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PCI Media Impact empowers communities worldwide
to inspire positive social and environmental change
through storytelling and creative communications.
Who We Are
What We Do
How We Do It
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Every good story takes on its own unique shape – a shape that is de-
fined, and redefined, each time that story is told.
In many ways, 2014 was a banner year for PCI Media Impact. We
were active in 27 countries in this past year alone, running 31 unique
programs; we deepened important partnerships, and used Entertain-
ment-Education in new arenas, such as emergency health intervention.
But it was also a year of reflection, a year when we re-learnt how to tell
our own story.
The story of our organization began back in 1984, when the father of
Entertainment-Education, Miguel Sabido, met with our founder David
Poindexter and Indira Ghandi to launch a radio program in India. The
drama, Hum Log, soared to the top of entertainment charts and drew a
regular viewing audience of more than 50 million people. It also began
to shift family planning practices.
The organization has come a long way since then, as have our partners
and the communities we work with. From our founder’s fledgeling
foray into Entertainment-Education, our annual revenue has grown to
three and a half million dollars, we run over 30 programs each year and
work with partners like UN agencies and large organizations such as
Vulcan Productions, US Fish and USAID.
In some ways, these are monumental changes. In others, we are doing
exactly what we set out to do in 1985: using culturally relevant, compel-
ling media to address the most pressing global issues of our day.
It is our great pleasure to offer you a window into our work in 2014.
From your 2015 co-chairs,
Lynne Yeannakis and Rick Stone
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In October 2014, West Africa was cloaked in crisis. The Ebola virus had
taken hold of the region, and many — governments, health workers,
non-profits, community leaders — were scrambling for solutions.
Those of us with the privilege to work with West African teams were in
our own state of torment — our work in the region at a standstill, our Af-
rican colleagues at constant risk, and populations we served facing an
epidemic that was taking an unimaginable toll on lives and livelihoods.
We all knew that we wanted to do... something. But what? How could
we combat a disease so apparently incurable, a situation so desperate?
That’s when I thought of our board member, Dr. Arvind Singhal, and his
research on Positive Deviance: the idea that in every community there
are individuals or groups whose uncommon behaviors and strategies
enable them to find better solutions to problems than their peers.
The underlying premise of Positive Deviance is that communities often
hold the most perfect solutions to their own problems, waiting to be
unlocked. This is the same reason PCI Media Impact has embraced
with its community-led Entertainment-Education approach. And it is the
trigger for our most urgent campaign of 2014: #ISurvivedEbola.
With this campaign, we turned to the wisdom of West African Ebola
survivors. Those who lived became leaders and pinnacles of hope to
promote public health measures and combat stigma in the region.
Now, we look back at 2014 as a year of hope in spite of pain and loss.
This annual report will give you a glimpse of the “bright spots” of our
year. I invite you to join me on this retrospective journey.
Sean Southey, CEO
How we tell our stories.
As a communications for social change organization, PCI
Media Impact uses radio, television, digital and other media
to turn up the volume on crucial issues around the globe.
Focusing on Health, Environment and Social Justice,
we strengthen the CAPACITY of partners; we create a
COMMUNITY of constituents who support our collaborative
work; and we promote positive CHANGES in audience
knowledge, attitudes and behaviors.
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Our methodology has always been about amplification. First, finding
messages, stories, meanings that ring true for a population. Then,
helping them to redefine their narrative. And, finally, broadcasting that
narrative far and wide to prompt dialogue and shift social norms.
Take, for instance, our radio program in Bolivia on human trafficking
called La Caldera. Our Bolivian team would be the first to tell you that
this process was not all codified from the outset. We did our formative
research, of course; we had a plan. But then we met with a coalition
of partners and community members to set targets for knowledge,
attitude and behavior change, and the plan shifted as messaging was
designed with the context in mind. We went into production, and the
plan shifted even further. And with distribution, when you might think
planning was over, proved the perfect time to hone in on bright spots.
Sure enough, La Caldera never ceased to surprise us. It brought an
abandoned radio station back to life, helping it earn top ratings while
the program was on air; it prompted a group of teenagers to prevent
their friend from running away to the capital alone to work, putting
her at severe risk of human trafficking; and since since school children
proved to be the most engaged listeners, it led to a partnership with
the State Department that allowed us to build out a set of workbooks
and extend the program into schools.
Finding the Bright Spots. Our work in Health.
The #ISurvivedEbola Campaign, is a perfect example of a bright
spot in our health work. It uses fictional and true stories of survival to
educate on preventative health measures and to combat stigma. Those
who knew best how to increase their chances of outlasting the Ebola vi-
rus are the ordinary West Africans who managed to survive. Through the
#ISurvivedEbola Campaign, supported by Paul G. Allen, these pinnacles
of hope will feature in videos, speak on the radio, see their stories told
across the region. They became leaders in the fight against the disease.
Our work in Social Justice.
