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. On a global level, Rare’s strategy is fully supportive of the CBD Strategic Plan 2011 – 2020; on a regional and national level, Rare is working with the Parties to achieve the objectives outlined in their NBSAPs. As the global leader in social marketing for conservation, Rare is committed to helping the Parties with Aichi Target 1 on awareness raising and behavior change as a cornerstone of efforts to achieve other Targets. Specifically: Rare’s Fish Forever initiative contributes to the following Aichi Targets: Target 1: Awareness raising and be