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2011 PCI-Media Impact Annual Report

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2011 PCI-Media Impact Annual Report

  1. 1. Table of Contents Letter from the Executive Director, Sean Southey  Mission and Vision of Media Impact Map of our current programs  Stories from our 2011 programs  Corazon de Mujer (Mexico) Mucho Corazon (Mexico) My Island – My Community (regional, Caribbean) Strong Voices (Peru, Colombia and Bolivia My Health My School – My Community (New York City) (USA) Hen Biribireba/Our Coast (Ghana) My Gorilla – My Community (Nigeria and Cameroon) Voces Nuestras/Our Voices (Bolivia) My Tiger – My Community (Laos) Youth and Sexual Reproductive Health (Peru) My Water - My Community (Peru)Youth Empowerment & Civic Participation (Colombia) My Chimpanzee – My Community (Rwanda) My Western Chimpanzee – My Community (Sierra Leone and Liberia) Outlook for 2012 and programs in development Staff and Board 2010 – 2011 partners Donors Financials
  2. 2.   NOTE FROM OUR EXECUTIVE DIRECTORDear friends,2011 has been an eventful year! Fueled by the same passion that has inspired millions of people around the world to tell their story, our own storyhas evolved and has been guided by transition and innovation. Thanks to the invaluable support of our friends, PCI-Media Impact continues to reachmore people in more countries with vital life-changing access to information on some of the most pressing issues of our time, including familyplanning, reproductive health, HIV/AIDS, sustainable development, biodiversity conservation, climate change, gender and human rights, anddemocracy. 2011 was also a year marked with success. In Mexico, for example, what started as a radio drama Corazón de Mujer, has now expanded into atelevision drama, Mucho Corazón, which broadcasts on 24 stations throughout Latin America and the United States. Moreover, My Island - MyCommunity alone has united 50 Caribbean agencies to work together on a common problem: a threatened environment with increased vulnerabilityto the effects of climate change. We have highlighted more successful stories throughout this report, in the hope that you will appreciate how muchyour support has enabled us to accomplish.I have the privilege of working with an exceptional staff and Board of Directors, all of whom share my deeply-committed mandate to engage in ourwork with a rigorous approach, focusing on three areas: delivering excellent programs, telling our stories and developing innovative new programs. Our methodology, My Community, continues to be the cornerstone of our work, empowering people to improve their lives. This approach isdesigned with three overarching goals in mind – our “3C’s” – capacity, community, changes. Though each of our programs is heavily contextualizedand adapted to the appropriate culture, we aim to strengthen the capacity of local partners to effectively use communications to catalyze change intheir communities. We measure this change based on three salient shifts in knowledge, attitudes and behaviors around targeted social andenvironmental issues. While this methodology continues to drive our programs, we have been digging deeper this past year, discussing what else we could do to bringabout social change through storytelling and creative communication. In this spirit, we have expanded the breadth of our work to act as a trustedCommunications for Development advisor to a number of citizens and organizations all over the world – groups that want to tell their own importantstory to attain social progress. Just as it is paramount to empower our partners, whose support is indispensable to the quality and sustainability of our work, it is vital tounderstand and leverage our increasing number of media platforms. As a media organization, it is imperative that we stay relevant in this growingfield in order to be best-positioned to maximize our impact. Therefore, in addition to integrating our methodology into the various social mediaplatforms, we have also been exploring new ways to deliver our programs and services using sports, music and other entertaining mediums. Furthermore, we are looking to harness the use of mobile phones and integrating this medium into our community-driven methodology Listenersare already contributing to talk shows via text messaging, while in n the Caribbean, for example, we have been using smart phones to project ourwork. In the future, cell-phone users will be able to upload and watch short E-E programs directly from their phones and will be able to participatein and contribute to talk shows via text messaging. These messages will then be tracked and used for program monitoring and evaluation. Theseare just a few of many developments that will allow us to continue to impact more people in more countries – delivering excellent programs, tellingour stories and developing innovative new programs.In retrospect, it has indeed been an important year of transition and innovation. The passion that ignites our work shines brighter than ever before!With your ongoing support, we look forward to continue to change the world, one story at a time.
