AMA – Saving the Oceans Foundation was founded in 2019 by Sonia Falcone. 

AMA strives to advance marine conservation & strengthen local communities in Baja California, Mexico. AMA supports marine conservation projects particularly around the Gulf of California (Sea of Cortez) in Baja California Sur. The place the French explorer, Jacques Cousteau called "the world's aquarium" for its extraordinary marine life is still exceptional yet also increasingly in need of protection due to the region's unprecedented challenges. Recently these have included rapid population growth and marine pollution such as plastic and fishing debris on beaches and in the water. 

When Sonia Falcone realised that many locals were already working on solutions she founded AMA - Saving the Oceans to raise funds and awareness for their projects. These missions include rescuing sea lions trapped underwater in discarded fishing nets and liberating endangered newborn sea turtles. The programs AMA supports include: Cabet Cultura y Ambiente, Rescate de Lobos Marinos, Building Baja’s Future and Fundación Iluminame.

Exciting new marine conservation initiatives we are pursuing include developing a special nutrient-rich AMA Marine Life plasma water, benefiting from the minerals found in areas abundant with plankton such as the Sea of Cortez. AMA is also developing a special Marine Life Museum in San José del Cabo to showcase the marine conservation history of the region as well as innovative projects in partnership with leading marine biologists. 

AMA believes Baja California's marine life and community are interdependent; its work includes educating the youth and caring for the elderly and vulnerable. Since November 2019, AMA has raised thousands of dollars to fund environmental care and awareness activities in Baja California’s waters and communities, including COVID-19 relief efforts. In the past months AMA has worked closely with local hospitals and care homes in the community, donating protection and sanitisation materials to help front line workers throughout the pandemic. AMA also supports social projects in education, arts, ecology, and for women and children. All are led by locals, experienced in and passionate about their respective fields.

In 2020, Mrs Falcone created AMA Designs by Sonia Falcone, a fashion label to support the causes of AMA Foundation including the San Jose Down Syndrome Centre. She debuted her first collection, Cabo Chic, at a special show for guests at the Auberge Hotel in San Jose del Cabo. The pieces are now available at Las Ventanas al Paraiso, a Rosewood Resort, in San Jose del Cabo, as well as online. 

AMA Foundation is backed by a dedicated team, including marine biologist, National Geographic explorer, and photographer, Octavio Aburto, Ph.D. Amongst our Honorary Board and Ambassadors AMA counts notable environmentalists, philanthropists and humanitarians. These include Carl Rankin (President & CEO of BCS Poder Solar); Tamara Ralph (Creative Director and Co-Founder of Ralph & Russo); Christina Estrada (model, entrepreneur and activist); H.R.H. Prince Charles-Philippe D’Orleans, Duke of Anjou and H.R.H. Princess Diana D’Orleans, Duchess of Cadaval.

To follow AMA’s projects and Baja California’s marine life and environment please visit: