PCI Media Brochure 2018

pci media

OUR MISSION
PCI Media empowers communities worldwide to
inspire positive social, health and environmental
change through storytelling and creative
communications.

PCI Media is a world leader in Entertainment-Education
and communications for social change. For over 30
years, our unique storytelling strategies have impacted
communities worldwide.
Through our “My Community” approach, we work with the
most vulnerable and disadvantaged populations to create
sustainable change. We help communities redefine the
narratives that create shared values and inspire action on
issues pertaining to health, environment and social justice.

30 Years OUR FOOTPRINT
60
Countries
100
Programs
5000
Drama Episodes
1,000,000,000
Reached

HOW WE DO IT
From the earliest human existence, stories have helped us to
understand our world and share our experiences. Stories inspire
us, teach us, move us and in so doing... they change the world.
As a communications for social change organization, PCI Media
uses radio, television, digital and other media platforms to “turn
up the volume” on important work around the world.
Entertainment-Education, our principal tool, is the process of
designing and delivering stories for television, radio and digital
platforms that both entertain and educate. Their goal is to
increase the audience’s knowledge about an issue, shift attitudes
and change behaviors.
We strengthen the CAPACITY of partners to use communications
to catalyze change; create a COMMUNITY of constituents who
support our collaborative work; and promote positive CHANGE.

MEDIA FOR HEALTH
As the world’s population surpasses seven billion people,
health issues have never been more important. In response,
PCI Media addresses issues of family planning, sexual health,
teen pregnancy, public sanitation, hygiene, psychosocial
wellbeing, outbreak management, and more.

#ISurvivedEbola Campaign
The campaign used a multimedia approach to
promote health measures and combat survivor
stigma. A coalition of West African Ebola survivors
served as campaign ambassadors. A series of 30
documentary shorts broadcast in Guinea, Sierra
Leone, Liberia and internationally told their stories to
inspire life-saving behaviors. Radio dramas and callin
shows in 12 local languages complemented this
approach. Other activities included a mobile app for
survivors and a robust social media campaign.
#ISurvivedEbola invoked hope and modeled
positive health measures. An external evaluation
demonstrated audiences were more likely to protect
themselves from Ebola and welcome survivors home.
“As I told my story [for the campaign], I felt myself
getting stronger. Now, every time I tell it I feel
stronger still.”
-Josephine Karwah, #ISurvivedEbola ambassador

Punta Fuego Radio Drama
This hit show has successfully shifted attitudes
and behaviors of fishers in Belize to create a more
sustainable fishery. The radio drama and call-in show
spoke to the lived experience of Belizean fishers. It
motivated them to take pride in marine management
and sustainable fishing practices, and sparked
national dialogue on the issue.
The drama was wildly popular among Belizean
fishers, with close to 80% listening to the drama, and
many claiming to listen because it represented their
perspective. The more frequently fishers listened
to the drama, the more likely they were to shift
attitudes towards marine conservation and to respect
sustainabillity practices such as replenishment zones.
“I will be honest, I used to fish in the zones from time
to time but now I think about what I hear in the show
and I don’t think I will be doing that again.”
-Fisher reflecting on Punta Fuego

MEDIA FOR ENVIRONMENT
Our natural world is increasingly vulnerable. To help
protect our environment, PCI Media focuses on critical
issues such as climate change, the conservation of
endangered species, natural resource management, forest
protection and sustainable livelihoods.

MEDIA FOR SOCIAL JUSTICE
Strengthening the capacity of women, youth and other
disadvantaged groups brings lasting social change. PCI
Media empowers communities to stop violence against
women, support family planning, highlight indigenous
rights and tackle human trafficking.`

Strong Women, Strong Voices
This program addressed issues of gender
discrimination and domestic violence in Colombia,
Peru and Bolivia. Its community-driven process was
designed to empower local women and female
activists. They took the reigns, creating unique
Entertainment-Education radio serial dramas to
address issues specific to each national context.
All together, these dramas reached a radio audience
of over 1.25 million. The coalitions also ran campaign
activities, including debates and candidate forums
near election time. The program received the top
honor from the Avon Foundation for Women: the
Global Award for Excellence in Communications.
“I identified a lot with the character Maria [in the
Colombian drama] because I found myself in her,
marrying really young to a spouse like Pedro... Today
I can say that I am a survivor of domestic violence.”
-Teacher and radio listener Lexi Duran

MEDIA FOR YOUR STORY
In today’s media landscape, effective storytelling uses a broad range of communication
platforms, including radio, video, mobile and online media. PCI Media goes even further,
using a suite of strategies that engage communities in a dialogue around pressing issues,
contextualized within their culture.
Media Products
Key messages are woven into
informative and engaging stories
that tackle sensitive subjects in a
non-threatening manner.
Interactive Discussions
Audiences engage in real-time discussions
about the issues, often through radio and
television call-in shows or events.
Mobilization Campaigns
Direct community action broadens the
conversation around the issue set by
leveraging local networks and resources.

