April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: From Açaí Harvest to Health Advocacy: The Impact of Women's Leadership in the Brazilian Amazon
In the Brazilian Amazon, riverside communities are composed of entire families who rely on the harvest of açaí berries for food and trade. However, harvesters and their families are also at high risk of being exposed to Chagas disease, a parasitic infection that can be fatal if left untreated. Chagas disease is spread by an insect vector (Triatominae) that lives between the leaves and berries of the açaí palm tree. If not properly washed after harvest, açaí berries can contain the insects’ feces, which carry the parasite and can infect local people who consume the fresh pulp or juice. While Chagas disease is endemic in many Latin American countries (PAHO, 2023), two specific Brazilian riverside communities have curbed the disease's spread for over a decade. Given the relevance of açaí harvesting to the local economy, it is important to identify what features in these communities have contributed to their success in preventing the spread of Chagas. Paulo Freire (1970) argues that conscientization is a process of raising critical awareness and social action that empowers individuals and communities to recognize and challenge their realities through dialogical pedagogy. Conscientization can thus help understand how these communities have successfully educated individuals in a sustained manner. This qualitative study explores the individual and social factors contributing to successful food hygiene practices in these two Brazilian riverside communities. We conducted semi-structured interviews with residents from the açaí-harvesting communities of Santo Ezequiel Moreno and Monte Hermon in August 2022. During the one-on-one interviews, participants (n=12) discussed how the community engaged with information about Chagas disease prevention. Interview questions included preferred communication channels, trusted sources of information, and the role of community leaders. Interviews were analyzed thematically. Interviews highlighted the unique role of female leaders in these local communities, which breaks the mold of other regions in the Brazilian Amazon where societal norms reserve leadership for men. Women residing in these riverside communities act as links between research partners and locals from their region by tailoring information to local customs and needs. As leaders, they actively engage in actions related to health promotion and have established themselves as trusted sources of information in foodborne illness prevention. They engage in dialogical pedagogy by teaching locals how to adequately process fresh açaí for local consumption, which further empowers them to serve as leaders influencing social change. To educate local harvesters, they deliver small group trainings that are tailored to specific needs. They also use social media (specifically, WhatsApp) to listen actively and answer queries, which facilitates maintaining trustworthy relationships. Findings highlight that female leadership plays a pivotal role in bringing about societal transformations that can contribute to sustainable development, underscoring the importance of women in reshaping culture and driving social change (Touraine, 2007). Future communication interventions should harness the leadership of women in local communities to effectively promote health awareness and drive sustainable change.