Climate Action Sierra Leone Project #49193

Empower Communities to Adapt to Climate Change

by PCI-Media Impact

Project Report | Aug 26, 2022
The Fight Against Climate Change is Happening Now!

By Michelle Lanchart | VP of Communications and Engagement

From South Asia to Central America, we’re launching programs that are turning the tide on climate change. PCI Media’s programs build a more sustainable world by addressing some of the most important issues affecting the environment: from biodiversity conservation and forest degradation, to clean seas, sustainable agriculture, and climate education. Here are some highlights in our growing portfolio:

The Future of Sustainable Farming

Radio dramas are sowing the seeds for food security solutions in Central America. We have designed and activated an entertainment-education campaign for farmers to learn about practices that can increase their crop yield in partnership with Catholic Relief Services (CRS). The drama, ‘Con los Piesenla Tierra’ (With Our Feet on the Soil), incorporates farming practices into the narrative, including alternatives to crop burning, correct use of fertilizer, crop diversification, and mixing crops with trees. We’ve been able to reach over 4.2 million listeners in Nicaragua, El Salvador, Honduras, and Guatemala. 70% of surveyed listeners have already reported adopting sustainable practices!

Protecting the Frontlines of Natural Disasters Defense

Due to Mozambique’s geographical location, it is particularly susceptible to extreme weather events like cyclones and floods that erode coastline ecosystems, increasing the threat posed to local inhabitants. The presence of mangroves along the coastline helps to maintain this critical landscape, preventing erosion and the further rise in water levels. Our work will support our partners’ efforts to restore ecosystems of mangroves in Mozambique’s most vulnerable regions. The radio dramas we produce will support the adoption of alternative livelihoods away from harmful environmental practices and promote mangrove restoration.

Building the Next Generation of Climate Smart Living

While the Philippines ranks among the top five countries most at-risk to climate change impacts, youth are leading the way to a future of climate stability! Together with our partners, we’re developing a communications campaign to equip young people with tools to engage in climate action and adopt climate-smart lifestyles. Our initiative will draw heavily on youth culture—from K-Pop to TikTok—and deploy an array of online materials, social media challenges, and comic books to inspire youth around climate change awareness.

Stay tuned to learn more about how these programs change behaviors and foster sustainable futures for our environment!

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May 2, 2022
Sowing the seeds for food security!

By Michelle Lanchart | VP of Communications and Engagment

Thank you for your continued support of our work to empower communities to build mitigation and resilience strategies to climate change.

In this audio clip, we hear how scientifically-backed lessons, such as why farmers should not burn their crop fields before planting season, are weaved into dramatic storytelling. This approach to behavior change is central to our work, and it is effective because it can be linked to the emotional bonds created between audiences and media characters or personas. Over two decades of research indicate that there is a strong correlation between emotional connections to personas and lasting behavior change. 70% of surveyed listeners have already reported adopting sustainable practices!

“With Our Feet on the Soil” (“Con los pies a la tierra”) is a radio drama that delivers critical sustainable farming education—like not burning crops—through family tensions between the younger and older generations of the Rodríguez family. The family lives inLas Cruces, a small agricultural community in a fictional country in Central America.

Central America faces increased food insecurity due to the impact of the climate crisis. Droughts and hurricanes have caused crops to fail in a region where a majority of people rely on agriculture for food and livelihoods. PCI Media connects farmers to information and resources that improve their yields while protecting the soil through a partnership with Catholic Relief Services—who have been actively working on the issue in the region since 2015. So far, the radio drama has reached 4.2 million listeners in El Salvador, Guatemala, Honduras, and Nicaragua.

In our next update, we’ll explore a brand-new initiative we launched in the Philippines to engage youth in climate adaptation, helping them adopt climate-smart lifestyles.

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Dec 30, 2021
Engaging Youth in Climate Adaptation in 2022!

By Michelle Lanchart | VP Communications

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