1. La Caldera is a 21-episode radio drama
that first went live in Bolivia in October
2012. Through relatable stories and
plotlines, the drama addresses sexual and
commercial exploitation and trafficking
while serving as a platform for dialogue
on these issues. Coalition members from
target regions were chosen based on the
high prevalence of recruitment, trafficking
and exploitation in these areas. Our target
audience are lower middle-class youth and
their families, especially girls and women
aged 11 to 22 who have been identified as
most vulnerable to trafficking and sexual
exploitation.
The incredible reception to the production
and messaging of La Caldera has drawn
the attention of radio stations, the press
and civil society organizations.
Today,LaCalderaisbeingbroadcastonover
155 stations across Bolivia. Furthermore,
PCI Media Impact and our local partner,
Pastoral de Movilidad Humana, have joined
the “Mesa Contra la Violencia Sexual
Comercial,”a roundtable intended to unite
forces against commercial sexual violence.
The purpose of this coalition is to bring
together local actors to defend, protect
and provide support for girls, boys and
adolescents who have suffered or are at
risk of suffering from sexual or commercial
exploitation.
La Caldera has been recognized as a
centerpiece for discussion and action on
trafficking nationally and internationally,
which is driving enduring social change on
an individual and policy level.
To listen to La Caldera and to view
the promotional videos and materials,
please visit the “Productions” section
of our website:
www.mediaimpact.org
Newsletter
Spring 2014
Boiling Over with La Caldera

2. In late January, we launched two new
weeklyradioserialdramaswithsupporting
call-in shows in Sierra Leone and Guinea.
Framed around our academically rigorous
Entertainment-Education methodology,
these dramas integrate key forest
protection themes into an engaging
storyline to educate and encourage
discussion among listeners.
Gbengbeh Soyama airs in Krio (the de-facto
national language of Sierra Leone, spoken
by about 97 percent of the population)
and Yete Kane broadcasts in Sousou (a
local Guinean language), but the titles of
both dramas roughly translate to “getting
pepper in your own eye,” a common
regional saying similar to “shooting
yourself in the foot.”
Set in a forest community, both programs
follow the saga of characters who must
overcome the challenges of unsustainable
forest practices and unhygienic living
conditions to improve their health and
future livelihoods.
Following the broadcast of each episode,
a radio DJ hosts a talk show to discuss the
issues facing the characters and interview
expert guests. Listeners are encouraged
to call in to ask questions and share their
opinions.
These programs are designed to reach
some of the most remote communities
living in the Upper Guinean Forest
ecosystem, many of which have limited
access to radio and mobile technology.
In order to reach this vulnerable
population, we established 10 listener
groups in each broadcast region and have
provided them with a radio and a cell
phone to ensure their participation with
the drama and call-in show.
Gbengbeh Soyama first broadcast on
January 31st during a launch event in
chiefdom Fintonia, in Northern Sierra
Leone, with over 100 community members
from 10 different villages in attendance.
Local celebrity and well-known creative
personality, Battuta ARD Kamara,
hosted the event. He welcomed guests,
introduced the drama and facilitated a
discussion amongst attendees about their
reactions to the characters and the stories.
Kamara also introduced town chiefs, who
New Dramas Hit Airwaves in West Africa
enthusiastically expressed their support
for the drama and reiterated how special
it is that for the first time there is a drama
based on life in their communities.
Yete Kane launched during a similar event
in the chiefdom of Madina Oula, inWestern
Guinea, on February 1st, with 100 diverse
villagers attending. Each event included
traditional music and dancing as well as a
performance by a local theater troupe that
centered on the importance of protecting
the forest and endangered chimpanzees.
Later this spring, three more dramas of this
kind will begin broadcasting in additional
languages across Guinea, Ivory Coast and
Liberia. Stay tuned!
The launch event for Gbengbeh Soyama was filled with music, performances
and presentations.

3. Today, 25 percent of all of Africa’s
elephants reside in Tanzania. However, if
unsustainablepoachingpracticescontinue
at their current rates, it is projected that
no elephants will call Tanzania home after
2020. The country is losing 30 elephants a
day, or nearly 11,000 a year. Nearly half of
the country’s elephants have been shot,
speared or poisoned since 2007, which
means that, sadly, only 60,000 remain.
Poaching is a significant health and safety
risk for poachers and their communities.
Not only does poaching bring crime
into a village, but the poachers become
susceptible to accidental injuries from
their weapons and the pursuit of wild
animals, and they are more likely to
contract malaria. Law enforcement officers
also face greater risks while trying to bring
offenders to justice. Moreover, as animal
populations diminish, so does wildlife-
related tourism, which has traditionally
provided major sources of income as well
as crucial tax revenue for education and
the maintenance of roads and buildings
across the region. In short, poaching robs
future generations of their heritage and
national pride.
