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A NNUAL R EPORT 2003
Using The Media To Sustain the Earth
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P RESIDENT ’ S M ESSAGE
William N. Ryerson, President, Population Media Center In December 2002, at Population Media Center’s first bi-annual strategic planning meeting, staff members were asked to describe their visions for PMC five years into the future. Perhaps not coincidentally, PMC’s Vice President for International Programs and I had the same vision: 25 countries in five years. During 2003, we made great strides towards this goal, much greater than I imagined. During 2003, PMC more than doubled the number of countries in which it is active. In addition to hiring two new headquarters staff members, we added an office with four new staff in Bamako, Mali, to accommodate our new project encompassing Mali, Burkina Faso, and Ivory Coast. Additional projects began in Ethiopia, on top of our two radio serial drama programs, and our project in Sudan was launched. Funding was secured for projects in the United States and Mexico. In addition, projects are under way or in development in India, the
Philippines, Nepal, Brazil, Nigeria, Rwanda, and Kenya. Population Media Center is also expanding in the breadth of issues to which it applies its mission and methodology. Problems stemming from unchecked population growth ultimately tie into numerous other issues. For example, in Mali, Burkina Faso and Ivory Coast, PMC will begin a radio serial drama program that will address the problem of exploitation of children, along with factors that lead to child slavery, such as poverty-inducing factors like unplanned parenthood. In Rwanda, PMC is developing a program centered on the preservation of mountain gorillas, whose existence is threatened by growing human populations. While the Sabido methodology for behavior change can be applied to many social issues, PMC remains committed to its mission to stabilize worldwide population through the promotion of small families, effective methods of family planning,
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use of reproductive health services, informed sexual health choices and elevated women’s status. Population Media Center’s expansion could not have come at a better time. Given the loss of U.S. support for the United Nations Population Fund and other providers of reproductive health information and services, PMC’s programs are needed more than ever. Through its efforts, PMC continues to motivate people to change the quality of their lives, and to adopt new attitudes and behaviors that reflect informed, voluntary decision-making. We are helping to make the vision of a healthier world and a better place to live a reality. In the pages that follow, you will read about this exciting year in detail. We are grateful to the donors who make PMC’s work possible. Sincerely,
William N. Ryerson
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M ISSION S TATEMENT
The mission of Population Media Center is to collaborate with the mass media and other organizations worldwide to (1) bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to (2) lessen the harmful impact of humanity on the earth’s environment. The emphasis of the organization’s work is to educate people about the benefits of small families, encourage the use of effective family planning methods, elevate women’s status, and promote the concept of gender equity. 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. Among its strategies, PMC uses a specific methodology of behavior-change communications developed by Miguel Sabido of Mexico, in which characters in long-running radio and television soap operas evolve to become role models for adoption of health and social development goals. This methodology has been shown scientifically to lead to population-wide behavior changes in many countries where it has been implemented.
