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The Self Reliance Foundation’s earliest social marketing campaigns focused on developing educational films and complementary school activities to help Hispanic and Native Americans in Northern New Mexico maintain their cultural identity while adopting small-scale appropriate technology into their rural lifestyles. SRF helped schools to build solar greenhouses, build “tromb walls” to heat with passive solar energy, and wrote bilingual instruction booklets that school children could take home and share with their parents.


Today, we are working to integrate film clips from some of these timeless educational projects into our festivals outreach:

La Querencia: A Homeland Facing Change

The Spanish term, “querencia,” doesn’t exist in English. Taken from a term in bullfighting, it refers to that place in life where one feels serene and safe. In this documentary film, native New Mexicans explore different ways to protect their traditional culture, communities, agriculture and homes as urban development hits the state.

Rekindling the Fire

This film features American Indians in New Mexico utilizing modern eco-friendly agricultural techniques to convert tribal lands into organic farms. The film includes many examples of people speaking Tewa, a Native
American language.

Solar Energy Now

Produced in the late 70’s, this timeless film shows how scientists at the University of California, Berkeley use low-tech methods to heat a home with solar energy. Many viewers today may be surprised to learn that expensive technologies such as solar cells are not always necessary. Here, the Berkeley team heats the home with a system built from metal honeycomb web, ventilation pipes and an enormous pile of rocks!

Sun Dried Foods

SRF’s first educational film was actually made possible through a $15,000 loan from the producer’s, Jeff Kline’s, mother in order to purchase hand-held ENG video cameras. This bilingual production shows how families in villages can use age-old techniques to prepare foods – dried fruits and vegetables, smoked corn, venison jerky – that last all year long. The film also encourages families to prepare high value specialty crops to supplement their income – so that farmers are not forced to sell off parts of their ancestral land simply to survive economically. The Spanish version of the film, Comida Seca por el Sol, was shown by the United Nations in four continents.

Additional SRF Film Outreach Projects


Home Weatherization Now!
In the 1970’s, many low-income villagers in New Mexico were resorting to cutting down the trees around their homes in order to heat in the winter. This film, produced in English and Spanish, demonstrates how one family, dating back to the 1800’s and living on their historic ranch in Rio Arriba County, was able to insulate their home so that they wouldn’t have to cut down trees anymore.

How to Build a Solar Food Drier
This film showcases home economics and shop students from New Mexico public schools building a solar food drier by using simple techniques and easy-to-find materials. The campaign was accompanied by how-to manuals that children could take home to their parents.

Irrigation for the North
This bilingual film demonstrates water conservation techniques and explains water rights so that rural farmers can more efficiently use irrigation and protect age old rights in order to keep their land.

Only Monsters Drink and Drive
This campaign featured statewide television spots, film trailers distributed in commercial studios, billboards, posters, and a jingle music contest for kids.
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