2010 PCI-Media Impact Annual Report

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2010 PCI-Media Impact Annual Report

  1. 1. ty-fif entw 25 th THan ni r y versa
  2. 2. Entertainment-Education is the process of purposely designing and implementing a media message both to entertain and educate, inorder to increase audience members’ knowledge about an educational issue, create favorable attitudes, and change overt behavior. Telling the stories that change the world. FiMagine - St. Lucia 2010-2011 PROGRAM PARTNERS 2010-2011 PROGRAM GEF Small Grants Programme, implemented by UNDP (GEF SGP) The Global Island Partnership (GLISPA) Agua de Ángel: Honduras Pachamamanchikta Waqaychasun: Ayacucho, Perú House of Assembly –Tobago Consejo de Cuencas Valle de Ángeles Colegio Andrés Avelino Cáceres PARTNERS In M Kool FM 103.3 – Anguilla Programa Focuencas II de Catie Red de Desarrollo Sostenible Instituto Tecnológico “La Cantuta” Municipality of Secclla My School – My Community: New York Ministry of Agriculture, Land, Forest, and Fisheries (MALFF) - St. Salud Sin Límites The Urban Assembly Lucia Aquí No Pasa Nada II: Cusco, Perú The Urban Assembly Academy of Civic Engagement Ministry of Natural Resources and Labor - British Virgin Islands Red Sida Cusco, comprised of: A Orillas de la Esperanza: Anolaima, Colombia The Urban Assembly School of Business for Young Women Movement for Cultural Awareness – Dominica • AGEUP Corporación Tierra Fértil National Trust – Montserrat • Aldeas S.O.S Grupo de Antropología Médica Crítica Our Voices: Bolivia Panos Caribbean • APROPO Pontificia Universidad Javeriana Radio Alternativa – CEPJA Population Media Center (PMC) • CADEP Radio Arcoiris Saint Lucia Forest Department • Colectivo por los Derechos Sexuales y Reproductivos Así Somos: Loja, Ecuador Radio Atipiri Saint Lucia National Trust • Cruz Roja Radio Integración Radio Ayni Tambo Saint Lucia Sustainable Development and Environment Program • DIRESA Dirección de Gestión Ambiental Radio Bambu Save Our Sea Turtles - Trinidad & Tobago • ESSALUD Dirección Provincial de Educación Radio Bocina San Isidro SeaWeb • GAM Salvador Nature and Culture International Radio Camargo Speyside Eco-Marine Park Rangers (SEMPR) - Trinidad & Tobago • Hospital Antonio Lorena Radio Cepra Spice Island Radio – Grenada • Hospital Regional Dulce Brisas: Babahoyo, Ecuador Radio Compotosi Sustainable Grenadines Project • Jóvenes voluntarios Asociación Educativa Colectivo para el Desarrollo de Alternativas Radio Comunitaria Panqara The Nature Conservancy (TNC) • KALLPA Humanas Radio Comunitaria Yotaú The Secretariat for the Convention on Biological Diversity (SCBD) • MUJER SANA Radio Pública de Ecuador Radio Cumbre The Secretariat of the Organization of Eastern Caribbean States • PRODIFAM Department of Mental Health Radio Cultural (OECS) • Promotores móviles Radio Guayaquil Babahoyo Radio Difusoras Copacabana The Society for the Conservation and Study of Caribbean Birds • PURIRISUN Regional Sub-Secretary of Education Radio Encuentro (SCSCB) • Red Juvenil Nor Occidental Radio Enlace The St. Lucia Folk Research Center • Sanidad de la PNP Colombia – National Radio Época SustainaMetrix • Word Visión Ataraxia Radio Fides (CAAMPO) United States Agency for International Development (USAID) • 5ta. Brigada de Montaña Corpoges (Bogotá) Radio Fides Cobija United States Fish and Wildlife Service Colectivo por los Derechos Sexuales y Reproductivos, comprised Corpominga Radio Ixiamas Voices for Climate Change Education Project – Jamaica of: Fundación Social Radio Kancha Parlaspa YWF-Kido Foundation – Grenada • Asociación Mujer Sana Hikariyami Radio La Voz de Los Chiquitanos • CADEP José María Arguedas JAS barrio El Salado Radio Magnal My Tiger – My Community: Laos • Central de Mujeres “Micaela Bastidas” JAS barrio El Topacio (Ibagué) Radio Melodía US Fish and Wildlife Service • CODEC (Coordinadora de Defensorías Comunitarias de Cusco) Mirada Activa (Barbosa) Radio Norte Riberalta Wildlife Conservation Society • Movimiento de Promoción por los Derechos Humanos de las Unión TV (Nariño) Radio Nova Mujeres “AMHAUTA” Radio Patuju Corazón de Mujer: Chiapas, México • Universidad Andina - Facultad de Ciencias de la Salud Perú - National Radio Tomás Katari de América A.C’ Titular de la Comisión de Derechos Humanos Consejo Consultivo de Adolescentes y Jóvenes para la Prevención Radio Virgen de la Candelaria Colectivo de Atención para la Salud Integral de la Familia My Gorilla – My Community: Nigeria and Cameroon del Embarazo Adolescente (Ayacucho) Radio Voces-Tarija Consejo Estatal para Garantizar el Derecho de las Mujeres a una US Fish and Wildlife Service Consejo Consultivo de Adolescente y Jóvenes para la Prevención Radio 13 de Noviembre vida Libre de Violencia Wildlife Conservation Society del Embarazo Adolescente (Ucayali) Sistema de Comunicación Qhana Coordinación General de Gabinetes Dejando Huellas Sur Agricultura Kinal Ansetik Our Coast: Ghana Help, Poverty and Action (HPA) Universidad Católica Boliviana San Pablo (SECRAD Department) Representante del Poder Judicial Coastal Resources Center - Ghana and the University of Rhode Salud sin Límites Representante del Poder Legislativo Island UNFPA Perú My Island – My Community: Anguilla, Antigua and Barbuda, The Titular de la Procuraduría General de Justicia del Estado Friends of the Nations - Ghana Bahamas, the British Virgin Islands, Dominica, Grenada, Jamaica, Titular de la Secretaría para el Desarrollo y Empoderamiento de SustainaMetrix Yajual Banamil: Chiapas, México Montserrat, St. Kitts and Nevis, St. Lucia, St. Vincent and the las Mujeres USAID Pronatura – Chiapas Grenadines and Trinidad and Tobago Titular de la Secretaría de Desarrollo y Participación Social World Fish Center Anguilla National Trust Titular de la Secretaría de Educación Promesas y Traición: Jefferson County, Alabama BirdLife International Titular de la Secretaría de Gobierno Buscando Amor II: El Alto, Bolivia Media for Health Buccoo Reef Trust/Tobago Titular de la Secretaría de Pueblos Indios Asociación Provincial de Radios Comunitarias de Bolivia (APRAC) Caribbean Environmental Health Institute (CEHI) Titular de la Secretaría de Salud CECOPI (Centro de Educación y Comunicación para Comunidades Training and Services: Dominica Association of Local Community Authorities (DALCA) Titular de la Secretaría de Seguridad Pública y Protección Ciu- y Pueblos Indígenas) Universidad Del Norte – Colombia Durrell Wildlife Conservation Trust dadana Radio Atipiri ITESO – México Environmental Awareness Group –Antigua Titular del Sistema para el DIF del Estado Red de Prevención y Atención a la Violencia Intrafamiliar de la The Secretariat for the Convention on Biological Diveristy Environment Tobago Universidad Autónoma de Chiapas cont. at end> ciudad de El Alto LifeWeb Initiative