  3. 3. Mission and Vision of Media Impact PCI-Media Impact empowers communities worldwide to inspire social and environmental change through storytelling and creative communications. PCI-Media Impact (Media Impact) is a leader in Entertainment- Education and communications for social change. For more than 25 years, we have advanced the well-being of vulnerable populations byimproving knowledge, shifting attitudes and changing behaviors withregard to critical social issues, allowing millions to live healthier lives, sustainably, and in harmony with their natural world. Media Impact creates social change through comprehensive Communications for Behavior Change campaigns, drawing on over 40 years of social science theory and applied practice. We do so within a capacity-building model through our My Community approach, training and mentoring in-country organizations to lead program implementation. Media Impact programs leave behind a lasting footprint of local capacity and sustainability. Together with our partners around the world, Media Impact has produced more than
  4. 4. Map of Our Current Programs
  5. 5. Promoting women’s access to governmentThe state government of Chiapas was the first in the world to base its constitution on the United The StoryNation’s Millennium Development Goals (MDGs), a bold move for one of the poorest states in The three Paz Villa women -- a grandmother, her daughter and herthe country. Fundamental to the MDGs, and ultimately to both local and international grand-daughter -- together portraydevelopment, is the empowerment of women, half a century’s worth of struggles for dignity and women’s rights inWith these objectives in mind, in 2011, the State Governor and First Lady of Chiapas called on Corazón de Mujer. Their story takes us on a journey through the painsPCI-Media Impact to develop an Entertainment- Education (E-E) radio serial drama, Corazón de and pleasures of being a woman.Mujer (The Heart of a Woman), that conveys the nature and promise of new state programs Each episode is like a heartbeat thataimed at achieving these goals. races each time a woman faces pain, fear, misunderstanding and injustice; and in each episode, too, they gainFirst aired aired in Chiapas from March to December 2011,Corazón de Mujer became an instant hit and has sincespread into rebroadcast on 51 radio stations in six countries. IMPACT OF “I saw myself in all the characters. I visualized my mother’s life story. I come from a broken family, CORAZóN DE MUJER but my mom suffered the most. She was abandoned. I am a taxi driver and I cried when I 16% increase in number listened to the radio drama. My mom lost two Specifically, the drama encourages listeners to of hospitals and medical sons. She buried both sons after they died of the measles. From that point I started to personally • take advantage of new laws enabling women to own personnel able to attend live what was happening in the radio drama.” – Male property to female victims of Focus Group Participant • fortify rights of women to live free of domestic abuse violence • adopt farming practices that are environmentally sound, 6% increase in trust of profitable, and sustainable government services • respect Indigenous peoples, integrate them into the society and agricultural economy available for mistreated • educate children—particularly girls—more extensively women • settle in locations that have electricity, potable water, 51% of women surveyed plumbing, hospitals, and adequate schools. that knew the right number to call in case of “Everyone can identify with different characters. I identified with Rosita and was reminded of my mother because she left my father. gender-based violence My father was a drunk and came home and beat her. We had to learnt this in Corazón de leave and stay with neighbors.” – Female Focus Mujer Group Participant
  6. 6. Enhancing knowledge sharing and engaging the public to bring about positive social change and community developmentMucho Corazón is an extension of the partnerships Topics identified in a baseline survey as important toand work done with Corazón de Mujer (The Heart of citizens and incorporated into the storyline:a Woman), which promotes women’s access to  All boys and girls have the right to andgovernment health services and legal rights. should attend school  Discimination against, mistreatmentMucho Corazón tells the story of Maruch, a young  and abuse of indigenous peopleindigenous woman from a rural Chiapas who suffers  RECONVERSIÓN PRODUCTIVAfrom harassment, corruption, racial and gender In 2012, Women’s World Banking  Treatment of Othersdiscrimination and a lack of opportunities because of donated $30,000 for the inclusionher