Check Your Fish: Communicating Risks of Contaminant Exposure with Subsistence Fish Consumers Along the Lower Cape Fear River

Abstract

Subsistence fishing is a common practice along the Lower Cape Fear River, located in eastern North Carolina. However, the Cape Fear River has been declared an impaired water body by the Environmental Protection Agency (EPA), as a result of the presence of organic compounds and heavy metals such as mercury, PFAS, and PCBs. In ongoing fish tissue sampling efforts, these contaminants have been demonstrated to exist in fish that are caught from the river. It is critical to communicate to local communities about these contaminants as many are known to impact human development. This is of particular concern for young children and women who are nursing, pregnant, or may become pregnant. Standard fish advisories can be difficult to understand and they often fail to reach marginalized groups, such as non-native English speakers or low-income groups. Using communication strategies such as community-based social marketing, environmental education programming, social media, and a video series, we aimed to reach the Spanish-speaking and food insecure communities of the Lower Cape Fear River region. We specifically aimed to provide information on which methods of fish preparation and cooking lower the risk of contaminant exposure, and how subsistence fishers can access reliable, up-to-date information on fish contaminants. Through these means, we have identified that community-based social marketing and environmental education have encouraging potential for most effectively reaching communities.