  3. 3. 25 YEARS OF PCI-MEDIA IMPACT2 32Letter from Fred Cohen, Homar Enclada – “The WayBoard Chair 19 We Are” at Radio Integracion 43 Anthony Scala – Dukh Sukh Tania Ayma – Adopting and3 Apney The Untold Story 33 Adapting Entertainment-Letter from Sean Southey, Juan de Dios Pellecer Aldana Education in an AymaranExecutive Director 20 – How A Communications Radio Kate Randolph – Telling Project Changed My Life4 Stories Saving Lives? 45Media Impact and 34 Betsy Hunter and ConnieMy Community 21 Ximena Gudiño Cisneros – Kohler – Media Impact, MFH Devendra Sharma – The Entertainment-Education: and UAB: A Kinky Love Story6 Magical Communications Ally of Youth Development2010 Programs Strategy 35 46 Taylor Fana – When We8 24 Shirley Palomino, Omar Decided to Take ChargeReflections on 25 Years Monica en Busca de Amor Ortiz, Walter Blanco, Lili9 Navea, Blanca Churat 47Arvind Singhal – On the 25 – Our Adventure with Sarah Leer and Judy Watts Javier Ampuero Albarracín Entertainment-Education and – St. Lucia: Blood is ThickerResearch trail: – Stories that Touch the Skin Media Impact than the WaterCo-Traveling with PCI and and Reach the SoulEntertainment-Education in 37 48India 27 Yulder Florez Aguirre – PCI - Media Impact Board Nyria Ramírez and María Ilse Willarikuyninchis (Let’s Make13 Andrade Soriano – A Weav- Ourselves Aware, Let’s Listen and StaffSonny Fox – Soap Summits ing of Affection and Youth Rights in Neiva, Colombia to Ourselves) 4915 39 2010 Media Impact SupportersKimani Njogu –Entertainment-Education 28 José Luis Aguirre Alvis –Strategy Has Impact Enriqueta Valdez – An Inter- national Education Festival Collecting and Telling Stories 51 to Reveal our Own Life 2010 Financial Statements Called “My Community”16 Reflections on My 41 Inside CoverWilliam Ryerson – The Es- Community by Natalia Fabiana Condori Q. – On The 2010-2011 Program Partnerstablishment of the Tanzania Vaccarezza Young Entertainment-EducationResearch Project Train 3018 Luis Hércules – Ke Ondas conDavid Poindexter – Excerpt Tu Vida, Hondurasfrom “Out of the Darkness ofCenturies”
  4. 4. Dear Friends, This year’s Media Impact Annual Report is a story – in fact many sto- ries. The stories span the 25 years of Media Impact’s ground-breaking and effective communications programs for positive social change throughout the world. As we celebrate the 25th Anniversary of PCI- Media Impact, we asked many of our current and former Board mem- bers, staff, colleagues, partners and participants to reflect on their work with and contributions to Media Impact over the years. Media Impact’s mission is “Telling Stories, Savings Lives.” As you read these wonderful personal recollections, you will understandand appreciate the commitment that our staff, Board, partners, and funders have provided this wonderfulorganization over 25 years. In this quarter century, Media Impact has produced more than 3,000 episodes of100 radio and television series in 34 countries in all regions of the world.We cannot overstate the positive impact that effective storytelling has on individuals and communities. Ourprograms have addressed critical issues from population in Africa, to gender empowerment in India, to com-munity organization in Latin America, to climate change in the Caribbean, to gossip in New York City schools.Storytelling is a powerful tool for change. When Media Impact first started in 1986, the internet was in its in-fancy, iPads and smart phones were still the dream of tech designers, VOD and satellite radio were not widelyavailable, and many of the creators and developers of Facebook, YouTube, and Twitter were infants. And SocialMedia was not yet a catch-phrase.As we move forward, Media Impact now has the combination of people, creative and professional expertise,flexible methodologies, concrete research and results, and most importantly the commitment and enthusiasmto face the growing global challenges and issues. We are also honored to have Sean Southey, an internationallyrecognized expert in media communications and development (and our former Interim Executive Director andProgram Director), as our new Executive Director.As Chair, I am fortunate to have a Board of Directors that is hard-working, supportive and truly dedicated tothe work and future of this organization. I cannot thank them enough.In the next quarter century, Media Impact will be moving into new arenas, new countries, and new mediaformats. We continue to be inspired by the results and responses of our supporters. This year we are commit-ted to working in 25 countries, and are well on our way with confirmed programming in 21 countries on fourcontinents. We are venturing into new platforms – online and mobile. But we remain committed to our corevalues of partnership and producing quality media content that generates significant impact to communitiesand individuals around the world.And that’s another wonderful story for our organization.Yours sincerely,Fred CohenChair2
  5. 5. Dear Friends, It was with great pleasure that I joined Media Impact in October 2009 and appointed Executive Director in March 2011. Having dedicated the last 20 years of my life working in over 70 countries, I am particularly honored to be joining Media Impact at a time of extraordinary growth and opportunity. In this our 25th year, Media Impact is reaching more audiences in more countries around the world with critical life-changing information and access to resources. For me, Media Impact represents what is possible when you link like-minded groups into functioning alliances, and offer them access to powerful media platforms. Together with our local partners, we have produced and broadcast more than 100radio and television productions, reaching more than one billion people in 34 countries.Media Impact is privileged to have worked with hundreds of in-country partners globally, building capacity,empowering community and catalyzing change. Through these global partnerships, in 2010, Media Impactreached 6,560,800 people in Colombia, Guatemala, Peru, Honduras, Mexico, Ecuador and Bolivia on issuesincluding: HIV/AIDS, teen pregnancy and family planning, sexual and reproductive health, gender issues, and;environmental issues such as biodiversity conservation, water conservation and healthy waste disposal. Welaunched My Island-My Community, a large-scale regional program addressing climate change adaptation andbiodiversity conservation in 12 island nations of the Caribbean, including Anguilla, Antigua and Barbuda, TheBahamas, the British Virgin Islands, Dominica, Grenada, Jamaica, Montserrat, St. Kitts and Nevis, St. Lucia, St.Vincent and the Grenadines, and Trinidad and Tobago.Indeed, we have much to celebrate in this 25th year. Two years ago, we worked on two continents in sevenLatin American countries. Today, we are proud to announce that our programs are active in over 20 countrieson four continents.In the coming year, Media Impact aims to further expand our work, reaching new partners and new audienceswith critical messages and innovative programs. We are focused on disseminating our flagship My Communityapproach worldwide. A refined and augmented Entertainment-Education (E-E) strategy, My Community em-powers communities to improve their lives in three fundamental ways. First, we build E-E capacity, mentoringlocal groups as they envision, develop and broadcast their own critical messages through radio and televisiondramas. Second, we create community – linking disparate groups, such as scientists, grassroots activists, mediaoutlets and government, into functioning alliances. Third, and perhaps most importantly, we foster change byenhancing knowledge and creatively inspiring attitude and behavior change. Our hope is to become trustedE-E and communication advisors to citizens and communities all over the world that want to tell their stories tospark real, attainable social progress.It was an important and strategic year of growth for Media Impact. We are excited by your partnership in thepast, and, with your continued help, we look forward to changing the world together, one story at a time.Warm regards,Sean SoutheyExecutive Director 3
