In 2004, through funding from the Environmental Foundation of Jamaica (EFJ), the Trust launched the Area Specific Environmental Awareness and Education Project (ASEAP) to bridge the gap between national environmental education initiatives and the local rural context of environmental degradation. The overriding goal of ASEAP was to reduce solid waste intrustion into the Lucea Harbour and the Lucea East and West Rivers through the development and promotion of an agressive social marketing campaign geared towards promoting positive behavioral change among local stakeholders with respect to the natural environment.

ASEAP complimented previous projects conducted throughout the parish and was designed with programme continuity in mind.  In particular, a great deal of attention was paid to the need for a sustained programme of environmental education and awareness that would target regional communities and schools.  Through ASEAP,  area specific educational materials have been produced which fit into the local , rural context and  which provide the Trust with the tools necessary for conducting ongoing sensitization. The material was designed to rely more on audiovisual  contentand 3-dimensional models than written content, to ensure that both educated and non-educated individuals would benefi from the programme.

Objective:

ASEAP’s objective was to ensure that a programme was developed that could be sustained  with or without funded support. Signage and Posters and dramatic presentations played a very large role as rural folk tend to benefit more from  more visual stimulation than worded signs or brochures. During the project , over 70 meetings were held with local Target Stakeholder groups. Care was taken to assess a best possible scenario for continuity beyond project completion. A decision was taken for  CD ROM and DVDs to be were therefore the final media selected for distribution to 10 local area schools and CBOs , The Parish Council , Hanover SDC and Police Youth Clubs at the close of the project .  Special collaborative arrangement were forged with the National Solid Waste Management Unit to develop and maintain a workable scenario to support this projects efforts.

Scope:

To ensure a comprehensive watershed approach, ASEAP activities encompassed:

• Coastal Zone - Lucea Town Centre and Harbour
• Mountains - Dolphin Head and surrounding communities
• River and Gullies - Lucea East & West Rivers, Downtown.

	Focal Areas:
	Soil Conservation Deforestation Coastal Pollution Rivers & Gullies Solid Waste Beautification
	Target Groups:
	Market Vendors Fishermen Taxi Operators School Students Farmers Community Members

Accomplishments: 

• Let's Love Lucea project launch generated publicity and broad support for regional greening initiaitves.
• Beautification projects conducted in 8 communities and 6 schools.
• Environmental Summer Camp held in collaboration with the Negril Chamber of Commerce.
• Lucea Grand Market Environmental Concert and Stage Show held.
• Agricultural Workshop and composting seminars held in partnership with the Jamaica Agricultural Society (JAS) and the Rural Agricultural Development Agency (RADA).

As a result of project partnerships and collaborations, garbage collections have increased by 40%.