Photo by Kriss Barker
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P ROGRAM
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A CTIVITIES
Photo by Galen Fry Singer
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M ALI Dr. Tandia Fatoumata Dèdè Keïta Country Representative
Can educating societies about the benefits of smaller families and stabilizing the population help reduce child slave labor? How is child slavery linked to population growth? How does addressing child slavery relate to the mission of Population Media Center? In Mali, where 64 percent of the population lives below the poverty line, and where the average woman has seven children, families find it incredibly difficult to raise healthy children. This provides the perfect opportunity for exploitative plantation owners to seek out children to work on one of the thousands of cocoa plantations located throughout Ivory Coast. This country produces half of the world’s chocolate, and approximately 90 percent of the chocolate plantations use child slave labor, as documented in the film Slavery: A Global Investigation, produced by the organization Free the Slaves. Plantation owners seek out
B URKINA F ASO
children from Ivory Coast and its neighboring countries, Mali and Burkina Faso, to work on their farms. It is easy to lure these children away from their impoverished families through gifts (such as a bicycle) and promises of high wages. Many families in Mali and Burkina Faso are willing to give up their children to child traffickers when they believe their children will be adequately cared for, in addition to sending money home. In reality, these children are brought to remote, inaccessible plantations, and are forced to work anywhere from ten to twenty hours per day. Most are subjected to psychological and physical torture. More often than not, they are never paid, and basic food, health, sanitation and clothing requirements are rarely met. Therefore, PMC has decided to launch a radio serial project encompassing the three countries to alert its citizens to the link between child exploitation and poverty-inducing factors, such as unplanned childbearing. The radio serial drama will address the issues of
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C ÔTE
D ’I VOIRE
planned parenthood and reproductive health, as well as the problem of child trafficking. Vermont’s socially conscious icecream company, Ben & Jerry’s, first alerted PMC to this issue because of their concern over the use of child labor on chocolate plantations. In March 2002, Ben and Jerry’s Director of Social Mission, Yola Carlough, and PMC president William Ryerson went on a fact-finding mission to Ivory Coast and Mali. PMC then developed a plan of action and budget for the project and in October 2003 received a $1.3 million grant from USAID to implement a two-year radio serial drama project. Since then, a PMC-Mali office and staff have been established, and formative research has begun. This exciting project allows PMC to address new issues related to population growth and to improve the quality of life for children across West Africa.
Photo by Brendan O'Callaghan.
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E THIOPIA
Dr. Negussie Teffera, Country Representative In the PMC-Ethiopia office, over 250 letters arrive daily from listeners of the two radio serial dramas addressing reproductive and sexual health. PMC-Ethiopia is producing an Amharic language program (Yeken Kignit, “Looking Over One’s Daily Life”) as well as an Oromiffa language program (Dhimbibba, “Getting the Best Out of Life”). Since the programs began broadcasting in June 2002, enthusiastic fans have written over 10,000 letters praising the quality of the programs’ content and demonstrating the impact the programs are having in Ethiopia. In a country with recurring famines, and where the cost of a stamp exceeds the price of a loaf of bread and two eggs, the dedication of these fans is impressive. One listener, Yenegata Alehegne, from Wukro writes, “I admire your drama. I appreciate its educational role. Its messages are very valuable…I have learned many things from it and have changed my
A day’s wage for a “stick woman”, a worker who climbs up the side of mountains to cut trees and branches and sell them in the city, is a mere 30 cents.
Photos by John Cederholm
attitudes.” In response to a storyline dealing with infertility, another listener writes, “My wife and I separated because she couldn’t have a baby. Perhaps there was no need to do that.” The year 2003 was a tremendous year for our projects in Ethiopia. During the year, 104 episodes of the Amharic and 52 episodes of the Oromiffa radio programs were broadcast and met with overwhelming success. The programs address the issues of reproductive health and women’s status, including HIV/AIDS, family planning, marriage by abduction, education of daughters, spousal communication and related issues. Results from studies monitoring 48 health facilities reveal that almost half (47 percent) of new clients seeking reproductive health services are listening to one of PMC’s serial dramas. Of the total number of new clients interviewed, 6.3 percent cite radio as their main source of information on reproductive health, family planning, HIV/AIDS and other related repro-
