A founder and president of the Population Media Center (PMC), William "Bill" Ryerson has been involved in creating programs that promote social and cultural change. At PMC, Bill Ryerson oversees programming that features complex behavioral interventions based on psychological and psychosocial theories. PMC works through its Theory of Change to affect positive change in communities and empower people to live healthier lives by helping girls/women, communities, and whole populations realize their rights as human beings. The first aspect of this theory is to meet people in their communities. By immersing teams in the communities that are a part of the fictional content, they can accurately interpret, represent, and address harmful social norms through long-running entertainment. Beyond broadcasting a snapshot of a community, PMC also analyzes community social norms and then creates behavioral norms that facilitate change in the community. These behavioral norms are the basis of fictional plots and character development. There are three types of characters that PMC integrates within their narratives: transitional, positive, and negative characters. Transitional characters are average people in society who are primary role models, and through scriptwriting models, audience members are encouraged to connect to these characters. Positive characters are the larger-than-life characterizations representing the ideal change on an issue and the desired behavior change. Finally, negative characterizations represent harmful social norms. While the characters might be gregarious, charming, and attention-grabbing, they tend to possess dysfunctional behaviors than desired social norms. PMC then attempts to reach large audiences through popular broadcast channels. Ultimately, through the Theory of Change model, the organization aspires to help communities adopt and implement positive behaviors.

1. Advancing Society through PMC’s Theory of Change
Bill Ryerson

2. Introduction
A founder and president of the Population Media Center (PMC), William "Bill" Ryerson has
been involved in creating programs that promote social and cultural change. At PMC, Bill
Ryerson oversees programming that features complex behavioral interventions based on
psychological and psychosocial theories.

3. PMC works through its Theory of Change to affect positive change in communities and
empower people to live healthier lives by helping girls/women, communities, and whole
populations realize their rights as human beings. The first aspect of this theory is to
meet people in their communities. By immersing teams in the communities that are a
part of the fictional content, they can accurately interpret, represent, and address
harmful social norms through long-running entertainment.

4. Beyond broadcasting a snapshot of a community, PMC also analyzes community social
norms and then creates behavioral norms that facilitate change in the community.
These behavioral norms are the basis of fictional plots and character development.

5. There are three types of characters that PMC integrates within their narratives:
transitional, positive, and negative characters. Transitional characters are average
people in society who are primary role models, and through scriptwriting models,
audience members are encouraged to connect to these characters. Positive characters
are the larger-than-life characterizations representing the ideal change on an issue and
the desired behavior change. Finally, negative characterizations represent harmful
social norms. While the characters might be gregarious, charming, and attention-
grabbing, they tend to possess dysfunctional behaviors than desired social norms.

6. PMC then attempts to reach large audiences through popular broadcast channels.
Ultimately, through the Theory of Change model, the organization aspires to help
communities adopt and implement positive behaviors.