social class. In the absence of her mother,  Alcoholism of financial literacy messaging inMaruch supports her alcoholic father and tries to help the programhim overcome the disease. Determined to see herfather get better and for her own life to improve,Maruch takes advantage of government programs for What people are saying:women and empowers other women in her “I saw myself in all the characters. I visualized my mother’s life story. Icommunity to start their own tomato farm. Through come from a broken family, but it was my mom who suffered the most.her struggles which include a forced marriage to Don She was abandoned. I am a taxi driver and I cried when I listened to theJusto, the town’s leader, Maruch is confronted by radio drama. My mom lost two sons. She buried them after they died of the measles. From that point I started to personally live what wasseveral dangerous situations and falls victim of happening in the radio drama.” – Male Focus Group Participantinjustice before overcoming it all. “My Mother did not give me any land for the simple reason that I am aThe weekly 30-minute episode was first aired on woman. She only gave it to my brothers because a woman does not know how to the work the land and produce food while a man does.” (FernandaChiapas Radio and complimented by a weekly Jimenez Escobar, 59, Copoya)television talk show. Additional agreements haveexpanded the program’s reach to 23 stationsthroughout Latin America, and one for Mexicanimmigrants in the United States
  7. 7. Raising awareness on and supporting public engagement for climate change, biodiversity and environmental conservation Centering around the radio drama Callaloo, the My Island-My Callaloo is on the air on 11 radio stations in 10 countries. Community program aims to expand the capacity of regional Posters, banners and other promotions materials are on display partners to effectively and sustainably use contemporary across the target communities raising awareness about the communications to heighten awareness, stimulate drama, but more importantly about the issues they address. discussions, and support public engagement regarding Additional online Callaloo banner ads are being pushed to smart climate change, biodiversity and environmental phones across the region. conservation. We provide a broad-based Participating countries: Anguilla Media Impact has welcomed a range of partners to the program, communication platform and action Antigua and Barbuda allowing us to broaden the base of our technical expertise, delve plan that unites 50 Caribbean The Bahamas agencies with the everyday citizen Barbados into trans-media Entertainment Education and secure necessary Belize financial resources to continue broadcast. to work together on a common The British Virgin Islands problem: a threatened environment Dominica Grenada and increased vulnerability to the Jamaica effects of climate change. Montserrat Saint Kitts and Nevis Saint Lucia St. Maarten  By the end of 2012, My Island – My Saint Vincent and the Community aims to Grenadines • Broadcast 104 of the 208 Trinidad & Tobago. episodes of Callaloo in all 15 participating countries. • Launch Community Action Campaigns in 5 countries • Broadcast locally-produced radio call-in shows, with localWHAT PEOPLE ARE SAYING: messaging and information“The very rich oral tradition of storytelling really brought in all related to the regional radiothe issues and connected the world to me. I see the world not drama, in 15 countries.just as a place I live now but as my house. And if I can have my • Stimulate behavior changehouse clean then I’ll be a better person. I’ll be a happier around targeted areas.person. I’ll be more tolerant” -       Willfred (Willy) Noel, Broadcaster, Grenada
  8. 8. Giving New York City students and teachers a voice in their educationMy School – My Community works in New York Cityschools to promote Issues students chose to youth civic engagement community engagement in school communities address in their campaigns: youth voices in school processes HomophobiaThe long-term goal of My School – My Community isto generate broad, systemic change in the Cyber bullyingeducational change, by working first with studentsand then through policy change. Teenage pregnancy GossipMy School – My Community builds student and Teen violenceteacher capacity to research their own schools,identify critical issues in their school community,write serial dramas that model the positive behavior WHAT PEOPLE ARE SAYINGthey want to see in their school community, host talk “I’ve seen them go from being disruptive toshows to lead discussions about the issues the being incredibly productive and love that theydrama addresses as well as the behavior of drama can express themselves and use their voice to direct other kids in the class and take oncharacters as they interact with these issues, and that leadership role.  Students really flourishlead school-wide campaigns to spark action. when they’re given that kind of opportunity and they start to discover things about themselves that they may not otherwise have known…” --Brooke Gassel (Past lead teacherParticipating Schools: at UA School of Business for Young Women) Urban Assembly School of Business for YoungWomenUrban Assembly School for the Performing ArtsUrban Assembly Academy for Civic Engagement
  9. 9. Changing Attitudes and Behaviors of Coastal Communities Towards Sustainable Fisheries and EcosystemIn Ghana a survey showed that The Hen Biribireba program aims to increase knowledge, and change attitudes and behaviors of91.5% of the population gets their coastal communities towards sustainable fisheries and ecosystem management practices to support a more viable and sustainable future for the Western Region. Media Impact’s main role has been tomost trusted from the radio, mentor and build the capacity of the communication team and local partners in the production of the88.1% from television and E-E program.32.2% from Newspaper Prioritized at the community level were identified as: 1. Sustainable fishery: Community members, in particular fishermen, understand the consequences of illegal fishing practices, plan for the future and voluntarily comply with fisheries93% of the target audience listen to radio regulations: Stop using dynamite or light fishing > 80% do not practice family planning 2. Responses to climate change vulnerability: Coastal communities understand their 57% see no problem eating endangered/ vulnerability to climate change, adopt preventive measures such as stopping erosion, stoppingprotected sea turtles. new developments by the shore and planning for future resettlement. 3. Protection of Wetlands and Coastal Biodiversity (Ecosystems): Coastal communities understand the importance of mangroves and wetlands, and protect them (stop degrading and dumping refuse on mangroves and wetlands) 4. Need for Integrated Management Under a Nested Systems of Governance: Coastal communities understand their role in governance and participate in the district subcommittees. 5. Population, Health , Environment (PHE): a) Community members understand the benefits of family planning and access products and services to reduce the number of children they have b) Parents understand the benefits of – and provide a protein/vitamin diet to their children.
  10. 10. Promoting understanding of the importance of democracy and greater civic participation.Voces Nuestras (Our Voices) is a national four-year program in Bolivia which seeks to strengthen the capacity ofcommunity radio stations to produce relevant programs and engage listeners. These capacities encourage the stations’role in promoting access to communication and increasing tolerance in a multicultural society.Central to the program is the serial drama, Dark City, which has been adapted for Quechua and Aymara audiences. Itreflects society’s prejudices and unhealthy relationships, while also shedding light on the need for civic participation,communication and diversity. Drawing on stories gathered in meetings with audiences in cities throughout Bolivia, DarkCity captures and represents the real life experiences and stories of its listeners and how they survive in a climate ofpolitical corruption, exclusion and intolerance. Because of this process, the audience identifies with the characters andadopts the behavior changes promoted in the drama.Now in the second phase of implementation, Our Voices is working with 6 of the initial 30 participants who are serving asmentors to support the new participating radio stations as they develop talk shows to accompany the drama. These sixmentors are also working to support regional campaigns to promote citizen engagement in the issues addressed throughthe drama. WHAT PEOPLE ARE SAYING: The radio drama contains deep messages. It should be analyzed by and distributed to the entire population. It is important to let the audience know about their rights, and to learn about discrimination, homophobia, xenophobia, Program Objectives and thousands of other issues that are part of our society • Promote understanding of the importance of democracy and and that we need to eradicate. - Guest at Radio Pataju, a participating station greater civic participation. • Strengthen capacity and professionalism of local radio stations • Promote networks among community radio stations. • Increase access of Bolivian citizens to independent media.
  11. 11. Teenage Pregnancy and Reproductive Health primary audience 59,000 adolescents and young people, aged 14 to 18 years. secondary audience 450,000 fathers, mothers, teachers and adults in general. objectives  Strengthen capacities of public impact of the Advisory Councils of adolescents and young people to the EAP Promote positive changes in knowledge, perceptions and attitudes of adolescents and the general population to promote the prevention of teenage pregnancy and respect for the sexual and reproductive rights of adolescents.Surveys conducted on students pre and post-broadcast showedconclusive evidence that the radio broadcasts had a positive impact onstudents’ knowledge of sexual and reproductive health. More specifically,o 32% more students had heard of ESI, an initiative for Integral SexualEducationo 89% more knew of the regional project in favor of safe environmentsprovided by reproductive health services for teenso 121% more were aware of the safe environment provided by the sexualand reproductive health services at their local hospital
  12. 12. Youth, Citizenship, Intercultural and Intergenerationaldialogue, participatory community development planning, coexistence and peaceful conflict resolutionA 2003 quality of life survey lead by Colombia’s DANE (Departamento Administrativo de Estadistica), theNational Administrative Department of Statistics, showed that 66% of the country’s youth (0 to 26 years)lives in extreme poverty. These youth receive no assistance from the government and also face“temptations” offered by drug dealers, guerillas and gangs.To counteract these negative influences on Colombia’s youth, Media Impact and Fundación Socialpartnered to train youth community-based organizations and Fundación Social’s staff in Entertainment-Education methodology for and communication for social change strategies. Using this approach, theprogram addressed issues of youth and Citizenship, intercultural and intergenerational dialogue,participatory community development planning, coexistence and peaceful conflict resolution. An estimated 100,000 listeners are reached in the four areas of Bogota, Ibagué, Barbosa and Pasto (which have a combined total population of 2,220,000). WHAT PEOPLE ARE SAYING: “we were born to fight, but we instead of using stones we decided to use ideas and create great projects” – final workshop participant
  13. 13. Ending violence against women, and promoting political and public health care services, and reproductive health Media Impact, Diakonia and a number of local partners in Bolivia, Colombia Bolivia and Peru are working together to mobilize citizen action, strengthen civil In El Alto, a migrant neighborhood plagued society and influence cultural norms of violence to improve gender-based by drug-trade violence, overpopulation, poverty, inadequate water and sanitation violence in the Andes. Each series is inspired by its cultural context women suffer the most. Public services (Aymara, Quechua, Afro-Colombian) and using local languages and dialects aimed at addressing violence against of Castilian. women are few and fail to address the urgent needs of the community. Colombia In Chocó women suffer sexual abuse as a combat strategy at the hands of guerillas and paramilitary forces. While grassroots organizations are working to bring these issues to the forefront and promote women’s rights, they recognize the need to incorporate a communications component to increase their reach and encourage wide- This regional program creates spread change.Target Audiences a knowledge-sharing network PeruBolivia: 250,000 adolescents and youth aged 10 – for organizations to share their 38.8% of women in Peru have suffered24 in El Alto experiences and strategies in physical violence at the hands of theirColombia: teachers, municipal authorities, this field, and seeks to husbands or partners. Women’s rights empower NGOs and grassroots activists have been successful in securingcommunications and media professionals in 19 organizations to strengthen the enactment of a series of related laws inmunicipalities in the state of Chocó the 1990s, but much work remains to be their capacity to use done. Gender-based violence has seriousPeru: 453,323 men and women who are married/ communications to influence consequences for health, the economy andliving together, and their families as well as and mobilize public opinion, social development.community leaders, government authorities, and change policy and promoteindividuals working in service agencies in Cusco access to health services.and the 9 surrounding districts.
  14. 14. Promoting Healthy Behavior, Fostering a Healthy Living Environment and Increasing Quality of Life In 2012, Media Impact acquired Media for Health and its programs targeting populations in the southern states. The partnership holds the promise to empower communities in need, helping them develop and deliver creative health promotion messages based on the principles of Entertainment-Education. Both organizations understand the critical need to respond to the most pressing health issues in the United States. These include heart disease, cancer, stroke, and diabetes, all caused by major risk factors of obesity and unhealthy lifestyle choices.Alabama has the highest rate of diabetes in the United States and In Iowa 44% of all pregnancies are unintended.is the second most obese state. Of Alabama’s residents: 79% are mistimed 13.2% are diagnosed with diabetes 21% are unwanted 70% are obese or overweight 60% lead to birth 22% are cigarette smokers 27% lead to abortion Compared to the national average, Alabama has: Queen Street and its Spanish version La Noche te da Sorpresas address these ~ a lower per capita income issues and promote family planning, the use of affordable clinical services ~ a lower percentage of residents with a higher education ~ more people living below the poverty level All these factors are negatively correlated to the health status, and access to prevention and health care. African Americans and Hispanics experience a higher vulnerability regarding health risk factors, such as diabetes or obesity. Body Love, Camberwell and its Spanish equivalent Promesas y Traiciones address these concerns and promote healthier lifestyle choices and improved health-seeking behavior.
  15. 15. Conserving the Cross River gorillaOBJECTIONS OF MY GORILLA – MY COMMUNITY1. Develop the capacity of WCS and local organizations in Once thought to be Nigeria and Cameroon to better use communications to extinct, the Cross effectively enhance community protections activities River gorilla is a and motivate long-term social change in favor of the Cross River Gorillas unique subspecies of2. Build a community of coalitions and well-informed gorilla that constituencies that understand and support protection “resurfaced” in the of the Cross River gorilla 1980s and is only3. Positively change community knowledge, attitudes and found along the behaviors related to the Cross River gorillas. southern section of the Nigeria-Cameroon border. Preferring habitats of low and mid-elevation rainforest and montane forest, the remaining Cross River gorillas live in roughly 11 subgroups dispersed amongst the region’s highland areas. One of the four What people are saying: known subspecies of “Working with Media Impact has been really gorilla, Cross River exciting for us and has added fresh impetus gorillas most closely and drive to our existing conservation resemble western education program.  Collaboration is great lowland gorillas but and I really feel a part of Media Impact, we differ particularly in the have one project rather than two NGOs. Working with them has also dimensions of their encouraged us to start looking more skulls and teeth critically at monitoring and evaluation.” – Andrew Dunn, Wildlife Conservation Society, Nigeria
  16. 16. Supporting Tiger conservation efforts in IndochinaTarget audiences: hunters and traders farmers and community members government officialsNam Et-Phou Louey National Protected Area (NEPLNPA) in Laos is home to the most viable population oftigers in all of Indochina. This protected arearepresents one of the few remaining areas in Laoslarge enough to serve as a breeding sanctuary fortigers, but increased human activity, especiallypoaching and hunting, endangers the future of thissanctuary.To address the behaviors threatening Indochinese tigersurvival, Media Impact has partnered with the WildlifeConservation Society (WCS) Laos Country Program inthe NEPL NPA and surrounding communities to launcha Communications for Change campaign to support theconservation of Indochinese tigers and reduce thehuman-caused threats to their survival. The My Tiger-My Community program aims to raise awareness onexisting conservation efforts and motivate lasting socialchange by using a multi-faceted communicationapproach that builds on Social Marketing andEntertainment-Education (E-E).
  17. 17. Improving access to water and sanitation Peru Water 24% of Peruvian households Program Objectives • Develop the capacity of 4 local coalitions, (60% in rural areas) do not have supporting an additional 8 satellite efforts, access to safe water and sanitation across Peru to use communications to effectively promote water and sanitation activities and motivate long-term social changeTo address this situation, the United States Agency for • Build a community of coalitions and well-International Development (USAID), (Media Impact), and anumber of national and regional partners came together to informed constituencies that understand andlaunch My Community, My Water: The Story of Our Water. support water and sanitation activitiesThe program aims to raise awareness about and motivate • Positively change community knowledge,social change in the areas of sanitation, hygiene and water attitudes and behaviors related to safe waterresource management. Additionally, the story addresses consumption, sanitation and hygiene.gender equality, especially with regard to water resources.The My Community, My Water program team will also produce10 mini-programs broadcast in Quechua to allow IndigenousPeople to benefit from the program. Each of these fourcoalitions will implement Community Action Campaigns withcommunity members and volunteers to reinforce themessages and themes addressed in the radio dramaepisodes. Each regional coalition node will supportrebroadcast efforts in two additional locations, for a total oftwelve broadcast locations.