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ductive health services they sought at the clinics. Among clients who cited radio as the main source of information on reproductive health services, 77 percent said they heard one of PMC’s radio dramas! Also in 2003, PMC produced cassettes containing twenty-four episodes of a serial drama aimed at truck drivers and commercial sex workers traveling on the route between Addis Ababa and Djibouti. The cassettes have been so popular that truck drivers wait eagerly in long lines to receive the next episode. For our Media & Arts project, PMC-Ethiopia held a national contest for the best poems and short stories that address reproductive health and HIV/AIDS issues. The winning entries were published under the title, Yehiwot Tebitawoch (“Drops of Life”). Ten thousand copies of this
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“In Ethiopia, PMC’s Oromiffa language radio soap opera is so popular
publication have been distributed all over the country. In addition, PMC produced a full-length stage play in 2003 entitled Yesak Jember (“Laughter at Dusk”), focusing on HIV/AIDS prevention. This stage play was launched on September 29, 2003 at the National Theater and was attended by former Ethiopian president, His Excellency Dr. Negasso Gidada. Following a ten-week run in Addis Ababa, the play began traveling to 14 other cities across Ethiopia. Population Media Center hopes that its programs will continue to positively impact this impoverished country. The average per capita income in Ethiopia is only $108 per year. Currently, Ethiopia is experiencing a severe drought that is causing massive crop shortages. The current famine is predicted to be even worse than the widely publicized famine of 1984. The United Nations has esti-
mated at least eight million Ethiopians are likely to face hunger or starvation in 2004, as compared to the one million that died from starvation and related illnesses twenty years ago. Despite this poverty, the population of Ethiopia is growing rapidly because of non-use of family planning. Only seven percent of women aged 15-49 use modern methods of contraception, and women have an average of six children. The population grows at a rate of 2.7 percent every year, the same rate as the yearly percentage loss of topsoil. There is more need than ever for PMC’s programs in Ethiopia. Perhaps the simplest way to demonstrate our success is by the following anecdote: while traveling through Nazareth, a small town about 100 kilometers from Addis Ababa, with a visiting PMC team, Ethiopia Country
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Representative Dr. Negussie Teffera stopped a group of teenagers to ask in Amharic if they listened to the radio. When they replied that they listened to Radio Ethiopia, Dr. Negussie then asked whether they had heard any serial dramas. They then said they listened to Yeken Kignit and launched into the names and descriptions of several characters on the show. Dr. Negussie finally asked if they knew the producers of Yeken Kignit. In English, they answered, “Population Media!”
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that a mountain has been named after a lead character – Abbabulo.”
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S UDAN
Musa Mohamed Salih Beirag, Country Representative
Population Media Center began implementing its radio serial drama project in Sudan in 2003. Musa Mohamed Salih Beirag was hired as country representative and the PMC-Sudan office was set up in Khartoum. The project began when the Packard Foundation invited PMC to design a project for Sudan after seeing PMC’s success in Ethiopia. Despite the U.S. government ban on U.S. corporations doing business in Sudan, PMC embraced the opportunity to work in a new cultural and religious setting and managed to obtain a humanitarian waiver from the U.S. Treasury Department. Formative research took place in 2003, and the analysis of the focus group discussions and individual questionnaires revealed interesting results. Of 1028 Sudanese surveyed, 90% own radio sets,
75% like to listen to programs dealing with health, and 67% like to listen to radio serial dramas. Regarding AIDS, almost all the respondents had heard of HIV/AIDS (99%), but only 24% were very sure of their knowledge of HIV/AIDS. In addition, only about half of the respondents would consider using a condom as a measure of planned protection against HIV/AIDS. The research findings also show that there are myths and stigmas attached to HIV/AIDS, as 36.5% believe that AIDS is curable, and there are still many barriers to socially accepting people infected with the disease. For example, 65% answered that they would not want to be in the same place with someone who had AIDS, 68% believed that the names of HIV-infected people should be made public so others can avoid them, and 53% believed that HIV-infected people should be prohibited from working in public places.
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Almost all of the respondents (98.7%) had heard about family planning (52% of whom had heard of it through the radio). However, only 35% of respondents reported that they are currently using a family planning method. There were various social, cultural, and religious reasons given for non-use of family planning methods. The radio serial drama will address issues of reproductive health, family planning, HIV/AIDS avoidance, and women’s status. The PMC program will be broadcast in Arabic throughout northern Sudan. Because northern Sudan is largely a Muslim area, the program will integrate religious issues and attitudes within Islam regarding reproductive health. Like many other Muslim countries, Sudan has a long road ahead in terms of elevating the status of women, and PMC looks forward to helping this country achieve that goal.
