PCI Media Impact Showpiece


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PCI-Media Impact made important
strides in 2012 working with communities around
the globe to address some of our world’s most entrenched problems. Over the course of its 27 years,
Media Impact has developed a sophisticated understanding of population-related issues and the
inter-connectivity of population with poverty, health and the environment.

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PCI Media Impact Showpiece

  1. 1. With your help, PCI-Media Impact made important strides in 2012 working with communities around the globe to address some of our world’s most en- trenched problems. Over the course of its 27 years, Media Impact has developed a sophisticated un- derstanding of population-related issues and the interconnectivity of population with poverty, health and the environment. As population pressures grow, the impacts on poverty, health and the environment in action deepen. Media Impact addresses the root causes and full scope of the problems facing vulnerable commu- nities through several entry-points: the need for fam- ily planning, sustainable development, biodiversity conservation, and alternative livelihoods. In this way, our programs aim to create models where we can all live in dignity, and harmoniously with the natu- ral world. An informed and empowered citizenry, across the world, is integral to reaching a sustainable, healthy future. As we reach the close of 2012, we are pleased to share with you, and celebrate, the advances we have made,2012 the partnerships we have developed, and the prom- ise of improved lives and stronger communities. We are honored and thrilled to carry-out this work, and excited to further deepen our impact in 2013.
  2. 2. Mexico PeruDeepened Partnerships & TransMedia Preventing Teenage Pregnancy & PromotingProgramming Reproductive Health2012 saw the fruition of a successful partnership with the Teenage pregnancy is a virtual epidemic in Peru. In the city ofState Government of Chiapas, Mexico. Media Impact pro- Cusco alone, one in five young women has been pregnant at leastduced the radio drama Corazón de Mujer (The Heart of a twice before her 20th birthday. Adolescent use of contraception isWoman), a 40-episode radiodrama, focused on women’s below 2.6%, and illegal abortion is on the rise. A significant issueaccess to government health services and legal rights. The remains that the government ofPeru blocks access to reproduc-program was rebroadcast on more than 50 radio stations in tive health services for youth under age 18. To address theseArgentina, El Salvador, Spain, Panama, Dominican Republic issues,Media Impact and UNFPA partnered to launch My Youth -and Peru. The success of Corazón de Mujer set the stage for My Community, a program designed to reduce teenage pregnancyproduction of Media Impact’s first Latin American television and promote sexual and reproductive health to more than 59,000drama, Mucho Corazón: Donde el Amor Florece. The 36-epi- young listeners in Huamanga and Pucallpa, Peru. The programsode drama and accompanying television talk show began reaches a secondary audience of 450,000 parents, teachers andairing on February 2012 on Canal 10, complimented byongo- adults. The program works to strengthen the capacities of teening promotion through the State of Chiapas radio and televi- and youth Advisory Councils, teenage pregnancy prevention orga-sion networks. Rebroadcasts have been airing on Television nizations and other program partners to use communications andde America Latina (TAL) and its 23 channels throughout Latin Entertainment-Education to promote the sexual and reproductiveAmerica, as well as airing in the United States on Mexicanal health rights of youth, especially the right to access informationand Mexico TV. A new partnership with Women’s World and sexual education.Banking enabled the production team to include empower-ing storylines focusing on financial literacy for women. The Our objective has been to build and empower a community ofprogram is a critical success, with survey research underway students, parents and decision makers who believe it is impor-to measure impact. The great success of the TV series has led tant for youth to have sexual and reproductive health care andto the production of Mucho Corazon, the movie. It will be the accompanying rights. 400 students ages 14-18, from six schoolsfirst movie production for Media Impact. in Huamanga, Peru were surveyed about what they learned from the radio drama, Cuando el Amor Agarra (When Love Grabs Hold), and the accompanying talk show ZonAdolecentes (KidsZone). The results have been impressive! Out of those students, 84.6% said they had heard of the sexual education promoted in the drama, compared to 64% before program inception.32% said they were aware of the safe environment provided by the sexual and repro- ductive health services at Huamanga Hospital (compared to 14.5% in the baseline survey) -- 87% of these respondents said they had learned this through the radio drama!. Media Impact recently signed a 5-year contract with UNFPA to deepen our work across the country. We are also putting the finishing touches on a book thatarticulates our methodology and work in Peru, which will be published in 2013 by UNFPA. This program has won first place in Latin America and is among the top five global practices in the Contest of Best Practices in Adolescence and Youth!
