My Water—My Community: TheStory of Our Water is a transmedia be-havior change program which leveragesthe power of storytelling across multi-ple communications platforms to gen-erate awareness and motivate socialchange. PCI-Media Impact and USAIDare producing Sed de Ti, a 90-episodeEntertainment-Education radio dramato address water protection and man-agement and gender equality acrossfour regions of Peru (Lima Norte, Piura,Cusco, Loreto). PCI-Media Impact and partnershave been gathering information aboutthe capacity and the needs of the com-munity through a comprehensive pro-cess of formative research. We con-ducted workshops in each of the regionsto provide the coalitions with training on“Communications for Development” aswell as essential background on thechallenges of water resource manage-ment, hygiene and sanitation. The pro-gram targets beneficiaries at two levels:the community coalitions developingthe campaigns as well as the listenersand the population at large, which theprogram aims to reach across targetedregions. Four regional coalitions willbroadcast the radio drama, host region-al call-in shows and implement tailoredCommunity Mobilization Campaigns.Stay tuned as Sed de Ti will hit the air-ways this summer!Here’s an update ofwhat’s happening atPCI-Media Impact. Inthis issue we’re sharingvoices from the field.Water & Sanitation in PeruSpring 2013
Primary schools across St. Lu-cia are bubbling with excitement aftera visit from a White-Breasted Thrasher,Iguana, Coral and “Tin Tin.” These vis-its represent one of a series of activitiesthat are part of our My Island-My Com-munity program. The students played and sangwith the mascots and asked a numberof questions, as part of a campaign toraise awareness about the importantrole that nature plays in protecting thecommunity from climate change.The vi-brant mascots and students also dancedto a specially produced theme song andlocal experts shared information aboutthe need to preserve local mangroveand watershed areas. Secondary school students werein awe when popular recording musi-cians from St. Lucia performed at theirschools. Addressing climate changeand biodiversity through their music, thelocal celebrities performed their popularsongs. In order to effectively addressthe climate change issues, with the ap-propriate level of knowledge and cultur-al sensitivity, the musicians attended ahalf-day seminar, which was conductedby the coalition agencies and the Or-ganisation of Eastern Caribbean States(OECS) Secretariat. This comprehen-sive coalition of over 10 organizationshas come together to raise awarenessand to promote tangible action to ac-celerate adaptive measures that canreduce St Lucia’s vulnerability to the ef-fects of climate change. Building upon our on-air 130episode radio novella, Callaloo, theseactivities are inspiring and encouragingcommunities to take individual and col-lective actions. The school visits will cul-minate in a community cleanup of theMankòtè Mangrove later in the year. School Visits & More Drama in the Caribbean“In primary schoolschildren are known to reactpositively to a mascotcostume and hands-onactivities. In secondaryschools the visiting teamadopted a differentapproach where popularmusicians helped conveymessages pertaining toclimate change.”- Alleyne Regis, RegionalManager
There we were at the foot of Kili-manjaro in a conference room like noother. Skull specimens of horned un-gulates covered every wall, displayedin age-graded rows, looking down onus like ancestor spirits urging us on inour efforts to ensure that their specieswould endure into the future. They hadpresumably been collected by the peo-ple who, 50 years before, founded theMweka College of African Wildlife Man-agement where the latest PCI-MediaImpact workshop was being held. The opening day happened tocoincide with the presentation by fourgroups of Mweka students of Entertain-ment-Education products that they hadbeen preparing as part of their coursework – songs, dances, skits, poetry,posters and other materials aimed atengaging communities in conservationand sustainable development activi-ties. There couldn’t have been a morerelevant or inspiring opening to theweek’s work that brought together EastAfricans and others from a variety ofbackgrounds to brainstorm initial stepsin designing a radio drama and relatedcampaign aimed at discouraging bush-meat hunting and wildlife poaching.Board member Arvind Singhaland I were commandeered (quite will-ingly!) into becoming full participants asReflections from Tanzaniawork proceeded in plenaries and smallgroups to identify messages, story linesand characters who might populate theseries. We thus had a unique opportu-nity to learn from the rich knowledge andexperience of the others, who includedpeople with scientific, communications,conservation and community develop-ment work backgrounds, and even a“reformed” poacher, whose insightswere invaluable. And Arvind contribut-ed his matchless storytelling to provideinsights that broadened, deepened andinspired the dialogue.Perhaps most importantly fromour viewpoint as Board members, wewere able to see the PCI-Media Im-pact program team in action, applyinga really impressive range of facilitationskills so that by the end of four days thegroup had actually created and agreedon an initial draft of a drama. For methis was a real eye opener – somethingthat at the beginning of the week I neverwould have believed would be possible.Altogether this experience gave me amuch better understanding of the workthat the organization is accomplishing,of its challenges and its huge potential,as well as reinforcing my appreciation ofmy own amazing good fortune at beingable to play a small part in helping it tofully realize this potential.This month, our team, alongwith two board members,conducted a storytellingworkshop at the base of Mt.Kilimanjaro. Board member,Sally Timpson talks about herexperience.
We are extremely proud to announce that PCI-MediaImpact’s Strong Women, Strong Voices program in Peru,Bolivia and Columbia won this year’s Global Award forExcellence in Communication at the Avon Communica-tions Awards. The event showcased organizations thatuse communications to bring an end to violence againstwomen. Actress and activist Salma Hayek-Pinaultpresented us with the event’s top award on March 8th,International Women’s Day. The ceremony took placeduring the United Nations’ Commission on the Status ofWomen at the UN General Assembly in New York.In December 2012, our My Community: Young PeopleWho Tell Stories to Inspire Change program, based inPeru, was awarded UNFPA’s award for Best Practices inAdolescence & Youth, taking first place in Latin America,making it one of the top five best global practices. Theprogram consists of two innovative radio dramas createdby groups of young people dedicated to lowering teen-age pregnancy rates in their communities. We recentlypublished a joint book with UNFPA that illustrates thiscomprehensive approach to increasing awarenessamong teenagers on the sensitive topics of sexual andreproductive health. Sharing this experience around theworld is an integral element of a recently-signed 5 yearextension to continue this important work.Recent AwardsAvon FoundationUNFPABe sure to check our website at www.mediaimpact.orgPCI-Media Impact 777 United Nations Plaza, 5th Floor, New York, NY, 10017 USA T +1.212.687.3366Like us on facebook.com/PCIMediaImpactFollow us on Twitter @PCIMediaImpactFor more information contact Director of Partnerships, Alex Cottin at firstname.lastname@example.org