2001 PMC Annual Report by Population Media Center

Po ulation Media Center 2001 ANNUAL REPORT

President’s Message

n developed and developing countries, the effects of rapid population growth are evident. Nonetheless, the population field continues to suffer from neglect — and some abuse — by too many world leaders. sources and 2) lessen the harmful impact of huBut as Aldous Huxley wrote, “Facts do not cease manity on the earth’s environment. The emphasis of PMC’s work is to educate people about the bento exist because they are ignored.” Since Population Media Center’s founding in efits of small families, encourage the use of effec1998, the world’s population has grown by 289 tive family planning methods, promote AIDS million people, or the equivalent of a new United avoidance, elevate women’s status and promote the States population. Put another way, it is like adding concept of gender equity. We do this through enall the citizens of Afghanistan, Pakistan, Iran, Iraq, tertainment-education serial dramas, other types of entertainment media Israel, Palestine, Libya and Tunisia to the world’s “Governments, non-governmental organi- and, more broadly, communication strategies that population in a four-year zations and the private sector should have demonstrated their period. We face similar make greater and more effective use of effectiveness at changing growth within the next the entertainment media, including radio attitudes and behavior. four years, unless individu- and television soap operas and drama, In 2001, Population als and couples make dra- folk theatre and other traditional media Media Center continued matically different deci- to encourage public discussion of imporwith its mission of buildsions about the number of tant but sometimes sensitive topics ing awareness and use of children they will have. related to the implementation of the the Sabido methodology Scientific societies and present Programme of Action.” of behavior change comgroups studying earth sysmunications globally. The tems warn increasingly of — Programme of Action, United Nations positive response to the the growing challenges to International Conference on Population organization’s outreach maintaining a habitable and skilled personnel is planet, including climate and Development, Cairo, 1994 gratifying. Population Mechange, extinction of plant and animal species, water shortages, energy dia Center trainers include not only Miguel Sabido, shortages and growing food shortages in various who created this communications methodology parts of the world. Combined with the poverty known to be uniquely effective at changing behavand human suffering brought on by the AIDS epi- ior with regard to reproductive health, but also many demic, the prospects for many people — includ- of the people he has trained worldwide. During the year, PMC carried forward and ing those in the developed countries — are grim, unless behavior change occurs on a massive scale. expanded its programs around the world. At the The mission of Population Media Center is to same time, we added staff in our headquarters collaborate with the mass media and other organi- to better respond to countries and agencies seekzations worldwide to 1) bring about stabilization ing our assistance. Simultaneously, our project of human population numbers at a level that can in Ethiopia grew from one staff member to eight, be supported sustainably by the world’s natural re- and implementation of our “Whole Society 2

Population Media Center

Strategy”™ in Ethiopia became a reality. PMC conducted in-depth workshops for creative and production teams in the Sabido methodology in Botswana and Ethiopia. We also held a Soap Summit event in The Philippines hosted by the new head of state and the Philippine Congress. In Brazil, we worked with the writers of the three prime-time soap operas on TV Globo to help them incorporate hundreds of scenes related to social and health issues. We undertook missions to Malawi, Kenya, Nigeria and Zimbabwe for project planning, and we developed partnerships with a variety of international health agencies, environmental organizations and corporations. In the pages that follow, you will read about projects under way or in development in fourteen countries: Botswana, Ethiopia, Ivory Coast, Kenya, Malawi, Mali, Nigeria, Sudan, India, Indonesia, The Philippines, Brazil, Mexico and the United States. Population Media Center’s website (www.populationmedia.org) logged over 23,000 visitors during the year, an increase of nearly 200% over the previous year. Addressing population issues is a multi-faceted challenge. It requires addressing not only attitudes about contraception, but also cultural ideals with regard to childbearing and family size, the status of women and girls, belief in pre-determination versus self efficacy, and attitudes about the acceptability of exploiting children for their labor rather than sending them to school. These issues can only be addressed through cultural and informational programs that address the emotional aspects of decisions about sex and reproduction. PMC is determined to become a global force for building capacity to use communications to build a sustainable planet. With your help, commitment and partnership, we will do just that. With many thanks,

PMC’s STRATEGIES

nyone who wants to end population growth or stop the spread of AIDS will take heart because of what happened 25 years ago, in the first week of September. That week, PMC’s honorary chair, David Poindexter, went to Mexico as part of his search for ways to use broadcasting to bring about behavior change with regard to population issues on a global scale. He formed common cause with Miguel Sabido, who was in the midst of producing Acompaname (“Come with Me”), the first family planning soap opera. The two of them began traveling globally to promote what has come to be called the Sabido methodology of behavior change communications. Now a quarter of a century later, Sabido’s strategy has been applied on every continent and in a spectrum of cultures, and the results have been scientifically evaluated and published. These results point to Sabido as arguably the world’s foremost social communication expert. The evidence of the effectiveness of entertainment-education in bringing about changes in reproductive behavior and in promoting adoption of other social and health goals is very strong. Radio and television soap operas in Mexico, Brazil, India, Kenya and Tanzania have been documented by independent research in their massive effects on audience attitudes and behavior with regard to HIV/AIDS avoidance and use of family planning. One of the advantages of using serial dramas, as opposed to documentaries or single-episode dramas, is that they allow time for the audience to form bonds with the characters. These long-running programs also allow characters to evolve in

William N. Ryerson Annual Report 2001

their thinking and behavior with regard to various issues at a gradual and believable pace in response to problems that have been well illustrated in the story line. Sabido-style serial dramas are a major part of PMC’s work. Through such serial dramas, PMC creates culturally relevant role models, based on in-depth research. As the audience grows to admire an individual character, they often seek to emulate them, particularly because the benefits of changing behavior are made evident. In any society, people seek to understand what the norm for behavior is. By using the example of role models to whom the audience has become deeply attached, characters in serial dramas can change social norms. In each country where PMC works, the resulting programs are a product of that country, building on the talent of creative forces within the culture and the wisdom of the people in the countryside who participate in the formative research. PMC’s major contribution is to enhance the capacity of each country in which we work to carry out effective communication strategies related to family and reproductive health and associated issues, such as the status of women. We also bring together representatives of the government, non-governmental organizations, UN agencies and broadcasters to collaborate on the project and to serve as its advisors. The values promoted in any PMC program are drawn from the constitution, laws and policies of the country involved, including fundamental principles laid down in United Nations agreements to which the country is a signatory. Population Media Center’s programming is designed to promote health and human dignity and emphasizes informed decisionmaking, tailored in each case to local PMC needs and circumstances. 4

Population Media Center

Program Activities Africa Botswana During 2001, Population Media Center continued to collaborate with the U.S. Centers for Disease Control and Prevention (CDC) to establish a behavior change communication program in Botswana. The county has the highest rate of HIV infection in the world, estimated at 38% of the adult population. Based on a plan for formative research designed jointly by PMC and CDC, a series of individual interviews and focus group discussions were conducted throughout the country by researchers from the University of Botswana. The purpose was to fill in the gaps in the existing literature on sexual and reproductive decision-making, which had previously been summarized through a literature review. These research findings were presented during a three-week workshop for a team of producers and

Botswana Minister of Health, Joy Phumaphi, addresses the meeting of stakeholder agencies during the PMCCDC workshop.

Tom Kazungu and Rose Haji were the lead methodology trainers at the Botswana workshop. writers in Gaborone, Botswana. The workshop consisted of two sections. During the first section, presentations were made regarding the Sabido methodology of entertainment-education, the current state of knowledge regarding the formation and modification of behavior, and the findings of the formative research with regard to the influence of the culture on sexual and reproductive decision-making. In addition, information on the transmission of HIV/AIDS was summarized. The first section of the workshop also included the development of a list of priority issues to be addressed by the planned ra-

dio serial drama. Following that, the writers prepared explicit value statements for each of these issues to serve as a guide in the development of positive, negative and transitional characters. The second part of the workshop included development of the settings, character profiles and story line for the serial drama, plus the scripts for the

first four episodes. Casting of actors was also completed, and the pilot episodes were recorded in the studio. The pilot episodes were then produced and pre-tested with potential audience members around Botswana. Then the creative team began writing and producing additional episodes. The radio serial, Makgabaneng (“Foot of the Hill”), went on the air on Radio Botswana nationwide in August. The program is in the national language, Setswana, and reflects the ups and downs of life in Botswana, including the sexual and reproductive issues that are affecting the lives of all Botswanans. The program plays in a half-hour time slot on Wednesday evenings and Saturday afternoons. Ethiopia Dr. Negussie Teffera, Country Representative Ethiopia is the second most populous country in sub-Saharan Af-

Dr. Banu Khan, Director of the National AIDS Coordinating Agency, addressing the stakeholders workshop in Botswana. Annual Report 2001

rica. With a population doubling time of about 25 years, it is one of the fastest growing countries in the world. That rate of growth and the large number of people living with HIV/AIDS are contributing to poverty and human suffering of tremendous magnitude. Under the highly effective leadership of Dr. Negussie Teffera, Ethiopia’s foremost expert on population and PMC’s Country Representative, the PMC project in Ethiopia made great progress in 2001. Ethiopia is the first country where PMC has implemented its Whole Society Strategy™. This uses a combination of communication formats to blanket the country with information and motivation related to reproductive health. At the

Population Media Center

Writers and producers for the Ethiopian serial dramas gather behind Tom Kazungu, Bill Ryerson, Dr. Negussie Teffera, Rose Haji and Ramadhan Swalehe at the end of the writers workshop. center of PMC’s work in Ethiopia are two radio serial dramas, one in the national language of Amharic and the other in Oromiffa, the second most common language. These programs are to be broadcast nationwide on Radio Ethiopia, starting in 2002. PMC received support from the David and Lucile Packard Foundation for a multi-faceted project designed to involve the creative community in addressing population and reproductive health issues.

The project includes: • Creating traveling stage plays to cover reproductive health issues; • Developing videotapes on population issues in Ethiopia, which will be distributed to schools, youth clubs, colleges and training centers; • Developing special video dramas focused on reproductive health and HIV/AIDS issues for nationwide distribution; and • Holding a nationwide contest for the best written short stories and poems that include population issues. The winning poems and short stories will be recited over radio and television, in public meeting places and schools. In addition, PMC will conduct training of journalists, playwrights and others to help them link their fields

with the issue of population. The trainees will then receive technical support from Population Media Center in designing programs in their respective regions of Ethiopia to promote reproductive health goals. PMC carried out formative research in 2001 to serve as the basis for the development of the radio serial dramas and the other communication activities. Prior to carrying out the research, PMC held a training workshop to familiarize the research fieldworkers with the conditions they were likely to face in rural areas. In August, a total of 1,020 interviews and 34 focus groups were conducted throughout the Amhara and Oromia regions. Using the information obtained during the formative research, PMC published a Moral Framework for Ethiopia, describing the official policies of the country regarding a range of issues affecting reproductive health and population. The re-

search generated the initial list of socio-cultural, health and economic issues for possible inclusion in the serial drama. PMC also published a collection of training materials for writers, producers and actors.

the Ministry of Education and the Health Education Center of the Ministry of Health. In addition, PMC established two Technical Committees, one in each region of Amhara and Oromia, which will review each

There has been extensive media coverage within Ethiopia of the PMC project, including television and radio interviews with Bill Ryerson and articles in the Ethiopian Herald newspaper. During the year, PMC established an Advisory Committee to provide overall guidance to the project and coordination with the providers of reproductive health services. The Advisory Committee members include representatives of Population Media Center, The Packard Foundation, the U.N. Population Fund, the National HIV/AIDS Council, CARE-Ethiopia, Radio Ethiopia, the Educational Media Agency of

script for accuracy with regard to health issues. The experts serving on these committees include representatives of the Ministry of Health, the HIV/ AIDS Departments, The Women’s Affairs Departments, and the Theatre Arts Department of Addis Ababa University. In November and December 2001, PMC held a four-week workshop for writers and producers with the Amharic and Oromiffa programs. The first three days of this workshop, to which stakeholder agencies in Ethiopia were invited, consisted

Lead researchers Jelaludin Ahmed and Dr. Assefa Hailemariam with Bill Ryerson and Dr. Negussie Teffera prior to the launching of the formative research survey in Ethiopia. Annual Report 2001

Actress Tigist Alemu and writers Solomon Alemu and Motuma Assefa at the methodology workshop in Addis Ababa. Seated is Tesfaye Eshete, Deputy Director of PMC-Ethiopia. of a presentation of the findings of the formative research. Sixtyfive governmental and non-governmental organizations were represented by senior staff. In addition to the research findings, presentations were made on critical issues with regard to HIV/AIDS; the position of Ethiopian women with regard to harmful traditional practices; and the inter-relationship of population, development and poverty. The papers coming out of these presentations were published by PMC. Following the research presentation, the program moved into

Mr. Sahlu Haile, Packard Foundation representative in Ethiopia, addressing the stakeholders workshop in Ethiopia. 8

Population Media Center

in-depth training in the Sabido methodology for the writers and producers. Fourteen writers, two senior producers and two journalists from Radio Ethiopia participated in the workshop. Presentations by David Poindexter, Tom Kazungu, Rose Haji and Ramadhan Swalehe (see bio summaries at the back of this Annual Report) helped the writers with the application of the research findings in the creation of the serial dramas. After creation of settings, characters and story lines for the program in

each language, the first four episodes of each serial were plotted, scene-by-scene. The writers then took assignment of scenes and developed dialogue for the four episodes in each language. These scripts were discussed and revised. Cast members were assigned roles in the drama, and taping and production of the first four pilot episodes in each language began. Following the workshop, pilot episodes were pre-tested with focus groups of potential audience members to assess their reactions to the programs. There has been extensive media coverage within Ethiopia of the PMC project, including television and radio interviews with Bill Ryerson and articles in the Ethiopian Herald newspaper, all of which are keeping PMC in the national spotlight and generating excitement about the projects. In October, Dr. Negussie

Bill Ryerson at Capital FM Radio in Blantyre, Malawi.

spoke at the American Public Health Association’s meeting on global health in Atlanta, Georgia on the logistical obstacles in planning mass media based entertainment-education to promote reproductive health in Ethiopia. The David and Lucile Packard Foundation continued to support PMC’s serial drama project in Ethiopia with its three-year grant, in addition to its grant for the multi-media strategy. Also, the Charles Evans Hughes Memorial Foundation and an individual became supporters of the project in Ethiopia.

In 2001, PMC veterans Tom Kazungu and Ramadhan Swalehe visited Malawi to identify possible project managers and research firms; to reach agreement with Malawi Broadcasting Corporation regarding the broadcast of the Malawi planned serial drama; and to dePopulation Media Center has velop a detailed plan of action and sent three missions to Malawi at budget for consideration by the invitation of the World WHO, the National AIDS Com-

Population Media Center has sent three missions to Malawi at the invitation of the World Health Organization. Health Organization. The country of nearly 11 million people is suffering from the AIDS epidemic (approximately 15% of the adult population is HIV positive) and a high fertility rate (6.5 children per woman). Both problems contribute to the poverty that plagues the country.

mission and other possible funders. Initial support for the project has been provided by the Dickler Family Foundation. The plan is to develop a Chichewa-language radio serial drama for play on Malawi Broadcasting Corporation five days a week.

Zimbabwe A nation of 12 million, Zimbabwe has a total fertility rate of four children per woman and a very high HIV/AIDS infection rate (34% of the adult population). PMC has carried out four missions to Zimbabwe to assist the U.S. Centers for Disease Control and Prevention (CDC) with development of an entertainment-education serial drama project. At the recommendation of Population Media Center, Musi Khumalo, former Director of Marketing and Programmes for the Zimbabwe Broadcasting Corporation, was chosen by the CDC as Project Director. During 2001, formative research got under way. The results of the research are expected to be presented at an indepth scriptwriters workshop in mid-2002, and production is expected to begin by October 2002. Annual Report 2001

Kenya Kenya has made much progress in bringing its birth rate down. But with a population of over 31 million and a total fertility rate of 4.4 children per woman, the country has a long way to go to reach replacement level fertility. Over two thirds of Kenya’s married women do not use modern methods of contraception. In Kenya, PMC is exploring use of a new methodology — using game shows — to combat misinformation about reproductive health issues. King World International offered Population Media Center the right to work with a Kenyan broadcaster to create Kiswahili versions of Wheel of Fortune and Jeopardy, two popular programs distributed by King World. The Kenya Broadcasting Corporation-produced Wheel of Fortune will work much the same way as the American version. Some spokes on the wheel, however, will feature reproductive health questions. When a contestant answers correctly, they will be awarded a special prize. Jeopardy will run much the same in Kenya as it does in the United States, with one category of answers dedicated to reproductive health. Contestants must identify

Miguel Sabido addresses the Philippine Soap Summit, while Cecile GuidoteAlvarez, Bill Ryerson, and Sergio Alarcon look on. 10

Population Media Center

the correct question to advance in the game. Since television viewing is now widespread in Kenya, this strategy will help to overcome such widespread myths as the fear that condoms are infected with the HIV virus. Asia The Philippines Cecile Alvarez, Country Representative A country of 80 million, The Philippines has the highest fertility rate of the large countries of Southeast Asia. And only 32% of women use modern methods of contraception. If any country qualifies as the soap opera capital of the world, it is The Philippines. There are currently 29 of them on the air. And that’s just television. To help these shows deal effectively with issues related to reproductive health, PMC held its first-ever Soap Summit in

Manila in February 2001. An indication of how seriously The Philippines take soap operas was that President Gloria MacapagalArroyo hosted organizers and participants of the Soap Summit at Malacanang Palace for a closing event. She called on producers of soap operas to participate in reforming The Philippines. In addition to Population Media Center, the Soap Sum-

PMC held its first-ever Soap Summit in Manila in February 2001. mit sponsors included EarthSavers; the GLOBE Parliamentarians (Global Legislators Organized for a Balanced Environment); the Philippine Legislative Committee on Population and Development; the Commission on Popula-

companies for the creation of social-content soap operas in The Philippines. The day following the Soap Summit, Miguel Sabido presented a seminar on the Sabido methodology at the National Library, attended by about 150 broadcast professionals. Two press conferences held by the organizers — one at Malacanang Palace — generated immense publicity for the event. The Soap Summit was supported by the Weyerhaeuser Family Foundation. Follow-up Members of EarthSavers perform during the Soap work with producers and writers Summit in The Philippines. of soap operas in The Philippines is being supported with a grant tion; the Philippine NGO writers of the current radio and from the Vital Spark Foundation. Council on Population, Health television soap operas, particiand Welfare; the Commission pants included representatives India on Human Rights; the Depart- of various government minis- When people think of populament of Social Welfare and De- tries, communication scholars tion problems, they often think velopment; the UN Develop- and students, advertisers, mem- of India. Now at one billion ment Program; the Advertising bers of congress, NGOs and in- fifty million, the population is Foundation of The Philippines; ternational agencies. growing by the equivalent of a The Summit resulted in new Pakistan every eight years. the Philippine National Association of Broadcasters and pledges of support by various However, India has made various Philippine NGOs. The event was held in the largest hearing room of the Philippine Congress and was attended by 300 participants representing the broadcast industry. In addition to the producers and

Bill Ryerson addresses President Gloria Macapagal-Arroyo and participants of the Soap Summit in The Philippines at the closing dinner at Malacanang Palace. Annual Report 2001

progress on its population situation. The fertility rate is now down to 3.2 children per woman, and close to half of all married women use contraception. But in the Hindi belt, birth rates remain high, and the status of women is low. PMC continues to plan a serialized television drama in partnership with Roger Pereira, producer of the top rated Humraahi (“Come with Me”), a Sabidostyle soap opera with an average audience of 230 million viewers. The plan is for a two-language serial in Hindi and Tamil, designed to reach the largest potential television audience. A Rockefeller Foundation funded study of Humraahi showed a significant impact on viewer attitudes, making them less accepting of the practice of forcing young girls into marriage and childbearing and forbidding women to work outside the home.

The Americas Brazil Marcio Schiavo, Country Representative One in every two residents of South America lives in Brazil. On the other hand, the country of 174 million people has a high contraceptive prevalence rate (70%) and near replacement fertility levels (2.2 children per woman). How did it get this way? According to a demographic study group at the University of Sao Paulo, TV Globo’s popular prime time soap operas played a major role. Population Media Center is working with a Brazilian partner, Comunicarte Social Marketing, to assist the writers of TV Globo’s three prime time telenovellas (serialized melodramas) to insert story lines and scenes addressing reproductive health and related social issues in these programs. Why is it important to continue working with TV Globo, given Brazil’s demographic success story? Because TV Globo not only pulls in 80% of the television viewership in Brazil (including the high fer tility

northeast region of the country), but it also exports its programs, dubbed into various languages, to 122 countries of the world. It is a major provider of programming for the rest of Latin America, with programs expertly dubbed into Spanish. In addition, Brazil continues to face a high rate of teenage parenthood. Brazil also has one of the highest

In 2001, TV Globo inserted 483 social and health themes into their three prime time novellas. rates of HIV/AIDS infection in South America. PMC staff members meet frequently with TV Globo writers to suggest themes and story lines during planning for a new soap opera. They review plans for the evolution of various characters with the writers and make suggestions for ways to weave social and health themes into their lives. The work has paid off. In 2001, TV Globo inserted 483 social and health themes into their three prime time novellas.

PMC Honorary Chair David Poindexter with Brazil Country Representative Marcio Schiavo. 12

Population Media Center

The leading soap opera in 2001, in terms of social content, was Malhacao (“Working Out”), with a total of 346 of our suggested social and health themes incorporated. In one, the character Bia, goes through an unplanned teenage pregnancy and delivery. The program showed her problems in caring for her new child and her difficulty in forming new relationships after becoming an adolescent mother. The show also illustrated her problems in continuing with schooling. In another sequence, her boyfriend fathered another child with a different young woman, thereby driving home the need for male responsibility with regard to contraception. PMC and Comunicarte have also formed a partnership with the Children’s Rights News Service, which uses monthly reports by project staff on coverage of children’s issues in the media in its publications. Of particular interest to the Children’s Rights News Service are the socio-educational themes related to childhood and adolescence. The Ayrton Senna Institute of Brazil is collaborating with PMC and Comunicarte in selection of

recipients for its “Friends of Children” awards for journalists. The award is coveted because of the prestige of the Senna Institute, and many newspapers and other news media are covering children’s issues as a result. Coverage includes unplanned parenthood, street children and family planning. An article in the popular mainstream magazine Istoe describes PMC’s partnership with Comunicarte, the Ayrton Senna Institute, and TV Globo’s soap operas. TV Globo also mentioned our work, with an emphasis on the unplanned teenage parenthood issue, in two articles in a magazine published by the network. Mexico Anameli Monroy, Country Representative In Mexico, PMC has created a new methodology of radio broadcasting uniquely appropriate for youth in the country’s high fertil-

ity states. To do this, we partnered with the Guiding Center for Adolescents (CORA) of Mexico City, which is headed by one of the foremost experts on adolescent sexual and reproductive health issues, Dr. Anameli Monroy. The goal was to create a program that would be appealing to young people and that could be accessed by the many who are unable to afford television. The concept of using melodramas as a way of promoting social and health goals is long established in Mexico, having been used by Miguel Sabido on television starting in the mid1970s. The radio adaptation of this strategy uses shorter programs that appeal to the attention span of young people and that combine the emotional impact of melodrama with the information adolescents need to avoid unplanned pregnancy. The program that was created and pilot tested in Puebla state in-

Announcer Martha Villarreal at microphone at XEW Radio in Mexico City with Assistant Aurea Issa (standing). Annual Report 2001

cluded one-hour radio broadcasts. These broadcasts included a mix of mini-radio soap operas and discussion groups of youth and professionals discussing the messages contained in the dramas. The talk show portions of the program varied in content: one week the program dealt with adolescent pregnancy prevention, while the next dealt with HIV/AIDS and sexual abuse. Two young adult moderators, a male and a female, sat in on thediscussion, along with experts in the particular field. On-air questions were also taken from the listening audience. The dramas were written by young people chosen as the result of a writing contest carried out in partnership with the National Institute of Fine Arts.

Methodology handbook for the PMC youth radio project in Mexico.

The project also involved training workshops for youth-serving organizations and health care providers to help them be effective in dealing with youth sexuality issues. Not only participating youth, but also parents and grandparents have called to say how much they benefited from the program.

In addition to Population Media Center and CORA, several groups participated in the implementation of the project. They included “Xpresiones” (a youth group from Mexico City that operates a radio program), the State Council on Population of Puebla, the Municipal Council on Population, and Radio Tribuna (a commercial broadcaster). At the beginning of the project, a needs assessment was carried out on the issue of sexual and reproductive health among Puebla’s young people. At the same time, Radio Tribuna began promoting the project in order to obtain sponsorships for airtime, as well as promotional packages to stimulate phone calls. The airtime was fully underwritten by a total of eight institutions that became sponsors. With the help of the young producers, a manual was written describing each of the steps involved in the project so it

Participants at a PMCCORA workshop engaged in discussion about issues regarding adolescent sexuality. 14

Population Media Center

could be effectively replicated in the other high fertility states of Mexico. The pilot project was supported by a grant from the Program for Appropriate Technology and Health (PATH) and an individual donor. As a result of the positive evaluation of the pilot program in Puebla, the Department for International Development of the UK provided a grant through Population Concern to help implement a three-year project to replicate the program intensively in Tlaxcala and Hidalgo states. United States In the U.S., African American youth consume – and are greatly influenced by – entertainment television. They also suffer from high rates of teenage parenthood

Young people watch a street performance during Youth Week in Guerrero state in Mexico. and HIV infection. In trying to address these and other problems affecting this community, the chair of a new urban oriented cable television network (NUE-TV)

PMC Country Representative Dra. Anameli Monroy (standing, third from right) with Announcer Martha Villarreal (standing, center) with radio station staff and participating youth at XEW Radio Station.

asked Population Media Center to help develop a Sabidostyle serialized drama and/or other entertainment programming to address reproductive health issues among urban youth. In response to this, PMC was instrumental in arranging support by CDC in 2001 for a minority-owned company in Philadelphia, Motivational Educational Entertainment (MEE), to carry out formative research on sexual and reproductive decisionmaking among African American youth. While the research is under way, the Chair of NUE-TV will act on PMC’s behalf to explore with other broadcasters of urban youth programming the idea of incorporating reproductive health information in their shows, similar to PMC’s work PMC with TV Globo in Brazil. Annual Report 2001

Financial Support

rom those to whom much has been given, much is expected.” That is as true for Population Media Center as it is for the donors who make our programs possible. The individuals, foundations, corporations, UN agencies, government agencies, intergovernmental agencies and other organizations that support Population Media Center do so because of their agreement with our mission and their belief that PMC efficiently and effectively delivers programs that achieve their goals. We can’t express it any better than the 2001 report of the U.S. Senate Appropriations Sub-Committee on Foreign Operations, which said, “The Committee supports organizations such as the Population Media Center, which promotes the use of mass media to educate people in developing countries about the personal benefits of family planning, encourage the use of effective measures to prevent transmission of HIV, and adopt other health measures.” No other NGO was mentioned in the section of the report on family planning. A review of the financial statements that follow reveals that 83% of PMC’s expenditures in 2001 directly supported program activities. The statements are a summary of PMC’s audited financial statements, copies of which are available upon request. We are grateful to the individuals and institutions that have provided the resources necessary for our work to move forward and to the dedicated team of PMC personnel worldwide. PMC

Population Media Center

Support from Institutional Donors The following institutions provided financial support to PMC during calendar year 2001: Bancker-Williams Foundation Bostrom Family Foundation Alexander H. Bright Charitable Trust L.P. Brown Foundation Bushrod H. Campbell & Adah F. Hall Charity Fund Cart Foundation Church of the Covenant Conservation and Research Foundation Dickler Family Foundation Eucalyptus Foundation Good Shepherd United Church of Christ Charles Evans Hughes Memorial Foundation Joan Inman Fund of the Vanguard Public Foundation International Monetary Fund Nirvana Manana Institute Ogburn Family Fund of the Vanguard Charitable Endowment Program David and Lucile Packard Foundation Perkins, Wolf, McDonnell & Co. Population Community Foundation Rinehart Family Foundation of Fidelity Investments Charitable Gift Fund Round Hill Fund of Fidelity Investments Charitable Gift Fund Schneider Foundation Snoeyenbos Foundation William & Nicole Teweles Philanthropic Fund Thornton Foundation Troy Annual Conference of the United Methodist Church Vanguard Charitable Endowment Program Wollenberg Foundation

Population Media Center, Inc. STATEMENT OF FINANCIAL POSITION December 31, 2001 (With Summarized Information for 2000) 2001

2000

Cash and cash equivalents Expense reimbursement receivable Expense advances Prepaid expenses Grants and contributions receivable, net of discount Security deposit Equipment, net of accumulated depreciation

$612,253 — 1,178 14,602 254,802 2,417 40,877

$377,946 29,997 31,438 8,840 487,500 — 57,657

TOTAL ASSETS

$926,129

$993,378

Liabilities: Accounts payable Accrued expenses Total Liabilities

$38,652 53,433 92,085

$5,495 38,692 44,187

Net Assets: Unrestricted Temporarily restricted Permanently restricted Total Net Assets

256,666 577,378 — 834,044

312,645 636,546 — 949,191

TOTAL LIABILITIES AND NET ASSETS

$926,129

$993,378

ASSETS

LIABILITIES AND NET ASSETS

Annual Report 2001

Population Media Center, Inc. STATEMENT OF ACTIVITIES For the Year Ended December 31, 2001 (With Summarized Information for 2000)

Temporarily Unrestricted Restricted Support and revenue: Contributions Interest income Net assets released from restrictions: Transfers to fulfill purpose restrictions Total support and revenue

Expenses: Program services: General program development National initiatives Supporting services: Management and general Fundraising Total expenses Change in net assets

