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Using the Media to Sustain the Earth
ANNUAL REPORT 2005
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PRESIDENT ’S MESSAGE Dear Friends, There is an urgent global need for interventions that address the rapid growth of the human population. Our world is now growing by about 80 million people per year, and 95 percent of this growth is in developing countries, which are currently unequipped to feed, educate or employ these additional people. While provision of family planning services has helped reduce fertility rates, particularly in Asia and Latin America, meeting demand for contraceptives is only part of the solution. Without changing people’s perception of ideal family size, contraceptive use will have little impact. Many cultures still value very large families, and, therefore, many women use contraceptives to space or delay pregnancies, but not to limit the total number of children they have. For example, Nicaraguans currently use contraceptives at twice the rate of Romanians (66 vs. 30 percent), yet fertility rates in Nicaragua (3.8 children per woman) remain three times as high as in Romania (1.3 children per woman). Recent Demographic and Health Surveys have found that among the reasons given for non-use of contraception by women who do not want to become pregnant, lack of access to contraceptives is rarely cited; in fact, in many countries less than one percent of women mention lack of access as their reason for non-use. The top reasons given are lack of knowledge, concern with the medical side effects of contraceptives, and opposition from their husbands. This is why, according to Charles Westoff of Princeton University’s Office of Population Research, half of women categorized as having an unmet need for contraception have no intention of using contraceptives even if family planning services were freely available at their doorstep. They simply are not convinced of their safety, or they experience other cultural or informational barriers that prevent them from using family planning.
Mass media programs that model new forms of behavior are an important part of changing attitudes and informing couples of the ease and safety of most family planning options. By addressing attitudes before actions, listeners’ perceptions and knowledge with regard to family planning and desired family size can shift in a way that will enable contraceptive use in the future. To reduce barriers such as opposition from husbands, PMC’s programs focus on empowering women and encouraging communication between partners about family planning, as well as redefining what it means to be masculine. Helping women find their voices and recognize their right to determine the number of children they have empowers them in other aspects of life as well, from choices about their children’s education to use of finances and their roles in their communities. The broadcast media have a particularly important role to play in accelerating acceptance of family planning and small family norms, as radio and television reach large numbers of people very cost-effectively. Serial dramas are especially well-adapted to showing an evolution of key characters’ thinking regarding family communications, the role of women, family size decisions, and the use of family planning. You will see in the following pages how PMC’s projects around the world in 2005 harnessed the power and reach of mass media to improve people’s quality of life by promoting small family values, HIV/AIDS prevention strategies, empowerment of women, reproductive health, and protection of children from trafficking and exploitation. We thank our many donors, advisors, collaborators, and colleagues around the world for making our work possible and hope you will continue to support PMC’s work in coming years.
Sincerely,
William N. Ryerson
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MISSION STATEMENT
The mission of Population Media Center is to work with mass media and other organizations worldwide to bring about the stabilization of the human population at a level that can be sustained by the world’s natural resources, to lessen the harmful impact of expanding humanity on the earth’s environment and to help large numbers of disadvantaged people live better and move out of poverty. Population Media Center (PMC) uses entertainment programming on radio and television to encourage delayed parenthood, the consistent use of effective methods of contraception, and safer sexual behaviors, as well as to empower women to play equal roles in family decisions and in society. 1
Among its strategies, PMC uses a specific methodology of social-change communication developed by Miguel Sabido of Mexico, in which characters in long-running radio and television soap operas evolve into role models for their audiences, encouraging the adoption of healthier behaviors to benefit individuals and their societies. Scientific research has shown that the Sabido Methodology leads to population-wide behavior change.
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ETHIOPIA
Dr. Negussie Teffera Country Representative
Dr. Negussie is the former Director of the National Office of Population in Ethiopia. In that role, he wrote the country's population policy and oversaw its adoption and implementation. Dr. Negussie holds a Ph.D. in Communications from the University of Wales, Cardiff and has extensive experience in radio production.
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Sir, Your drama has demonstrated to me the interdependence of social problems in our society. These problems are, of course, well known - HIV/AIDS, population and lack of family planning. Your drama has made me feel more determined to work for the well-being of HIV/AIDS patients in my locality. I have decided to dedicate my efforts in this direction in order to show the gravity of the HIV/AIDS epidemic. Most important of all, I have realized that HIV/AIDS patients require the utmost understanding from health personnel. I thank you very much for making me aware of this. Engidayehu Dekeba Pharmacy Technician Bale, Ethiopia
Yeken Kignit “Looking Over One’s Daily Life” and Dhimbibba “Getting the Best Out of Life”
PMC-Ethiopia aired two radio programs from June 2002 through November 2004. Yeken Kignit (“Looking Over One’s Daily Life”), was broadcast in Amharic, the country’s most prevalent language, and Dhimbibba (“Getting the Best Out of Life”), was written and produced in Oromiffa, reaching another large language group in Ethiopia. The issues covered in the radio programs were identified through formative research, which highlighted a need for behavior change in various areas, including reproductive health, family planning, HIV/AIDS, elevation of women’s status, marriage by abduction, education of girls, and spousal communication. The two radio dramas were broadcast over Radio Ethiopia, with programs being repeated on FM Addis and Radio Ethiopia’s National Service.
In total, 257 episodes of Yeken Kignit and 140 episodes of Dhimbibba were broadcast over the two and a half year period. Of a nationwide population of 78 million people, no less than 40 million people listened to one of PMC’s two programs. During the 30 months of broadcasting, program staff received 15,000 letters from listeners, who shared the personal impact the programs had on them. In 2004, 14,400 client interviews were conducted in 48 clinics throughout the listening area to determine motivation for new clients seeking services. These surveys found that among new clients seeking reproductive health services, 63% had listened to one of the two programs, and 26% indicated that PMC’s programs were the primary reason they were seeking care. Of all clients citing radio as a source of information about reproductive health, 96% specifically named one of PMC’s two radio dramas. Post-broadcast research, completed in 2005, indicated impressive results, in terms of altered perceptions and increased knowledge, as well as behavioral change. Some of the changes that occurred include: (continued on page 4)
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Photo by Monique Jansen
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The fertility rate in the Amhara region fell from 5.4 to 4.3 children per woman (see graph 1). Among married women who were listeners, there was a 52.1 percentage point increase in those who had ever used family planning methods, while among non-listeners, family planning use increased by only 20.5 percentage points.
Demand for contraceptives increased 157%. Spousal communication about family planning issues among currently married women climbed from 33% to 68%. Communication between mothers and their children about sexuality issues increased 50%. 4
Male listeners sought testing for HIV at four times the rate of male non-listeners (See Graph 2).
Female listeners sought testing for HIV at three times the rate of female non-listeners (See Graph 2).
The belief that female circumcision should be discontinued increased from 59% to 77% among men and from 53% to 79% among women.
98% of listeners recognized that having
Thornton Foundation, CARE-Ethiopia, Save the Children-U.S., the United Nations Population Fund, the HIV/AIDS Prevention and Control Office (HAPCO) of the government of Ethiopia and 35 individual contributors.
