Who is Rare?

Rare is  a global leader in driving social change for people and nature. For over 45 years, across 60 countries, we have inspired and empowered millions of people and their communities to shift their behaviors and practices to protect our shared planet.

Change is what we do. That’s what makes us Rare.

Our Mission

Rare inspires change so people and nature thrive.

Our Vision

At Rare, we believe that the cumulative power of individual action is a vital pathway to safeguarding and restoring our shared waters, lands, and climate. With the right tools, knowledge, resources, and partnerships, individuals and communities have the power to set change in motion that spreads across entire regions and countries.

Our Programs

Each of Rare’s programs today – The Center for Behavior & the Environment, Fish Forever, Lands for Life, and Climate Culture – support the shared goal of driving collective action at the local level to address global challenges.

Watch this video to learn about our work.

Transcripts are auto-generated.

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Hi. I m Brett Jenks, Rare’s President and CEO. And it s my pleasure to introduce

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you to the environments leading behavior change organization. Rare is a global leader in driving

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social change for people and for nature. For over 45 years, across 60 countries, we have inspired

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and empowered millions of people and their communities to shift behaviors and practices

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that protect our shared planet. Today, our work has never been more relevant or more urgent.

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The climate emergency. Overfishing. Deforestation. The extinction crisis.

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These problems threaten biodiversity. They jeopardize peoples health and well-being,

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they drive inequities, and endanger the planets future. And human behavior is behind all of  them.

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But if people are part of the problem, they must also be part of the solution. Rare

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inspires change so people and nature thrive. We facilitate solutions that help individuals,

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their communities and local leaders tackle global environmental challenges, while manage

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their natural resources, and taking charge of their futures. Rare draws on our extensive

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experience using the science of human behavior to inspire behavioral shifts that benefit people

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AND nature. We help people identify and break down barriers to adopting sustainable practices,

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understanding their motivations, and empower them to conserve their natural

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resources. They are the true heroes of the story. By translating behavioral research into action,

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Rare offers the global environmental sector a new way to achieve significant and measurable

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impact. And we are leading the sector, responding to the

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increased appetite and demand for these tools alongside good policymaking and programming.

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Our record of success proves that we can scale our solutions and impact across regions,

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across nations, across the world. Nothing shows that better than our Fish Forever program.

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Revitalizing Coastal Communities: Fish Forever

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Coastal waters are home to many of our planets most spectacular and diverse environments.

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They support life, provide millions of people with food, income, and livelihoods, and are a vital

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tool for fighting climate change. But coastal communities and the ecosystems that sustain

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them are under threat. Launched in 2012, Rare’s Fish Forever program

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is a committed to revitalizing our coastal waters and empowering the communities that

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depend on them. Through a network of 100 staff and over 150 local partners, Fish Forever mobilizes

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fishing communities and their local leaders to establish community-led management of coastal

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fisheries and restore marine ecosystems. It is a replicable model that leverages biological,

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behavioral and social sciences to effectively sustain fisheries production,

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build coordinated advocacy among governments, and elevate the voices of coastal fishers.

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One of the best ways to understand our behavior-centered work is to hear an inspiring

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story of change: In the 1990s, coastal fishers in Tinambac, Philippines were in trouble.

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Overfishing and the use of dynamite and cyanide were decimating

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the local fish supply and the marine ecosystems on which fishers relied for food and jobs. In 2010,

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Cathy met Rare. Together, they designed a campaign using social marketing, community

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events, and even a mascot to promote responsible and sustainable behaviors. The campaign worked.

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The fishers stopped fishing inside the reserves. Their catch and their harvests increased. The

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local government event built a guardhouse and supported enforcement. Years later,

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Tinambac became the Philippines first municipality to declare a designated managed access area

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where local fishers enjoyed exclusive access in return for protecting the no-take reserve.

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Today, Fish Forever works in eight countries on four continents where high biodiversity

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meets high human use. We are reaching over 1,000 communities, 160,000 fishers and 1.6

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million community members. With Rare’s support, our program partners are establishing managed

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access areas exclusive to local fishers, paired with networks of reserves off-limits to fishing.