Net assets, beginning of the year, as originally stated Prior period adjustment Net assets, beginning of the year, as restated Net assets, end of the year 18

Population Media Center

2001 Total

2000 Total

$286,066 15,683

$358,500 —

$644,566 15,683

$1,068,138 20,349

417,668 719,417

(417,668) (59,168)

— 660,249

— 1,088,487

173,662 468,929

— —

173,662 468,929

218,265 314,413

101,777 31,028 775,396

— — —

101,777 31,028 775,396

41,879 25,339 599,896

(55,979)

(59,168)

(115,147)

488,591

293,745 18,900

655,446 (18,900)

949,191 —

460,600 —

312,645 $256,666

636,546 $577,378

949,191 $834,044

460,600 $949,191

Population Media Center, Inc. STATEMENT OF FUNCTIONAL EXPENSES For the Year Ended December 31, 2001 (With Summarized Information for 2000)

Program Expenses Program National Develop. Initiatives

U.S. salaries $99,714 Payroll taxes 6,629 Benefits 5,055 Contractual services (incl. non-US employees) 38,043 Bank charges — Computer and website 2,417 Conferences — Depreciation 549 Dues & publications 246 Insurance 2,504 Legal & accounting — Minor equipment 280 Other program costs — Office supplies 1,815 Postage & shipping 1,291 Printing & copying 5,014 Registration & fees 223 Rent 2,387 Telephone & internet 3,359 Travel 4,136

Total ManageProgram ment Fund Expenses & General raising

$51,794 $151,508 3,586 10,215 3,646 8,701

$68,891 3,826 2,905

$23,023 1,573 1,165

297 1,457 575 — 379 193 1,730 8,740 193 — 1,254 892 3,464 154 1,649 2,321 2,857

99 — 192 — 127 — 578 — 62 — 419 298 1,158 52 551 776 955

$173,662 $468,929 $642,591 $101,777

$31,028

217,585 1,340 969 7,796 33,103 126 1,901 508 2,293 2,197 4,397 1,081 7,045 375 15,470 10,439 103,278

255,628 1,340 3,386 7,796 33,652 372 4,405 508 2,573 2,197 6,212 2,372 12,059 598 17,857 13,798 107,414

2001 TOTAL

2000 TOTAL

$243,422 $225,209 15,614 13,445 12,771 14,550 256,024 2,797 4,153 7,796 34,158 565 6,713 9,248 2,828 2,197 7,885 3,562 16,681 804 20,057 16,895 111,226

133,684 3,003 9,675 3,094 28,828 3,404 7,023 16,796 — 1,039 6,694 4,163 10,457 2,708 4,105 13,185 98,834

$775,396 $599,896

Annual Report 2001

Population Media Center, Inc. STATEMENT OF CASH FLOWS For the Year Ended December 31, 2001 (With Summarized Information for 2000)

2001

2000

$(115,147)

$488,591

34,158

28,828

60,257 (5,762) 232,698 (2,417)

(60,735) (8,840) (487,500) —

33,157 14,741

(463) 7,904

NET CASH PROVIDED BY OPERATING ACTIVITIES

251,685

(32,215)

CASH FLOWS FROM INVESTING ACTIVITIES Acquisition of equipment

(17,378)

(86,485)

CASH FLOWS FROM FINANCING ACTIVITIES None

—

NET INCREASE / (DECREASE) IN CASH AND CASH EQUIVALENTS

234,307

(118,700)

CASH AND CASH EQUIVALENTS: Beginning of year

377,946

496,646

$612,253

$377,946

CASH FLOWS FROM OPERATING ACTIVITIES: Change in net assets Adjustments to reconcile change in net assets to net cash from operating activities: Depreciation (Increase) / decrease in operating assets: Expense reimbursements and advances Prepaid expenses Grants and contributions receivable Security deposit Increase / (decrease) in operating liabilities: Accounts payable Accrued expenses

End of year

Population Media Center

POPULATION MEDIA CENTER BOARD OF DIRECTORS

PROGRAM ADVISORY BOARD Qutubuddin Aziz Karachi, Pakistan

Virginia Carter Redondo Beach, California Former Senior Vice-President and head of drama for TV producer Norman Lear and trainer of developing-country broadcasters in development of socialcontent soap operas.

William N. Ryerson Shelburne, Vermont PMC founder, with 30 years of experience as a professional in the population field, including 12 years as Executive Vice-President of Population Communications International.

Phillip Thorson Bethesda, Maryland Retired Director of Administration of the International Monetary Fund.

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.

Dr. Albert Bandura Stanford, California Professor of Psychology at Stanford University. Developed social learning theory, which postulates that people acquire attitudes, values and styles of behavior through social modeling. Often testifies before Congress on the effects of television programming on the behavior of viewers.

Dr. Albert Allen Bartlett Boulder, Colorado Professor Emeritus of Physics at the University of Colorado, Boulder. Frequent speaker on the meaning of exponential growth.

Ted Bookstaver Los Angeles, California Director of International Sales, King World International.

Kerstin Trone Accord, New York

Dr. Norman Borlaug Mexico City, Mexico

Retired Deputy Executive Director for Programmes of the United Nations Population Fund.

Awarded the Nobel Peace Prize for his work in developing high-yield wheat that led to the Green Revolution in the 1970s. Founder of CIMMYT, an agricultural research station in Mexico City. Professor with the Department of Soil and Crop Sciences at Texas A&M University.

Annual Report 2001

Chester Burger New York, New York

Hope S. Green Burlington, Vermont

Retired public relations and advertising executive. Past President of Communications Counselors, a public relations firm. Founded the nation’s first communications management consulting firm. Was the nation’s first television news reporter (at CBS in 1946). Played a leadership role in the civil rights campaigns.

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. Was a founding Board member of PMC.

Fred Cohen New York, New York President of King World International, handling worldwide distribution of “The Oprah Winfrey Show” and numerous other shows. Former director of cultural affairs, PBS.

Former Vice President of Audience Research for the CNN News Group. Founded and built department, overseeing all programming and consumer marketing research for the CNN television networks and Internet sites. Currently, independent consultant in media and marketing research.

