Ambassador networks enabling local citizen engagement in soil science and delivery at scale

ECHO highlights the importance of addressing soil health by increasing soil literacy and awareness of soils’ societal value. Sustained action to protect and restore soils depends on citizens understanding why soils matter and feeling motivated to contribute. Through engagement and citizen science activities, ECHO builds the knowledge, interest and commitment needed to encourage soil-friendly behaviours. Once engaged, farmers, land managers and environmentally aware citizens can draw on their experience, motivation and networks to become ambassadors for healthy soils within their communities and beyond.

ECHO recruits and engages ambassadors through 29 national citizen science initiatives across Europe. From the early co-creation stage, ambassadors participate in workshops and contribute their local knowledge to the design of citizen science methods, communication approaches and activities. They then serve as local facilitators, engaging and supporting citizen scientists in their communities. Their responsibilities include recruiting participants, organizing local soil health assessments and coordinating activities with project partners. Supported by the ambassadors, citizen scientists collect data and soil samples, carry out simple field measurements and contribute observations on local soil conditions.

Ambassadors therefore provide a vital link between ECHO and local communities. They explain the sampling protocols, adapt communication and activities to local needs, help organize fieldwork and support citizen scientists throughout the process. By working within established communities and networks, ambassadors make participation more accessible, build trust and strengthen connections among citizens, researchers and other local actors. In doing so, they encourage continued engagement, wider awareness of the value of soils and longer-term commitment to soil health and sustainable soil management.