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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.
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Document type: Policy brief
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