Selling the public on sustainable watershed conservation

The city of Quito, Ecuador, began working in 2000 to protect the ecologically fragile watershed area for its drinking water. In order to protect the Papallacta watershed, the independent Fund for the Conservation of Watersheds (FONAG) was launched to finance and manage economically sound sustainability projects in the area. FONAG is funded in part through start up grants from several organisations and a 1 per cent fee on all Quito water bills, but it has been unable to build an endowment sizeable enough to begin implementing conservation projects. We measure perceptions of the fund among Quito's university-based residents in two settings and evaluate the quality of the fund's proposed communication campaign based on existing communication theory. Further, we propose an adapted environmental education model based on a synthesis of existing theory and the empirical findings from our examination of the FONAG example. The Papallacta case study illuminates the potential strengths and weaknesses of the cultural ecology and political will of this type of collaborative sustainability project for addressing water problems in a developing country in a mountainous setting, centred around the themes of water conservation and sustainable development.