Graph 1. Total fertility rates from the baseline and post-intervention surveys 8 6 4 2 0
During 2005, PMC began broadcasting two new serials on Radio Ethiopia. The first, supported by HAPCO, addresses truck drivers, and the second, targeting youth, was funded by UNICEF (the United Nations Children’s Fund) and the Flora L. Thornton Foundation.
total
baseline
In addition, PMC continued to implement a project to build the capacity of journalists in Ethiopia, with emphasis on enhancing their ability to accurately portray reproductive health issues. As part of this project, PMC held four training workshops attended by 149 journalists, and took nine journalists on a study trip to South Africa. PMC established an information resource center for journalists in Addis Ababa, and held two national symposia on news coverage of reproductive health issues, which were attended by over 100 journalists. The results from the symposia included 70 print news stories in major papers and magazines in Ethiopia documenting the problems of population, reproductive health, and HIV/AIDS. In addition, there were 80 radio and television programs on reproductive health issues broadcast throughout the country. PMC presented five journalists with awards for their excellent coverage of these issues.
oromiffa speaking
post intervention
Graph 2. hiv testing by listeners and non-listeners of yeken kignit 30% 25% 20% 15% 10% 5% 0% men
women
listeners tested for hiv non-listeners tested for hiv
more children than they could financially support would lead to an economic and social crisis.
97% of listeners could identify three ways that HIV is transmitted. The results stated above demonstrate the effectiveness of entertainment-education as a tool for behavior change. This project was made possible by support from the David and Lucile Packard Foundation, the Hughes Memorial Foundation, the Flora L.
amharic speaking
Actors in recording studio, ethiopia.
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EXCERPT FROM YEKEN KIGNIT (“LOOKING OVER ONE’S DAILY LIFE”)
REPRODUCTIVE HEALTH STORYLINE:
Wubalem, a 16 year old Ethiopian girl, is married to Mekuria, a childhood friend. Soon after they are married, Wubalem gets pregnant and gives birth to a girl. Wubalem’s older sister, Fikirte, encourages Wubalem to use family planning to postpone having her next child. Fikirte’s advice incites the following conversation between Wubalem and Mekuria: MEKURIA: You give too much attention to the crazy words of your sister, Fikirte. You listen to her advice rather than
to mine. You give less weight to my position as the head of the household. What could bother me more than the order you received from your sister to limit the number of our children? WUBALEM: Let’s live according to our means. . . .that’s what I say. I know what having many children amounts to. It results in suffering, and I don’t like that. MEKURIA: I am a hard-working farmer. I have all the energy in the world. I can feed others’ children, not to mention my own. I will produce and get the results of my efforts. There is no reason for me to hold myself back from having as many children as I like. WUBALEM: Listen to me, Mekuria, my father was as strong as you when he started to have so many children, but what legacy did he leave behind for us? What did he benefit from it himself in the first place? MEKURIA: Don’t compare me with your father. WUBALEM: Many brave men in our area produce numerous children and leave because they have nothing to feed them. They can’t stand their suffering. They can’t listen to their cries. What I am saying is that we have to take the necessary precautions. Why don’t you learn some lessons from your friend, Awgichew, who lives a good life? Look at his home. MEKURIA: Stop. I say stop. WUBALEM: He has stayed with his family because he does not worry over food for his children. He does not go begging for loans like the rest. He is living according to his means. MEKURIA: Are you listening? I don’t want to live like my neighbors. I am the sole master of my house. I have full command over how many children I should have. WUBALEM: I am the mistress of the house, and since the consequences of our actions apply to me as well, I have to decide how to prevent tomorrow’s sufferings. MEKURIA: So. . . WUBALEM: Rather than being in tears tomorrow, it is better for me to think very carefully. You think it over too and let’s decide to limit the number of our children together. I don’t want to have children one after the other and suffer the consequences. MEKURIA: Okay! You’ve put it quite well. You will see what I will do in a few days. As a result of this conversation Mekuria eventually apologizes and agrees with Wubalem, promising not to listen to others but only to each other. They go together to the clinic to be part of the family planning program. Their decision becomes a lesson to many in their neighborhood who follow their example.
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MALI, BURKINA FASO, IVORY COAST
Dr. Tandia Fatoumata Dede Keita Country Representative
Dr. Tandia has extensive experience in reproductive health and qualitative and quantitative research. Before joining PMC, she was the operations research advisor of a USAID youth project in Mali, where she designed and conducted projects for the ministries of Health, and Education and Youth Promotion. Prior to this post, Dr. Tandia was the Chief of Community Health in the Reproductive Health Division of the Ministry of Health and implemented the ministry's youth reproductive health strategy. Dr. Tandia is an M.D., with specialized training in statistics and epidemiology.
Cesiri Tono “All the Rewards of Courage and Hard Work” 6
PMC began airing a radio drama called Cesiri Tono throughout Mali and Burkina Faso in November 2004 and in Ivory Coast in February 2005. The program concluded in October 2005, after the broadcast of 144 episodes. The drama addressed the widespread problem in West Africa of child trafficking and exploitation. Children are often taken from their families, voluntarily or involuntarily, and sent to Ivory Coast to work on plantations. On the plantations, they are forced to work long, arduous days and are deprived of adequate pay, food, sanitation and education. Once the children arrive on the plantations, they are kept captive, with little hope of seeing their families again. This is just one form that child trafficking and exploitation takes in the region. Trafficking of girls to serve as domestic servants and for sexual exploitation is also common. PMC recognizes that poverty and large families are driving factors in the exploitation of
children. Families that are unable to provide for all of their children often resort to sending them off to work, hoping that they will provide some income to the family and have a better future. What parents do not know is that their children will be exploited, abused, and essentially enslaved. By informing both children and parents of the realities faced by children who are trafficked, and encouraging families to limit their family size to the number they can financially sustain, PMC is working to help reduce the prevalence of child trafficking and exploitation in West Africa. In 2005, broadcast of the drama continued in Mali and Burkina Faso, and began in Ivory Coast. PMC conducted a training workshop in January 2005, in Bamako, Mali, for 25 peer educators and leaders of women’s associations. The women who participated were taught facilitation techniques to lead Cesiri Tono listening groups, which were a key monitoring tool to measure the effectiveness of the drama in portraying positive behaviors. After the training, twenty listening groups were established in three of
the largest towns in Mali: Bamako, Ségou and Koutiala. In total, 25 community radio stations in Ivory Coast, 93 stations in Mali and 51 stations in Burkina Faso were equipped with World Space receivers for downloading and broadcasting the drama from the Africa Learning Channel on the World Space satellite. First Voice International, which produces the Africa Learning Channel, collaborated with PMC in both the broadcast of the drama and the distribution of satellite receivers. Cesiri Tono was recorded in Djoula, the most commonly shared language in the listening region. With the conclusion of the broadcast, a random-sample household survey was conducted in the three countries to determine the effects of listening to the drama on audience knowledge, attitudes, and behavior with regard to children’s rights, child trafficking, exploitative child labor, reproductive health, and related issues. (See program results on page 9)
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Photo by Vidar boe
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Why?
Because despite my young age, my father Aldjouma wants me to work and to take his place: to “repay” his “debts.” My mother wants to see me enjoy my childhood – to go to school, to play – she wants to watch me grow up.
Photo by Marcos Garcia
Why should I live like Kunandi, always looking for adventure?
But, alas, the points of view of women in my country don’t have any more weight than the wings of a butterfly.
Why can my friends run around when I have to go from door to door to feed my poor family? Why was I born here?
fernandogrodrigquez.com
Why can my friends play football while I have to gather firewood to cook my tea?
Why was I born poor? Where are my rights? I dedicate this poem to all of the children who are denied their right to go to school, and enjoy their childhood.
– This poem was written by Youssouf Diarra, a young listener of Cesiri Tono in Koutiala, Mali, and was received by a local radio station.
fernandogrodrigquez.com
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Why, why can my friends go to school while I have to go to the fields?
