CVC ARA CAMPAIGN
CALI, COLOMBIA

2015 - present
CVC & RARE

The CVC Pride for ARA program is a clean water social marketing campaign designed to change behaviors in two different target audiences: farmers and land owners in the highlands near the Andes cloud forests, and the water users in the urban areas downstream. CVC chose seven farming communities in the state of Valle Del Cacau to run the campaign. With the seven sites being in the same state and all run by a single implementing partner, Colombia Program Director Itala Yepez and I had the ideal conditions to implement the unified brand prototype we had conceptualized. We made significant changes to the program process in order streamline the marketing elements of the campaign so the campaign could be used at seven campaign sites and still retain the individuality of a Rare Pride social marketing campaign.

I worked with her team to integrate the new brand and marketing strategy into the existing six-week social marketing training phase by creating data maps for the research, and then modifying the training to reflect the programmatic changes.

For the brand and messaging, I worked with the Colombia team and their design agency RH+ to create the brand logo and creative concepts for the marketing and promotion.

from 2014 to 2017 I assisted the Colombia team in managing the brand across all seven sites, including a mid-campaign review and strategy session, and co-designing a Social Marketing workshop for the CVC Communications staaff. I gave regular reports to the Rare Leadership team in Arlington as well as brownbag lunch presentations on the progress to my colleagues in the U.S. and around the world.

The slide show above is my presentation from a brand review with CVC, click the left and right arrows on the side to advance pages.

The image gallery below are pages from the CVC ARA Watershed campaign, click on any page to see the full size image.