Ecuador’s constitution gives nature legal rights comparable to those of humans. But rights need lawyers to enforce them. This paper describes a direct B2B campaign by Sambito, a group of companies providing environmental campaigning and consultancy, to get lawyers to pledge their time to enforce environmental rights pro bono. It aimed to convince lawyers that they would improve their public image by acting as nature’s representative. Working in partnership with Ecuador’s Bar Association, activity used a website, video, PR, and social posts to sign up pledging lawyers. It received pledges from more than 70% of Ecuador’s lawyers who between them pledged legal work worth $28m.