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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.