Promote conservation in 15 Caribbean islands!

by PCI-Media Impact
Jul 31, 2012

Realizing the 3 C's

Realizing the 3 C’s: capacity strengthening, building community and promoting positive change


“The very rich oral tradition of storytelling really brought in all the issues and connected the world to me. I see the world not just as a place I live now but as my house. And if I can have my house clean then I’ll be a better person. I’ll be a happier person. I’ll be more tolerant”

-       Willfred (Willy) Noel, Broadcaster, Grenada

Callaloo continues to be a great success, with its steamy storyline now being broadcasted twice a week in ten countries across the Caribbean. With 104 episodes already broadcasted, Callaloo is now entering its second season and becoming even more popular as it expands its broadcast reach to Barbados, Belize, St Martin and Trinidad. .

Media Impact will be launching a series of  radio talk show in participating countries which allows listeners to engage in discussions with local leaders and experts on HIV/AIDS issues raised throughout the drama. Completing the three-part My Community approach are the community mobilization campaigns focus on climate change adaptation and environmental conservation.  These campaigns galvanize community members and directly engage the public in activities related to each issue such as beach clean-up and mangrove rehabilitation.

Callaloo is now entering its second season, for which scriptwriting guides have been developed to focus each storyline on the most pressing issues that have been highlighted by the results of a thorough knowledge, attitude and behavior change (KAB) baseline survey conducted earlier this year. By incorporating these results, as well as in-depth research analysis undertaken by key partners, each episode will include relevant messages and actions to address knowledge, attitude and behavior changes in the three key results areas of the My Island – My Community project (HIV/AIDS, climate change and biodiversity conservation).

In the area of HIV prevention, Callaloo will address stigma, erroneous beliefs of the risk of contracting HIV and low prevalence of efficacious behavior still seen in the KAB survey results. By role modeling supportive “peer networks” – a tactic that has proved successful in driving consistent condom use with partners – the team hopes to improve attitudes and behavior towards sex, HIV and reduce domestic violence.

To reduce vulnerability to climate change for coastal communities, Callaloo is focused on increasing understanding and awareness of the adverse effects of climate change in island communities and promoting cost-effective, nature-based adaptation activities.

In the area of biodiversity conservation, Callaloo addresses poor waste management and its adverse effects on public health and the environment.

Each element of the My Island My Community program is targeted towards specific segments of the community and its most pressing needs.  The program both role models conversations around sensitive issues and also allows community members to engage in a dialogue or get help. . Getting people talking about these topics is a pivotal step in addressing these important issues and laying the groundwork to significantly improve each issue in each island.



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Organization Information

PCI-Media Impact

Location: New York - USA
Website: http:/​/​
Project Leader:
Anthony Scala
Chief Financial Officer
New York City, New York United States

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