  3. 3. Liberia Liberia & Gender Parity: A Pre-Requisite for Growth and Reproductive Rights Women are the healers and caretakers of any society: invest in a woman and you invest in children, in families, in com- munities, in economies, in education and more. It is well known that gender parity builds healthy, viable, democratic societies. Communities devastated by war and poverty need women who are strong and well, who can, in turn, build safe and stable communities well into the future. In West Africa,Caribbean a continent divided by bloody civil wars, the use of rape as a tool to split apart families has been used increasingly in recent years. Liberia, a West African nation, suffered twoRaising awareness of HIV, climate change and bloody civil wars during the past twenty years. At least 70%biodiversity conservation in 15 countries across -- and as many as 92% -- of Liberian adolescent girls andthe Caribbean women have experienced some form of sexual violence. Be- tween January and April 2009, 61% of the 275 cases of sexualThe world is increasingly more connected, and so are its prob- violence involved girls younger than 12. Many are infants.lems. In the Caribbean, a region which has the second highestHIV and AIDS prevalence rate outside Sub-Saharan Africa, the To address these grave issues, Media Impact has been work-impact of increasingly dense island populations on fragile island ing to build key partnership and alliances to launch a long-ecosystems, as well as the detrimental problems around climate running program. UNICEF-Liberia has signed on as a co-change, continues to affect millions in the region. To address this implementing partner for a nascent, joint program. We arerange of issues, Media Impact has launched My Island - My Com- pleased to share that two micro-programs have launched inmunity, an ambitious, multifaceted behavior change campaign 2012: Media Impact has contracted with a local Hipco musi-targeting the crossroads of population, health, and the environ- cal artist, Takun J, to write and produce two songs denounc-ment across 15 island nations of the Caribbean. This large-scale, ing rape and sexual violence against women and children.first of its kind, program aims to shift behavior and cultural The songs were recently launched at a joint event for an au-norms with regard to climate change, biodiversity conservation dience of 7,000 on November 24th, at a stadium in Monro-and HIV. The centerpiece of this program is a 208-episode radio via, with the Noble Peace-prize winning President of Liberia,drama entitled Callaloo, airing in 15 island nations. This program Ellen Johnson Sirleaf, in attendance. Media Impact is alsobreaks the insular nature of initiatives in the region by working partnering with a local, Liberian organization, TOUCHINGwith over 60 partners throughout the Caribbean to address these HUMANITY IN NEED OF KINDNESS (THINK) to imple-issues through the drama, supporting radio programs and mobi- ment a story-based program for victims of sexual violence.lization campaigns on each of the islands. We have just aired our Media Impact is working closely with THINK’s existing90th episode of Callaloo, completed a mid-term evaluation, and program, providing cameras and trainings for a “PhotoVoice”are working towards launching campaigns on 5 islands in 2013. project, wherein women can work to tell their important stories, and share their perspectives, which we anticipate to be hugely impactful. Through this micro-program, we aim to slow the spiral of violence and abuse by providing women with a voice that can be heard on an international level, as we mean to promote their stories online and through exhi- bitions, where possible.
  4. 4. United States Our CURRENT PROGRAMSEmpowering New York’s Inner-City YouthNew York City is the largest school district in the world,with more than one million students in more than 1,700public schools. The district contains some of the country’slowest performing schools: students experience challengesat home and in their communities, while low student en-gagement and a lack of student representation in decision-making processes have contributed to the urgency of thesituation. To address these challenges, the My School - MyCommunity program, made possible through the generosityof the W.K. Kellogg Foundation, has been working to mo-bilize students, parents, community members and educa-tors to create positive changes within school communitiesand beyond. Students not only have the opportunity toparticipate in the conversations from which they are oftenexcluded, but also take steps to shape the very nature ofthe dialogue about issues that profoundly affect their lives.Students identify issues that are relevant to their lives andproduce communication campaigns to address them target- Corazon de Mujer (Mexico) My Water - My Community (Peru)ing their school communities. Some of the issues identi- Green Gabon (Gabon) My Western Chimpanzee – My Com-fied have included teenage pregnancy, homophobia, gang munity (Sierra Leone and Liberia) Hen Mpoano/Our Coast (Ghana)violence, bullying, gossip, school cleanliness, respect, school My Wildlife-My Community (Tanzania) Mobilize 4 Africa (Liberia)spirit, stress and drug abuse. In 2012 - 2013, Media Impact Not For Sale (Bolivia) Mucho Corazon (Mexico)is partnering with 11 schools to guide students and teachers STEWARD (Guinea, Ivory Coast, Libe- My Chimpanzee – My Communitythrough a standards-based Entertainment-Education curric- (Rwanda) ria, Sierra Leone)ulum that encourages student participation in the narratives My Gorilla – My Community (Nigeria Strong Voices-Strong Women (Peru, and Cameroon) Colombia and Bolivia)of their own lives – to tell their own stories, influence policy My Island – My Community (Carib- Sustainable Fisheries (Belize)makers and gate keepers, and importantly, to be empowered bean region) Voces Nuestras/Our Voices (Bolivia)to begin to change their lives and circumstances. Media Im- My School – My Community (New Youth and Sexual Reproductive Healthpact is pleased to bring our methodology “home” to benefit York City) (Peru)young children in need. My Tiger – My Community (Laos)
  5. 5. 777 United Nations Plaza, Share our stories...New York, NY 10017-3521 U.S. Tel: (212) 687-3366 info@mediaimpact.org www.mediaimpact.org