Photo by Kriss Barker
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R WANDA
At first glance, gorilla preservation seems to have little to do with the activities of Population Media Center. However, human population growth can affect other species, as demonstrated by the dwindling numbers of gorillas in the Volcano National Park in Rwanda. Mountain gorillas (Gorilla gorilla beringei) are among the most endangered species in the world; the estimated population is a mere 670 total. Growing numbers of human beings threaten both the lives and environment of these precious species by destroying their habitat for farmland and fuel. Since the genocide in 1994, the Rwandan population has been growing at an average rate of 2.2% per year. Human population density is increasing throughout Rwanda, and the amount of land per family is continuously decreasing. With farmlands additionally impacted by erosion and soil degradation,
Photo by William N. Ryerson
Rwandans have turned to cutting down the forests of national parks to sustain themselves. To a lesser extent, humans threaten gorillas by poaching the prized animals for food and/or trophy. Without aid in the near future, mountain gorillas may soon become extinct. Population Media Center understands the vital link between environmental preservation and family planning. At the request of an avid gorilla conservationist, PMC President Bill Ryerson, Vice-President for International Programs Kriss Barker, and Director of Radio Production Training Tom Kazungu traveled to Rwanda in April 2003 to explore the feasibility of creating a social content radio serial drama. PMC received overwhelming enthusiasm for the use of its
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methodology in stimulating behavior change. PMC was invited to collaborate with the International Gorilla Conservation Program (IGCP), the African Wildlife Foundation (AWF), and the Dian Fossey Gorilla Fund to work on a serial drama addressing gorilla conservation and family planning. Moreover, PMC was asked to submit additional proposals regarding reproductive health education via entertainment media in secondary schools. This beautiful African country, with a topography very similar to the green mountains of Vermont, offers Population Media Center a new and exciting angle from which to implement its strategy.
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K ENYA
M ALAWI
N IGERIA
KENYA In Kenya, Population Media Center continued to explore the possibility of working with King World International to use the rights to its popular American game shows, Wheel of Fortune and Jeopardy, to create Kenyan versions that would integrate reproductive health messages. In addition, in 2003, PMC began exploring the idea of starting both radio and television serial drama programs.
MALAWI In 2003, PMC took steps required to work as an NGO in Malawi, including: becoming a member of the Council of Non-Governmental Organizations of Malawi (CONGOMA), registering with the NGO Board (a governmental organization), establishing a physical and postal address in Malawi, establishing an advisory board that includes at least two Malawi citizens,
Photo by Galen Fry Singer
developing a formal legal agreement with the Ministry of Information, and filing a variety of legal documents with CONGOMA and the NGO Board. A visit to Malawi in April 2003 facilitated this process. Malawians Christopher Chibwana, lawyer of the law firm Lexon and Lord; Anthony Kandiero, former Ambassador of Malawi to the United States; Robert Ngaiyaye, HIV/AIDS and Education Technical Advisor with the Ministry of Education; and Dr. Austin Mkandawire were recruited to be members of the requisite advisory board. PMC is now a registered Malawian NGO! PMC hopes soon to develop a mass media communications program to help stem the spread of HIV/AIDS and to address the low usage of family planning services.
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NIGERIA
Tony Asangaeneng, Country Representative With a population of approximately 134 million people, Nigeria is Africa’s most populous country. Each woman has an average of 6 children, and only 9% of all women use modern methods of contraception. In September 2003, President Bill Ryerson and Vice President for International Programs Kriss Barker traveled to Nigeria to meet with newly appointed Country Representative Tony Asangaeneng. During this visit, they recruited Chief Taiwo Allimi (Director General of the Voice of Nigeria) as Chair of the Program Advisory Committee in Nigeria. Also, the Director General of the Federal Radio Corporation of Nigeria agreed to provide prime time airspace for the planned broadcast, and the Ministry of Information began lobbying for funding for this project.
