Greenfield, Mass. — A nonprofit group dedicated to protecting the Connecticut River has announced a rebranding effort ahead of its 65th anniversary.

The Connecticut River Watershed Council will now be called the Connecticut River Conservancy and has adopted the new slogan “Clean water. Healthy habitat. Thriving communities,” according to a Wednesday news release.

The conservancy, which works toward protecting the river in four New England states, also plans to launch a new strategy for conservation in Connecticut.

“Our rivers are a public resource – they literally belong to all of us, and we are all entrusted with their care,” Andrew Fisk, the Conservancy’s executive director, said in the release.

“But they won’t stay clean and full of life simply because we want them to,” he said. “It will take all of us working together to preserve and protect them. The Connecticut River Conservancy has renewed energy and our vision and strategy for our rivers is more clear than ever.”

It was founded in 1952 and headquartered in Greenfield, Mass. Through its efforts, the group has organized several projects in the Upper Valley.