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Effects The household surveys from Mali, Burkina Faso, and Ivory Coast indicated that the program produced the following results: MALI
“In our region, there are only peasants and herders…If someone mentions ‘children’s rights,’ that is astonishing to them — they think this means ‘letting children do what they want.’ But, thanks to this radio program, they now understand.” – Deejay from Radio Sena in Bankass, Mali
fernandogrodrigquez.com
22.4% of respondents listened to the drama – approximately 3.1 million Malians. Non-listeners in Mali were twice as likely as listeners to prioritize educating boys over girls (22% vs. 11%). 31% of listeners in Mali had discussed exploitative child labor during the period of the program, compared to 17% of non-listeners during the same period. The belief that it is acceptable for women to work outside of the home was 53% higher among listeners than it had been at the baseline.
BURKINA FASO
In Burkina Faso, 23% of listeners have taken action against exploitative child labor, compared to 9% of non-listeners. 96% of listeners in Burkina Faso could identify at least one place that provides family planning/reproductive health services, compared to 80% of non-listeners.
IVORY COAST
43% of listeners in Ivory Coast had discussed children’s rights in the last 12 months, while only 25% of non-listeners had discussed children’s rights in the same period. 32% of listeners in Ivory Coast knew at least three factors that can lead to child trafficking, compared to 14% of non-listeners.
REGION-WIDE
Listeners in all three countries were substantially more aware of child trafficking than non-listeners. Listeners to Cesiri Tono were over five times more likely to have heard of the phenomenon of exploitative child labor than non-listeners.
“The serial Cesiri Tono teaches us about sexually transmitted infections and AIDS, the rights of children, child trafficking, and citizenship. Thank you, thank you to all of you who have worked to develop and broadcast this program. The program has helped us to intercept 3 children and their ‘guide’ in Zegoua. The children have now been returned to their families in Kadiolo. The drama has enabled us to become aware of the responsibility of the community in the fight against child trafficking and has given us the confidence we need.” – Mrs. Shata Kone, a listener of Cesiri Tono in Zegoua, Mali
This project was funded by USAID/Mali and the USAID West Africa Regional Program (USAID/WARP).
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NIGER
Hamsatou Ibrahim Country Representative
Prior to joining PMC, Ms. Ibrahim was head of financial services and accounting for the National Laboratory of Public Works and Construction. She holds a diploma from Cheikh Anta Diop University in Dakar, Senegal.
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As a result of the progress of the Mali regional project in addressing child trafficking and reproductive health, the USAID/ West Africa Regional Program (WARP) requested that PMC extend its radio serial drama strategy to Niger, a neighboring West African country. Niger faces similar challenges related to child trafficking and exploitation as Mali, Burkina Faso, and Ivory Coast. PMCNiger’s program is working to reduce trafficking occurring within Niger, primarily between rural and urban areas. Male Nigerien children are often trafficked to work in gold mines and slaughterhouses, while female children are often sent to become domestic servants, or to be married at a very young age. In 2005, PMC established a country office in Niamey, Niger to carry out the radio drama project in collaboration with Initiative Jeunes, a non-governmental, youth-focused organization funded by
the United Nations Population Fund (UNFPA). PMC’s Vice-President for International Programs, International Program Manager, and Mali Country Representative traveled to Niger for three weeks in September 2005 to attend a formative research dissemination workshop, to facilitate an in-depth workshop for writers and producers, and to help define the program indicators to be evaluated. During the in-depth writers’ workshop, four pilot episodes were written and produced; these scenes were pre-tested in October and November 2005. The first 30 episodes were produced in December 2005, with broadcasting scheduled to begin in February 2006. PMC partnered with First Voice International (www.firstvoice.org) to equip 60 community radio stations with World Space receivers, and trained station personnel to download the drama from a satellite feed. The drama, called Gobe da Haske (“Tomorrow Will be a Brighter Day”), is being produced in the Hausa language, which is commonly spoken in Niger.
Photo by Gary Eckert
Gobe Da Haske “Tomorrow will be a Brighter Day”
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Photo by Ziva Santop
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NIGERIA
Tony Asangaeneng Country Representative
Mr. Asangaeneng has fifteen years of experience in behavior change communications programs in Nigeria and has served as director of a number of reproductive health projects. He holds a B.S. in Political Science and Public Administration from the University of Uyo and an M.S. in Political Science from the University of Ibadan. He also holds a diploma in Journalism from the Nigeria Institute of Journalism and is pursuing a Ph.D. in Globalization and Sustainable Development.
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In 2005, PMC received funding from the Rotarian Action Group on Population and Development and the Conservation, Food and Health Foundation for development of a radio serial drama addressing fistula, maternal health, women’s empowerment, and family planning in northern Nigeria. In early 2006, additional funding was provided by the David and Lucile Packard Foundation. The United Nations Population Fund estimates that between 100,000 and 1 million women in Nigeria suffer from untreated fistula. Fistula is a medical condition resulting from damage to vaginal tissue caused by prolonged and obstructed labor, violent rape, or female circumcision (also known as female genital mutilation or FGM). Women who suffer from fistula and the resulting incontinence are often rejected by
their husbands and cast out of their communities. In addition, the obstructed labor that leads to fistula often results in stillbirth. Fistula can be repaired with a fairly minor surgery; after treatment, women are able to return to their normal lives as mothers, wives, and community members. As a result of the surgery, these women can work, and usually have future pregnancies without added complications. As developing fistula often corresponds with early marriage, the goal of the drama will be to delay marriage through empowering women and encouraging the education of girl children. The program will also address factors that help to prevent fistula, such as use of family planning to delay pregnancy and having a skilled birth attendant or doctor present during delivery. To improve the condition of women who have already developed fistula, the drama will provide information about where to seek treatment and demonstrate the negative consequences of the social stigma women face after developing fistula.
Photo by Emile Jegen
Addressing Obstetric Fistula and Reproductive Health to Raise the Status of Women In Northern Nigeria
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Photos courtesy of Rotary International One of the consequences of fistula is nerve paralysis from long, obstructed labor. Mariam (16 years) must now use crutches, as complications during labor caused drop-foot on both sides.
Women at the fistula hospital in Nigeria after receiving fistula repair surgery.
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SUDAN
Musa Mohamed Salih Beirag Country Representative
Mr. Beirag has extensive experience in journalism and translation with degrees from Al Ashar University in Cairo and the University of Khartoum. He is the former Chief Editor for the Nile Courier, has held posts as Reporter and Executive Editor at English Desk Weekly Review and the Foreign News, and has contributed to daily newspapers and magazines in Sudan. He has also served as the Media Programs Coordinator at the Population Advocacy Project in Sudan and as the Information, Education and Communication Coordinator for Eastern States.
Ashreat Al Amal “Sails of Hope”
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In 2005, PMC-Sudan continued to air our radio drama, Ashreat Al Amal (“Sails of Hope”), throughout Khartoum State via the national radio station. Ashreat Al Amal focuses on improving women’s reproductive health and encouraging gender equality, because Population Media Center believes that improving the status of women is an essential component of improving reproductive health. Through role modeling, Ashreat Al Amal teaches about the health risks of female circumcision (also known as female
genital mutilation), the importance of birth spacing for the health of mothers, the value of educating girls and young women, and the important role men have in encouraging their wives and daughters to participate in society. The baseline survey conducted in 2002 showed many attitudes and behaviors that PMC hopes to affect through our radio drama. Prior to the project, 33% of respondents surveyed had never discussed family planning with a family member, including their partner; 55% of respondents had never seen a condom; 88% had never used a
condom; 37% thought AIDS was a curable disease; 65% were not using any type of family planning method; 36% thought girls should be married before they are 20 years old; 74% thought that the husband alone should control family finances; and 20% reported that Sudanese women do not participate in family decision-making. The final evaluation showing the impact of the drama on these indicators and others will be conducted in July 2006. The project in Sudan is supported by the David and Lucile Packard Foundation.
