PCI Media Report 2020

Annual
Report
2020
www.pcimedia.org

Who We Are
Our Vision:
A healthy, just, and sustainable world.
Our Mission:
PCI Media creates a healthier, more sustainable,
and just world using the power of storytelling and
community.
Our Promise:
PCI Media promises to deliver lasting results
through stories, unique media programs,
community connections, and partnerships that
inspire new ways of living.
We Offer:
Customized
Communication
Support
for your initiative
Design and
Implementation
of SBCC
(Social and Behavior Change
Communications)
Thought
Partnerships
• Communications Strategies
• Advising and Mentorship

`
35
70
33
years
countries
languages
31
active programs
and campaigns
3
4 Letter from our President
5 A few of our Partners in 2020
6 Strategic Framework
7 How We Make Impact Media
8 Our Programs in 2020
10 Empowered People
12 Healthy Living
14 Livable Planet
16 Awards, Board
17 Supporters

Letter from our President
Dear PCI Media Friends,
As we reflect on our successes and programs in
2020, we thank our many partners for making
positive change possible. Whether providing
funding for a new production, subject
matter expertise, or broadcast support – our
partnerships empower us to produce the stories
that touch people’s hearts, expand their minds,
and inspire action for a better world for us all.
The COVID-19 pandemic has changed all of our lives. It has also
intensified the need for safely produced radio dramas and media that
improve access to information and resources about health, sexual
and reproductive rights, and caring for our planet. Our production
teams practiced social distancing, recording voices one by one, and
disinfecting the studio between each actor. We recreated community
discussion forums online.
This was all made possible because of our partners’ flexibility and
additional funding that many of our supporters provided. But there
is a lot more work to be done.
In the pages that follow, you’ll see how we help communities tell
stories that change lives, develop capacity, and strengthen networks.
We’re proud to be in the business of producing change, one story at
a time. We hope that you’ll to join us in our efforts.
Sincerely,
Meesha Brown
4

A few of our Partners in 2020
5

Strategic Framework
Goals
Over the next 5 years, we’re working to expand PCI Media’s
reach in order to:
• Triple our impact by expanding our most effective program
models
• Formalize new institutional partnerships to deliver
communications programming on the issues and in the
places where it is most needed.
Impact Areas
EMPOWERED
PEOPLE
Societies thrive when
minoritized groups are
fully included.
HEALTHY
LIVING
Healthy families are
the foundation for
prosperous communities.
LIVABLE
PLANET
The climate crisis
demands action from
all of us, for all of us.
Women
and Girls
LGBTQ+
Communities
Nutrition
Maternal, Infant,
and Child health
Climate
Resilience
Biodiversity
Conservation
Migrants
and Refugees
Noncommunicable
Diseases
Infectious
Diseases
Sustainable
Food Systems
Clean Air, Water,
and Land
6

How We Make Impact Media:
Formative research and coalition building. Identify
barriers and drivers for behavior change. Bring
together the agents that facilitate and sustain change.​
Program design. The coalition participates in an
inclusive design process.
Production. Develop high-quality and locally resonant
materials, in partnership with local creative teams.​
Broadcast and mobilization. Engage audiences
through call-in shows, community-based activities and
social media to open space for dialogue and action.​
Monitoring, Evaluation and Learning. Leverage
accountability for learning.​
7

Our Programs in 2020
Empowered
People
• Qudwa Community Theater and Puppet Shows,
VAWG, UNICEF Lebanon
• Qudwa Barber Shops & Hair Salons, VAWC, UNICEF
Lebanon
• Dallaalimo, Small Arms and Light Weapons Safety,
Mines Advisory Group (partner/client, program
funded by German Govt.)
• My Choice, Our Choice, Safe Abortion, SAfAIDS
• Accesso sem barreiras (Access Without Barriers),
inclusive adolescent SRH, Government of Flanders
• Estamos a Tiempo (f/k/a Strong Women, Strong
Choices), Foundation and various donors
• Let’s Talk! Pregnancy at the Right Time, Early and
Unintended Pregnancy, UNESCO, SAfAIDS, Save the
Children Sweden, UNFPA
• Promotion of Universal Health - advocacy and
communications, Universal Health Care Foundation
of Connecticut
• Spotlight Initiative Timor-Leste, VAWG, UNICEF
Timor-Leste
• Feet on the Ground, Catholic Relief Services
• Icche Dana – Promotion of girls rights and prevention
of child marriage, Bangladesh UNICEF
• Project BETTER – education through COVID times,
Associacao Progresso, Mozambique
• One Community Many Voice
Caribbean, EU
• Familiando, Peru, Weeden F
• Nutrition and prevention of
Mozambique
• Fotebol da Forca, Grand Cha
Mozambique
• Love and Care for Every Chil
Feb 2020)
Healthy
Living
• Nutrition in three districts in
• Communication for acute m
• Shorno Chef (Shining Chef),
• Ouro Negro, UNICEF
• Taifa Imara, Familia Bora, UN
• Fotebol da Forca, Grand Cha
• Stronger with Breastmilk On
breastfeeding, UNICEF WCA
• Production of a guide for ra
nutrition, WFP, Peru
• Nutrition research, Sri Lanka
8

s – LGBTI rights,
oundation
child marriage, WFP
llenges Canada,
d, Laos, UNICEF (ended
Livable
Planet
• #WildForLife, UNEP
• Chemical and Waste Management Programme, UNEP
• West Africa Biodiversity and Climate Change, USAID
via Tetra Tech
• Switch Africa Green, UNEP
• Integrated Watershed Management (IWECO),
Caribbean, UNEP (ended Feb 2020)
Peru, WFP
alnutrition, WFP
UNICEF
ICEF
llenges Canada
ly, exclusive
RO
dio programs on
, WFP
9

