en about

good ideas abound
motivating people to adopt them is rare.


Conservation is about people. For more than 25 years, Rare has empowered local communities in over 50 countries to shift from being resource users to environmental stewards. Rare’s unique approach appeals to hearts and minds through proven marketing techniques. Rare trains local leaders to lead change, leaving a legacy of increased capacity and a sense of ownership, responsibility and pride in conservation. 
The change lasts. That’s Rare.

About page people larger.jpg

photo: Jason Houston

The community of Los Soldados, Ecuador, marches through the Andean highlands
spreading messages about how habitat conservation helps preserve water quality and quantity.


Rare does not leave success to chance. Changing human behavior is a science typically found in commercial marketing and advertising. Rare uses the same process for conservation and employs proven social science methods to monitor and gauge progress at every step:

  • Audience segmentation
  • Pre- and post-campaign surveys
  • Focus groups
  • Innovative and highly targeted marketing materials

Learn more about Rare’s approach >   


With Rare’s methodology I’ve built relationships with the people. I’ve learned to gauge people’s knowledge and attitude about a specific subject to know what barrier to break down in order to get the desired behavior change and conservation objective.”

Rare Fellow Marco Bustamante


Pride of place, pride of community, pride in local species and nature — pride drives people to act from their hearts and minds. Rare’s signature Pride campaigns tap into this emotion using proven marketing tools like billboards, radio spots, mascots and puppet shows to unleash transformative change. Pride makes conservation fun and it sticks. Read more about Pride campaigns >


Rare partners with local organizations and trains a trusted community leader, a Rare Fellow, to implement a marketing campaign that inspires environmental conservation. The skills imparted through Rare’s training programs leave a legacy of professional capabilities ranging from project design and management to workshop facilitation and market research. Read more about Rare Fellows >

Water For Life in Ecuador HD

scaling solutions

One person can make a difference, but thousands will change the world. Rare believes that local change leads to global impact. Rare has successfully sourced and replicated proven conservation solutions around the world. Rare helps local communities tailor solutions to meet their needs so ownership shifts to the people. Read more about Rare’s solutions >

rare achievements
Rare fellows trained
Rare fellows trained
Rare holds the highest ranking given by Charity Navigator
Rare holds the highest ranking given by Charity Navigator
compound annual growth rate for the past ten years
compound annual growth rate for the past ten years