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M EXICO
Dra. Anameli Monroy, Country Representative
Since 2000, PMC has been collaborating with CORA (Guiding Center for Adolescents) to produce a youth-run radio magazine program in Puebla, Hidalgo, and Tlaxcala states. Titled Dimensiones Sexuales (Sexual Dimensions), this radio show combines a serial drama, opinion interviews, and debates. The program aims to sensitize the community towards the needs and concerns of youth and provide accurate information about sexuality, promote healthy sexual lifestyles, and refer young people to reliable services. Almost every aspect of this program is youth run.The serial drama that is broadcast is the winner of a Mini Radio Soap Opera contest where the youths submit soap opera scripts on eight sexuality themes (society and sex-ed, first intercourse, teenage pregnancy, STDs, AIDS, contraception, sexual
abuse, and homosexuality). Each soap opera is directed and acted by young people. The talk show consists of a forum of youths and experts that analyze, discuss and reflect on the themes presented in the dramas. The program has an open telephone line, which allows audience members to call in during the show to ask questions. In addition to the radio programs, the project includes intensive training of health care providers and youth service agency staff in how to effectively deal with adolescent sexuality issues. The program in Hidalgo wrapped up in 2003, and the impact evaluation survey shows impressive results. Of the listeners to the program, 51% said that they had developed a greater interest in educating themselves about reproductive health issues and a greater ability to make responsible decisions.
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Thirty seven percent said they had gained a better understanding of the views of other youths, and 34% said they were confident in passing on reliable reproductive health information to their friends. Twenty nine percent felt that they could better communicate with adults on these subjects. Dimensiones Sexuales began expanding to Tlaxcala state in September 2003 after an extensive needs assessment survey of 1,000 youths. The Mini Radio Soap Opera contest generated 29 submissions in Tlaxcala. PMC and CORA plan to expand this into additional states throughout Mexico. Eventually, we hope to expand this program across Latin America. This program is also supported by the Community Fund of the U.K., Interact Worldwide, and an individual donor.
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B RAZIL Marcio Schiavo, Country Representative
A total of 1,354 scenes dealing with social issues were incorporated into these telenovelas. More specifically, 257 themes dealt with gender relations, including marital conflicts, domestic violence, conception, and risky sexual behavior. Also, 208 scenes were incorporated regarding sexual and reproductive health, such as artificial insemination, male sterility, condom use and other contraceptive methods, pregnancy (maternal and prenatal health), family planning, and unavoidable health risks such as spontaneous abortion. Finally, 159 scenes dealing with the theme of sexuality were incorporated, including virginity, loss of virginity, adolescent sexuality, homosexuality, and the pressure on youth to engage in sex.
Social themes incorporated into four TV Globo telenovelas
140
Number of scenes
In 2003, PMC continued to work with Comunicarte, a non-governmental organization based in Rio, to incorporate scenes dealing with social content into prime-time programs on TV Globo. This year, nine telenovelas carried social themes suggested by Comunicarte/PMCBrazil: Malhação (Working Out), Agora é que são Elas (Now That They Are Girls), Mulheres Apaixonadas (Passionate Women), Anjo Mau (Bad Angel), Celebridades (Celebrities), Sabor da Paixão (Passion’s Flavor), Chocolate com Pimenta (Chocolate with Peppers), O Beijo do Vampiro (Kiss of the Vampire), and Esperança (Hope).
160
Sexual and Reproductive Health
120
Sexuality
100
Gender Relations
80 60 40 20 0
Sexual and Reproductive Health Sexuality Gender Relations
Malhação
Agora é que são Elas
Mulheres Apaixonadas
Anjo Mau
41 21 63
30 28 13
66 85 143
64 14 20
Telenovelas
Comunicarte/PMC-Brazil also developed a manual on social merchandising, which met with great enthusiasm from top executives of TV Globo and other media sectors involved with the development and insertion of social content. The team began collaborating with ANDI (Agency for the Rights of Children) to more effectively incorporate scenes dealing with children’s rights. Marcio Schiavo was also named a board member of this organization. Comunicarte/ PMC-Brazil also participated in numerous conferences, forums, and events to promote social merchandising as an instrument of education. Over the past five years, social content has become a distinguishing
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characteristic of TV Globo, and it has emerged as a leading channel for social education. The Brazilian government formally acknowledged the power of social merchandising, stating, “The telenovela is the strongest audiovisual tool of the country and can be used as a weapon to educate the current population. It is a source of information and entertainment. Current telenovelas have already integrated themes into dramas, such as political corruption, AIDS, and use of drugs, and now the government proposes to use them to stimulate studying, reading and learning.” The Minister of Education, Cristovam Buarque, confirmed the power of the media by saying recently, “It is advan-tageous to use the power of TV, because it is present in 88% of Brazilian homes.”
