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The Flying Rivers of the Amazon
Monday 24th August, 2026
Rolex’s Perpetual Planet Initiative partnered with CNN to explain how the Amazon’s “flying rivers” carry billions of tons of moisture across South America. The campaign used accessible science, striking visualisations and Indigenous-led conservation work to show why protecting the rainforest protects water, food and energy supplies far beyond it.
Why it worked: It reframed a distant rainforest as the plumbing for 670 million people, backed by vivid flow maps and a near-term tipping-point stat.
The lesson: Consider mapping an unseen system your audience relies on, quantify its break point, and show the human fallout with one clear visual.
Rolex
Gaia Amazonas Foundation
7 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| nationalgeographic.com | Amazon Losing "Flying Rivers," Ability to Curb Warming | National Geographic | Saturday 19th December, 2009 |
| pachamama.org | Flying Rivers of the Amazon Rainforest—a Critical Rain Generator for the Planet | Tuesday 4th October, 2016 |
| amazonfrontlines.org | The Amazon: A Forest of Rivers - Amazon Frontlines | Monday 22nd April, 2024 |
| mongabay.com | The fate of flying rivers could decide Amazon ‘tipping point,’ report says | Friday 26th September, 2025 |
| cnn.com | Without the Amazon’s ‘flying rivers’ South America would be at risk | CNN | Monday 24th August, 2026 |
| raisg.org | The Amazon River in the Sky – RAISG | — |
| raisg.org | The Amazon River in the Sky – RAISG | — |