Rural Women, Autonomy, and Empowerment: Communicative Contribution in the Savings Banks of the Parishes of Sayausí, Quingeo, and Baños

Abstract

This document presents the strategies employed in the Community Engagement project conducted by the Communication Department at the University of Cuenca during the academic cycle from March 2022 to February 2023. The project focused on savings groups in the rural parishes of Sayausí, Quingeo, and Baños in Cuenca, Azuay, Ecuador, which are managed by women, a population segment with limited integration into decision-making processes and a high incidence of poverty and exclusion. The project’s objective was to identify communication issues within the savings groups and design promotional strategies to attract more members, strengthen organizational structures, and support growth. To achieve this, a diagnostic assessment was conducted with the local Municipality’s Department of Communication and Gender and the Waaponi Foundation, which are responsible for financing and training the women involved. Interviews were conducted with representatives of the two sponsoring organizations, and additional information was gathered through a focus group with the savings group leaders. Collected data were analyzed using content analysis techniques.