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I NDIA
Shashi Kant Kapoor, Country Representative
In India, the deadly HIV virus affects about 0.8% of the adult population, and the threat of a massive HIV/AIDS epidemic hovers in the near future. Such a low percentage is misleading, because in a country with a population of 1 billion people, this 0.8% translates into more than 3.7 million people infected with the incurable disease. International health organizations have recently begun to coordinate their efforts in India with the hope of maintaining and eventually decreasing this rate of infection. Currently, the HIV virus is contained within a few select groups of people, namely, commercial sex workers (CSWs) and migrant workers, who engage in high-risk behavior. The true danger lies with the migrant workers, who contract the disease on their long trips and unknowingly transmit it to their spouses back home.
Through this mechanism, the virus can rapidly spread from a few groups to the population at large, thus causing a nationwide epidemic. Because of this problem, long-distance truck drivers have been specifically targeted with safer sex messages. In 2003, PMC developed a detailed plan and proposal calling for the production of a serial drama on cassette tapes for distribution on major highways throughout India. Most of the distribution will be concentrated in the six states with the highest rates of infection: Maharastra, Tamil Nadu, Karnataka, Andhra Pradesh, Nagaland, and Manipur. The serial drama will also be broadcast on All India Radio. PMC has formed partnerships with several local Indian NGOs, including the India Institute of Health Management Research and the Rotary Club of India, to help in its efforts with the new cassette tape serial drama.
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PMC is also planning to work with popular Indian television networks to help them integrate reproductive health messages into existing serial dramas. PMC has been in contact with two of the top TV networks in India, Sony and Sun TV, and the well-known serial drama production company, Balaji Telefilms. Balaji Telefilms has produced numerous serial dramas that have attained the highest ratings in India, and the production company is a household name. PMC plans to work with PATH (Program for Appropriate Technology in Health) in implementing these projects.
Photo by Kriss Barker
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T HE P HILIPPINES
N EPAL
THE PHILIPPINES
Cecile Guidote Alvarez, Country Representative
The population of the Philippines is steadily increasing at 2.2% per year, which implies that the population of 82 million will double in 32 years. Only 35% of married women 15-49 are using modern methods of contraception. After attending the Asia regional workshop, Strengthened Partnerships among Local FM and Community Radio Networks and Reproductive Health Agencies on HIV/AIDS (conducted by PMC and UNFPA in Manila in May), representatives from YES FM in Boracay approached Population Media Center for assistance in developing a plan for the creation of a radio serial drama addressing family planning and HIV/AIDS issues. During 2003, PMC and YES FM developed a detailed plan of action for a nationwide serial drama and submitted it to funding agencies. Additionally, in November 2003, Bill Ryerson, Kriss Barker, and Board member Virginia Carter conducted training workshops in Manila on the Sabido methodology for the AIDS Society of the Philippines and Women
Playwrights International. The three were interviewed on radio and TV on the island of Boracay during their visit.