  6. 6. MEDIAIMPACT AND Media Impact empowers communities worldwide to inspire enduring change through the use ofMY COMMUNITY creative storytelling.MISSIONPCI-Media Impact (Media Impact) is a leader in Entertainment-Education and social change communications.For 25 years, we have worked with local partners to produce programs that address the most pressing socialand environmental issues. Using our unique My Community methodology, we engage and empower audiencesaround the world to improve their own lives. Working with local partners, we change the world one story at atime.Our My Community approach to social change communications combines the power of partnerships,storytelling, dialogue and community mobilization to: • Strengthen the capacity of local partners to effectively use communications to catalyze change in their community. • Build a community that supports this important work. • Promote positive changes in knowledge, attitudes and behaviors around targeted social and environmental issues.Media Impact also serves as a strategic communications advisor to a variety of organizations, helping thesegroups devise and implement campaigns to “turn up the volume” on their important work.MY COMMUNITYMy Community is Media Impact’s approach to social change communications developed during 25 years ofwork with partners around the globe. Using a unique blend of Entertainment-Education (E-E) storytelling,community dialogue and My Community campaigns, coalitions of partners engage and empower audiences tomotivate positive social and environmental change in their communities around the world.My Community’s methodology trains coalitions of community leaders to develop communication programstailored to local needs. Through interactive training workshops and mentoring, Media Impact works tostrengthen the capacity of all coalition members to effectively use media and storytelling to reach audienceswith critical, relevant information, engage listeners in conversations about these important issues andmotivate community members to adopt behaviors modeled in the drama.My Community Campaigns complement this work by directly engaging the target audience, includingcommunity members, service providers and policy decision makers, among others, in all stages of programdesign and implementation, giving them tools to build a brighter future. The methodology can be used withany media platform: radio, TV, theater, internet platforms, podcasts and print.4
  7. 7. HOW WE WORK: My Community Campaign brings IMPACT STATISTICS the conversation directly into the1)PartnerMedia Impact works with local community through collateral, CAPACITY: Asociacionpartners to identify and recruit a such as pins, buttons, stickers and posters, religious sermons, lobbying COMUNICARES, a three-year Mydiverse group of coalition members. Community partner who led theParticipating coalitions include a for changed policies, partnerships with service providers, and events, development of a youth-producedvariety of members: non-profit HIV and AIDS drama, talk showorganizations, service providers, media including school visits, community fairs and recycling fashion shows. and campaign, leveraged a seedpartners and government ministries, grant of $12,500 to more thanamong others. $100,000. 4)Learn Coalitions learn to use a variety of2)Mentor qualitative and quantitative monitoring COMMUNITY: Camino al ParaisoRepresentatives from each coalition and evaluation tools to design and (The Road to Paradise), producedattend an introductory training strengthen the program to achieve the by Radio Ecologica in Nicaragua,workshop. During the workshop, greatest possible impact. inspired 30 listeners to organizeexperienced trainers provide and develop an ecotourism busi-instruction in both thematic issues We are deeply committed to using ness like the one featured in theand the My Community methodology. these strategies to promote learning and drama.Participants learn the fundamentals knowledge-sharing.of designing successful E-E dramas, CHANGE: Broadcasts of La Ruletaengaging audience members in critical 5)Share My Community provides coalitions the (The Roulette), developed by ourconversations and implementing partner Tan Ux’il in Guatemala, skills needed to lead social change com-sustainable and impactful campaigns. munication campaigns over the long term. resulted in a 400% increase in de- Some partners have used these skills to mand for sexual and reproductiveDuring program implementation, design projects for organizations such as health visits.a Media Impact mentor provides UNICEF, UNAIDS and UNIFEM. Mediaboth on-site and virtual mentoring Impact also works to maintain partnershipthroughout all stages of program through continued collaboration, trainingdesign and implementation. and knowledge-sharing networks.3)ImplementMy Community partners work 3. IM E-E dPLEMENT: goingtogether to conduct formative ct on- g r My Co amas, ta Produce C ondu monitorinresearch, create Entertainment- to tack mmunity lk shows an ARN:y-based build le critic campa d 4. LEmunit n to rams .Education storylines, produce high al issu igns com evaluatioctive prog es. and vant, effequality content, host a weekly talk 5.SHARE: rele Facilitateshow and launch a My Community knowledge sharingCampaign. A Media Impact mentor and partnerships.provides both on-site and virtual e 1. P vid and ARTNsupport through all stages of program Prortual t coa recru ER: R: vi ndesign and implementation. TO nd me lition it di Iden EN y a lop tr e memverse tify 2. M ounity deving. bers in-cpac entor .The drama role models the behavior ca d m anchanges desired from the audience.An engaging talk show picks-upon these themes and providesthe community a space to shareand debate these topics. The 5
  8. 8. During 25 years of work with partners around the world, we have produced more than 3,000 episodes from Program: My Island – My Community Program: My School – My Community Location: Anguilla, Antigua and Barbuda, The Location: New York, New York Bahamas, the British Virgin Islands, Dominica, Issues: Gossip, school spirit, communication Grenada, Jamaica, Montserrat, Saint Kitts between students and staff and Nevis, Saint Lucia, Saint Vincent and the Audience: Program targets students, teachers, Grenadines and Trinidad & Tobago. parents, community members, school administra- Issues: Climate change, biodiversity tion and educational policy decision makers in conservation, health and economic integration. Throggs Neck, the Bronx and Lower Manhattan. Audience: 3.8 million listeners across the region. Program: Corazón de Mujer Location: Chiapas, Mexico Issues: Violence against women, women’s empowerment, gender equality and illiteracy Audience: Nearly 1,000,000 women and men from the State of Chiapas, Mexico Program: Agua de Ángel Location: Honduras Issues: Environmental sustainability and resource management and conservation Audience: 3.5 million listeners Programs: A orillas de la Esperanza Location: Anolaima, Colombia Issues: Sustainable waste management Audience: 13,000 listeners in and around Anolaima Program: Buscando Amor III Location: El Alto, Bolivia 2010 PR Issues: Sexual and reproductive health, violence against women, STIs and HIV and AIDS preven- tion Progr Audience: 900,000 listeners in El Alto Bolivia and surrounding areas Program: Pachamamanchikta Waqaychasun Program: My Gorilla – My Community Location: Secclla, Peru Location: Nigeria and Cameroon Issues: Solid waste management, health and Issues: Cross River gorilla habitat conservation conservation and sustainable livelihoods Audience: 25,000 listeners in and around Audience: 2 million listeners in and around the Secclla Cross River Park Programs to date 1984 Hum Log – India 1987 Ushikwapo Shikamana – Kenya | Tushauriane – Kenya 1991 Hum Raahi – India 199 6
  9. 9. odes from 100 productions. Together, these programs have reached more than 1 billion people in 34 countries. Programs: El Intruso III Programs: Yajual Banamil Programs: Ciudad Espesa Location: San Juan Ostuncalco, Guatemala Location: Chiapas, Mexico Location: Bolivia – National Issues: Sexual and reproductive health, HIV and Issues: Conservation of sacred plants Issues: Democracy, access to information, AIDS and communication Audience: 4.2 million listeners in Chiapas pluralism and tolerance Audience: 400,000 listeners; National rebroadcast Audience: 400,000 listeners; National rebroad- reaching more than 3 million listeners cast reaching more than 3 million listeners Program: Dulce Brisas…Aprendiendo a Vivir Location: Babahoyo, Ecuador Issues: Sexual and reproductive health, STI and pregnancy prevention and intergenerational communication Potential audience: 158,000 listeners in Baba- hoyo; National rebroadcast reaching more than 1 million listeners Programs: Asi Somos…Una Manera Diferente de Amar Location: Loja, Ecuador Issues: Sexual health, sexual abuse and intergenera- tional communication Audience: 400,000 radio station listeners; National rebroadcast reaching more than 1 million listeners Program: Promesas y Traicion Location: Jefferson County, Alabama Issues: Obesity prevention and tobacco use cessation Audience: Hispanic immigrants in and around Jef- ferson County Program: My Tiger – My Community Location: Laos Issues: Tiger habitat conservation and sustain- able livelihoods Audience: Listeners in 21 communities around the Nam Et-Phou Louey National Protected10 PROGRAMS Area Program partners listed on the inside cover. Program: Hen Mpoano – Our Coast Location: The 6 coastal districts of the Western Program: Aquí No Pasa Nada II Region of Ghana Location: Cusco, Peru Issues: Coastal resource management and Issues: Sexual and reproductive health, STI sustainable livelihoods and pregnancy prevention in youth and Audience: Listeners in the Shama, Sekondi- intergenerational communication Takoradi Metropolitan Assembly (STMA), Audience: 1,500,000 listeners, with special focus on Ahanta-West, Nzema-East, Ellembelle and school children Jomoro districts of Ghana.ndia 1992 Kuelewana Ni Kuzungumza – Kenya 1993 Twende na Wakati – Tanzania 1996 Tinka Tinka Sukh – India 7
  10. 10. REFLECTIONS ON 25 YEARS In 1984 Hum Log (We People) soared to the top of entertainment charts in India. The television soap opera was an immediate success, drawing a viewership of 50 million people and broadcasting 156 episodes over a two year period. But this hit show was different from the rest. Hum Log was a pioneering experiment in Entertainment-Education (E-E) designed to share critical information about family planning and promote related behavior changes. This first PCI-Media Impact (Media Impact) production was inspired by the work of Miguel Sabido. Miguel is commonly referred to as the “Father of Entertainment-Education”. He developed the communication methodology, which weaves educational content into entertaining media to simultaneously educate and engage audiences, after observing the impact of the 1969 telenovela Simplemente Maria in Peru. The result was a replicable model that uses soap operas to promote favorable changes in audience knowledge, attitudes and behaviors. Since the organization’s first venture in India, Media Impact has catapulted to the forefront of the E-E field. For 25 years, Media Impact has empowered communities worldwide to inspire enduring change through the use of creative storytelling. We have produced more than 3,000 episodes of 100 productions. Our programs have reached over 1 billion viewers and listeners in 34 countries. In the 1990s and early 2000s, Media Impact produced and broadcast television and radio soap operas throughout Asia, Africa and the Caribbean. These programs addressed sexual and reproductive health, family planning, HIV and AIDS, gender equality, education and poverty. Our work with partners around the world underscored the importance of community involvement. And so, in 2005, Media Impact began piloting a new approach to social change communications, My Community. My Community addresses the need for a sustainable program model that strengthens the capacity of local partners to tell their own stories. To date, Media Impact and our partners have produced and broadcast more than 900 episodes of 50 series in eight countries throughout Latin America, reaching more than 19 million listeners. None of this would have been possible without the vision of the organization’s founders and the support of our partners around the world. To that end, as we reflect back on a quarter century of creative storytelling, it seems appropriate that our story be told through the words and images of those pioneering leaders and supporters. On the pages that follow, we invite you to explore the history of Media Impact through 25 stories told by these remarkable individuals.1996 Apwe Plezi – St. Lucia 1997 Osigo Uunake Yakwetu – Namibia | Sexualidad en Tu Propia Voz – Mexico | Los Hi 8
  11. 11. On the Research Trail: Co-Traveling with PCI and Entertainment- Education in India by Dr. Arvind Singhal and others. A three-minute clip of Hum Log was shown and it was used to Dr. Arvind Singhal is the Samuel Shirley and Edna Holt Marston Endowed Professor illustrate the strategy of Entertainment- of Communication and Director of the Social Justice Initiative in UTEP’s Department Education (E-E). This is the first time I’d of Communication. He is also appointed as the William J. Clinton Distinguished heard the term E-E. Fellow at the Clinton School of Public Service, Little Rock, Arkansas. Dr. Singhal is co-author or editor of 11 books. Dr. Singhal serves on the Media Impact Board of I had heard of Hum Log, though. And Directors. that would be an understatement. I In fall of 1985, when I was enrolled Our guest, David Poindexter, helped was actually in India earlier that sum- in Everett M. Rogers’ graduate class illustrate this story further and through mer (1985) when a Hum Log fever was on International Communication him I heard for the first time about raging in India, and it was very, very pal- and National Development at the Miguel Sabido in Mexico, how he was pable. I remember