Deecie McNelly Denison Fairlee, Vermont

Richard S. Halpern, Ph.D. Atlanta, Georgia

An organizational and education consultant with extensive experience in teaching communication courses at the college level and experience with international and crosscultural issues.

Independent consultant in strategic marketing and opinion research. Adjunct Professor of Mass Communications at Georgia Institute of Technology. Retired Global Director of Advertising Research of Coca-Cola Company.

Lucy Lee Grimes Evans New Canaan, Connecticut

Maisha L. Hazzard, Ph.D. Inglewood, California

Lynn Gutstadt San Anselmo, California

A columnist with the Stamford Advocate. Also a district representative for Zero Population Growth and a long time population stabilization advocate.

Former Professor of Telecommunications and co-founder of Communication and Development Studies at Ohio University; served as special advisor, trainer, strategic communication specialist, and head writer/producer for Lindsey Grant communication and development projects for governments, media entities, universities, and Santa Fe, New Mexico A writer and former Deputy Assistant Secretary social service agencies in the Caribbean, Africa, India, and the USA; currently, Presiof State for Population and Environment. His dent of SpiritWorks Communications and Vice books include Juggernaut: Growth on a Finite Planet, How Many Americans?, Elephants in the President of Strategic Developments at BreakAway Technologies in Los Angeles. Volkswagen, Foresight and National Decisions: The Horseman and the Bureaucrat and Too Marilyn Hempel Many People: The Case for Reversing Growth.

Claremont, California Executive Director of the Population Coalition and Chair of the Population Institute board. 22

Population Media Center

Dr. Tony Johnston Nairobi, Kenya

Also an industrialist with operations in Mexico City, Morelia and San Juan del Rio, Mexico.

Executive Director, Population Communication Africa. Previously Director of the UNFPA Program for Population IEC Research Training, Eastern and Southern Africa.

Roger Pereira Mumbai, India

Shiv Khare Bangkok, Thailand Executive Director of the Asian Forum of Parliamentarians on Population and Development. Previously was Secretary-General of the World Assembly of Youth in Copenhagen and Executive Director of the Youth and Family Planning Program Council of India.

Doug La Follette Madison, Wisconsin

Head of R&P Management Communications Pvt. Ltd. and producer of Humraahi, an Indian family planning soap opera.

Dr. David Pimentel 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. Past Secretary of State of Wisconsin and a long-time Vice President for Environment of CNN and Turner Broadcasting, she created Captain Planet activist and speaker on population issues. and the People Count series on population issues. The first People Count documentary Richard D. Lamm covered the social-content soap opera of Cecile Denver, Colorado Alvarez in The Philippines and was broadcast Co-Director of the Institute for Public Policy worldwide at the time of the Cairo Conference on Studies and a professor at the University of Denver. Member of the board of the Federation Population and Development in 1994. for American Immigration Reform. Former Dr. Charles L. Remington three-term governor of Colorado, and past New Haven, Connecticut president of Zero Population Growth. Professor of biology (emeritus) at Yale University. Program Chair of the first national ConVincent Maduka gress on Optimum Population and EnvironLagos, Nigeria ment in 1970. Co-founder with Paul Ehrlich of Past Director-General of the Nigerian TeleviZero Population Growth and past Chair of the sion Authority; now heads his own private ZPG Foundation. Teaches an interdisciplinary sector broadcasting organization. course at Yale entitled “World Population and Environmental Issues.” Leopoldo Peralta

Queretaro, Mexico President of the Mexican Population and Cultural Foundation and a regional director of the National Institute on Migration in the Secretaria de Gobernacion of the government of Mexico. Former congressman in the Mexican Congress.

Dr. Everett Rogers Albuquerque, New Mexico Professor of Communication and Journalism at the University of New Mexico and leading researcher on the effects of entertainmentAnnual Report 2001

education soap operas in developing countries. Co-author of Entertainment-Education: A Communication Strategy for Social Change.

Hon. Tom Sawyer Washington, DC

Peter C. Vesey Atlanta, Georgia An international broadcasting consultant who works with clients in the developing world. Previously at CNN, developed the CNN International networks.

Congressional Representative from Ohio and CoChair of the Congressional Population Caucus. Dr. Charles Westoff

Princeton, New Jersey Jerri Lea Shaw Bethesda, Maryland Founder and president of a consulting firm focused on strengthening health care policy, financing and service delivery.

O. J. Sikes New York, New York Retired as Deputy Director of the Latin America and Caribbean Division, U.N. Population Fund (UNFPA). Formerly Chief of UNFPA’s Education, Communication and Youth Branch; developed UNESCO’s population education program in the early 1970s; designed innovative approaches to population communication and education with the Carolina Population Center in the 1960s.

Dr. Arvind Singhal Athens, Ohio Professor of Communications at the School of Communications of Ohio University and a researcher of the effects of entertainmenteducation programs. Co-author of Entertainment-Education: A Communication Strategy for Social Change.

Monique Tilford Takoma Park, Maryland Development Director of the Center for a New American Dream. Former Executive Director of Wild Earth and previous Executive Director of the Carrying Capacity Network.

Population Media Center

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.

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.

David Yount Duluth, Minnesota Research ecologist with the U.S. Environmental Protection Agency from 1972 to 1999; current research in human carrying capacity as PMC an indicator of regional sustainability.

KEY PERSONNEL OF POPULATION MEDIA CENTER William Ryerson — PMC’s founder and President, William Ryerson has a 30-year history of working in the field of reproductive health, including 15 years of experience adapting the Sabido methodology for behavior change communications to various cultural settings worldwide. He 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. 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 before founding Population Media Center. Mr. Ryerson is listed in several editions of Who’s Who in the World, Who’s Who in America and Who’s Who in the East.

Daniel Ayalew Kassa — Head of the Amharic Serial Drama Production and Research Department for PMC-Ethiopia. Prior to joining PMC, he was a senior editor and head of radio serial drama programs with Radio Ethiopia, where he oversaw serials dealing with reproductive health issues. He holds a Bachelor’s degree in Theatrical Arts from Addis Ababa University and a diploma in radio journalism from Deutsche Welle in Germany. Earl Babbie — Earl Babbie is 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 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. Marna Ehrech — Marna Ehrech has been with PMC since 1999. In addition to her role as an administrative assistant at PMC headquarters, she serves as corporate Secretary and Treasurer.