NEPAL Only 35% of married women in Nepal use modern methods of contraception. As a result, the average woman gives birth to 4.5 children during her lifetime. At current rates of growth, the population of this mountainous country will double from 25 to 50 million in less than 30 years. Nepal’s HIV/AIDS cases are currently contained in select groups within the population - sex workers and intravenous drug users. Within the past several years, however, the level of infection within these groups has significantly increased. For example, the percentage of intravenous drug users with HIV in the Kathmandu Valley has risen from two percent in the early 1990s to more than 50% in 1999. As in India, the epidemic is poised to spread from these few concentrated groups of people to the general public. Additional data from the situation analysis commissioned by the National Center for AIDS and
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Sexually Transmitted Disease Control Center (NCASC), the Department of Health Services, and UNAIDS found that many of the previous awareness-raising programs directed towards sex workers did not change their risky behavior. They concluded that more effective behavior change communications and intervention activities are needed. Population Media Center’s proposed project for a radio serial drama addressing issues of HIV/AIDS avoidance and family planning comes at an opportune time. Representatives from Nepal attended the Asia regional workshop, Strengthened Partnerships among Local FM and Community Radio Networks and Reproductive Health Agencies on HIV/AIDS that PMC conducted with UNFPA in Manila. Following the workshop, representatives of Radio Sagarmatha approached Population Media Center for assistance in developing a plan for the creation of a social content radio serial drama. PMC and Radio Sagarmatha then began discussions with funding organizations during a November visit to Nepal by Bill Ryerson and Kriss Barker.
Photo ©2003 Rudy Brueggemann. All rights reserved
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“When women are educated and healthy, their families, REGIONAL TRAINING WORKSHOPS In 2003, PMC and the United Nations Population Fund (UNFPA) held two regional training workshops for fourteen countries in Africa and Asia. The project, entitled “Strenggtheningg Partnershipps amongg Local FM and Communityy Radio Networks and Repproductive Health Aggencies on HIV/AIDS,,” involved radio stations and NGO’s from six countries in Asia and eight countries in Africa and aimed for greater collaboration between radio stations and NGOs, so that countries could better promote education and information about HIV/AIDS, women’s status and reproductive health. PMC began
this project in 2002 by developing a paper regarding the treatment of HIV/AIDS and other reproductive health issues by community radio stations worldwide. Following a
needs assessment survey in the 14 selected countries, PMC organized training workshops in the two regions on the use of effective entertainment-education strategies for changing reproductive health behavior. In March 2003, personnel from radio stations and NGOs in Angola, Guinea Bissau, Mali, Mozambique, Namibia, Niger, Nigeria and South Africa received training at a workshop in Johannesburg. Then, in May 2003, representatives of Cambodia, Mongolia, Nepal, Papua New Guinea, Philippines —24—
and Vietnam attended a training workshop in Manila. During these one-week training sessions, PMC exposed the participants to entertainment-education strategies and effective radio production techniques, including serial dramas. Participants listened to presentations by PMC radio production trainer Tom Kazungu, as well as PMC drama production trainer and Board member Virginia Carter. Marcio Schiavo, PMC’s Country Representative in Brazil, also participated in the Johannesburg workshop, as did Tanzanian radio production trainer Rose Haji. Tony Palermo,
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communities and nations benefit.” — UNFPA
an American specialist in sound effects and radio production techniques, joined the presenters in Manila. These workshops initiated relationships between reproductive health NGOs and local radio stations. In addition, participants went live on the air in Manila on a nationwide broadcast on DZRH radio. Finally, this project allowed PMC to establish many new relationships with local radio stations in various countries. PMC hopes to further collaborate with these radio stations in creating long-running social-content
serial dramas for broadcast in the near future.As a follow-up to this project, PMC produced an interactive CD-ROM to summarize and present the events of the two workshops. The CD-ROM incorporates music, audio and PowerPoint presentations, training guides and other resource materials, links to other resources, and photographs. CD users can browse through a colorful menu of training materials, including current HIV/AIDS research, information about the Sabido methodology for behavior change, action plans, and more. Thanks to Sylvie Cohen, project officer at — 25—
UNFPA, this innovative CDROM allows PMC to distribute the details of the Sabido methodology on a greater scale.
