Watershed Protection Plan - Lower Rio Grande Valley Development ...

STATE OF THE WATERSHED
Tree planting
One-on-one stakeholder interviews, focus group
meetings and a telephone market survey were
conducted in 2006 to evaluate the level of awareness,
attitudes and beliefs of specifi c targeted audiences
concerning the Arroyo Colorado. The telephone
survey of the general public revealed a pervasive
lack of awareness and knowledge about the Arroyo
Colorado by the vast majority of residents, including
stakeholder groups. The survey revealed that, when
given information about the water quality impairment
of the Arroyo Colorado, more than half (54%) of the
respondents were “very concerned” about the condition
of the Arroyo Colorado and that nearly all (94%)
believe a “clean environment” is “very important.” This
rated as more important than new jobs and business
opportunities and lower taxes (Suma/Orchard 2006).
The market research revealed a general belief that
no one group bears responsibility for the situation of
the Arroyo Colorado and it is up to all residents of the
watershed to help improve environmental conditions in
the Arroyo Colorado. The strong sentiment expressed
was that “we are all in it together” and “we must all do
our parts to help clean it up.”
In 2003, USEPA Region 6 conducted an assessment
to determine the need for training and education
materials along the U.S. border with Mexico. In the
study report, “Training and Environmental Education
Materials” (TEEMS), water issues, including availability
and pollution, dominated the list of environmental
priorities by a large margin among U.S. respondents
(IMAS 2003). Leaders and citizens of the Lower Rio
Grande Valley consider water quality and conservation
to be vital for the continued growth of urban areas
and economic development in the Lower Rio Grande
Valley. When asked about sources of environmental
information, television was cited as the top source.
Other sources mentioned in the TEEMS report
included environmental organizations, science classes,
newspapers, radio, word of mouth, local meetings and
the Internet.
While educational levels vary signifi cantly among
watershed residents, more that half do not have access
to the Internet, and many may not read beyond an
eighth grade level. Previous social marketing efforts
in the area have confi rmed that residents in lowincome
groups, particularly those living in colonias,
best receive educational information from trusted
people and promotoras (promoters) who live nearby.
Word-of-mouth information received in small groups
or individually is the most trusted source. The second
most trusted source is messages distributed from
schools. Colorful illustrations, demonstrations and
motivational messages are generally well received.
Arroyo-Travel-Display
January 2007 53 Arroyo Colorado Watershed Protection Plan