What is Ashreat Al Amal all About? Awatif is suffering from acute anemia resulting from repeated pregnancies. Her husband, Hassan, is unwilling to share responsibility for the household expenses, and Awatif is unable to pay all of the school fees for their many children. Awatif goes to the doctor for consultation on family planning, recognizing that she is unable to support the children she has, let alone more children. However, Hassan refuses to use the condoms she receives, insisting that he will have as many children as God desires. Eventually, they return to the clinic together and the doctor explains to Hassan that in Islam, family planning has been used historically, and there is no religious mandate against it. Awatif and Hassan fight over this, but eventually Awatif succeeds in convincing her husband to use family planning.
Al Shoul, a local midwife, makes money performing female circumcisions on young girls. When Al Shoul’s sister has a baby girl, Al Shoul is asked to perform the circumcision, but due to complications during the procedure, the little girl dies. Al Shoul’s sister and her husband divorce over this traumatic event. When Al Shoul is again asked to perform a circumcision by another couple, the girl’s parents are informed by community members of the death of the previous girl, but they do not listen and their daughter also dies at the hands of Al Shoul. As people begin to realize the danger of female circumcision, Al Shoul loses her livelihood and ends up being supported by her sister.
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Photo by Mark pelletier
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MEXICO
Dr. Anameli Monroy Country Representative
Dr. Monroy is a practicing psychologist and a leader in the field of adolescent pregnancy prevention in Mexico. She founded and has run the Centro de Orientación para Adolescentes (CORA) since 1978 in Mexico, and has served as a youth advisor to numerous organizations, including the World Health Organization (WHO), the United Nations Population Fund (UNFPA), and the Kellogg Foundation.
Dimensiones Sexuales “Sexual Dimensions”
In Mexico, young people are creating radio serials about adolescent sexuality. PMC is working with the Centro de Orientación para Adolescentes (CORA) of Mexico to produce a series of radio miniserials mixed with talk shows in the five states of Mexico with the highest fertility rates. These programs have been developed by and for young people. PMC tested the model for the radio programs in Puebla State, which resulted in development of a manual for implementation of the methodology in other Mexican states. PMC and CORA have expanded the use of the methodology to other states, including Hidalgo, Tlaxcala, and, most recently, Michoácan. In addition to the radio programs, the project includes intensive training of health care providers and youth service agency staff in how to effectively address adolescent sexuality issues. The program in Michoácan went on the air on September 10, 2005. Support for the work in Mexico in 2005 has been provided by the Bergstrom Foundation, the Compton Foundation, the Jewish Communal Fund, Interact Worldwide, an individual donor, and the participating state government. In Michoácan, pre-and post-broadcast surveys are being used to evaluate the impact of the program.
Photo by Henchos29
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BRAZIL
Marcio Schiavo Country Representative
Mr. Schiavo is director of Comunicarte Social Marketing of Brazil, which together with PMC works to influence the content of primetime entertainment programming on the most popular programs on television with regard to population and reproductive health issues.
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PMC and Comunicarte: Disseminating Health Messages Around the World
In Brazil, PMC is working in partnership with Comunicarte, a social marketing organization in Rio de Janeiro, to influence the prime-time programs of TV Globo. The staff of this project meets regularly with the writers of the prime-time soap operas on TV Globo to suggest themes and storylines related to reproductive health. In 2005, the project was successful in working with TV Globo to integrate 1,551 scenes dealing with reproductive health, small family size, gender relations, and related social and health issues. These programs are broadcast nationwide in Brazil and exported to dozens of countries worldwide, dubbed into various languages. In 2005, the project was supported by the Hughes Memorial Foundation and the Mulago Foundation.
Summary of Scenes by Soap Opera and Issue Sexual and Reproductive Health
Sexuality
Drug Abuse
Gender Relations
Social Matters
Total
telenovalas
Malhação
67
178
4
74
220
543
35
48
-
10
52
145
34
49
-
-
21
104
17
24
5
6
29
81
30
50
2
10
34
126
Bang Bang
3
8
-
2
11
24
Senhora do Destino
20
14
4
2
24
64
54
144
46
28
124
396
17
29
2
3
17
68
275
541
63
135
530
1551
Thematic groups/
“Working Out” Como Uma Onda “Like a Wave” Alma Gêmea “Twin Souls” Começar de Novo “New Start” A Lua me Disse “The Moon Told Me”
“Lady of Destiny” América “America” Belíssima “Gorgeous” Total
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JAMAICA
JA-STYLE: Jamaica’s Solution to Youth Lifestyle and Empowerment
PMC is subcontractor to a USAID-funded project in Jamaica focusing on healthy lifestyles for youth, including issues of reproductive and sexual health, substance abuse, and gang violence. The project is directed by University Research Corporation (URC), based in Bethesda, Maryland. PMC’s role on the JA-STYLE project is to develop and produce a radio serial drama for youth. Work on the program will begin in 2006. In 2005, PMC’s Vice-President for International Programs, Kriss Barker, traveled to Jamaica to plan for project start-up, and to assist the URC team in developing a national behavior change communication strategy for Jamaica. While Jamaican youth are in need of sexual and reproductive health information, in many parts of Jamaica, safety is
the top concern. Gang violence is a big problem in Jamaica, as is use of illicit drugs, especially marijuana, which is often used recreationally among people of all ages. To capture the attention and interest of Jamaican youth, a holistic approach to health will be used in the drama, incorporating multiple challenges to healthy lifestyles, from teen pregnancy to drug addiction and street violence.
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The radio serial drama will be targeted to youth, and many of the writers and most of the actors will be young adults. By using the fresh, creative talent of young people in writing and recording, the drama aims to resonate with the targeted age group. A very important component of a Sabidostyle radio serial drama is the creation of true-to-life characters and a social environment that will seem realistic and recognizable to the audience. In Jamaica this means reggae, the occasional drive-by shooting, and heated debates about drugs, sex, and alcohol.
Photos by Calvin Hass
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PHILIPPINES
Maggie Cudanin Country Representative
Ms. Cudanin is the Station Manager of YES FM 91.1 Boracay Radio and Performance Officer of the Aklan Chapter of the Association of Broadcasters of the Philippines. She was the director for the PMC radio serial drama Sa Pagsikat Ng Araw and holds a B.A. in Psychology.
Sa Pagsikat Ng Araw “The Hope After the Dawn”
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Melchie, 52 years, Mt. Province
“The drama is about increasing the common people’s knowledge about life’s issues, such as drugs, violence and other problems of society. After listening to the drama for a long time, the listener has more knowledge about the things that he or she doubts. The listener also has assurance and hope.”
In 2005, PMC produced a 120-episode radio serial drama called Sa Pagsikat Ng Araw (“The Hope After the Dawn”) in the Philippines with support from the United Nations Population Fund. The drama addressed issues relating to reproductive health, HIV/AIDS, women’s empowerment, and youth health. The drama aired for six months, from July to December 2005. Three of PMC’s trainers, Rocha Chimerah,Tom Kazungu and Vice-President for International Programs, Kriss Barker led a writer’s workshop from June 13th through July 1st, 2005, to train 20 participants in writing Sabido-style serial dramas. THE STORY
Erma, 34 years, Mt. Province
“In this drama, people can learn a lot about lessons in life. Sometimes when we listen, we get irritated because Miguel often hurts and abuses Amelia. We hope Miguel changes even for a bit.”
