My Neighborhood's Smoke - Guatemala
In Guatemala, the Alliance created a radio “novela,” or soap opera, called “Los Humos de mi Barrio” (“My Neighborhood’s Smoke"). The characters in “My Neighborhood’s Smoke” discussed the negative effects of cooking on a stove without a chimney and the advantages of using an improved cookstove. In the show, a character named Lupita fell in love with Justo, her boss’s son, while she was promoting improved stoves to her family and friends. The radio soap opera was an entertaining and engaging love story that culminated in Lupita and Justo’s wedding.
At the end of the campaign, soap opera listeners were invited to attend live finales, which included Lupita and Justo’s wedding. During these events, local stove manufacturers facilitated cookstove demonstrations and sold their improved stoves. The campaign also utilized social media and stakeholder interviews on local cable and TV stations to spread clean cooking messaging in addition to disseminating flyers and posters. In total, an estimated 250,000 people were reached with cookstove messaging via the various channels, demonstrating how multi-channel approaches can be effectively used to reach large numbers of people with behavior change communication.