On March 22, eight local conservation leaders in the Andes launched Pride campaigns to coincide with the celebration of World Water Day. These campaigns focus on ensuring the sustainable use of Andean cloud forests in order to protect the delicate ecosystems and species that call them home and to help preserve clean drinking water for thousands of people downstream.
To see these campaigns in action, world-renowned photographer Jason Houston visited Rare’s campaign site in Nueva Cajamarca, Peru, which is one of 12 projects in Latin America creating innovative agreements for watershed protection.
The World Water Day parade and event in Nueva Cajamarca launched Rare Conservation Fellow Rina Gamarra’s Pride campaign —Rare’s signature program that engages the community to build pride around unique natural assets through marketing. A packed day of events introduced the community to the campaign’s slogan, mascot and messages. Photographer Jason Houston documented the campaign activities in Nueva Cajamarca and a visit to the upland ecosystem the campaign is trying to protect.
Gamarra’s Pride campaign highlights water use awareness and community participation in innovative agreements between upland farmers and downstream water users along the Rio Yuracyacu, an Amazon river tributary in the Alto Mayo.
You can see Jason's photos from his trip and a video of the World Water Day parade in Nueva Cajamarca here: