777 United Nations Plaza, 5th Floor
New York, NY 10017-3521
www.population.org
PCI Methodology
• Formative Research
• Values Grid
• Creative and Technical Training
• Scriptwriting - Pilot Episodes
• Li...
PCI Worldwide
China
Africa
UshikwapoUshikwapo
ShikamanaShikamana
(If Assisted,
Assist Yourself)
The Caribbean
Does It Work?
• September 1999 “Studies in Family Planning”
– Tanzania serial radio drama Twende Na Wakati
– 2-year nation...
Does It Work?
• Married women who listened were more likely to
adopt family planning than those who didn’t listen
• Self-e...
India
360 Degree○
Social Marketing
Soap
Opera
Music Events
Ad Campaigns
Billboards
PSAs
Service
Provider
Relationships
Listener ...
PCI
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Harnessing the Power of Entertainment to Improve Reproductive Health Globally

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Sonny Fox
Senior Vice President, Population Communications International (PCI) (http://www.population.org/index.shtml)
March 10, 2004

Published in: Health & Medicine
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Harnessing the Power of Entertainment to Improve Reproductive Health Globally

  1. 1. 777 United Nations Plaza, 5th Floor New York, NY 10017-3521 www.population.org
  2. 2. PCI Methodology • Formative Research • Values Grid • Creative and Technical Training • Scriptwriting - Pilot Episodes • Listener Groups - Feedback • On-air Monitoring - Feedback • Impact Evaluation • Sustainability Literature Review Public Health Data Service Providers Broadcast Opportunities
  3. 3. PCI Worldwide
  4. 4. China
  5. 5. Africa UshikwapoUshikwapo ShikamanaShikamana (If Assisted, Assist Yourself)
  6. 6. The Caribbean
  7. 7. Does It Work? • September 1999 “Studies in Family Planning” – Tanzania serial radio drama Twende Na Wakati – 2-year national field study
  8. 8. Does It Work? • Married women who listened were more likely to adopt family planning than those who didn’t listen • Self-efficacy increased related to – family size – ideal age for marriage – approval of contraceptive use – spousal communication about family planning – knowledge of current methods • 79 family planning centers reported a 25% increase in new clients • Contraceptive prevalence increased from 10% to 18% over the 2-year period • Knowledge of HIV/AIDS and prevention increased dramatically
  9. 9. India
  10. 10. 360 Degree○ Social Marketing Soap Opera Music Events Ad Campaigns Billboards PSAs Service Provider Relationships Listener Group Interaction Street Theater Talk Shows Comic Strips
  11. 11. PCI

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