my grandmother re- University of Southern California’s inspired by the stunning popularity and fused to have any conversations with us Annenberg School, in a session titled, effects of Simplemente Maria in Peru when the program was on. Dinnertime “Soap Operas and Social Change,” we (and later in Mexico), and how these conversations were more about why had a guest visitor -- David Poindexter, influences helped Sabido to hone his this character did this to this character, President of Population Communication methodology for designing pro-social as opposed to usual things that we International, New York. Professor soap operas. would talk about. So when Ev Rogers Rogers launched the class discussion and David Poindexter talked about Hum by talking about Simplemente Maria, The class session ended with both David Log as an example of Entertainment- a popular commercial telenovela in Poindexter and Ev Rogers talking about Education, I was intrigued. Peru broadcast during 1969 to 1971 an Indian soap opera, Hum Log (“We that accidentally engendered pro- People”), noting that Hum Log was the Fast forward: Six months later we at social effects. For instance, inspired first attempt to transfer the Mexican USC had a grant from the Rockefeller by the soap opera’s protagonist Maria, methodology developed by Miguel Foundation to study the effects of Hum thousands of viewers enrolled in Sabido, this creative producer/director/ Log. literacy and sewing classes. The sales writer at Televisa, to another developing of Singer sewing machines skyrocketed country, and that happened, through The Hum Log project in some ways just because Maria was using a Singer a long process, including a meeting was the first large-scale national sewing machine on a television between David Poindexter, Indian Prime project looking at the effects of an program. Minister Indira Gandhi, Miguel Sabido, cont.>ico | Los Hijos de Nadie – Mexico | Sarivolana – Madagascar | Zimachitika – Malawi | Legacy – U.S.A. 1998 Jam Packed –U.S.A. 9
  12. 12. Photo) sorting through these letters and taking a sample of 500 to analyze. The Hum Log experience was critical in paving the way for PCI (led by David Poindexter and Bill Ryerson) to arrange the broadcast of another Indian televi- sion serial, Hum Raahi (Co-Travelers) with Indian counterparts, which again engendered high audience ratings and showed high impact in terms of out- comes, especially with respect to delay- ing the age of marriage for women, and consequently delaying their first pregnancy. In 1996/1997, India broadcast a radio soap opera called Tinka Tinka Sukh (“Happiness Lies in Small Things”). Once again, PCI was at the forefront in getting the soap opera underway Entertainment-Education program. The in India. As with Hum Log and Hum program was broadcast in India over 18 Raahi, the production team for Tinka months, a total of 156 episodes, and (at All India Radio) was trained in the unbelievable ratings: up to 90 percent. say: “Well, indeed, there were bags and Sabido soap opera methodology. The There was a very popular actor by the bags of these letters, but we don’t know program had 104 episodes; it had about name of Ashok Kumar (akin to Burt where they are.” Finally, we ended at 4 percent listenership in Northern India. Lancaster) who provided an epilogue on the home of the scriptwriter of Hum Doesn’t sound like a very high num- every Hum Log episode. And in some Log, Manohar Shyam Joshi, and when ber, but if it’s 4 percent of 600 million ways, it was a summary of some of the our conversation was ending, we said people, the population of north India, modeled messages, and it ended almost that we heard there were lots of letters it does translate to tens of millions of always with a rhetorical question: “So and perhaps the scriptwriter probably people. The program, our research what do you think about this action got some of them. And he said, “Yeah, indicated, had strong effects. of this character?” And that little cue yeah, and if you would walk with me cont.> that was provided at the end of every to my terrace, I may have some of episode led to so many conversations them there.” In a corner of the terrace, all over India, and the press covered there were two sacks, which had close this phenomenon. Hum Log was a very, to 20,000 viewer letters about Hum very big event in the history of Indian Log. The sacks had gone through two television. seasons of monsoons. Rats and rodents had done their job. When I loaded these Hum Log was a rather important event sacks in my little Maruti Suzuki car, and in my life, as well, and in hindsight it was brought them to my parents’ home in crucial in pushing the global research New Delhi, my mother refused to let agenda for Entertainment-Education. me enter with them until they were There are so many interesting stories given a thorough cleaning. I remember from our research on Hum Log, and at a later time Ev and I sitting in the my favorite is about how we accessed basement of my parents’ house (see viewers’ letters. We had heard that the Doordarshan had received half a million letters, but we couldn’t find any of these letters. Officials whom we met would1998 Bai Xing – China 1999 Velugu Poolu – India 2000 Coconut Bay – Antigua, Grenada, St. Lucia, St. Vi 10
  13. 13. have decided to send our girl children to case study of Tinka to another project, school.” and Kate Randolph and David Andrews So we sort of posed this question: How at PCI were highly supportive. We come Lali now attends school? That searched for an organization working was really sort of the driving question on-the-ground with a wide reach behind this community-based study. in Bihar and found Janani (“a caring The answer: when you have an engaging mother”) which worked in the realm air cover through an E-E program, and of maternal and child health and on the ground group listening, dialogue, reproductive health. Janani became and mobilization, much could happen. PCI’s ground-based partner. Janani had For instance, Lutsaan’s postman was a network of 25,000 rural healthcare a respected opinion leader and loved providers (RHPs) who operated listening to radio. The village tailor in 25,000 villages of Bihar. These was also an avid listener. When such rural health practitioners are highly listeners encouraged others to listen, respected and are opinion leaders in and when community conversations the community. Janani trains these began to happen because of the strong rural health providers in a crash course identification between the plot of the in reproductive health, and not just the Out of the blue, All India radio received radio soap and their own conditions, male RHP but the woman or spouse as a rather unusual letter by a listener then over time you have the Lalis well, because they know that women in of Tinka Tinka Sukh. It was written by beginning to go to school. India will normally not go to the man for listeners of Village Lutsaan in Northern reproductive health issues. And then India, in beautiful colored ink, and was Fast-forward to 2001. PCI was planning Janani branded the RHPs’ rural health signed by 184 people. This letter said a radio soap opera in India’s Bihar clinic with a nice butterfly insignia, that listening to Tinka brought the com- state, where rates of infant mortality cont.