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They are establishing legal and functional protection and management across nearly 4

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million hectares of coastal waters. They are using digital technology and data to make informed

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decisions about their fisheries. And what’s more, they have come together in the Coastal 500:

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the first-ever global network of local government leaders who are committed to prioritizing

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sustainable coastal fisheries. Fish Forever continues to scale our infrastructure and capacity

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to meet the growing demand for coastal fisheries reform. Our goal is to inspire

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change for 500 local governments and 10 million people, including one million fishers.Inspiring

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change has always been core to Rare’s mission. Solving our environmental crises ultimately

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depends on motivating people to restore our shared relationship with the planet,

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and helping changemakers integrate the science of human behavior into their work.

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A People-Centered Approach: Center for Behavior & the Environment

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The classic tools that environmental changemakers typically use to solve big,

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hairy environmental challenges usually leave out a universe of possible strategies and tactics

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to solve these challenges. Tools like rules and regulations and information ignore defining human

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characteristics and phenomena, like emotions and social influences, that drive our behaviors.

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A revolution in the science of human behavior now offers us a more complete toolbox to engage

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and motivate the whole human and Rare’s Center for Behavior & the Environment,

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or the BE.Center for short, exists to bring these tools to changemakers around the world.

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With a diverse team of world-class behavioral and social scientists, designers, and trainers,

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The BE.Center guides changemakers in designing behavior-centered environmental solutions. We

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help them understand and address the motivations, barriers, and social context of the actors whose

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behavior needs to change, and design appropriate solutions. The BE.Center also collaborates

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with Rare’ss program staff and partners to design and deliver behavioral solutions to

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a range of initiatives tackling individual and household greenhouse gas emissions, overfishing,

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unsustainable land use, conservation crime, water pollution, and the emergence of zoonotic diseases.

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Our solutions draw from best-in-class research and Rare’s field-based experience. While most

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environmental organizations have a deep bench of expertise in physical science, they don’t often

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have equal know-how in the science of behavior change. To address this, the BE.Center offers

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hands-on trainings, freely available tools and resources, original research, and engaging

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in-person and virtual events to build changemakers capacity to design behavior-centered solutions.

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We’re also growing an online network of practitioners and building partnerships with NGOs, businesses,

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and philanthropic institutions who want to design better solutions with the science of human

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behavior. The BE.Center is helping Rare bring its mission and approach to more partners and

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more challenges around the world including our own regenerative agriculture program, Lands for Life.

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Empowering Farmers: Lands for Life

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Just as the BE.Center is transforming the environmental field and Fish

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Forever is reforming the way coastal communities manage their resources,

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Rare’s Lands for Life program seeks to reimagine smallholder agriculture.

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Like coastal fishers, small-holder farmers are critical to feeding the world and stewarding lands

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essential for our survival. Lands for Life is Rare’s answer to increasing food and economic security

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among the world’s smallholder farmers, beginning with farmers in Colombia. The program equips

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and empowers smallholder farmers, agricultural extension agents, and their local leaders with

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the information, skills, training and tools they need to shift to regenerative agriculture and more

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sustainable ranching practices. Our approach pairs the science of human behavior with state-of-the

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art digital technology to uproot deeply entrenched farming practices. This unique approach helps

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change social norms so that sustainable farming becomes the new default for smallholder farmers.

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We are working to implement regenerative agriculture as a powerful climate solution.

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Farming practices designed to harness the soils ability to sequester carbon

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can help cool the planet, and benefit the soil, water, and biodiversity

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on which we all rely. We partner with farming communities in high-biodiversity areas near

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protected areas and strategic ecosystems to achieve tangible, sustainable, and long-term

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results for people, biodiversity, and the climate. Climate change threatens every farmer, fisher,

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and individual on earth. Rare is stepping up to help humanity take on this threat.

