Not Enough Fish in the Sea

Community-based Entertainment-Education to Promote Sustainable Fishing in Belize

  • Loretta Cheung
  • Amy Henderson Riley
  • Amanda Brown
  • Carina Schmid


To reach local fishing communities in Belize with important messages about the environment, overfishing, stocks control and their own rights and responsibilities, PCI Media and the Wildlife Conservation Society (WCS) developed a multi-stranded Social Behaviour Change Communication (SBCC) strategy. This integrated Entertainment-Education (E-E) approach comes in the form of a radio drama serial, with accompanying phone-in shows, theatre productions and community mobilisation activities rounding out the holistic approach. This paper analyses the project’s success and shortcomings, and discusses ways in which the underlying principles can be modified for use in different scenarios in the future.

Author Biographies

Amy Henderson Riley

Dr Amy Henderson Riley is an Assistant Professor at the Jefferson College of Population Health. A health communication researcher and practitioner, her work falls at the intersection of communication and public health, and focuses around the theory and practice of entertainment-education (EE), a social and behaviour change communication strategy for individual and social change.

Carina Schmid

Carina Schmid is the Director of Global Health Programs at PCI Media. She has more than 20 years of experience as a project manager, strategist, health sector professional, and social and behaviour change communicator. As head of the health programs portfolio, she oversees the programme design, implementation, and evaluation of SBCC programmes in Africa, the Middle East, Asia and Latin America. 


How to Cite
Cheung, L., Riley, A., Brown, A., & Schmid, C. (2018). Not Enough Fish in the Sea. The Journal of Development Communication, 29(1), 52-60. Retrieved from