Vare, Paul

'Washirika': raising awareness without mass media

The Living Earth Foundation is an international NGO that works with people to resolve environmental issues of concern to them. This article describes their people-centred approach of raising awareness in a way that does not rely on one way communication media, and focuses on the principle that people will learn from those they know and trust. The Foundation's work, using this approach with the Rufiji Environmental Management Project in Tanzania, is described, including the role of volunteer listeners and the process of establishing the programme.