For years, our team in Peru has built deep relationships with
adolescent leaders in towns such as Ayacucho and Ucaylai, work-
ing particularly on sexual and reproductive health. The first program on
this subject in the region, supported by UNFPA in 2009, still runs today.
Through our community-based approach they have grown both in their
passion to ignite change, and in their capacity to do so through enter-
tainment media. Noting this success, we were able to bring a youth-driv-
en model to programs across the world, including to NYC public schools.
Our work in Environment.
When we launched the Ndovu Music Contest in East Africa,
we were thinking about elephants. But we were also thinking
about humans — specifically, musicians. Instead of reinventing
the wheel, we thought: why not amplify what works best? With
our partner Wildlife Direct, we designd a contest for songs that
would inspire audiences to protect elephants and fight the ivory
trade. Winners were cultivated, working with producers and top
artist Juliani, and performed in a concert to inspire this change.
This back-and-forth process of amplification
happens over the course of months and years.
But in 2014, we capitalized on the counterpart
to this careful learning strategy: the idea of
finding what is already working in a community
and elevating these existing efforts.
Focusing on bright spots allows us to focus on
positive messaging, but it also means that we
can give credit where it is due. We can find the
characters in the true story of each community
whose narratives are calling for illumination.
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“We want empowerment. We want [the global community] to
use us to go to the villages, to do sensitization for those peo-
ple out there who don’t know about Ebola. We’d be happy to
share our stories with them, so that with them they will learn.”
-Fatima Kamara, Ebola survivor, Sierra Leone
“Entertainment-Education programs with PCI Media Impact
have fundamentally changed how I work. Now I have the vi-
sion that [education can be] a joy, that people are not only
able to come closer to change but they can literally consume
that change. This is an essential switch from fighting against a
problem to being part of a solution.”
-Jose Luis, partner at Fondo El Triunfo, Mexico
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Amor en Bujuy About Early Pregnancy
WASH Program on Sanitation and Hygiene
Pilot on Nutrition, Cholera and DRR
Sed De Ti on Water and Sanitation
Black Gold on Child and Maternal Health
La Caldera on Human Trafficking
Strong Women – Strong Voices
Bolivia, Colombia, Peru
Voices of Justice
Women and Girls Lead Global
Campaigns on Children, Violence, Disaster
The [What] We Want about Sexual Abuse
Let’s Speak Out on Gender Based Violence
My School – My Community
Youth Entertainment Network
Our Programs in 2014.
Health. Social Justice.
Ndovu Music Contest for Elephants
Punta Fuego on Fisheries
My Green Gabon
My Western Chimpanzee
Liberia, Sierra Leone
Temboni on Wildlife Conservation
STEWARD for the Upper Guinean Forest
My Tiger – My Community
Worthy of Protection for Chimpanzees
Jacinta on the Chiapas Rainforest
Island Community Action Campaigns
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As we look to amplify bright spots in communities through our
programming, we aim to deepen successful partnerships. In 2014, we
paid special attention to nurturing partnerships that worked particularly
well, to ensure that teams around the world would benefit from each
Some Of Our Partners in 2014...
• Fauna and Flora International
• Mweka College of Wildlife Management, Tanzania
• Stiching to Promote Women’s World Banking
• University of California at Los Angeles
• U.S. Department of State
• United Nations Framework Convention on Climate Change
• United Nations Office for Project Services
• United Nations Development Fund
• Urban Assembly
• US Forest Service
• UNMIL Liberia
• The University of Texas at El Paso
• US Fish and Wildlife Service
• Fundacion Social
• The Nature Conservancy
• Vulcan Productions
• The Paul G. Allen Foundation
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• Ambassador Alexander F. Watson
• Anne R. Steele
• Anonymous (8)
• ARIA Foundation
• Arntz Family Foundation
• Arvind Singhal
• B.T. Rocca , Jr. Foundation
• Bay and Paul Foundation
• Bob and Jayne Goodman
• Clayton Fund
• Connie Kohler
• Conservation and Research Foundation
• David Gere
• Deborah A. Lynch
• K. C. Murdock and Martha A. Murdock
• Edith McBean
• Elizabeth R. Steele
• Fred and Iris Hoblit
• George W. Krumme
• Henry D. Luce
• J. Dix Wayman
• James F. Chase, Jr.
• Jane B. Schildge
• Jane S. Pattie
• Jeffrey and Carolyn Salzman
• Jim and Debby Stein Sharpe
• Joel F. Jensen and Kathy Voss-Jensen
• John and Laurie McBride
• John and Lucy Rhodes
• John H. Sutter
• John Halla and Christine Hansen
• John Tjepkema and Christa Schwintzer
• Kenneth and Kathryn Henderson
• Lee and Vivian Reynolds
• Lynne Yeannakis
• Moses Feldman Family Foundation
• New-Land Foundation
• Paal Frisvold
• Pamela J. Newman
• Patricia Goss Rhodes
• Price Foundation
• Ralph and Lois Silver Foundation
• Ralph and Marjorie Koldinger
• Richard Stone
• Rita Fredricks Salzman
• Robert R. Andrews, Jr.
