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

This policy brief describes a social marketing 'Pride' campaign implemented by Rare and Cáritas-Peru in the Quanda Watershed of northern Peru. The initiative aimed to establish locally-governed water institutions known as Reciprocal Water Agreements to protect upstream forests and biodiversity through a system of reciprocity between upstream farmers and downstream water users.

• Rare and Cáritas-Peru implemented a social marketing 'Pride' campaign in the Cajamarca San Ignacio province of northern Peru to create Reciprocal Water Agreements. These agreements use local norms of reciprocity to align incentives, where downstream water users provide in-kind compensation—such as fencing or beekeeping equipment—to upstream farmers who protect riparian forests.
• The 'Pride' campaign, utilizing Rare's methods and a specific theory of change developed with Cáritas-Peru, resulted in the signing of 25 Reciprocal Water Agreement contracts, which protected over 360 hectares of forest.

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} }