PCI Media Impact uses entertainment-education strategies to promote positive social change through storytelling. They produce radio and TV serial dramas in over 30 countries that entertain audiences while addressing important social issues like health, environment, and women's empowerment. Their current productions address topics like family planning in Latin America, biodiversity conservation in the Caribbean, and sustainable fisheries in Ghana. Evaluation of past programs found they increased knowledge, improved behaviors, and boosted condom and birth control sales.

1. Tell a Story,
Change the
World
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2. “Stories matter. Many stories
matter. Stories have been used
to dispossess and to malign. But
stories can also be used to
empower, and to humanize.”
Chimamanda Adichie, Nigeria

3. We empower communities
worldwide to inspire positive
social and environmental
change through storytelling
and creative communications.
What We Do

4. Entertainment
(70%)
attracts and holds the
audience’s attention by
engaging their
emotions.
Education
(30%)
improves the knowledge
and skills of the audience
to make informed decisions
and change their
behavior.
Entertainment-Education

5. It all started with a LOVE story
Simplemente Maria, Peru, 1969

6. Miguel Sabido
The “father” of E-E

7. Albert Bandura
Social Learning &
Cognitive Theory
Media Characters as role models

8. Diffusion Theory / Everett Rogers
100
90
80
Laggards
70
% Adoption of Innovationn
60
50
The Early Majority
40 The Late Majority
30
Early Adopters
20
Innovators
10
0
0 5 10 15 20 25 30
Time (years)

9. Currently in 32 Countr
Over 27 years:
100 serial dramas in over
45 countries, reaching over
1 Billion people.
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Where We Work twitter.com/mediaimpact
person@mediaimpact.org

10. Media for Health

11. Media for Environment

12. Media for Empowerment

13. My Community

14. Capacity
Building ability of local organizations to
motivate long-term social change in
Guatemala.
The Intruder ultimately
As part of the program El Intruso (The Intruder), reached the lives of
in partnership with Asociación Comunicares,
PCI-Media Impact hosted volunteer activities
and workshops, to provide training on sexual and
reproductive
35
issues
0 3
youth
million
young people
What does success look like?

15. Community
Building coalitions and constituencies to
support priority community issues.
What does success look like?

16. Change
Increase knowledge and change attitudes
and behaviors of key target audiences.
For example, in certain villages in India,
after
exposure to the soap opera, Taru,
and the sale of birth
condom sales increased control pills
increased
What does success look like?

17. Some Current
Productions

18.  Corazon de Mujer: 45 radio episodes in 3
languages on 60 stations in 7 countries.
 Corazon de Mujer: Radio magazine shows.
 Mucho Corazon: 36 TV episodes on 22
stations in 6 countries.
 Mucho Corazon: TV magazine shows.
 Mucho Corazon: The Movie. Releasing in
March.
 Vibra Radio: 80 1-hour radio magazines for
youth.
 Vibra TV: 20 1-hour TV magazines for youth.
 Community Mobilization Activities
Chiapas, Mexico

19. Strong Women,
Strong Voices
Avon Foundation: Global Award
for Excellence in Communications
Three programs- Bolivia, Peru &
Colombia
Addresses violence against
women, promotes access to services

20. Callaloo
 Currently broadcast in 15
Caribbean countries
 60 partners
130 episodes
HIV/AIDS, Biodiversity
Conservation & Climate Change

21. Cameroon & Nigeria
 Cross River Gorillas
 WCS, USFWS, CR State
Broadcasting
 26 episode radio drama/Pidgin
 “Linda’s Joint” airs in June 2013
 Call-in shows in Nigeria/Cameroon
 Campaign activities in June 2013

22. Gabon
 Gaguie the Gorilla
 TV Drama: My Green Gabon
 WCS, USFWS, Parks-Gabon

23. Rwanda & Burundi
 Chimpanzees
 WCS, USFWS, Rwanda Dev Board
 Nyungwe National Park
 26 episode radio drama
 Airs in June 2013
 Campaign activities in June 2013

24. Liberia, Sierra Leone,
Guinea and Ivory
Coast
 STEWARD Program
 Western Lowland Chimpanzees
 USFS, USAID, Care, FFI, Thomas
Reuters, Auder
 52 episode radio drama in 5
languages
 Call-in shows & campaign
activities under design

25. Liberia
 “Eat Some – Keep Some”
 Flora and Fauna International
 4 Episode mini-drama
 Forest management, REDD and
conservation

26. Ghana
 Sustainable Fisheries
 52 episodes/Fante language
 USAID, CRC/Maine
 Audience: 2.5-4 million
 Shama, Good News & Ankobra
FM – broadcast & call-in
 Impact date coming in May

27. Recent Awards
 Avon Foundation for Women: Global Award for
Excellence in Communication Award.
 United Nations: First place in Latin America and
Top Five Global Practices, UNFPA Award for Best
Practices in Adolescence and Youth Health.
 First Prize: Public Health Association for Promesas y
Traiciones. Award for the Multimedia category of the
Public Health Education and Health Promotion.
 Best Monitoring and Evaluation Methodology,
Rainforest Alliance’s Eco-Index, for Callaloo.

28. Thanks!
mediaimpact.org
twitter.com/mediaimpact
ssouthey@mediaimpact.org