This document discusses the use of music to promote social change and end violence against women in Liberia. It describes how musician Takun J has dedicated himself to writing songs with anti-rape messages to educate Liberians. His songs emphasize punishing rapists, enforcing anti-rape laws, and encouraging men to prevent violence. Takun J's popularity is helping spread these messages, especially to youth and within the hip-hop culture. The document also provides background on the high levels of sexual violence in Liberia and discusses a program using music as a tool for social change and shifting norms.

1. Fall 2013
“ As a musician, I
have to use my
voice to carry my
message. And as a
man, I have to stand
up for the women
and the children.
Rape needs to end
so our country can
move forward.r”
- Takun J, Anti-Rape Ambassador
Music for Change in Liberia
In Liberia, a country that has already
suffered two of the bloodiest civil wars
during the past twenty years, a silent war
wages on today against adolescent girls
and women. Reports estimate that 70 percent to 92 percent of Liberian women have
experienced some form of sexual violence.
Through music, we aim to give Liberian
women a voice to break the silence and
question social attitudes that allow attacks
to continue
After fleeing the civil war, “Hip-Co” star
Takun J, decided to come back to his home
country and has dedicated his life to writing songs that will shape the political and
social rebirth of this previously war-torn
nation. In that spirit, we have been working
For more on this project
please visit our website:
www.mediaimpact.org
closely with Takun J to produce songs that
bring anti-rape messages to Liberians. His
songs and performances emphasize the
need for punishment of rapists, better enforcement of anti-rape laws and for young
men to stand up against violence.
In countries shattered by war, the
power of music to foster a national identity has been proven throughout history.
Takun J’s popularity provides an opportunity to capture the attentions and emotions of listeners in a unique and powerful
way. His socially relevant lyrics are reaching the youth, particularly young men,
within the traditionally misogynistic, hiphop culture, encouraging them to keep
women and girls safe.
This program uses the power of music
as both a therapeutic tool and motivator
for social change. Using collaborative initiatives, we engage Liberian audiences in
critical conversations about gender equality in order to shift the social norms that
allow violence against women and girls to
continue.
Earlier this year we produced and released our first music video, featuring
Takun J “Song for Hawa” tells the story of
one young mother and survivor of sexual
violence was able to persevere. As a result
of this partnership, Takun J was recently
named Anti-Rape Ambassador by Liberia’s
Ministry of Gender and Development.
Since then, we’ve joined forces with
UNICEF to bring Takun J, and his powerful message of anti-violence, all across the
country. While continuing to produce new
songs and music videos, Takun J will give
performances as well as host community
forums to talk about these issues with
even the most geographically displaced
communities in Liberia.

2. Water Management in Peru
Our board chair, Fred
Cohen, shares his
experience visiting our
team in Lima, Peru...
I returned to Peru earlier this past summer for the first time since 1972. While
many visitors make quick visits to see Lima
and Cusco, and do the mandatory trek to
Machu Pichu, I had an additional mission:
I wanted to meet the actors and actresses,
and see the production of PCI Media Impact’s radio novella, Sed De Ti (The Thirst
of You), largely funded by USAID.
So after a late Saturday night flight into
Lima, early the next morning Javier Ampuero, PCI Media Impact’s Regional Director
for Latin America, met me at our hotel to
take me to an episode recording at a local
Lima studio. Actually it was a replacement
studio, because our usual production venue had to be scrapped at the last minute
due to a lack of electricity. Ever resourceful on a Sunday morning, our production
team quickly located a vacant recording
studio on the other side of town.
Sed De Ti is an exciting radio novella
which not only captivates and holds the
listener’s attention, as any good entertainment series should- but most significantly
it deals with important issues facing large
populations in Peru: water and sanitation
resource management, hygiene, gender
roles in water and sanitation issues and
environmental and climate challenges.
In Peru, a country of 28 million, it is
estimated that between 24 to 60 percent
of rural households do not have access
to piped water. In addition, millions more
do not have access to safe drinking water.
These are huge challenges - but through
Sed De Ti’s creative writing, acting, and
excellent production values, our series
certainly delivers. The early feedback from
our audiences and local partners in the target areas of Peru (Lima Norte, Piura, Cusco,
and Iquitos) is extremely positive. We are
indeed making an impact.
Over the past thirty years, I have developed and worked with radio and television production teams around the world.
But never have I seen more committed,
enthusiastic, and professional individuals
than our team creating Sed De Ti. Their
dedication was memorable. Their impact
hopefully lasting. After the taping, several
of the musicians even serenaded us with
a medley of their original Peruvian songs.
Our team in Peru certainly captured
my heart. I was “thirsty” for more - as are
our audiences in Peru!
“...I have developed and
worked with radio &
television production teams
around the world. But never
have I seen more committed,
enthusiastic, & professional
individuals than our team
creating Sed De Ti. ”
- Fred Cohen, Board Chair
New Program Launching in Mozambique
We are thrilled to announce a new partnership with UNICEF Mozambique to
create a radio drama addressing child and maternal health issues as a part of
UNICEF’s Facts for Life Communication Initiative. The program was developed as a key behavior change communication strategy that provides vital
health messages and information for caregivers and community stakeholders
to protect the lives of children. This initial pilot program will involve writing 40 episodes and producing 20 episodes of a drama in partnership with
CMFD, a communication for development Production Company.

