Driving adoption of payments for ecosystem services through social marketing, Veracruz, Mexico

This policy brief describes a social marketing 'Pride' campaign implemented by Pronatura Veracruz and Rare in the Actopan municipality of Veracruz, Mexico. The initiative aimed to increase landowner participation in Mexico's national Payments for Ecosystem Services (PES) program to protect tropical deciduous forests used as stopover habitats for migratory raptors, such as the peregrine falcon, against threats from urban development, cattle ranching, and sugar cane production.

• In the Actopan municipality of Veracruz, the use of social marketing methods helped overcome slow adoption of Payments for Ecosystem Services (PES), resulting in the protection of over 1,500 hectares of forest that were previously unprotected.
• Forest ecosystems in Veracruz are threatened by urban development and agricultural expansion, specifically cattle ranching and sugar cane production. In the municipality of Xalapa, the growth of informal settlements has left only 7.6% of cloud forest cover.
• Pronatura Veracruz and Rare launched a 'Pride' social marketing campaign to encourage landowners to establish private conservation areas in exchange for payments from Mexico's national PES program, specifically to protect tropical deciduous forests serving as stopover sites for neotropical migratory birds like the peregrine falcon.

APA

Climate and Development Knowledge Network (2014). Driving adoption of payments for ecosystem services through social marketing, Veracruz, Mexico. https://cdkn.org/resource/driving-adoption-of-payments-for-ecosystem-services-through-social-marketing-veracruz-mexico

Chicago

Climate and Development Knowledge Network. Driving adoption of payments for ecosystem services through social marketing, Veracruz, Mexico. 2014. https://cdkn.org/resource/driving-adoption-of-payments-for-ecosystem-services-through-social-marketing-veracruz-mexico.

Wikipedia

{{cite report |author=Climate and Development Knowledge Network |title=Driving adoption of payments for ecosystem services through social marketing, Veracruz, Mexico |date=5 August 2014 |url=https://cdkn.org/resource/driving-adoption-of-payments-for-ecosystem-services-through-social-marketing-veracruz-mexico |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateanddevelopmentknowledgenetwork2014driving, author = {{Climate and Development Knowledge Network}}, title = {{Driving adoption of payments for ecosystem services through social marketing, Veracruz, Mexico}}, institution = {Climate and Development Knowledge Network}, year = {2014}, month = aug, url = {https://cdkn.org/resource/driving-adoption-of-payments-for-ecosystem-services-through-social-marketing-veracruz-mexico}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }