Sed de Ti (Thirsty for You)
(Peru)

Amanda is a young nurse who is very dedicated to the communities in which she works.  Wilkins is a passionate university student who is going through an internal crisis related to his own faith.  Both Wilkins and Amanda will confront the evil associated with those very people who want to separate the two of them and challenge those around them who conform to unworthy and tragic destinies full of filth, the lack of pure and clean water, corruption, abuse and selfishness.  To quench their mutual thirst for love and beauty in the world around them, Amanda and Wilkins tour their native country in search of this ideal world and, in the process, discover new ways to experiencing life.
Will they be able to overcome adversity and the obstacles that await them?  Will they discover the path that leads to the changes they are so passionately searching for? Will they find like-minded souls along the way who help them find the clarity and change they are seeking?

Through technical assistance provided by Media Impact, four coalitions consisting of a local NGO with expertise in water and sanitation, a public water utility provider, a representative from the local government and a radio broadcast team from four regions of Peru, are producing 90 interactive call-in radio magazine shows to accompany the serial drama. My Community – My Water : The Story of Our Water, will also include 10 mini-programs broadcast in Quechua to provide indigenous communities better access to the program.

Each of these four coalitions will implement Community Action Campaigns with community members and volunteers to reinforce the messages and themes addressed in the radio drama episodes. Each regional coalition node will support rebroadcast efforts in two additional locations, for a total of twelve broadcast locations. A 6-month, 90-episode, national Entertainment-Education radio drama will entertain the public with a compelling story that will simultaneously encompass key messages relating to:

  • Water and Sanitation Resource Management
  • Hygiene
  • Gender roles in Water and Sanitation Issues
  • Environmental Issues/Climate Change
Target audience: Population in marginal urban and rural areas in the coast, highlands and jungle of Peru (Lima Norte, Piura, Cusco and Iquitos).
U.S. Agency for International Development (USAID)
Asociación Calandria
Radio Cutivalú
Asociación Kallpa
Red de Comunicadores Rurales de Cusco y Apurímac

The program aims to:

· Develop the capacity of 4 local coalitions, supporting an additional 8 satellite efforts, across Peru to use communications to effectively promote water and sanitation activities and motivate long-term social change;

· Build a community of coalitions and well-informed constituencies that understand and support water and sanitation activities; and

· Positively change community knowledge, attitudes and behaviors related to safe water consumption, sanitation and hygiene.

This is an example of capacity:

A recent Learning Exchange Workshop that PCI Media Impact, USAID and partners organized in Lima to provide coalition members with the opportunity reflect on the challenges and success stories they encountered within the implementation phase of the program revealed the project’s great capacity and community impact.

During the workshop, we learned about the story of the recent graduate Carmen Juarez (23), soon to become a teacher, who told us that “the project managed to teach me the necessary communication skills for my work that 5 years of university studies never taught me”. Carmen is member of the coalition working in Comas, Lima. She told us that participating in the project as a radio show host of “Aguita pa Ti” has given her the confidence and capacity to take action and educate both the members of her family and community about the need for sustainable use of water and environmental health.

Another leader that emerged from the project is Domingo Vera from the small community of La Matanza. Vera is a Piura farmer and member of the local Committee of Administrators of Sanitation Services that is in charge of the locality’s water resource management. Present throughout the different stages of the project, he has not only been actively involved in shaping production of the radio drama and the communications strategy but has also used the program as a platform to spread the project’s core messages to other committee and community members and to integrate crucial information underlying the initiative into his daily work. As the radio drama touches on sensitive gender roles in water and sanitation issues, Domingo Vero has also had an integral role in involving local men in the project and in defying the gender stereotypes evolving around the listenership of radio dramas in the traditionally patriarchal village.

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