The drama had four intersecting storylines addressing family planning, HIV/AIDS, youth health and responsibility, and women’s empowerment. The women’s empowerment storyline focused on a woman named Amelia. Her husband Miguel was an alcoholic and often beat her, but since Amelia was worried about the future of their four children if she left her husband, she tolerated the abuse.
One day Amelia meets Kapitana Pilar, a local female leader, who supports Amelia emotionally and offers her a job at her seaweed farming business. Amelia becomes economically independent through this opportunity and is able to send her children to school. When Miguel’s behavior doesn’t change, Amelia leaves him and becomes financially independent through starting her own business. This story offers hope to women in abusive situations and also warns men that there are consequences of abusive behavior. EVALUATION
This program was evaluated using an innovative qualitative approach led by Dr. Arvind Singhal, Ohio University professor and member of PMC’s Program Advisory Board. Singhal, with a small team, including two Ohio University students and PMC’s Vice-President for International Programs Kriss Barker, traveled to the Philippines with disposable cameras, pads of paper, and other art supplies. They identified listeners of Sa Pagsikat Ng Araw in Metro Manila and Boracay Island and gave them the cameras and art supplies to document what they had learned from the drama. Listeners explained
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the significance of their photos and drawings to the research team, and their photos, drawings and comments were compiled in an evaluative report. This method of evaluation was replicated by Cecelia Noble, the head writer of Sa Pagsikat Ng Araw, in Mountain Province and Eastern Samar, Philippines. The results were complex, nuanced accounts of how listeners engaged with the characters, using them as examples to illustrate the effects of certain decisions and behaviors. .
EFFECTS In addition to the qualitative evaluation, quantitative monitoring was conducted for every month of broadcasting. Between August and December, there was an increase in spousal encouragement as a motivator for women seeking reproductive health services (from 38% to 48%). There was also an increase (from 21% to 34%) in spousal communication about reproductive health issues. The percentage of reproductive health clients who had heard Sa Pagsikat Ng Araw increased from 25% in August to 35% in January. As of November 2005, 37% of reproductive health clients in Bohol, Philippines, had heard Sa Pagsikat Ng Araw, and 57% of reproductive health clients in Eastern Samar, Philippines had heard the program. 22% of Barangay captains (local leaders) cited a decrease in reported cases of spousal abuse after five months of broadcasting. In the month after the end of the program, 75% of Barangay captains had had no reported cases of spousal abuse. 17% of Barangay captains cited a decrease in reported cases of youth drug use after five months of the broadcast. In the month following the end of the program, 60% of Barangay captains received no reports of youth drug use. While Filipinos were disappointed to see the end of Sa Pagsikat Ng Araw, they did recognize the importance of social content radio programming, and doors are already opening for the production of a new radio drama in the Philippines.
Emie, 23 years, Mt. Province, Philippines
“This is my father-in-law and his grandchildren. I had hoped that he has listened to the drama that I always play in the house. It is my prayer that he has listened to the story of Amelia and Miguel, and he will be able to counsel his son, my husband, to change.”
Mary Ann, 14 years, Mt. Province, Philippines
“This is our house. I can imagine that Amelia’s house is like ours, too. They are poor. The drama affected my view of our poverty. One can be poor and have many problems and still have a good life. Hardship teaches a person how to be strong like what happened to Amelia and Kapitana Pilar.”
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UNITED STATES cartoons for social change
In October 2005, PMC held its second National Population Cartoon Contest, seeking published cartoons depicting global population growth and its causes and consequences. The 2005 contest garnered 156 published submissions from cartoonists around the country. The cartoons, ranging from commentaries on US energy consumption and immigration policy to extinction of species and global warming, likely reached upwards of 7.5 million Americans. The Grand Prize of $7,000 was awarded to Ann Telnaes, cartoonist for Women’s eNews, for her cartoon “Washington Fashion Week.” Mike Keefe, cartoonist for the Denver Post, and Jim Morin, cartoonist for the Miami Herald, won second and third places in the 2005 contest, respectively. All three cartoonists were recognized for their ability to frame complex issues in a way that is accessible and engaging to the average citizen.
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Jim Jeffords and bill ryerson
At the contest’s awards ceremony, Ms. Telnaes expressed her sentiments about using cartoons to educate the public about these issues: “Because of its ability to transcend language barriers and illiteracy, the editorial cartoon is a particularly powerful type of communication. PMC understands the value and impact of this medium, and I'm sure I speak for my profession when I express my appreciation for their support in promoting the art of editorial cartooning through this award.”
Third, second, and first place cartoons
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Jim Jeffords, ann telnaes and bill ryerson
The National Population Cartoon Contest is one aspect of a larger US strategy being developed by PMC to inform the American public about the risks of population growth. PMC hopes to use many different media, including radio, television, the internet, magazines, and newspapers in an effort to educate and reinvigorate Americans about population. One example of this effort in 2005 was an article about the work of PMC in Ms. Magazine in the spring 2005 issue, titled “Soap Operas are Changing Lives – For the Better!” In the article, Ms. describes PMC’s work in Ethiopia as bringing “positive messages and education to an impoverished population that is starved for both.” Also in 2005, PMC published eight populationfocused editorials on CagleCartoons.com. These columns, written by PMC President William Ryerson, former Colorado Governor Dick Lamm, UNFPA Executive Director Thoraya Obaid, former Deputy Assistant Secretary of State for Population and Environment Lindsey Grant, and member of the Board of Directors of the Federation for American Immigration Reform John Rohe, were distributed to 800 newspapers around the country. Editorials, both in the form of cartoons and columns, are a good way to “interpret the facts” related to population.
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mike keefe
Jim morin
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BEST PRACTICES SYMPOSIUM
maggie cudanin, virginia carter and tom kazungu
maggie cudanin, earl babbie, negussie teffera and rocha chimerah
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Using the Media to Promote Reproductive Health and Achieve Gender Equality
whom sit on PMC’s Board of Directors or Program Advisory Board.
November 2005 marked a significant step for PMC. With funding from UNFPA, PMC was able to bring together globally-recognized communications experts with nearly all of its country representatives from around the world for a symposium to discuss the best practices in using the media to promote reproductive health and gender equality. The content produced during this symposium will be compiled in a manual that will be invaluable in advancing the field of entertainment-education, as well as in future implementation of PMC programs.
During his presentation, Dr. Arvind Singhal, Ohio University Professor and member of PMC’s Program Advisory Board, highlighted the importance of “showing and not telling” in the dramas, reminding everyone that entertainment-education is about "making choices, and not preaching.” Concerning scriptwriting, PMC Board Member and pro-bono trainer Virginia Carter emphasized the importance of finding good writers who can create “honest human dialogue that sounds like real people.”
At the Best Practices Symposium, participants presented papers on a variety of topics that highlighted outcomes, challenges, and specific tools that proved useful in implementing media programs. This was the first time in the history of PMC that country representatives from different regions of the world were able to meet and discuss their programs with some of the world’s foremost experts in using the media for social change – many of
A highlight of the symposium was a public lecture given by Miguel Sabido, creator of PMC’s entertainment-education strategy, on the Sabido Methodology. Almost two hundred students and community members attended the lecture, which was held at Champlain College in Burlington, Vermont. The lecture was televised and received a variety of media attention, including an interview with Sabido on North Country Public Radio.