Rose Haji — Rose Haji serves as a radio production trainer for PMC. In addition, she is the National Director of the Media Institute Peter Ames — As Executive Vice President of PMC, Peter Ames has a combination of adminis- for Southern Africa, Tanzania Chapter. Previtrative and program responsibilities. During the ously she was a producer for Radio Tanzania last 30 years, he has been active in the popula- and oversaw production of the serialized radio drama Twende na Wakati, which, from 1993 to tion field, both professionally and as a volunteer with various organizations. He has worked 1997, was successful in changing behavior with regard to HIV/AIDS prevention and as a researcher at the Population Council and as Director of Finance and Administration with reproductive health on a population-wide level in Tanzania. the Association for Voluntary Surgical Contraception. He speaks fluent French and has Abdulnasir Haji Hassen — Head of the worked in Asia, Africa, Latin America, the Oromiffa Serial Drama Production and ReMiddle East and Europe. He has a B.A. from Harvard College and a J.D. in International Law search Department for PMC-Ethiopia, Mr. Abdulnasir previously served as head of Inforand Business from Harvard Law School. mation, Education and Communication for Women and Youth of the Oromia Population Annual Report 2001

Office. He has also served as a theater expert for the Oromia Culture and Information Bureau. He has written and produced radio and TV dramas dealing with AIDS. Cindy Houston — Office Manager at PMC headquarters, Ms Houston has non-profit experience from her work as a volunteer with organizations such as Habitat for Humanity. She has worked as an Administrative Assistant at the Ben & Jerry’s Foundation and the Visiting Nurse Association’s Education and Development Department. Tom Kazungu — As Director of Radio Production Training for PMC, Tom Kazungu has provided training and technical assistance to radio producers and writers in Botswana and Ethiopia in application of the Sabido methodology to promote reproductive health. He has provided similar training and technical assistance to production and writing teams in Madagascar, Namibia, St. Lucia and Tanzania. As Director of Top-Com Productions of Nairobi, Mr. Kazungu has produced three radio serial dramas since 1986 using the Sabido methodology. Nancy Luke — Nancy Luke is an adjunct instructor with the University of Pennsylvania’s Department of Sociology, with a Ph.D. in Demography and Sociology from the university’s Population Study Center. She serves as a research advisor to PMC. Dra. Anameli Monroy — Dra. Monroy is PMC’s Country Representative in Mexico. A practicing psychologist, she is a leader in the field of adolescent pregnancy prevention. She founded and runs the Guiding Center for Adolescents (CORA) of Mexico and has served as a youth advisor to numerous organizations, including the World Health Organization, the United Nations Population Fund and the Kellogg Foundation. 26

Population Media Center

Nebiyou Tekalign Horssie — Director of the Media Arts Project of PMC-Ethiopia. Prior to joining PMC, he served as a professor in the Theatrical Arts Department of Addis Ababa University. Previously he was general manager of the RAS Theatre of the Addis Ababa Culture and Information Bureau. He has been involved as a writer and director in numerous stage plays, radio and television dramas and films, including several dealing with reproductive health issues. He has a Bachelor’s degree in Theatrical Arts from Addis Ababa University. Dr. Negussie Teffera — Dr Negussie is PMC’s Country Representative in Ethiopia. He is the former Director of the National Office of Population. 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. Lisa Patton — Lisa Patton has worked as an accountant at PMC since 1999. She specializes in accounting for non-profit organizations with an emphasis on accounting systems design. David Poindexter — David Poindexter has 30 years of experience in communications strategies related to family planning and reproductive health worldwide, including 25 years of applying the Sabido methodology in various cultural settings in Asia, Africa and Latin America. He was founder and President of Population Communications International. He serves as a program consultant and as Honorary Chair to Population Media Center. Miguel Sabido — Miguel Sabido of Mexico, who pioneered the use of commercial television serial dramas to achieve positive social goals, serves as a consultant to Population Media Center. For

over 17 years, he served as Vice President for Research of the Mexican network, Televisa, where he created his now famous serial dramas or telenovellas, and then took his entertainmenteducation concept to the Internet, in a new endeavor called “web-novella.” His work has been recognized around the world. Marcio Schiavo — Marcio Schiavo is PMC’s Country Representative in Brazil. He is also director of Comunicarte Social Marketing of Brazil, which together with PMC, works to influence the content of prime time entertainment programming on the most popular programs on television with regard to population and reproductive health issues.

Larissa Vigue — Larissa Vigue has served PMC in several capacities, including writing and editing its annual reports and periodic newsletters. She has published human-interest profiles, feature articles, and creative essays in a variety of publications. Currently, she is Associate Program Director at the Vermont Council on the Humanities and an adjunct instructor at PMC Community College of Vermont.

Rodney Shaw — PMC Senior Vice President Rodney Shaw is founder and past president of The Population Institute and has been a leader in the population field for 30 years. He also started the Methodist Department of Population Problems and the Religious Coalition for Abortion Rights. He is past Senior Vice President of Population Communications International. Ramadhan Swalehe — Ramadhan Swalehe serves as research trainer for Population Media Center. He oversaw the formative and evaluative research process for the Tanzanian radio serial drama, Twende na Wakati, which successfully changed behavior with regard to HIV/AIDS avoidance and family planning use. He also serves as an information, education and communication specialist with the Tanzania Social Action Fund. Tesfaye Eshete — Mr. Tesfaye is PMC’s Media and Communication Program Coordinator in Ethiopia. He has worked as a communications consultant with various NGOs and government agencies and has experience as an announcer and producer with Ethiopian Radio and TV.

Annual Report 2001

Population Media Center PO Box 547 Shelburne, VT 05482-0547 USA Phone: (802) 985-8156 Fax: (802) 985-8119 Web site: www.populationmedia.org Email: pmc@populationmedia.org

ON THE COVER: PMC workshop participant Thato Ratsebe at the controls of Yarona FM radio in Gaborone, Botswana.