OUR INNOVATI
PHASE ONE
PHASE TWO
Coalition Building & Formative Research
We identify and recruit a diverse group of coalition
members. Familiar with audience culture, language and
needs, they drive formative research in the local context.
Training & Program Design
We host in-country workshops with coalition partners
to analyze formative research, provide Entertainment-
Education training and initiate campaign development.
We value monitoring and evaluation, a process we call le
audience’s needs as they evolve and change throughout th

VE APPROACH
PHASE THREE
PHASE FOUR
Mentoring & Production
We mentor coalition partners. We help them develop
and produce scripts and media materials using
available radio, television and digital platforms.
Broadcast & Community Mobilization
With our partners, we broadcast and implement all
components of the program, including interactive radio
and TV call-in shows and community action campaigns.
arning. As communicators, we focus on understanding the
e program, and adapting our interventions accordingly.

“Entertainment-Education programs with PCI
Media have fundamentally changed how I work...
This is an essential switch from fighting against a
problem to being part of a solution.”
-Jose Luis, partner from Chiapas, Mexico
BE A PART OF THE STORY
Visit our Website at: www.pcimedia.org
Sign up for our newsletter or follow us on social media
to get program updates.
Make a Donation
Your contribution brings our mission to life.
Volunteer
Your commitment will have a direct impact.
Partner With Us
Your story can change the world.
ENVIRONMENT
Ozone Conservation (#OzoneHeroes:
Global)
Wildlife Trafficking (Wild for Life: Global)
Biodiversity and Climate Change (WABiCC:
West Africa)
Chimpanzee Protection (Worthy of
Protection: Rwanda)
Conservation and Resilient Communities
(STEWARD: West Africa)
Cross-River Gorillas (My Gorilla – My
Community: Nigeria, Cameroon)
Decreasing Air Pollution (Radio Program:
India)
Deforestation and REDD+ (Government
Strategy: Liberia, Malawi)
Elephant Conservation (Ndovu Music
Contest: Kenya)
Marine Protection (This Is Who We Are: The
Caribbean)
New Audience Connection (#NatureForAll:
Global)
Rainforest Preservation (Guardians of the
Mist: Mexico)
Renewable Energy (Ek Zindagi Aisi Bhi:
India)
Sustainable Fisheries (Punta Fuego: Belize)
UN Sustainable Development Goals
(Comics Uniting Nations: Global)

HEALTH
Child Survival and Psychosocial Support (C4D
Training: Syria)
Ebola Emergency Response (#ISurvivedEbola:
West Africa, Global)
Exclusive Breastfeeding (Radio Program: Syria)
Maternal and Child Health (Happy and Healthy
Family: East Timor)
Maternal and Child Health (Healthy Pregnancy,
Healthy Child: Africa)
Maternal and Child Health (Integrated Health
Project: Burundi)
Mobile/Hotspot Epidemic Response (Ebola, Tu
Serais Vaincu: Guinea)
Polio Vaccination Swap (Polio “Switch” Campaign:
Global)
Post-Ebola System Strengthening (Road to
Recovery: Sierra Leone)
Rural Nutrition and Hygiene, Family Planning
(Tim Tim: Haiti)
Sexual and Reproductive Health (My Youth – My
Community: Peru)
UNICEF Facts For Life (Ouro Negro: Mozambique)
UN Sustainable Development Goals (Comics
Uniting Nations: Global)
SOCIAL JUSTICE
Child Protection (Whiteboard Animation: Malawi)
Empowerment of School Children (My School, My
Community: USA)
Gender-based Violence and Conflict (Voices of
Justice: Colombia)
Gender-Based Violence (Mujeres Fuertes, Voces
Fuertes: Colombia, Peru, Bolivia)
Human Trafficking (La Caldera: Bolivia)
Savings and Financial Inclusion (Alcanza Tus
Metas: Mexico)
Sexual Assault on College Campuses (The [What]
We Want: USA)
Sexual Violence (Let’s Speak Out: Liberia)
UN Sustainable Development Goals (Comics
Uniting Nations: Global)
OUR
PROGRAMS

PCI Media – Headquarters
777 United Nations Plaza, 5th Floor
New York, NY 10017, USA
info@mediaimpact.org
Tel: (212) 687 - 3366