In an effort to bring an end to these
poaching practices, we’ve partnered
with Mrisho Mpoto, Tanzanian musician,
activist and storyteller, to produce Deni
La Hisani (A Debt of Courtesy), to change
behaviors on this important issue. Mrisho
seeks to promote the traditional African
reverence for animals while raising
awareness about the long-term effects
of poaching. True to our Entertainment-
Education methodology, this song, which
has been adapted into a compelling music
video, reminds Tanzanians of their deep
love for African animals and how closely
the futures of humans and wildlife are
correlated.
Deni La Hisani is part of our larger My
Wildlife – My Community countrywide
initiative that seeks to combat poaching
practices through dialogue-based
awarness. In addition to Mrisho’s music,
the program includes a 25-episode serial
drama (Temboni), call-in radio shows and
community activities that allow listeners
to engage with all sides of the issue.
Since wildlife sustainability is a complex
issue, we are using communications-
based approaches to motivate community
membersandtoinspirelongtermchanges
in individual and collective behaviors.
Moving forward, we plan to launch a
countrywide campaign, with Mrisho as the
Ambassador. This will include concerts,
TV and radio broadcasts and community
discussions that center around poaching,
bushmeatconsumptionandtheimportant
role wildlife plays in ensuring the long-
term prosperity of Tanzania. Stay tuned for
more on this exciting new program!
To listen to Temboni, watch the music video or donate to this project,
please visist our website:
www.mediaimpact.org
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4. From Poland toThailand, by way of Ethiopia, Peru and Haiti, we’ve been on the road over
the past few months, helping a number of organizations “turn up the volume” on their
communications work.
• Warsaw, Poland: In November, for the second year in a row, we partnered
with the United Nations Framework Convention on Climate Change, to teach
a Communications for Development (C4D) workshop, coaching a group of
community members from around the world who were being recognized for
their innovative work in the field of climate change adaptation and mitigation.
• Addis Ababa, Ethiopia: In January, we taught an intensive C4D workshop for
the First Ladies Initiative, a coalition of African First Ladies – the Presidents’wives –
working on diverse health and social issues across the continent.
• Arequipa, Peru: In February, we partnered with Women’s World Banking to
produce a short documentary on women’s microfinance in rural South America.
• Bangkok, Thailand: In February, we taught a week long course, at the Rotary
Peace Center in Bangkok, on strategic communications to a diverse and vibrant
group of international “Peace Fellows” – professionals working in the field of
conflict resolution and peacebuilding.
• Haiti: In March, we spent a week with Oxfam’s program staff in Haiti, guiding
them through their C4D initiatives in Port au Prince and in Cap Haitien.
To learn more, donate or get involved, visit our website www.mediaimpact.org
PCI Media Impact 777 United Nations Plaza, 5th Floor, New York, NY, 10017 USA T +1.212.687.3366
For more information contact Director of Partnerships, Alex Cottin at acottin@mediaimpact.org
As part of our ongoing initiative to learn and apply new ways to communicate more
successfully, staff, Board members, partners and guests received tips on how to increase
productivity while creating a stronger culture of innovation and communication in the
workplace. Board Member, Author and C4D Expert Arvind Singhal came in to lead two
interactive and thought-provoking workshops on Liberating Structures and Positive
Deviance. Thanks Arvind!
To learn more about Liberating Structures and Positive Deviance, please visit:
www.liberatingstructures.com.
From “Liberating Structures” to “Positive Deviance”
“Turning Up the Volume” around the World
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Vanessa Crowley
Program Officer, New York
Alex Grigor
Senior Communications Advisor, Gabon
Abdul Jueh Jalloh
STEWARD Campaign Manager, Sierra Leone
Graciela Leal
Monitoring & Evaluation Manager, New York
Kingsley Madueke
Campaign Manager, Nigeria
Francesca de Maria
Message Design Manager, Mozambique
Pedro Muiambo
Scriptwriter, Mozambique
Faya Malaya Ouendeno
STEWARD Communications Officer, Guinea
Jose Sanchez
Program Officer, Belize
Tom Skeele
Chief Operating Officer, New York
Kemoh Yenda
STEWARD E-E Coordinator, Sierra Leone
Welcome Aboard!
We’re delighted to announce the
following additions to our team:
Whether it’s through a direct
contribution to one of our
productions, a matching employer
giving program, a gift of stock, an
honorarium or our bequest,“planned
giving” program, there are many ways
in which you can support our work.
Support PCI Media impact
in many ways...