Impact of the 'My Community' communications intervention on changing human behaviour related to surface water contamination in Loja Province, Ecuador

PCI Media Impact formed a coalition of 13 local organizations in Loja Province, Ecuador, in order to implement a My Community communications intervention to reduce contamination of the local surface drinking water supply. Contamination was caused by sewage from farm animals, deforestation causing soil erosion, and improper disposal of toxic wastes such as batteries. The My Community intervention was tripartite consisting of (1) an entertainment-education radio drama, (2) accompanying radio talk and call-ins, and news programs on local media outlets, and (3) the formation of EcoClubs in local schools. Listenership to the entertainment education radio drama was high (62%) among the target audience, and 100 students joined one of the 7 EcoClubs that were formed. Survey respondents reported substantial improvements in knowledge, attitude and behaviour related to solid waste pollution, including a 26-percentage point increase in respondents who reported that they had recycled their batteries. More than 5, 000 batteries were collected in a battery collection drive.