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In 2018, Brazil announced the designation of two new Large Scale Marine Protected Areas (LSMPAs), resulting in an increase in protection from 1.5% to 26.36% of the country’s maritime territory. We employ an agenda-setting theory to analyze the Brazilian LSMPAs as a causal case study, unpacking the factors that led to their creation, and providing insights about the process of reaching global targets. Drawing on a detailed literature analysis and interviews with key stakeholders, we argue that reaching an international goal is a political commitment which emerges within a ‘policy window.’ Additionally, we offer seven lessons that can improve the chances of reaching an international goal and shifting the agenda: (1) attract media attention; (2) make a formal commitment; (3) launch a movement or a campaign to attain the goal; (4) make the goals legally binding; (5) propose general international goals; (6) diffuse ideas and (7) form support groups.

Unpacking the process: how agenda-setting theory explains the case of creating large scale marine protected areas in Brazil