> munity together to decide not to give and maternal morbidity were the or take dowry, and that they were going highest, and where female literacy and to educate all their girl children. The contraceptive prevalence rates were Lutsaan study was, I believe, the first the lowest. I was eager to apply the community-based investigation of the learnings from our Lutsaan community effects of an Entertainment-Education program. Here we were focusing on not just what effect E-E can have, but understand the process through which such effects happen. In 1997, when we visited Lutsaan village, we met Lali, a 7-year-old who used to stay at home. The reason was that she had to take care of her younger siblings. Her two elder brothers used to attend the village school. Six months later, when our research team was in Lutsaan, Lali was in school sitting in the front row. At that time, the ratio of girls to boys in this village school was 40 to 60. About a year before, we looked at enrollment charts, and the ratio was 10:90 -- so 10 percent girls and 90 percent boys. And the villagers said, “Thanks to the soap opera, weLucia, St. Vincent and the Grenadines | Ombligos al Sol – Mexico 2001 Taru – India | Muthu Muthu Mazhaithuli – India 11
  14. 14. which is appropriate because these are butterfly doctors. Janani also makes these RHPs vendors of various reproductive health services. So these 25,000 rural health practition- ers, who previously did not dispense condoms, pregnancy dipsticks, vitamin A tablets, etcetera, etcetera, now begin to carry them. So we had air cover, the Taru radio soap opera. Taru is named after the protago- nist, a social worker who works in a rural health clinic. And then through the network of Janani rural health provid- ers, we promoted the program exten- sively. We promoted the idea of group listening, knowing how important group listening was based on our community case study of Tinka. There were 800 State, chosen to represent an “average wall hoardings that came up all over the district” in Bihar. interest are the Apsara Pills findings – state of Bihar, which, in essence, said, the broadcast of Taru appeared to have “Listen to Taru,” and so on. Our results show that before Taru a very strong and significant effect on aired, respondents in the sentinel use of Apsara Pills when comparing pre- Taru had a listenership of between 20 site area had significantly weaker Taru to post-Taru respondents. to 25 million people in the four In- beliefs about gender equity and dian States of Bihar, Madhya Pradesh, family planning, and perceived greater Similarly, the use of modern family Jharkhand, and Chattisgarh, whose barriers to achieve gender equity and planning methods (with the exception combined population is about 190 mil- small family size. Fewer people used of vasectomy) significantly and lion people. Our five rounds of rapid certain family planning methods, and consistently increased after the one- exposure surveys during the broad- fewer people felt that their friends and year broadcasts of Taru. Perceived cast of Taru showed (1) that audience family members approved their use barriers to family planning methods members liked Taru very much, with an of family planning methods. However, were significantly and consistently lower average score of 4.55 on a scale of 1 to 5 respondents in the sentinel site area across several items after Taru aired as (with 5 being highest), (2) that audience one year after the broadcast of Taru compared to the previous year. members perceived the Taru’s charac- displayed significantly stronger gender ters as being highly similar to them, with equality beliefs. Respondents were asked after how an average score of 3.26 on a scale of 1 many children should they begin using to 4 (with 4 being highest), and (3) that Another goal of Taru was to increase a family planning method. The chart audience members strongly considered modern family planning method below shows that after Taru aired, behavior change as a result of listening usage and associated beliefs and respondents thought they should use to Taru, with a mean score of 4.56 on attitudes. Awareness of various family planning after having fewer a scale of one to five (with five being modern family planning methods children (one or two) as compared to high). increased significantly after the year- what they thought pre broadcast of long broadcast of Taru. After Taru aired, Taru, where respondents thought they A pre-post sentinel site survey was perceived approval from friends on should have three or four births. There conducted with 1,500 households family planning issues increased. Of was a significant difference between surveyed before Taru began (baseline those who had “ever used” the methods pre-Taru (53.7%) and post-Taru (60.3%) survey) and 1,500 households surveyed described above, the chart below shows respondents for respondents saying one after Taru ended (impact survey). The users of specific methods. Of particular should use family planning after two site for pre-post sentinel site surveys births. was District Begusarai in India’s Bihar2001 Dukh Sukh Apney – Pakistan | Belakinangala – India | Kochu Kochu Swapnangal – India 2003 Loma Luna: Tierra 12
  15. 15. Soap Summits by Sonny Fox Sonny Fox served on the Board of PCI- Media Impact from 1990 to 1994. He was Senior Vice President from 1995- 2004 and a consultant in 2005. The Soap Summits ran annually from 1994 to 2005. It all began in 1992, when as a board member I arranged for a number of stars and producers from some of our soap operas and telenovelas outside the United States to be introduced during David Poindexter and I had been at the primetime US telecast of the day- the UN Conference on Population and time EMMYs on NBC-TV. The event was Development. There I was introduced a great success. It was heavily attended to Jane Fonda and got her to agree to and widely covered. One actor, watching be our Saturday night wrap-up speaker. a clip of the Brazilian soap exclaimed, We booked the then Surgeon General, “Why can’t we do shows like this?” Joycelyn Elders, experts on teen sex including three teen mothers, and Tim Some weeks later, back in LA, I was Wirth, the US Undersecretary for Global What we had accomplished was at once lunching with Lucy Johnson, Sr. VP, Affairs. The Pew Foundation came simple and profound. We had reminded Daytime for CBS-TV, who had been at aboard to conduct research into the them of the power inherent in story- the event. During lunch she turned to prevalence of sex in soap storylines. telling. As US Secretary of Health and me and said, “OK, what’s next?” I had Human Services, Donna Shalala, said in not thought of a next step, so I asked, Then I held my breath. We were kicking a subsequent summit: “What do you think we should do?” off with a Friday night dinner with the She answered, “Well, you have our keynote speaker. Then there would be a “What people used to learn at home or attention. You should have a follow-up day of panels beginning at 9:00am and in Church, they now learn from TV. event.” continuing till 4:00pm. The finale would You, with light and shadow, reach them be a dinner with Jane Fonda as our as we never can. Therefore you are an One year later, in 1994, we presented wrap-up speaker. important part of the health informa- the first Soap Summit. We invited the tion system of this country.” cont.> head writers, executive and senior But would anyone come? producers, and the relevant network executives of the daily TV series to They did, and by lunch time there was attend. We did not invite performers. an unmistakable buzz in the room. The We specifically wanted the people who attendees were animatedly discussing controlled the content of soaps. At that what they had heard that morning. I time there were eleven daily half and later heard from one executive produc- full-hour soaps occupying a total of nine er that, as she and her writers were fly- hours of network television everyday ing back to New York, they were already in this country. Their agglomerated inventing a whole new story line. audience was well over twenty million, mostly women.Luna: Tierra de Pasiones – Peru 2006 Embellezcamos las Verapaces – Guatemala | Ukux Kaj Ukux Ulew – Guatemala 13
