Rare

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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.