PCI Media Impact Brochure mar2014


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PCI Media Impact Brochure mar2014

  1. 1. For three decades , we have empowered communities worldwide to inspire positive social and environmental change through storytelling and creative communications. 5,000 episodes 1 billion people 50 countries 100 productions
  2. 2. From the earliest human existence, stories have helped us understand our world and share our experiences. Stories inspire us, teach us, move us... and in so doing, they change our world. “Once Upon a Time...”
  3. 3. Entertainment-Education is the process of designing and delivering messages via television, radio and digital platforms that both entertain and educate. The goal of Entertainment-Education is to increase the audience’s knowledge about an issue, shift attitudes and change behaviors and social norms.
  4. 4. PCI Media Impact is a world leader in Entertainment-Education and communications for social change. Our unique storytelling strategies have supported communities worldwide in addressing issues of health, empowerment and environmental conservation. Through our innovative My Community approach, we work with the most vulnerable and disadvantaged populations to create sustainable change.
  5. 5. As a communications for social change organization, PCI Media Impact uses radio, television, digital and other media platforms to: • Strengthen the capacity of our local partners to effectively use communications to catalyze change; • Create a community of constituents who support our collaborative work; • Promote positive changes in audience knowledge, attitudes and behaviors around target issues. With the invaluable support of our partners around the world, we are promoting a new generation of change- leaders who use communications to effectively “turn up the volume” on their important work.We continue to expand our thematic and geographic focus, reaching more people in innovative ways, one story at a time...
  6. 6. As the world’s population surpasses seven billion people, health issues have never been more important. In response, PCI Media Impact’s programs address issues relevant to population, family planning and sexual health, teenage pregnancy, public sanitation and hygiene, among others. Our water program in Peru is emblematic of the health work we engage in, as population and environmental pressures threaten human health and wellbeing. Water is not only in short supply in Peru, but it is also poorly distributed. PCI Media Impact is working with USAID and regional partners to broadcast The Story of Our Water thoughout the country, raising awareness about public sanitation, hygiene and water resource management in order to bring safe drinking water to the millions of Peruvians living without this basic human necessity. MEDIA FOR HEALTH
  7. 7. MEDIA FOR ENVIRONMENT Our natural world is growing increasingly vulnerable. To help protect our environment, PCI Media Impact has launched programs that address critical issues such as climate change adaptation, the conservation of tigers, gorillas and chimpanzees, natural resource management, forest protection and sustainable livelihoods. Our radio drama Callaloo aired in 15 countries in the Caribbean and reached more than 5.5 million listeners across the region. This 130-episode radio drama promotes a clear vision of what people can do to mitigate the damages of climate change. Supported by school visits with mascots and musical performances, the drama has resulted in increased protection of the islands’ precious mangroves, as well as the promotion of sustainable fishing and farming, garbage disposal and conservation-minded policies.
  8. 8. MEDIA FOR EMPOWERMENT Strengthening the capacity of women and youth brings lasting social change. PCI Media Impact includes gender equality and youth-related storylines in every drama we produce. Our programs help stop violence against women, support family planning, highlight indigenous rights and promote financial literacy. In the Mexican state of Chiapas, we worked with the local government to produce a 36-episode telenovela entitled Mucho Corazón. This popular television show was broadcast on over 20 stations in eight countries and weaves together themes of women’s rights, indigenous discrimination, and financial literacy. After the program aired, 64 percent of viewers reported that they had learned how to safely stand up for their own rights.
  9. 9. MEDIA FOR YOUR STORY In today’s world, effective storytelling requires using and understanding a range of communications platforms including radio, video, mobile and online media. PCI Media Impact’s success is built upon our deep technical expertise and broad experience in producing materials that are tailored for target audiences and contextualized within the local culture. We offer our Entertainment-Education (E-E) and Communications for Development (C4D) expertise to organizations worldwide. Examples include media coverage and event support for the United Nations Framework for the Convention on Climate Change and UNDP; documentary and video production for Women’s World Banking, IUCN, UNAOC and The Nature Conservancy; E-E and C4D workshops with the United Nations Commission on the Status of Women, UCLA’s Art & Global Health Center, Tufts’ Center for Conservation Medicine, USFWS in Gabon, Oxfam, UN Mission in Liberia, the First Ladies Initiative, Rotary Peace Center in Thailand, and US State Department.