  16. 16. Remember, the tradition in dealing with soaps operas was to fasten on to the glamour of the actors and actresses— the producers were rarely attended to. Now here were all these important people flying in from Atlanta and Wash- ington to ask for their help. If nothing else, it made them sit up straighter and take themselves and their programs more seriously. The annual Summits continued over the One last product of the Summits—the next dozen years. They ended when it annual Sentinel for Health Award. Given became apparent that the audiences annually by the CDC to those story lines had been shrinking considerably due to that effectively carry out some part of the significant increase in the number the nation’s health agenda, these grew of women entering the work force. out of its involvement with the Sum- This was further affected by the vast mits. I suggested to them that since increase in the number of TV channels they are continually asking for the and the fractionating of the audience. assistance of these programs, and they It was clear the number of soaps would had been forthcoming, it would be nice be declining—as indeed they have. to say, ‘thank you’. They agreed and asked how. I allowed as how everyone One other factor entered into our con- in Hollywood loves awards, they might sideration to suspend the summits. We consider that. After some time, and had worked very closely with the Center with some counsel and guidance, they for Disease Control (“CDC”) in our ef- initiated what remains the only award forts. Through their experience with the CDC ever gives to TV programs. PCI, they began to understand why the soaps were of importance. This even- tually led to the creation of a full time operation, Hollywood, Health and Soci- ety, housed at the Annenberg School for Communication at USC. They constantly meet with writers and producers to as- sist in matching them with the exper- “What people used to learn at home or in Church, they now learn from TV. tise they need to integrate storylines You, with light and shadow, reach them as we never can. Therefore you dealing with HIV/AIDS or Spinal Bifida or are an important part of the health information system of this country.” Downes Syndrome—all of which they have done with great skill and success.2006 Hopes, Voices, Thoughts, Feelings of Other Women – Guatemala | Huracán de Esperanza – Guatemala | La Ruleta I – Guate 14
  17. 17. In social change radio soap operas such as Ushikwapo Shikamana (Kenya), Twende na Wakati (Tanzania), Mambo Bomba (Tanzania), Zimachitika (Malawi), Sariv- olana (Malagasy), Tinka Tinka Sukh (India), Taru (India) and Apwe Plezi (St. Lucia) with which this writer was closely associated, Entertainment- there were deliberate efforts to challenge gender relations and to reconstruct them more favorably. Through social mod- Education eling, advocacy and collective organizing, harmful attitudes and practices that put Strategy Has women and girls at risk of, for example, STIs, HIV and unwanted pregnancies are Impact interrogated. Well crafted E-E programs attempt to engage audience members in a realign- by Kimani Njogu ment of the understanding of the self, fiable to audience members. These narra- the environment, and community. They Kimani Njogu is a media consultant and tions designed with the use of formative increase self and collective efficacy. Self trainer based in Nairobi. He worked as a research and a values framework are efficacy is the belief in one’s capabilities consultant and Regional Representative for perceived by audience members as more to organize and execute the sources of PCI-Media Impact from 1994-2004. During involving relevant, realistic, collaborative, action required to manage prospective this time, he worked on several produc- coherent, and believable than straightfor- situations. It is internal motivation vital tions, including Ushikwapo Shikamana in ward cognitive appeals associated with in determining how people feel, think Kenya and Twende na Wakati in Tanzania. many educational programs. and behave. Self efficacy may emanate He also supported programs in China, Mexico, Pakistan, Peru and St. Lucia. from successful experience in overcom- E-E programs appeal to the emotional ing problems; the vicarious experiences The Entertainment-Education (E-E) strat- levels of audience members and through provided by social models; social persua- egy combines pleasurable performances parasocial interaction; the characters be- sion in one’s ability to perform; and alter with enhancement of knowledge and come personal friends and peers capable the negative emotional proclivities and skills to achieve particular ends. The strat- of influencing them. A balancing of the misinterpretations. egy brings together appeals to the mind experiences of positive, negative and tran- and the heart. Throughout the world E-E sitional characters creates conflicts and Whereas self efficacy targets the indi- is being invoked to address important identification among audience members. vidual, collective efficacy targets group societal concerns and I have been privi- The sense of suspense and solidarity with norms and puts people at the center of leged to work with this strategy over the fictional characters becomes a learning social change interventions. It is more last thirty years in Africa and beyond. experience for audience members. than critical consciousness because it is Through the years, I have found E-E to be oriented towards action and the ability to efficacious, especially when linked with Moreover, E-E interventions that follow a take responsibility. But collective efficacy interpersonal communication. clear social learning theory seek to engage is also a consequence of community dia- communities in dialogue to pave the way logue and interaction. It draws its impetus The appeal of E-E initiatives, such as the for the reconfiguration of power dynam- from inter-individual reflections made soap opera, is a consequence of its narra- ics and behavior patterns within families possible over time. tive approach, essentially because human and communities. They give voice to beings are story-tellers who employ women and children and involve men in Advances in information technology make narrative logic in processing discourse. E-E the deconstruction of masculinity. This is it imperative that new media (cellphone, soaps have complex plots and sub-plots, especially significant in situations where internet) interacts innovatively with tradi- different levels of characterization and cultural practices hinder women’s devel- tional media (radio, television) to increase conflicts and resolutions which are identi- opment and limit their life choices. community dialogue for behavior and social change.eta I – Guatemala | Ke Ondas Con Tu Vida I – Honduras | Un Mundo Invertido – Mexico | Y Dios me hizo Mujer – Mexico 15