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Photo by Monique Jansen
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FINANCIAL STATEMENT For the Year Ended December 31, 2005 (with summarized information for 2004)
Unrestricted
Temporarily Restricted
2005 Total
2004 Total
Support & Revenue
Contributions and Grants Other Income Net Assets Released from Restriction
$451,533 19,633 1,623,911
$1,663,727 (1,623,911)
$2,113,260 19,633 -
$1,794,372 14,311 -
Total Support and Revenue
2,095,077
39,816
2,134,893
1,808,683
63,830 1,665,219
-
63,830 1,665,219
170,547 1,376,782
215,733 51,246
-
215,733 51,246
176,824 89,258
1,996,028
-
1,996,028
1,813,411
99,049
39,816
138,865
(4,728)
286,146
488,894
775,040
779,768
$385,195
$528,710
$913,905
$775,040
Expenses
Program Services
General Program Development National Initiatives Supporting Services
Management and General Fundraising 26
Total Expenses Change in Net Assets Net Assets, Beginning of Year Net Assets, End of Year 2005 expenses
SUPPORT & REVENUE
administrative 11%
program 86%
$2,500,00 0
fundraising 3%
$2,000,000
$1,500,000
$1,000,000
$500,000
0
2001
2002
2003
2004
2005
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INSTITUTIONAL DONORS This has been a year of steady progress for PMC. Our mission is clear and the methodology of our approach is very solid. With another year of successes in the field, PMC is attracting more attention and more money. We expect substantial growth in 2006 as our reputation grows and our work is recognized in wider circles. There is plenty of work to be done around the world, and PMC has the expertise, the methodology, and the dedicated staff to do it. PMC’s use of entertainment-education programs is well founded in the techniques of the Sabido Methodology of Behavior Change Communication. It is well
researched, quantitatively measured and expertly implemented. It has massive audience appeal, and it changes behavior. In country after country, PMC’s serial dramas on radio and TV are changing reproductive health attitudes and behavior. Our audiences find positive role modeling within compelling stories. There is no lecture here, just human characters reacting to realistic situations. Mistakes are made, lessons are learned, and the audience is gently guided to make their own good choices. PMC is committed to expanding our points of contact around the globe, focus-
ing on areas with the greatest needs. PMC also runs an efficient operation, with 86% of expenditures dedicated to program expense. We are successful and we use our resources very well. We are dependent on a wide range of funding sources, and we are extremely grateful for the support of the individuals and institutions that make our work possible. Please accept our thanks for your continued generosity. Copies of PMC’s full audited financial statement are available upon request.
The following institutions provided support to PMC during the 2005 calendar year 27
Alplaus United Methodist Church Ashoka Foundation Changemakers Innovation Award Douglas and Debra Baker Fund of Fidelity Charitable Gift Fund Eric and Edith Bergstrom Foundation Bermingham Fund Bostrom Family Foundation L.P. Brown Foundation Bushrod H. Campbell & Adah F. Hall Charity Fund Cederholm Foundation Community Foundation for Greater Buffalo Compton Foundation Comunicarte Social Marketing Conservation, Food and Health Foundation Conservation and Research Foundation Covington & Burling Do Good Fund of Fidelity Charitable Gift Fund Eucalyptus Foundation
Fiduciary Charitable Foundation Ellsworth Filby Trust Green Mountain Coffee Roasters Halcyon Fund of Fidelity Charitable Gift Fund Hazelett Strip-Casting HIV/AIDS Prevention and Control Office of the Government of Ethiopia Charles Evans Hughes Memorial Foundation Robert F. Hunsicker Foundation International Monetary Fund Jewish Communal Fund Lang Associates Libra Foundation Mulago Foundation Nirvana Manana Institute David and Lucile Packard Foundation Richard and Ann Park Giving Fund of Fidelity Charitable Gift Fund The Jamel and Tom Perkins Foundation of the San Francisco Foundation
Porteous/Smith Fund of Fidelity Charitable Gift Fund Barbara Pyle Foundation Rotarian Action Group on Population and Development Round Hill Fund of Fidelity Charitable Gift Fund Schneider Foundation Wallace Tapia, PC Flora L. Thornton Foundation UNICEF-Ethiopia United Nations Population Fund United Nations Population Fund Philippines United States Agency for International Development University Research Corporation Mary Van Vleck Gift Fund of Fidelity Charitable Gift Fund Vital Spark Foundation Windham Financial Services Worthington Foundation
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BOARD OF DIRECTORS Earl Babbie, Ph.D. Anaheim Hills, California
Campbell professor of Behavioral Sciences at Chapman University and author of The Practice of Social Research and The Basics of Social Research, among other textbooks and scholarly works. Dr. Babbie serves as a pro-bono research advisor to PMC. He received an A.B. from Harvard College and an M.A. and Ph.D. from the University of California, Berkeley. Virginia Carter Redondo Beach, California
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Former Senior VicePresident and Head of Drama for the largest independent television production company in Hollywood (Embassy Television, a Norman Lear Production). Ms. Carter serves as a pro-bono trainer for PMC in development of social-content serial dramas. In her capacity with Embassy TV, she was awarded an Emmy and two Peabody Awards for her work on the immensely popular American situation comedies All in the Family, Maude, Good Times, The Jeffersons, One Day at a Time, The Facts of Life, and Diff ’rent Strokes. She also worked on two “strips” for television: Mary Hartman, Mary Hartman and All That Glitters. She assisted in the production of the top five most highly rated television shows in the United States during the 1980s. Among the many movies for
television she produced was Eleanor: First Lady of the World, which was voted one of the top ten movies of the year. She holds an M.S. in Physics from the University of Southern California and an honorary doctorate of science degree from McGill University. She serves as Secretary of Population Media Center’s Board. Brenda Feigen Los Angeles, CAlifornia
Attorney specializing in entertainment, literary and art law, and anti-discrimination work. Early in her career, Ms. Feigen co-founded Ms. Magazine with Gloria Steinem and the Women’s Rights Project of the ACLU with (now Justice) Ruth Bader Ginsburg. A graduate of Harvard Law School, she has written extensively, and her book, Not One of the Boys: Living Life as a Feminist, was published by Knopf in 2000. Bram Kleppner Burlington, Vermont
Bram Kleppner is a partner at an on-line media company called Internal Audio that provides training and personal development materials to employees at subscribing companies. He is a member of the adjunct faculty in Marketing at Champlain College and of the board of directors of the Champlain
Senior Center, both in Burlington, Vermont. He previously was head of International Marketing at Ben & Jerry’s Homemade, Inc., where he also served as General Manager of Ben & Jerry’s joint venture in Russia. He serves as Treasurer of Population Media Center. William N. Ryerson Shelburne, Vermont
PMC’s founder and President has a 35year history of working in the field of reproductive health, including two decades of experience adapting the Sabido methodology for behavior change communications to various cultural settings worldwide. Mr. Ryerson has also been involved in the design of research to measure the effects of such projects in a number of countries, one of which has led to a series of publications regarding a serialized radio drama in Tanzania and its effects on HIV/AIDS avoidance and family planning use. He received a B.A. from Amherst College and an M.Phil. from Yale University. Before founding Population Media Center, he served as Director of the Population Institute’s Youth and Student Division, Development Director of Planned Parenthood Southeastern Pennsylvania, Associate Director of Planned Parenthood of Northern New England and Executive Vice President of Population Communications International.
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PROGRAM ADVISORY BOARD QUTUBUDDIN AZIZ KARACHI, PAKISTAN
Former Chair of the National Press Trust of Pakistan and Director of the United Press of Pakistan news service. He also held the post of Minister for Information at the Embassy of Pakistan in London from 1978 to 1986.
Washington, D.C., which he founded in May 2001. CHESTER BURGER NEW YORK, NEW YORK
Professor of Psychology at Stanford University. He developed the theory of social learning, which postulates that people acquire attitudes, values and styles of behavior through social modeling.