  18. 18. Protecting endangers chimpanzees from human activityThe Nyungwe-Kibira forest landscape in Rwandaand Burundi, is one of the last remaining patches ofhigh altitude forest in Africa. Rich in biodiversity,the forest is home to an amazing 13 species ofprimates, including the highly endangeredchimpanzee. The flagship Nyungwe-Kibirachimpanzee species represents the best hope forthe development of ecotourism in the region. Direct Threats to ChimpanzeesDespite their importance, these chimpanzees are Incidental Poaching by poachers’ snarescurrently at risk due to human activity from bothlocals and tourists. Habitat Destruction by fires Disease Transmission from tourism or inadequate To address the factors threatening the survival of waste disposal by locals chimpanzees, Media Impact will partner with the WCS Rwanda Country Program and local partners to build on existing conservation efforts and motivate long-lasting social change through the My Chimpanzee – My Community,program in the fiveTarget audience: districts bordering Nyungwe National Park.1,508,000 individuals in five districts surroundingNyungwe National Park in Rwanda (two of theSouthern Province: Nyamagabe, Nyaruguru andthree of the Western Province: Rusizi,Nyamasheke and Karongi) and thousands moreliving around the Kibira Forest in Burundi. Theradio programs will reach up to 2 millionlisteners.
  19. 19. Conservation of Western Chimpanzee HabitatsWorking in Sierra Leone and Liberia, an Entertainment-Educationradio serial drama was created under the My Western Chimpanzee– My Community program. Weaving together relevant informationon this species with a compelling story modeling desired attitudesand behaviors the program aims to reduce threats to WesternChimpanzees and their environment.Specifically this means reducing thehunting and killing of chimpanzees andthe destruction of their forest habitat.Ultimately, the goal is to stop the declinein chimpanzee numbers and contributeto the conditions necessary for apopulation recovery. What People Are Saying: “The case for chimpanzee conservation is based on both economic self-interest as well as an ethical perspective on sharing this world with a species that is our closest relative. With this program, we hope to empower people in Sierra Leone and Liberia to first imagine a future of co-existence with chimpanzees and then to support conservation efforts which benefit both their own communities and the chimpanzees.” – Dr. William Banham, Program Director, PCI-Media Impact
  20. 20. Statement of Financial Position > 12.31.11Assets 12/31/11 12/31/10Cash and cash equivalents $208,748 $129,448Contributions receivable 31,289 291,672Prepaid expenses and other assets 41,927 37,110Investments 1,349,155 1,433,959Beneficial interest in charitable remainder trust 14,833 14,833Leasehold improvements and equipment, net 36,550 23,949Total assets $1,682,502 $1,930,971Liabilities and Net AssetsCapital Lease Obligations $12,867Advances payable 159,326Accounts payable and accrued expenses 63,280 40,849Annuities payable 48,641 51,310Total liabilities $284,114 $92,159Net assetsOperating $ 54,208 $ 105,349Designated for long term investments 1,322,648 1,684,463Unrestricted $1,376,856 $1,789,812Temporarily restricted 21,532 49,000Total net assets $1,398,388 $1,838,812Total liabilities and net assets $1,682,502 $1,930,971
  21. 21. Statement of Activities and Changes in Net Assets > 12.31.11 TemporarilyOperating revenue Unrestricted Restricted 12/31/11 12/31/10Contributions and grants $961,890 $437,037 $1,398,927 $1,121,197Investment return applied to operations (1,723) 0 (1,723) 9,920Other income 61,439 0 61,439 64,941 1,021,606 437,037 1,458,643 1,196,058Net assets released from restrictions 464,505 (464,505) 0 0Total operating revenue $1,486,111 $(27,468) $1,458,643 $1,196,058Operating expensesProgram services $1,486,434 $0 $1,486,434 $1,478,168Administration 237,167 0 237,167 181,356Fundraising 209,246 0 209,246 315,235Total operating expenses $1,932,847 $0 $1,932,847 $1,974,759Change in net assets from operations $(446,736) $(27,468) $(474,204) $(778,701)Non-operating changesBequests $38,130 $0 $38,130 $315,338Changes in the value of split-interest agreements (4,350) 0 (4,350) (4,565)Non-operating changes $33,780 $0 $33,780 $310,773Change in net assets (412,956) (27,468) (440,424) (467,928)Net assets, beginning of year 1,789,812 49,000 1,838,812 2,306,740Net assets, 12/31/2011 $1,376,856 $21,532 $1,398,388 $1,838,812PCI-Media Impact, Inc. is an independent, non-profit organization with tax exempt status under Section 501(c)(3) of the InternalRevenue Code. A copy of the complete audited financial statements represented here and/or a copy of the IRS form 990 may beobtained by writing to PCI-Media Impact, Inc. 777 United nations Plaza, 5th Floor, New York, New York 10017-3521 or to the Office ofthe Attorney General, New York State Department of Law, Charities Bureau, 120 Broadway, NY 10271.
