PCI Media Impact is a nonprofit that has used entertainment-education media for 30 years to inspire social and environmental change in 50 countries. It produces radio and television programs, seen by over 1 billion people, that combine entertainment and educational messages to increase knowledge, shift attitudes, and change behaviors on issues like health, empowerment, and conservation. Through local partnerships and a "My Community" approach, PCI builds communities' capacity to create their own solutions and sustainable change through storytelling.

3. 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

4. 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...”

5. 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.

6. 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.

7. 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...

8. 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

9. 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.

10. 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.

11. 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.

12. 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

13. 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

14. 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.

15. 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.

16. “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

17. “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

18. “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.

19. 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)

20. “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