Retired public relations executive. Past President of Communications Counselors, a public relations firm. He founded the nation's first communications management consulting firm and was the nation's first television news reporter (at CBS in 1946). He played a leadership role in the civil rights campaigns. Awarded the Medal for Outstanding Service to the United States in 1995 by the U.S. Government.
ALBERT ALLEN BARTLETT, PH.D.
MICHAEL CODY, PH.D.
BOULDER, COLORADO
LOS ANGELES, CALIFORNIA
ALBERT BANDURA, PH.D. STANFORD, CALIFORNIA
Professor Emeritus of Physics at the University of Colorado, Boulder. He is a frequent speaker on the meaning of exponential growth. TED BOOKSTAVER SANTA MONICA, CALIFORNIA
Former Vice President, Sales, King World International, handling worldwide distribution of The Oprah Winfrey Show and numerous other programs. NORMAN BORLAUG, PH.D. MEXICO CITY, MEXICO
Awarded the Nobel Peace Prize for his work in developing high-yield wheat that led to the Green Revolution in the 1970s. He founded CIMMYT, an agricultural research station in Mexico City. He is a professor with the Department of Soil and Crop Sciences at Texas A&M University. LESTER BROWN WASHINGTON, D.C.
Described as "one of the world's most influential thinkers" by the Washington Post. Lester Brown is President of Earth Policy Institute, a non-profit environmental research organization based in
Associate Director of the Annenberg School of Communication, University of Southern California, where he is also Director of Doctoral Studies. He is a specialist in use of entertainment-education strategies worldwide, and he is a co-editor of Entertainment Education Worldwide: History, Research and Practice. HERMAN E. DALY, PH.D. COLLEGE PARK , MARYLAND
Professor in the University of Maryland 's School of Public Policy. From 1988-94, he was Senior Economist in the World Bank's Environment Department and prior to that was Alumni Professor of Economics at Louisiana State University. His books include Steady-State Economics and Beyond Growth. DEECIE MCNELLY DENISON FAIRLEE, VERMONT
An organizational and education consultant with extensive experience in teaching communication courses at the college level as well as with international and cross-cultural issues.
LUCY LEE GRIMES EVANS NEW CANAAN, CONNECTICUT
A columnist with the Stamford Advocate. She is also a district representative for Population Connection and a long time advocate for population stabilization. ANDREW FERGUSON OXFORDSHIRE, UNITED KINGDOM
Research Co-ordinator for the Optimum Population Trust, UK and editor of the biannual OPT Journal. LINDSEY GRANT SANTA FE, NEW MEXICO
A writer and former Deputy Assistant Secretary of State for Population and Environment. His books include Juggernaut: Growth on a Finite Planet, How Many Americans?, Elephants in the Volkswagen, Foresight and National Decisions: The Horseman and the Bureaucrat and Too Many People: The Case for Reversing Growth. HOPE S. GREEN BURLINGTON, VERMONT
Consultant to public broadcasting companies, founding Board member of the World Radio and Television Council, formerly president of Vermont Public Television and vice chair of the PBS Board. She was a founding Board member of PMC. LYNN GUTSTADT SAN ANSELMO, CALIFORNIA
Former Vice President of Audience Research for the CNN News Group. Currently Vice President for Marketing Research, Premier Retail Networks. RICHARD S. HALPERN, PH.D. ATLANTA, GEORGIA
Independent consultant in strategic marketing and opinion research. He is also an adjunct professor of Mass Communications at Georgia Institute of
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PROGRAM ADVISORY BOARD Technology. Formerly, he was the Global Director of Advertising Research for the Coca-Cola Company. MAISHA L. HAZZARD, PH.D.
the Board of the Federation for American Immigration Reform. Formerly, he served three terms as governor of Colorado, and is the past president of Zero Population Growth.
LOS ANGELES, CALIFORNIA
President of SpiritWorks Communication. Former Professor of Telecommunications and co-founder of Communication and Development Studies at Ohio University.
DIANE LEE LANGSTON, ESQ. NORFOLK, VIRGINIA
REDLANDS, CALIFORNIA
Retired Senior Officer of the United Nations Population Fund (UNFPA). Independent consultant in business for social responsibility, rule of law, and poverty reduction areas.
President of the Population Coalition, editor of the Pop!ulation Press.
VINCENT MADUKA
MARILYN HEMPEL
LAGOS, NIGERIA
TONY JOHNSTON, M.D. NAIROBI, KENYA
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Executive Director, Population Communication Africa. He was formerly the Director of the UNFPA Program for Population Information, Education and Communication Research Training for Eastern and Southern Africa. SHIV KHARE BANGKOK, THAILAND
Executive Director of the Asian Forum of Parliamentarians on Population and Development. He was formerly the Secretary-General of the World Assembly of Youth in Copenhagen, and the Executive Director of the Youth and Family Planning Program Council of India. DOUG LA FOLLETTE MADISON, WISCONSIN
Secretary of State of Wisconsin and a long-time activist and speaker on population issues. RICHARD D. LAMM
Past Director-General of the Nigerian Television Authority. He now heads his own private sector broadcasting organization. DANIEL C. MAGUIRE MILWAUKEE, WI
President of The Religious Consultation on Population, Reproductive Health and Ethics and Professor of Ethics at Marquette University. Formerly President of The Society of Christian Ethics, 1981. FREDERICK MEYERSON, PH.D.
LEOPOLDO PERALTA QUERETARO, MEXICO
President of the Mexican Population and Cultural Foundation. He is also an industrialist with operations in Mexico City, Morelia and San Juan del Rio, Mexico. He is former congressman in the Mexican Congress in addition to being the former regional director of the National Institute on Migration in the Secretaria de Gobernacion of the government of Mexico. ROGER PEREIRA MUMBAI, INDIA
Head of R&P Management Communications Pvt. Ltd. and producer of Humraahi, an Indian family planning soap opera.
WASHINGTON, DC
An ecologist and demographer at Brown University. Dr. Meyerson’s research and writing focus on population policy and the interactions between human demographic change and the environment, particularly climate change and the loss of biological diversity. He is the author of 40+ scientific and popular articles and book chapters; and he was one of the writers of the State of World Population 1999 and State of World Population 2001, the annual report of the UNFPA.
DENVER, COLORADO
Co-Director of the Institute for Public Policy Studies and a professor at the University of Denver. He is a member of
Residence, and Director, Center for Environmental Filmmaking, School of Communication, American University. Previously President of National Audubon Society Productions (1983-94) and of National Wildlife Productions (1994-2004). He has produced over 300 hours of original programming for prime time television, as well as several IMAX films.
CHRIS PALMER WASHINGTON, DC
Distinguished
Film
Producer
in
DAVID PIMENTEL, PH.D. ITHACA, NEW YORK
Professor of Ecology and Agricultural Sciences at Cornell University and a prolific author and speaker about population issues. BARBARA PYLE ATLANTA, GEORGIA
Documentary maker and environmentalist. As former Vice President for Environment of CNN and Turner Broadcasting, she created Captain Planet and the People Count series on population issues.
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PROGRAM ADVISORY BOARD KATE RANDOLPH NEW YORK, NEW YORK
Senior Technical Advisor, Business Development, EngenderHealth. Previously at Population Communications International (PCI), she served as Vice President for International Programs overseeing the development and broadcast of entertainment-education programs globally.
University and a researcher of the effects of entertainment-education programs. Co-author of Entertainment-Education: A Communication Strategy for Social Change and Combating AIDS: Communication Strategies in Action, and co-editor of Entertainment Education: History, Research, and Practice. GLORIA STEINEM
CHARLES L. REMINGTON, PH.D.
