In the 35 years since its inception, the Brazilian National Program for the Conservation of Marine Turtles (TAMAR) has had great success in protecting the five species of sea turtles that occur in Brazil. It has also contributed significantly to worldwide scientific data and knowledge about these species’ biology, such as life cycles and migration patterns. TAMAR’s conservation strategies have always relied on a variety of environmental education and social inclusion (EESI) activities highly adapted to the socio-environmental evolving contexts of its 25 locations distributed across nine states. Diversity and flexibility are critical to enable timely and effective local responses to existing or potential threats to sea turtles. The intuitive, locally adapted, decentralized, and independent way EESI activities have been carried out have generated positive results in the resolution of specific and evolving local problems through the course of the project. This article brings EESI under the same conceptual framework that underlies its conservation approach by adopting an adaptive threat management framework to organize and qualify its educational and social inclusion interventions according to the main categories of threat addressed by TAMAR.