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

The document describes a social marketing 'Pride' campaign implemented by Pronatura Veracruz and Rare in the Central Coast of Veracruz, Mexico. The campaign aimed to motivate landowners to join a network of private conservation areas to protect tropical deciduous forest—critical for migratory raptors like the peregrine falcon—against threats from urban development, cattle ranching, and sugar cane production. In the Actopan municipality, where adoption of Payments for Ecosystem Services (PES) had previously been slow, these methods enabled the protection of over 1,500 hectares of previously unprotected forest.

• The use of social marketing methods in the Actopan municipality of Veracruz helped overcome slow adoption of Payments for Ecosystem Services, resulting in the protection of more than 1,500 hectares of forest that were previously unprotected.

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} }