NEW YORK, NEW YORK
NEW HAVEN, CONNECTICUT
A co-founder of New York Magazine, Ms. Magazine, the Ms. Foundation for Women, the National Women’s Political Caucus, and Voters for Choice. She is an advisor to the Planned Parenthood Action Fund and to Equality Now, the international human rights/women's rights organization, as well as an author, lecturer and traveling feminist organizer.
Professor of Biology (Emeritus) at Yale University. He served as Program Chair of the first national Congress on Optimum Population and Environment in 1970. He is a former Chair of the ZPG Foundation, and along with Paul Ehrlich, he is the cofounder of Zero Population Growth. HON. TOM SAWYER
PAUL WINTER LITCHFIELD, CONNECTICUT
Founder and director of the Paul Winter Consort, renowned throughout the world for its concerts in celebration of the Earth and its wildlife. Has performed concerts for the Earth at the United Nations. He and his ensemble are artists-in-residence at the Cathedral of St. John the Divine in New York. ROBERT J. WYMAN, PH.D. NEW HAVEN, CONNECTICUT
Professor of Biology, Yale University. He teaches Yale's only course on population issues: Global Problems of Population Growth. He is a member of the Leadership Council, Planned Parenthood of Connecticut (PPC). DAVID YOUNT, PH.D.
AKRON, OHIO
PHILLIP THORSON
DULUTH, MINNESOTA
Visiting Scholar at Hiram College and a member of the board of Population Resource Center. As former Congressional Representative from Ohio, he served as the Co-Chair of the Congressional Population Caucus.
BETHESDA, MARYLAND
Retired Director of Administration of the International Monetary Fund. From 1998 to 2005, he served on PMC’s Board of Directors.
Research ecologist with the U.S. Environmental Protection Agency from 1972 to 1999. His current research is in human carrying capacity as an indicator of regional sustainability.
PETER C. VESEY
ROBERT ZINSER, PH.D.
JERRI LEA SHAW
MARIETTA, GEORGIA
LUDWIGSHAFEN, GERMANY
COLUMBIA, MARYLAND
Founder and president of a consulting firm focused on strengthening health care policy, financing and service delivery.
An international broadcasting consultant who works with clients in the developing world. Previously at CNN, he developed the CNN International networks.
O. J. SIKES
CHARLES WESTOFF, PH.D.
LEONIA, NEW JERSEY
PRINCETON, NEW JERSEY
Retired as Deputy Director of the Latin America and Caribbean Division, U.N. Population Fund (UNFPA). He was formerly the Chief of UNFPA's Education, Communication and Youth Branch.
Maurice P. During '22 Professor of Demographic Studies and Sociology at Princeton University, specializing in population policy and in fertility and family planning research in developing countries. From 1974 to 1992, he was Director of the Office of Population Research at Princeton University. A specialist in demographic research in Africa.
Chairman of the Rotarian Action Group on Populaiton & Development (RFPD). Co-founder of RFPD. Past Governor of Rotary International. Initiated a PilotProject and the successive large project “Child Spacing, Family Health and AIDS Education” in six states of northern Nigeria. Member of the Board of Directors of Population 2005. Honorary University Professor for International Management.
ARVIND SINGHAL, PH.D. ATHENS, OHIO
Professor of Communications Studies and Presidential Research Scholar at Ohio
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POPULATION MEDIA CENTER PERSONNEL
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HEADQUARTERS, SHELBURNE, VERMONT, USA WILLIAM RYERSON, PMC Founder and President KRISS BARKER, Vice President for International Programs MELISSA BARRETT, International Program Manager SONNY FOX, West Coast Representative ERIN HERZOG, Office Manager SARAH HURLBURT, Program Assistant WILLIAM J. RIDER, Finance Director PAUL UGALDE, Director of Development CONSULTANTS ANDREA GRAYSON, M.A., SHELBURNE, VERMONT,
Production Consultant NANCY LUKE, PROVIDENCE, RHODE ISLAND,
Research Advisor TONY PALERMO, LOS ANGELES, CALIFORNIA,
Production Consultant DAVID POINDEXTER, BEAVERTON, OREGON,
PMC Honorary Chair
WONDIYE ALI, Media and Communications Program
Coordinator FREYHIWOT NADEW, Program Producer KELEMUA WODAJO, Executive Secretary and Cashier MESFIN ASSEFA GETANEH, Accountant SERKALEM TEDELA, Secretary/Editorial and Printing ZENEBE G. MICHAEL, Driver/Mechanic LEMLEM ALEBACHEW, Office Assistant TESFAYE T. AREGAI, Guard BAMAKO, MALI DR. TANDIA FATOUMATA DEDE KEITA, Country
Representative ALMOUKOUTAR HAIDARA, Technical Assistant AMARA MOUSSA SIDIBE, Accounting and Financial
Manager FATIMATA TRAORE, Secretary ADAMA COULIBALY, Logistics/Driver OUSMANE SOW, Head Scriptwriter SEYDOU KONE, Producer
MIGUEL SABIDO, MEXICO CITY, MEXICO,
Trainer GARY STRIEKER, ROSWELL, GEORGIA,
Training Consultant ANDREW TANGALOS, WILLISTON, VERMONT,
Consultant ADDIS ABABA, ETHIOPIA DR. NEGUSSIE TEFFERA, Country Representative BELAI SHIFERAW, Administration and Finance Head BELAYE H. WOLD, Senior Research and Evaluation Expert NEBIYOU TEKALIGN, Media and Art Project
NAIROBI, KENYA TOM KAZUNGU, Senior Radio Production Trainer NIAMEY, NIGER HAMSATOU IBRAHIM, Country Representative IBADAN, NIGERIA TONY ASANGAENENG, Country Representative KUFONIYI ABAYOMI, Program Assistant GERTRUDE IHERIOHAMMA, Secretary/
Administrative Assistant
Coordinator MESFIN ASSEFA WODAJO, Radio Serial Drama
Coordinator
KIGALI, RWANDA ROCHA CHIMERAH, Country Representative VALENTIN UTARUHIJIMANA, Deputy Director JOHA HASHIM, Project Assistant
KHARTOUM, SUDAN MUSA MOHAMED SALIH BEIRAG, Country
Representative MOHAMED OSMAN MAKKI, Assistant DAR ES SALAAM, TANZANIA ROSE HAJI, Radio Production Trainer NEW DELHI, INDIA SHASHI KANT KAPOOR, Country Representative BORACAY, PHILIPPINES MAGGIE CUDANIN, Country Representative CECILE GUIDOTE-ALVAREZ, Senior Country Advisor MARY GRACE LABINDAO, Accountant FILIPINA ALANO, Secretary RIO DE JANEIRO, BRAZIL MARCIO RUIZ SCHIAVO, Director of Comunicarte FABIENNE SCHIAVO, Project Manager ELIESIO N. MOREIRA, Editor ALLESANDRA MOURA, Social Resident MEXICO CITY, MEXICO ANAMELI MONROY, Country Representative LETICIA VELASCO, Technical Assistant MARCOS VELASCO, Training Coordinator JONATHAN PALACIOS, Field Supervisor CRISTINA TORRES, Accounting & Director’s
Assistant ELENA RODRÌGUEZ, Accountant ANGUEL ANGEL JERÒNIMO, Messenger
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Report text by Sarah hurlburt Report design by Shawn Braley and Sarah Hurlburt Edited by bill ryerson, Erin herzog, and kathryn tobin Cover photo by Fernando RodrĂguez, www.fernandorodriguez.com
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