PCI-Media Impact
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PCI-Media Impact is a New York-based NGO focusing on improving health, promoting human rights and bringing social advancement through the use of creative media. Founded in 1985, PCI-Media Impact has worked worldwide, in over 27 countries, producing over 75 radio and television programs, training hundreds of individuals, and providing technical assistance to hundreds of organizations. PCI-Media Impact's programs inspire people to make positive personal choices that improve their health and place them on the path to social and economic independence.
The organization's specific program focus includes:
- Sexual and Reproductive Health and HIV/AIDS
- Women’s Empowerment and Human Rights
- Environmental Conservation and Economic Opportunity
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[edit] Methodology
PCI-Media Impact specializes in the creation of culturally relevant, research grounded entertainment-education programs. The organization works with local partners to produce, air and sustain programs with health and poverty messages, and facilitates the dissemination of these messages as widely as possible.
[edit] Program History
Highlights of PCI-Media Impact's programs over the past 20 years:
INDIA: Hum Log (1984-1985) PCI-Media Impact’s first program. Airing on national Indian television, this widely watched show included story themes supporting a government strategy to promote women’s empowerment and family planning.
KENYA: Ushikwapo Shikamana (1986-1990, 1998-2004) Dramatizing life in urban, city-outskirts and rural settings, Ushikwapo became a national platform to support nationwide efforts to address teenage sexuality, women’s empowerment and HIV/AIDS. Supported by a comic strip published in Kenya's leading newspaper, the show was later rebroadcast on satellite radio. The show consistently rated first after the national news.
TANZANIA: Twende Na Wakati (1992-2002) Like Ushikwapo Shikama in Kenya, this show became a national platform for addressing health issues, especially in the areas of adolescent reproductive health and HIV/AIDS. One of the most widely researched shows in entertainment-education, research showed the increased use of reproductive health products as a direct result of the show’s broadcasts.
PAKISTAN: Dukh Sukh Apney (1999-2000) With UNFPA-funding, and in cooperation with the Ministry of Population Welfare (MOPW) and the Pakistan Broadcasting Corporation (PBC), the 15-minute serial drama Dukh Sukh Apney drama addressed reproductive health, family planning, and maternal and child health in five tribal areas in rural Pakistan.
MEXICO: Ombligos al Sol (2000-2004) This weekly Mexico City-based youth-oriented show addressed adolescent reproductive health through a mixed format including a call-in segment, music and a mini-drama. Portions of the radio show were later adapted by the Ministry of Education as a discussion tool in its adolescent sex education curriculum.
INDIA: Taru (2002-2003) This program brought together a local health provider and the national radio broadcaster to develop a 54 week radio serial drama to address reproductive health and women’s empowerment in the rural states of Bihar and Madhya Pradesh. Research by Ohio University showed that services provided by the existing health clinics fictionalized in the show increased by six times as a direct result of the broadcasts.
CHINA: Bai Xing (2003-2006) Spanning three seasons and covering rural and urban settings, this engaging television drama promoted small family size, female empowerment, HIV/AIDS and challenged the traditional preference for sons.
PERU: Loma Luna (2004-2005) and En Buena Onda (2006-present) Developed with local partners, these youth-focused radio programs address adolescent reproductive health and HIV/AIDS issues providing a platform for local service providers to answer questions and solicit clients.
GUATEMALA: Sexo Tipos Juvenil (2005-2006) One of PCI-Media Impact's first community-oriented programs, this program paired local broadcasters with local service providers to address adolescent sexual health issues. The show is credited with increasing youth awareness and a 70% increase in demand for existing sexual health services.
HONDURAS: Double Meaning: A Program About Sex (2005-2006) Partnering with local health provider ASHONPLAFA, the magazine-format radio program increased community awareness and demand for reproductive health products, particularly among youth.
[edit] Recent Programs
Recently, PCI-Media Impact’s efforts have focused on work in Latin America and the Caribbean. In 2004, PCI-Media Impact launched an ambitious new program designed to build capacity in local grassroots organizations dedicated to promoting improved health and local economic sustainability. The program called "My Community" enables local coalitions of radio broadcasters, NGOs, government agencies and service providers to create and sustain radio and entertainment-education campaigns that educate and drive demand for local services.
In 2005, PCI-Media Impact trained more than 20 coalitions across Latin America, empowering these groups to tell their stories. By 2006, PCI-Media Impact had helped those groups broadcast nine original, locally-produced behavior change radio projects in various local languages. In 2007, PCI-Media Impact plans to have 31 radio programs on the air, reaching a potential audience of 40 million listeners.
[edit] As Population Communications International
PCI-Media Impact (PCI - Telling Stories, Saving Lives) is dedicated to the promotion of education and health, including reproductive health and informed choice; sensitivity to national and local cultures; and the principles put forth in broadly accepted United Nations covenants and resolutions.
Working worldwide, PCI develops entertainment-education programs and social marketing strategies that support targeted health and poverty alleviation initiatives. For more than twenty years, PCI has worked in over 27 countries, producing more than 75 radio and television programs, training hundreds of individuals, and providing technical assistance to more than 100 international organizations.
Recently, PCI’s efforts have focused on work in Latin America and the Caribbean. In 2004, PCI launched an ambitious new program designed to build capacity in local grassroots organizations dedicated to promoting improved health and local economic sustainability. The program called "My Community" enables local coalitions of radio broadcasters, NGOs, government agencies and service providers to create and sustain radio and entertainment-education campaigns that educate and drive demand for local services.
[edit] History
In 2005, PCI trained more than 20 coalitions across Latin America, empowering these groups to tell their stories. By 2006, PCI had helped those groups broadcast nine original, locally-produced behavior change radio projects in various local languages. In 2007, PCI plans to have 31 radio programs on the air, reaching a potential audience of 40 million listeners.
On June 1, 2007, Population Communications International officially changed its name to PCI-Media Impact. This new name better reflects PCI-Media Impact's dynamic, focused mission to empower audiences to turn knowledge into action.