Estamos a Tiempo
Bolivia
Issues: Teen pregnancy & Family Planning
Storytelling that engages teens and families to improve access
to sexual and reproductive health education and services.
30% increase in knowldege about sexual and reproductive health
and family planning.
Change
15% percent increase in family planning.
Local media and community-based organizations developed skills
to create content that raises awareness and leads to behaviors that
reduce teenage pregnancy.
Capacity
Coalition built across Bolivia, bringing together over 40 youth and
women organizations, local organizations, media and journalists,
government representatives and service providers.
Community
10

EMPOWERED
PEOPLE
Societies thrive when
minoritized groups are
fully included.
Communications Approach
Teen drama about first love engages Bolivian teens and their families.
Radio
Drama
Call-in
Shows
Social
Media
Community
Mobilization
Videos
When my boyfriend pressures me for sex, I say yes when I want to say no.
I don’t want to lose him.
Estamos a Tiempo Teen Drama Character
Capacity and Change Beyond the Program
Estamos a tiempo as a program ended
in 2020. But the radio drama was so
successful, local organizations we
mentored continued what we built
together.
Using the stories and characters
from the ‘Calicanto’ radio drama and
the training we provided, partners
expanded the program to a website,
comics, videos and video games.
11

Ouro Negro
Mozambique
Issues: Children and adolescents’ rights and wellbeing, nutrition,
gender equality, COVID-19, overall health issues.
Storytelling designed to improve families’ knowledge and
capacities about health and increase disease prevention.
70% of listeners reported
behavior change because
of the radio drama in 2017
94% reported changing
their behavior in 2021
Change
116 radio
stations
digital literacies
for radio staff
facilitation skills
for radio hosts
Capacity
A stronger network of communty leaders, local radio sations,
government agencies, NGOs and UNICEF foster local ownership of
the program and connect audiences to health and social services.
Community
12

HEALTHY
LIVING
Healthy families are
the foundation for
prosperous communities.
Communications Approach
Stories about a group of adolescent students and a traditional village leader engages
mothers, families, and teens in Mozambique.
Radio
Drama
Call-in
Shows
Videos
Website
Podcast
Social
Media
Community
Mobilization
After listening to the [radio] program, I realized that my daughter might be
malnourished. I took her to the health clinic where she was diagnosed. Now, I make
sure she eats nutritious food.
Paulina, 23 years old, Mozambique
Expanding Our Impact Beyond Ouro Negro in Mozambique
Access Without Barriers
This program focuses on bringing sexual and
reproductive health education and access
to teens with disabilities, funded by the
Government of Flanders
Project BETTER*
PCI Media partnered with Project BETTER
to provide access to learning during COVID
lockdowns. We trained teens to produce
educational radio shows for children.
*BETTER stand for Better Education through Teacher Training and
Empowerment for Results
13

West Africa Biodiversity and
Climate Change Program
WA BiCC
Issues: Climate change, biodiversity conservation.
Storytelling that raises awareness about climate change,
wildlife trafficking, and pollution, and promotes sustainable
behaviors.
As these changes take root, we will see an increase in sustainability
practices that protect coastal communities and forests.
Change
Capacity
Local radio producers are able to design engaging radio shows using
social change strategies and local leaders are able to better advocate
for natural resource protection.
Community
Strengthened network of community leaders, local and national
parks, and governments, including ECOWAS, Mano River Union,
Abidjan Convention.
14

LIVABLE
PLANET
The climate crisis
demands action from
all of us, for all of us.
Communications Approach
A drama about a successful fisherwomen and a village chief learn to sustainably use
natural resources for the survival of their families and community.
Radio
Drama
Call-in
Shows
Videos
Website
Policy
Convening
Social
Media
Community
Mobilization
Capacity and Change from Individual to Policy
WABiCC speaks to audiences at every level of
the socio-ecological model and deepens the
communications capacity of regional bodies and
local grantees.
We consider the radio drama program to be a very important tool to advocate;
an important tool for a call to action by state actors. At the end of the drama, we
expect that our state actors and local councils will develop wetland laws that will
protect our environment.
Mayor of Bonthe
15

Awards
Board
2020
Lynne, Yeannakis (Chair)
Rita Fredricks Salzman (Vice Chair)
Sally Timpson (Secretary)
Richard Stone (Treasurer)
Robert M. Allen
Brenda Campos-Nesme
January 2020
3x Award of Outstanding Achievement for
Humanitarian Work, Indie Fest
‘#CleanSeas Break-Up PSA: Christmas Edition -
Home for the
Holidays’; ‘Nature for All: Living’; ‘Cocina con
Causa’and UNEP
Fred Cohen (Chair Emeritus)
Paal Frisvold
Theana Iordanou
Jon Kurland
Parag Mehta
Terry Mollner
Pamela Newman
Paula Denise Patnoe-Woodley
2021
May 2020
1x Silver Telly Award: General-Green/Eco-
Friendly for Online
‘Breaking Up With Plastics: Caribbean’ in
partnership with UNEP
Lynne, Yeannakis (Chair)
Rita Fredricks Salzman (Vice Chair)
Parag Metha (Treasurer)
Rick Olivarez (Secretary)
Robert M. Allen
Brenda Campos-Nesme
Fred Cohen (Chair Emeritus)
Jon Kurland
Terry Mollner
Pamela Newman
May 2020
1x Silver Telly Award: Series-Documentary:
Series for Online
‘Let’s Talk’ in partnership with UNESCO,
UNFPA, SAfAIDS and Save the Children
Sweeden
Richard Stone
Sally Timpson
16

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