Water Smart Agriculture

I directed the multi-country Water Smart Agriculture (WSA) social behavior change campaign, which aimed to promote regenerative agriculture practices at scale. Working across El Salvador, Honduras, Nicaragua, Guatemala, and Mexico, I brought together behavior change principles and digital communication tools—like radio, social media, WhatsApp, interactive voice response, and web platforms—to connect with farmers in ways that were accessible, relevant, and actionable. The result was a coordinated, Spanish-language campaign that reached over 4 million people, helping to accelerate the adoption of sustainable farming methods in some of the region’s most drought-vulnerable areas.