In a significant step toward ensuring project’s work reaches and resonates with the right stakeholders, the JustREACH project has created its first audience mapping. This deliverable "Identifying Target Audiences", identifies and prioritizes the groups the project must engage to successfully promote just and effective climate adaptation.
The analysis follows an ecosystem approach, categorizing audiences based on their relationship to the project's outputs. Primary audiences, identified as the main implementers and first users, include local and regional authorities, signatories of the EU Mission on Adaptation, along with actors involved in the project's pilot sites and relevant national or regional public agencies. These groups are on the front lines of designing and executing adaptation actions. Secondary and tertiary audiences encompass a wider network of enablers and beneficiaries. This includes intermediaries, advocacy groups, research organizations and the general public.
A key part of the deliverable is a qualitative prioritization matrix, which highlights the audiences with the highest combination of relevance and influence. This matrix provides a strategic lens, allowing the JustREACH consortium to focus its communication, dissemination, and engagement activities where they will have the greatest impact. The mapping also points out pilot-specific audience profiles and considers important cultural factors that influence communication and decision-making across the different European regions involved.
This first version of the audience mapping establishes a base for all future project outreach. It ensures that the development of tools and frameworks remains closely aligned with the needs and contexts of those who will apply them. The living document will be reviewed and updated later in the project, allowing the strategy to evolve as the project advances and deeper insights are gathered.