industry (CNI), National Transport Confederation (CNT), Brazilian Chamber of the Construction Industry (CBIC), SINICON, AMPA, ABIOVE, ANETRAMS, regional SICEPOT associations, Sinduscon organizations, and numerous other representative bodies from the infrastructure, industry, agribusiness, transportation, and construction sectors. The initiative resulted in the creation of a broad network for dialogue and cooperation focused on advancing the modernization of Brazil's federal highway infrastructure.
From Engagement to Mobilization
Launched in April 2026, the second phase significantly expanded the scope of the strategy. With the creation of the Compromisso Infra Rodovias platform and the Infrastructure Commitment Charter, the initiative shifted its focus toward mobilizing industry associations, public leaders, government officials, political candidates, and public opinion around the approval of the National Program. Bioma was responsible for the conception and production of the initiative's entire communication ecosystem, including its visual identity, digital platform, presentations, videos, institutional materials, social media content, and communication assets tailored to multiple stakeholder groups. More than promoting a proposal, the campaign sought to build a nationwide movement in support of the National Program, encouraging public debate and strengthening the engagement of partner organizations around a strategic agenda for Brazil's long-term development.
Communication as a Tool for Influence
Together, these two projects demonstrate how advocacy strategies become significantly more effective when supported by carefully planned, consistent, and integrated communication. By connecting strategic planning, storytelling, design, audiovisual production, editorial content, and institutional engagement, Bioma helped transform advocacy strategies into initiatives capable of informing, mobilizing, and strengthening dialogue among government institutions, industry associations, the private sector, and civil society. More than communicating proposals, these projects contributed to building shared understanding, fostering consensus, and increasing the visibility of an agenda considered essential to the future of Brazil's transportation infrastructure.
Credits
Client: ANEOR – National Association of Highway Construction Companies Advocacy Strategy: Frente Consultoria & Andréa Gozetto Communication Strategy: Ana Paula Rangel Video Production & Technology: Tony Rangel Approval: Danniel Zveiter Year: 2025–2026
