We implemented a communication strategy aimed at positioning the country as a pioneer in sustainable and deforestation-free production. The project was carried out alongside the Ministry of Agriculture and Livestock, Ministry of Environment and Water, Ministry of Production, Foreign Trade and Fisheries, Ministry of Foreign Affairs and Human Mobility, the Comprehensive Amazonian Program for Forest Conservation and Sustainable Production, and the United Nations Development Programme. The work included the development of various communication products: a conceptual framework and key messages, a concept note and country vision, and the construction of a political narrative. This project was carried out for the UNDP office in Ecuador and PROAmazonía.