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Two yellow-shouldered Parrot (Amazona barbadensis) flying freely over the Macanao Peninsula. Credit - Vivek Menon.

Green Sky Campaign: Empowering the women of Macanao to protect the Yellow-shouldered Parrot

In a world where wildlife trafficking threatens biodiversity, conservation projects must be innovative and collaborative to succeed. The Green Sky campaign, led by the Venezuelan NGO Provita, is an example of how involving local communities can make a difference in the fight against illegal wildlife trade (IWT).

The Macanao Peninsula, on Margarita Island, is home to the most well-known population of the Yellow-shouldered Parrot (Amazona barbadensis) in Venezuela, a species listed as "Endangered" in the Red Book of Venezuelan Fauna. Unfortunately, in this same area, three out of 10 people keep these birds as pets. The demand is mainly driven by the need for companionship, especially among women, who, due to the absence of their relatives during long fishing trips, find in captive parrots a source of company and joy.

Given this situation, Provita set out to develop a behaviour change campaign to reduce the demand for this cherished local bird. The Green Sky campaign was designed based on the motivations behind the demand for the Yellow-shouldered Parrot, leveraging the baseline scientific studies that Provita has documented over 35 years of work in Macanao. The campaign focused on guiding the women of Macanao to seek alternative sources of companionship and entertainment, with a key focus on community participation throughout the campaign.

From the outset, local communities were integrated and encouraged to participate in the campaign design workshops, starting with the identification of alternative behaviours. Various conservation experts, the Provita team, and the monitoring and nest protection group of the Margarita Parrot Conservation Programme, known as the Ecoguardians, also participated in these events. As a result of this rich discussion, the campaign aimed to create spaces and opportunities for women to have each other’s company, enjoying their favourite birds outdoors, rather than keeping them in captivity. This would translate into a medium-term reduction in demand and a long-term reduction in IWT. The campaign activities were jointly defined with community members, ensuring they were tailored to the social, cultural, and behavioural context of the communities.

Once the campaign began, the community not only participated in the activities, but the women also became campaign ambassadors, sharing their experiences and encouraging others to join the activities. Some even became enthusiastic volunteers, training as local birdwatching guides, leading guided tours on the trails, and playing an essential role in disseminating information and organising events. The empowerment of these women was fundamental to the campaign's success; their participation and dedication increased the initiative's credibility and acceptance within the community. It even led the campaign to win the People's Choice Award of Solution Search.

Additionally, constant dialogue with participants helped adjust campaign strategies, allowing Green Sky to continually improve. Thanks to the campaign, the women of Macanao have discovered a new way to relate to the parrot, and have developed new skills and knowledge that they can apply in other contexts, such as group guiding and organising outdoor activities. This has enhanced their ability to lead and participate in community initiatives, generating positive changes for both wildlife and communities.

Many studies indicate that a common weakness in behaviour change interventions is the disconnect between the community and those implementing the programme. In the case of the Green Sky campaign, Provita overcame this obstacle thanks to its long-standing presence in the Macanao Peninsula, with strong ties to the communities. Community members are part of Provita's team, and some have lived in the area for several years. The Green Sky campaign is a powerful testament to how conservation projects and local communities can work hand in hand to achieve successful and lasting results for both people and nature. Provita has demonstrated that it is possible to reduce wildlife trafficking by strengthening, recognising, and amplifying the community's contributions.

Written by María Daniela Pineda and Emy Miyazawa. For more information on this IWT Challenge Fund Main project IWT102, led by Provita, please click here.