  22. 22. PCI-Media Impact is extremely grateful to all partners and donors . Albright, Adam Department of State Lemons, David and Nancy Steele, Anne Allen, George Djalilova, Durdona Lyndgoh, Bremely Steele, Richard and Elizabeth Anonymous Estate of Benjamin Stein Magintie, Walter and Ruth Sustaina Metrix Anson, Sally Estate of Charles Wolter McBean, Edith Sutter, John H. Arntz Foundation Estate of Jan McMillian Montgomery McBride, John The New Land Foundation The Price Foundation, (Douglas B.T. Rocca Foundation Estate of Jean Winchell McDougal, Christopher Schofield) Bailey Christine D. Estate of Mildred Lillis Media For Health The Urban Assembly Forrest C. and Frances L. Lattner Barber, Ruth N. Moses Feldman Family Foundation The World Bank Foundation Bartels, Erin Katie Fundacion Social Murdock, Dr. K.C. and Mrs. Martha, Theil, Mark J. Ralph and Lois Silver Family Beek, Alan and Jean Grossman, Hannah K. Timpson, Sally Foundation Brown, Betty Dabney Helm, Susan and Nelson Ridgley, Barbara Tomkins Tjepkema, John and Schwintzer, Christa Bryan Cave, LLP Henderson, Kenneth and Kathryn Robison, James E. Torres, Sylvia C. Calkins, Glenn (Willis) Henning, Theodore Salzman, Rita Trull Foundation Campbell and Hall Fund Hildreth, William Scala, Anthony M. UNDP CANCUN Campos, Brenda Hoblit, Fred and Iris Schildge, Jane B. UNFPA (Peru) Canari INMOBI Serving The Spirit Foundation USAID (Peru) Ceres, Michele Clarke Jensen ,Joel Sharpe, Deborah US Fish and Wildlife Federation (Nigeria) Clayton Fund Kantrow, Louise Shendandoah Foundation Walhstrom, Lindsey KFW , Options, German Development Cohen, Fred Simon Edison Foundation Watson, Alexander Bank Conservation Food and Health Kitatani, Kenji Singhal, Dr. Arvind Yeannakis, Lynne Foundation Court, Alan Koldinger, Dr. Ruth and Majorie Southey, Sean Young-Yoon, Soon Cunningham, Jerry and Diane Kumawu, Noble Spears, Pricillia
  23. 23. Partners BirdLife International Panos Caribbean Buccocco ReefTurst PSI Calandria (Peru) Radio Cutivalu (Peru) Caribbean Environmental Health Institute SeaWeb Catholic University of Bolivia SECRADCECOPI (Centro de Educación y Comunicación para Comunidades y Pueblos Indígenas) Secretariat for the Convention on Biological Diversity Coastal Resource Center (Ghana) Secretariat of Eastern Caribbean States Sistema Chiapaneco de Radio, Televisión y Convention on Biological Diversity Cinematografía Society for the Conservation and Study of Caribbean Cross River National Park (Nigeria) Birds Cross River State Forestry Commission (Nigeria) St. Lucia Folk Research Center SustainaMetrix Diakonia State Government of Chiapas, Mexico DIF Chiapas SustainaMetrix Durrell Wildlife Conservation Trust UNDP EHO CARICOM UNFPA Environment Foundation for Africa Uni Norte Firends of the Nation (Ghana) Urban Assembly Fundacion Social U.S. Fish and Wildlife Service GEF Small Grants Program USAID Global Island Partnership Water and Sanitation Program of the World Bank Got It? Get It. Wildlife Conservation Society Cameroon InMobi Wildlife Conservation Society Nigeria Kallpa (Peru) Wildlife Conservation Society Rwanda Media for Health Wildlife Conservation Society Laos Ministry of Forestry and Wildlife (Cameroon) Womens World Banking Nature Conservancy

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