The first social experiment program in Japan to reduce domestic wastewater pollutant discharge by "soft interventions" in households has been conducted in the Yamato-gawa River drainage area since 2005. The Yamato-gawa River has been listed as one of the worst water quality rivers in Japan because of the larger annual average BOD. "Hard interventions" including deployment of wastewater treatment facilities and artificial installation of natural purification facilities in the river has been conducted in these years to improve river water quality. At the first Yamato-gawa River social experiment program (YR-SEP) in March 2005, BOD at the monitoring point near the river mouth decreased about 6% during the Program. Natural purification effect along the river was evaluated in this article with one-dimensional water quality model for the six river sections. Larger biological oxygen consumption rate, k(b), was estimated in the sections with artificially installed natural purification facilities. The effect of "soft interventions" in households in the YR-SEP was estimated as 25% BOD decrease in the nearest monitoring point to the river mouth, when all the households participate in the Program and BOD discharge reduction rate with "soft interventions" in households was 40%.