  18. 18. The Establishment of the Tanzania Research Project by William Ryerson William Ryerson served as Executive Ev Rogers was suffering from a cold Vice-President of Population Communi- when he arrived in Tanzania, but he From Nkwabi, we learned that the cations International from 1987 through managed a series of meetings that tower in Dodoma produced local February 1998. He has over 20 years established the research project that programming from 4:00 to 7:00 pm experience in the application of Enter- became the most thorough study of every day, and we leapt at the idea tainment-Education methods to repro- a national Entertainment-Education of broadcasting Twende na Wakati at ductive health. Currently, Mr. Ryerson program in history. I remember one 6:30 so that we could exclude Dodoma serves as President of Population Media very important meeting with Nkwabi from the broadcast area and use it as a Center. Ngwanakalala, Director General of Radio control area for our study. Nkwabi was Tanzania Dar (RTD). Peter had discov- at first reluctant to allow this experi- ered a map of the broadcast system ment because he feared backlash from In February 1993, I took Everett Rogers, on the wall of Nkwabi’s office while we the people of Dodoma for missing what then Dean of the Annenberg School of were waiting for his arrival. It showed he knew would be a popular program. Communications at the University of the broadcast towers that picked up But Ev Rogers persuaded Nkwabi that Southern California, and Peter Vaughan, the signal that came out of RTD and the study would be important on a a biologist with expertise in experimen- rebroadcast it in various parts of the worldwide basis. Only because we had tal research design, to Dar es Salaam. country and the reach of each tower’s Ev there making the request did Nkwabi The purpose of the trip was to develop a signal. agree. So for two years, from 1993 to research project to measure the impact 1995, the people in the Dodoma region of the serialized Entertainment-Educa- When Nkwabi arrived, he laid out the heard locally produced music at 6:30pm tion drama program Twende na Wakati business cards of the visitors on a bench while the rest of the country heard (“Let’s Go with the Times”) on Radio in front of his chair. As he was study- Twende na Wakati. The people in the Tanzania starting in July of that year. ing the cards, Nkwabi came across Ev Dodoma region then heard the program Roger’s card and exclaimed, “My God! from 1995 to 1997. The program was designed to promote The man himself is sitting in my office. cont.> family planning use and HIV prevention. Sir, I studied all your publications on Originally, we thought the program the diffusion of innovations when I was would last two years. But the program a student of communications at the became so popular that Radio Tanzania University of Dar es Salaam. What can I kept it on the air until 2009. do for you?”2006 Esta Boca es Mi Boca – Mexico | Nocturnal Stories – Mexico | Cortando Suenos – Mexico | El De 16
  19. 19. The study also provided evidence that Data from Ministry of Health clinics the program stimulated important showed that 41 percent of new adop- behavioral changes. 82 percent of ters of family planning methods were in- listeners surveyed said the program fluenced by the program to seek family had caused them to change their own planning. This included 25 percent who behavior to avoid HIV infection through cited the program by name when asked limiting the number of sexual partners why they had come to the clinic, and and through condom use. Data from another 16 percent who cited “some- Tanzania’s AIDS Control Programme thing on the radio” and then identi- showed a 153 percent increase in fied the program when shown a list of condom distribution in the broadcast programs currently on the air. Another Ev and Peter engaged Ramadhan Swale- areas during the first year of the soap family planning serial drama using a dif- he, Director of the Population/Family opera, while condom distribution in the ferent methodology that was broadcast Life Education Programme (POFLEP) Dodoma control area increased only 16 nationwide by RTD at the same time within the Ministry of Women, Children percent during this time. was cited by just eleven percent of new and Cultural Affairs to study the impact family planning adopters at the same of the program in 14 regions of the The program was also effective in Ministry of Health clinics. These data Tanzanian mainland. promoting family planning. There was point to the effectiveness of the meth- a strong positive relationship between odology used in the design of the serial The research included 2,750 interviews listenership levels and the change in the drama. with a representative sample of the percentage of men and women who population annually, beginning with used any family planning method. In Counting all of the costs of the radio se- a baseline survey one month before regions where the show was broadcast, rial, the cost per new adopter of family the program began and then repeated the percentage of married women who planning was 32 cents (U.S.). The cost annually through 1997. The survey con- used a family planning method in- per person who changed behavior to ducted in 1995 showed that 58 percent creased 10 percentage points in the first avoid HIV/AIDS was 8 cents (U.S.). of the population age 15 to 45 in the two years of the program while there broadcast areas listened to the program was zero change in the Dodoma control Peer-reviewed journal articles about on a regular basis. area. Then, when the program was these findings appeared in Studies in broadcast in Dodoma, family planning Family Planning and the Journal of Among the findings in regard to changes rates there increased 16 percentage Health Communications. in attitudes were a significant increase points. in the percentage of the population who perceive that they may be at risk of HIV infection; an increase in people’s belief that they can take effective ac- tion to prevent HIV/AIDS; an increase in interpersonal communication about HIV/AIDS; an increase in the belief that individuals, rather than a deity or fate, can determine how many children they will have; an increase in the belief that children in small families have better lives than children in large families; and an increase in the percentage of respondents who approve of family planning.| El Despertar Margarita – Peru | El Destino de la Esperanza – Guatemala | Huracán de Esperanza – Mexico 17

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