  10. 10. Coalition Building & Formative Research We host in-country workshops with the coalition partners. These workshops analyze the formative research, provide training in Entertainment- Education and initiate the process of developing a comprehensive behavior change campaign. PHASE TWO Our “My Community ” Approach We identify and recruit a diverse group of coalition members. They are familiar with the culture, language and needs of targeted communities and drive formative research to understand the local context. PHASE ONE Training & Program Design
  11. 11. We mentor coalition partners. We help them develop and produce the scripts and media materials using available radio, television and digital platforms. Mentoring & Production PHASE THREE We provide both on-site and distance mentoring during broadcast and implementation of all components of the program. This support typically includes training, design and implementation of interactive radio and TV call-in shows, as well as community action campaigns. Broadcast & Community Mobilization PHASE FOUR
  12. 12. How We Tell Our Stories Radio or TV Call-In Shows Interactive call-in shows are created so that the audience can engage in real-time discussions about the issues presented in the drama as well as relevant local resources and events. The shows use music, competitions and prize giveaways to energize and inspire the audience. Community Mobilization Campaigns Mobilization Campaigns provides an opportunity for direct community action. Whether it’s through a community fair, a school visit, a billboard or a song, this critical phase leverages available resources and networks, seeking policy support and engagement of service providers to inspire lasting social change. Serial Dramas The core of each program is the production and broadcast of a serial drama which tackles sensitive subjects in a non-threatening manner. Using our Entertainment- Education methodology, key messages are woven into an informative and engaging story.
  13. 13. The My Community model values monitoring and evaluation, a process we call learning. As communicators, we focus on understanding the audience’s needs as it evolves and changes throughout the program. We measure the success of our programs across three indicators: 1. The capacity of our local partners to effectively use communications to catalyze change in their community. 2. The size of the community that supports this work. 3. The positive changes in audience knowledge, attitudes and behaviors around targeted social, health and environmental issues.
  14. 14. “In Liberia our parents did not go to school. Only boys went to school. Girls were told to marry boys in order to be taken care of. I don’t want to be like our parents, I want to learn to become someone in order to change our future.” Vistor, Liberia Let’s Speak Out Participant
  15. 15. “There are a lot of issues on the street like homelessness, poverty, gang violence—with My School-My Community, we discuss them and figure out how to make them better in order to make a change in people’s lives.” Habeeb, NYC My School-My Community Student
  16. 16. “If you teach a man to fish...” BE A PART OF THE STORY Visit our Website: www.mediaimpact.org Visit our website, sign up for our newsletter, like us on Facebook and join us on Twitter to get updates about all of our programs. Make a Donation Your contributions and our programs together change the world. Volunteer Join us to experience the difference we make first-hand. At the heart of our methodology is capacity building. PCI Media Impact works with partners and empowers local communities to become self-sufficient. We provide our partners with the knowledge, tools and mentorship to develop these programs and keep them flourishing after we’ve left.
  17. 17. Our Current Programs My Green Gabon (Gabon) My Gorilla – My Community (Nigeria and Cameroon) My Island – My Community (Caribbean region) My School – My Community (USA) My Tiger – My Community (Laos) The Story of Our Water/Sed de Ti (Peru) My Western Chimpanzee – My Community (Sierra Leone and Liberia) My Wildlife-My Community (Tanzania) Not For Sale/La Caldera (Bolivia) Sustainable and Thriving Environments for West African Regional Development (STEWARD) (Guinea, Ivory Coast, Liberia, Sierra Leone) Strong Women-Strong Voices (Peru, Colombia and Bolivia) Voices from the Mist (Mexico) Young People Telling Stories (Peru) Black Gold (Mozambique) Sing For Elephants (Kenya) Let’s Speak Out (Liberia) Colombia Youth Edutainment Network (Colombia) Fish Replenishment Zones (Belize) Education and Health Rights of Adolescents (Peru)
  18. 18. “The power of storytelling is exactly this: to bridge the gaps where everything else has crumbled.” PCI Media Impact – Headquarters 777 United Nations Plaza – 5th Floor New York, NY 10017, USA info@mediaimpact.org Tel: (212) 687 - 3366 www.mediaimpact.org Share our stories... – Paulo Coelho