Establishing reciprocal agreements for water and biodiversity conservation through a social marketing campaign in Quanda Watershed, Peru

The 'Pride' campaign, a collaboration between Rare and Cáritas-Peru in the Quanda Watershed, used social marketing to align incentives between upstream farmers and downstream water users. This effort led to the creation of Reciprocal Water Agreements, where downstream users provide in-kind compensation—such as beekeeping equipment or fencing—to upstream farmers who protect riparian forests. The initiative resulted in 25 signed contracts protecting over 360 hectares of forest.

• The 'Pride' campaign utilized social marketing to foster local buy-in and accelerate the creation of Reciprocal Water Agreements, which are locally-governed institutions based on norms of reciprocity.
• Under these agreements, downstream water users compensate upstream farmers for the conservation of riparian forests through in-kind payments, including fencing to prevent cattle encroachment and beekeeping equipment.

APA

Climate and Development Knowledge Network (2014). Establishing reciprocal agreements for water and biodiversity conservation through a social marketing campaign in Quanda Watershed, Peru. https://cdkn.org/resource/reciprocal-agreements-for-water-and-biodiversity-conservation-through-social-marketing-quanda-watershed-peru

Chicago

Climate and Development Knowledge Network. Establishing reciprocal agreements for water and biodiversity conservation through a social marketing campaign in Quanda Watershed, Peru. 2014. https://cdkn.org/resource/reciprocal-agreements-for-water-and-biodiversity-conservation-through-social-marketing-quanda-watershed-peru.

Wikipedia

{{cite report |author=Climate and Development Knowledge Network |title=Establishing reciprocal agreements for water and biodiversity conservation through a social marketing campaign in Quanda Watershed, Peru |date=5 August 2014 |url=https://cdkn.org/resource/reciprocal-agreements-for-water-and-biodiversity-conservation-through-social-marketing-quanda-watershed-peru |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateanddevelopmentknowledgenetwork2014establishing, author = {{Climate and Development Knowledge Network}}, title = {{Establishing reciprocal agreements for water and biodiversity conservation through a social marketing campaign in Quanda Watershed, Peru}}, institution = {Climate and Development Knowledge Network}, year = {2014}, month = aug, url = {https://cdkn.org/resource/reciprocal-agreements-for-water-and-biodiversity-conservation-through-social-marketing-quanda-watershed-peru}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }