Evo Morales became Latin Americas first indigenous president in 2005. Morales praised the indigenous peoples, the indigenous movements and aimed at ending their political marginalization in Bolivia. However, this politicization and framing of indigenous identity and rights was later turned into his disadvantage. In 2011, Confederation of Indigenous Peoples of Eastern Bolivia (CIDOB) decided to mobilize against the government's decision to build a highway through Isiboro Secure National Park and Indigenous Territory (TIPNIS), where three of the indigenous groups represented by CIDOB lives. The decision was taken without consolidation with the population living in the area. In this study Robert D. Benford and David A. Snow's theoretical framework concerning framing processes and social movements are used to analyze CIDOBs collective action framing of their indigenous identity and rights in their mobilization in the TIPNIS conflict. In the result, it became evident that CIDOB used their indigenous identity and rights in different framing strategies including master frames, frame alignment processes, diagnostic, and prognostic framing.