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Inspiring Individual Climate Action: Make It Personal

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Climate change is the existential crisis of our time. We know that people want to take action

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to fight it. But they don t necessarily know what they can do to make a meaningful difference. Or,

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they think their personal just actions don’t matter. Enter Rare’s Make It Personal program.

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After decades of working at the front lines of conservation and behavior change outside

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of the United States, Rare is bringing its behavior-centered solutions to the U.S.

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the country with the highest emissions per person. Make It Personal is a campaign built

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around seven behaviors that individual Americans can adopt the seven behaviors that have the

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greatest potential for moving the needle on emissions reductions. And it is designed

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to leverage our social nature, empowering Americans to become true agents of change.

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Make It Personal is using 21st-century tools social media,

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mobile apps, and sophisticated digital campaigns to put behavior-centered solutions

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into the hands of the millions of individuals whose cumulative actions can contribute to solving

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the climate crisis. And through partnerships with corporations and local governments,

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we are working toward reaching tens of millions of consumers where they work, play, live, and bank.

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Our global challenges are immense, but solvable.By leveraging the cumulative power of individual

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action, we can safeguard and restore our shared natural resources. Rare is thankful to be on this

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journey with phenomenal individuals who share our mission and our vision and inspire our work:

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these include our incredible donors and supporters, our world-class Board of Trustees,

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our exemplary staff around the world and most importantly, the communities who invite us to

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share in their experiences. They make us Rare. We are looking for the next generation of leaders,

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donors, partners, and change agents to help us pave the way for sustainable,

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lasting change for people AND for nature. Please join us to ensure that people and nature thrive.

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Our shared future depends on it.

Our Priorities

Our Origin

In 1977, a young student named Paul Butler arrived on the island nation of St. Lucia to find the beautiful St. Lucia parrot was in critical danger. Fewer than 100 remained. Paul knew that to save the parrot, he would need to inspire St. Lucians to be part of the solution. Working with the Forestry Department, Paul led a social marketing campaign to inspire pride in the bird. He visited schools and churches, recorded radio spots, produced bumper stickers and billboards, and he even created a parrot mascot named Jacquot.

The campaign worked. The community embraced the parrot as a national treasure, and its population surged. What made this underdog campaign successful?  Pride. The campaign stirred an emotional connection. A Rare approach was born.

Read the full inspiring story

Rare Careers

We are a team of diverse and driven colleagues, and we are committed to making Rare not only diverse, equitable and inclusive, but anti-racist.

Rare looks for people who are curious about the world, willing to try new things and build their skills to better advance Rare’s mission to inspire change so people and nature thrive.

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Contact Us

Email us at info@rare.org or contact one of our local offices around the world.

  • United States
  • Brazil
  • Colombia
  • Europe
  • Indonesia
  • Mesoamerican Reef
  • Mozambique
  • Philippines

Global Headquarters

1310 N. Courthouse Road, Suite 110, Arlington, VA, 22201

Email: info@rare.org

Phone: 703.522.5070


Avenida Governador José Malcher, 153
Nazaré, Belém – PA, Brasil, 66035-065

São Paulo
Rua Doutor Virgílio de Carvalho Pinto, 445
Pinheiros, São Paulo – SP, Brasil, 05415-030

Email: brazil@rare.org


Crr 16 N° 96 – 64
Oficina 410
Bogota D.C. Colombia

Email: colombia@rare.org


Email: europe@rare.org


Jl. Gunung Gede 1 No.6
Taman Kencana – Bogor – 16151
West Java – Indonesia

Email: indonesia@rare.org

Phone: +62 251 8325418

Mesoamerican Reef

Email: mesoamerica@rare.org


41 Business Centre, 12 Beijo da Mulata Road, Sommerschield 2,
Maputo, Mozambique

Email: mozambique-info@rare.org


3rd Floor Trends Plaza
F. Ramos St., Brgy. Cogon
6000 Cebu City

Email: partnerships.philippines@rare.org

Phone: +632 412 2813


Years in Review

2021 Year in Review
2020 Year in Review
2019 Year in Review

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