3. Reflections from Chiapas
Vanessa Crowley, one
of our EntertainmentEducation fellows, reflects
on her time in Chiapas,
Mexico supporting our
radio & television dramas...
Interested in learning more
about our EntertainmentEducation fellowship
program? Check out
our website for more
information..
www.mediaimpact.org
I am a few months away from receiving my masters in Human Rights from the
University of Sussex in England. Before
learning of this opportunity with PCI Media Impact, I, like most grad students in
my class, had only a vague idea of what I
wanted to write my thesis on. All I knew
was that I wanted to work with marginalized populations somewhere in the world.
After a bit of investigating, I came across
the opportunity to be a PCI Media Impact
fellow. The timing was perfect and I let it
take me way off my radar, to a beautiful
place- Chiapas, Mexico. And I am so happy
that it did.
PCI Media Impact asked me to produce
a qualitative impact evaluation on their
communication programs Mucho Corazon, a telenovela, and Corazon de Mujer, a
radionovela. Through relatable stories and
plot lines, the programs were designed to
raise awareness of: women’s rights, health
& gender equality, sending kids to schoolespecially girls, financial education and
other themes.
The goal was to reflect the reality of
how these issues affect the indigenous
peoples here in Chiapas and promote alternative attitudes and services available
to confront them. The evaluation is hoped
to enrich previous evaluations in gauging
the effect these programs have had on the
personal experiences of those involved in
the process as well as viewers’ perspectives.
For my first time conducting independent research, I cannot imagine how
difficult the process would have been
without the trusting support of PCI Media Impact and their partners here on the
ground. I am amazed by the helpful attitudes of everyone that was involved in the
project and their demonstrated devotion
is a testament to the claims of many that
this experience has had a surprising and
lasting effect on them.
To get an idea of how the programs influenced the audience I spent eight days
living with a family of indigenous viewers/listeners, in a village called Zinacantan. I will never forget this beautiful and
humbling experience and the color it has
brought to my life. I also conducted five
focus groups using participatory methods.
I enjoyed my time here so much that
I have decided to stay and look for work!
I feel inspired and I thank PCI Media Impact for opening my eyes to a new reality. I would also like to recognize Debora
Iturbe, the Executive Director of Sistema
Chiapaneco at the time of broadast, for her
untiring kindness, support and orientation
during this process and to the Vazquez
Hernandez family for hosting me.

4. More news from our community...
My School - My Community
We’re Hiring!
We have officially launched the fourth
year of our My School – My Community
program in three New York City schools.
We have spent the summer updating
the curriculum to seamlessly align with
Common Core State Standards, firmly
cementing the program as a model for
both effective social change and also the
development of vital skills for college,
careers and citizenship. This year, we have
entered a more formalized partnership
with Patalogos, a leading education
consultancy group that has supported
the program since its creation. With our
combined expertise, we are thrilled to
empower our students with the 21st
century skills they need to succeed.
We have a number of exciting job openings all around the world. For a complete
list, please check out our website, under
“career opportunities”.
The Power of Radio
SIMA 2014
PCI Media Impact is once again a proud
partner of the Social Impact Media Awards.
For more information and to submit an
entry for their 2nd annual international
documentary film and video completion,
please check out our website.
My Gorilla – My Community
We are thrilled to report that Linda’s Joint,
our radio drama addressing the conservation of the critically endangered Cross
River gorilla in Nigeria and Cameroon,
received a new grant from USFWS to
ensure the continuation of our work and
the development of a second season! We
are currently working on the evaluation
plan and design of a baseline survey,
and will be meeting with in-country
partners to design the next season of
the drama. We anticipate developing
low-cost campaign activities, and are
exploring several funding opportunities
for expanded campaign elements.
PCI Media Impact presented our work
using radio to end to violence against
women at the 2013 Open Square Summit
in Washington D.C. in early October.
Hosted by our friends at Futures Without
Violence, this day-long conference
centered around the question “how can
communications strategies and new
technologies create the lasting change
needed to bring an end to gender-based
violence?” While many speakers presented
on high-tech initiatives, our Executive
Director Sean Southey spoke to the power
of radio and how it’s simplicity has the
power to touch the hearts and minds of
billions, regardless of access or education
level. The event was streamed live and cohosted by Senator Kristen Gillibrand and
House Democratic Leader Nancy Pelosi.
Learn more, donate or get involved visit our website
www.mediaimpact.org
Like us on facebook.com/PCIMediaImpact
Follow us on Twitter @PCIMediaImpact
For more information contact Director of Partnerships, Alex Cottin at acottin@mediaimpact.org
PCI-Media Impact
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