• Roger Burnell
• Ruth N. Barber
• Sally A. Anson
• Sarah Timpson
• Sean Southey
• Semmes Foundation, Inc.
• Serving The Spirit Foundation
• Shane Heneghan
• Simon Edison Foundation, Inc.
• Susan and Nelson Helm
• Ted and Margie Henning
• Tomchin Family Foundation
• Trull Foundation
• Walter and Cynthia Apodaca
Our Major Donors.
• Sean Southey – CEO
• Anthony M. Scala - CFO
• Christine D. Bailey - Programs Director
• Alex Grigor - Communications Director
• Durdona Djalilova - Office Manager
• Graicela Leal - M&E Manager
• Jessica Robbins - Islands
• Carina Schmid - Program Manager
• Marco Rodriguez-Communications Officer
• Sebastian Milla-Program Officer
• Vanessa Crowley - Program Officer
• Katie Bartels - Program Manager
Latin America & the Carribean
• Javier Ampuero - Regional Manager
• Alleyne Regis - Regional Manager
• Johnny Anaya - Program Officer
• Della Ashby - Program Assistant
• Minerva Flores - Program Assistant
• Dr. Lynne Yeannakis (Co-Chair)
• Richard Stone (Co-Chair)
• Rita Fredricks Salzman (Vice Chair)
• Alan Court (Treasurer)
• Robert M. Allen (Secretary)
• Sally Timpson
• Paal Frisvold
• Dr. David Gere
• Shane Heneghan
• Dr. Connie Kohler
• Dr. Pamela J. Newman
• Dr. Arvind Singhal
• Adam Albright (Honorary Chair)
• Fred Cohen (Honorary Chair)
• Kenneth L. Henderson (Honorary General
Board of Directors.
Core Staff Members.
• Darius Barolle - Team Leader
• Joko Kgoba - Program Officer
• Abdul Jalloh - Program Officer
• Kemoh Yenda - Program Officer
• Abdul Dumaya - Program Officer
• Andrew Ewoku - Program Officer
• Abdul Dumbuya - Communications Officer
• Francesca De Maria - Program Manager
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Operating revenue Unrestricted Restricted 12/31/2014 12/31/2013
Contributions and grants 1,631,654 $1,759,247 $3,390,901 $2,506,001
Investment return 7,776 0 7,776 19,524
Other income 64,090 0 64,090 55,787
1,703,520 1,759,247 3,462,767 2,581,311
Net assets released from restrictions 1,589,355 (1,589,355) 0 0
Total operating revenue $3,292,875 $169,892 $3,462,767 $2,581,311
Program services 2,738,364 0 $2,738,364 2,016,820
Administration 337,777 0 337,777 365,742
Fundraising 173,801 0 173,801 160,786
Total operating expenses $3,249,942 $0 $3,249,942 $2,543,348
Change in net assets from operations $42,933 $169,892 $212,825 $37,963
Bequests 61,595 0 $61,595 4,283
Changes in the value of split-interest
agreements (3,565) 0 (3,565) (5,551)
Non-operating changes $58,030 $0 $58,030 ($1,268)
Change in net assets 100,963 169,892 270,855 36,695
Net assets, beginning of year 547,331 371,993 919,324 882,629
SUPPORT AND REVENUE
Foundations & Organizations
PCI-Media Impact, Inc. is an independent, non-profit organization with
tax exempt status under Section 501(c)(3) of the Internal Revenue Code.
A copy of the complete audited financial statements represented here
and/or a copy of the IRS form 990 may be obtained by writing to PCI-Me-
dia Impact, Inc. 777 United nations Plaza, 5th Floor, New York, New York
10017-3521 or to the Office of the Attorney General, New York State
Department of Law, Charities Bureau, 120 Broadway, NY 10271.
Statement of Financial Position.
December 31, 2014 (with comparative amounts at December 31, 2013)
Statement of Activities.
Year Ended December 31, 2014 (with summarized totals for the year ended December 31, 2013)
Assets 12/31/2014 12/31/2013
Cash and cash equivalents $569,525 $293,898
Grants Receivable 421,975 270,119
Prepaid expenses and other assets 41,890 39,856
Investments 746,255 716,350
Beneficial interest in charitable remainder trust 18,156 18,381
Leasehold improvements and equipment, net 47,709 32,202
Total assets $1,845,510 $1,370,806
Liabilities And Net Assets
Accounts payable and accrued expenses $161,611 $98,510
Advances Payable 486,146 $301,713
Capital Lease Obligations $1,611
Annuities payable 7,574 $49,648
Total liabilities $655,331 $451,482
Operating ($116,254) ($153,280)
Designated for long term investments 764,548 700,611
Unrestricted $648,294 $547,331
Temporarily Restricted 541,885 371,993
Total net assets $1,190,179 $919,324
Total Liabilities and net assets $1,845,510 $1,370,806