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P UBLICATIONS Entertainment-Education: History, Research, and Practice Edited by Arvind Singhal (Ohio University), Michael Cody (University of Southern California), Everett M. Rogers (University of New Mexico), Miguel Sabido (Nuevo Sol Productions) The four editors, including Miguel Sabido – the key figure in formulating the theoretical basis for entertainment-education (E-E), present a comprehensive resource on what is known about E-E and its uses for social change. Authors of the 22 chapters include E-E theoreticians, practitioners, and researchers, from a wide range of nationalities and theoretical orientations. The comprehensive book covers E-E history and theory, research and implementation, and E-E interventions and their outcomes. Several key PMC personnel have chapters including Miguel Sabido; David Poindexter, PMC Honorary Chair; Bill Ryerson, PMC President; Negussie Teffera, PMC Ethiopia Country Representative; and Marcio Schiavo, PMC Brazil Country Representative, as well as E-E gurus and PMC Program Advisory Board members Arvind Singhal and Everett Rogers, and psychologist Albert Bandura. Bill Ryerson and Negussie Teffera write on the experience of PMC’s project in Ethiopia: the steps of project development, implementation after receiving funding, working with partners, collaborating with other NGOs, and creating a sustainable program. Their chapter details the different steps of PMC’s programs - the formative research, the training workshops, and monitoring and evaluation research. This book is recommended for scholars, educators, and practitioners in entertainment media studies, behavior change communications, public health, psychology, social work, development, social activism, and government and nonprofit agencies. $49.95 – Published by Lawrence Erlbaum Associates. Mahwah, New Jersey. 2003 Review aided by Annotation, Book News, Inc., Portland, OR
Strengthened Partnerships Among Local FM and Community Radio Networks and Reproductive Health Agencies on HIV/AIDS As a follow-up to the project with the same name, PMC, along with UNFPA, produced this interactive CD-ROM to summarize and present the events of two workshops, on entertainment-education in Johannesburg and Manila for representatives of radio stations and NGOs from eight countries in Africa and six countries in Asia. The CD-ROM includes the original PowerPoint presentations at the workshops as well as audio presentations of the lectures. Training guides are presented in three languages, English, French, and Portuguese. Other resource materials include workshop agendas, examples of countries’ follow-up action plans, the questionnaires used for NGO and Radio Needs Assessment surveys, and contact lists of numerous NGOs and local radio stations in each country. This CD-ROM was produced with the support of Sylvie Cohen, project officer at UNFPA. Copies can be requested by writing to Population Media Center or e-mailing us at pmc@populationmedia.org. —26—
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F INANCIAL S UPPORT As the summary of PMC’s financial statements on the following page will show, contributions and grants in support of PMC’s work worldwide increased nearly 65% in 2003 compared to the previous year. PMC has received growing support from individuals, foundations, corporations, non-profit organizations and government agencies as a result of the depth of experience that PMC personnel have with successful application of the Sabido
methodology of entertainment-education for changing reproductive health attitudes and behavior. The solid impact of the projects in Ethiopia has demonstrated that, once again, the Sabido methodology, when properly applied, can lead to massive audience appeal and behavior change.
is a testament to the dedication of PMC staff and volunteers worldwide, whose commitment to PMC’s cause is strong.
Over 84% of PMC’s expenditures in 2003 were for program activities. The efficiency of our operations
We are deeply grateful to the numerous individuals and institutions whose generous support makes PMC’s work possible.
The statement of financial activities on the following page is a summary of PMC’s audited financial statements, copies of which are available upon request.
I NSTITUTIONAL D ONORS The following institutions provided support to PMC during calendar year 2003. Alplaus United Methodist Church Bostrom Family Foundation L.P. Brown Foundation Bushrod H. Campbell & Adah F. Hall Charity Fund Cart Foundation Coldwell Banker Hickok & Boardman Realty Community Foundation for Greater Buffalo Conservation and Research Foundation Covington & Burling Dickler Family Foundation Gardner’s Supply Company HIV/AIDS Prevention and Control Office of the Government of Ethiopia Charles Evans Hughes Memorial Foundation
Robert F. Hunsicker Foundation International Monetary Fund Ipas-Ethiopia Mitteldorf Family Trust Nirvana Manana Institute David and Lucile Packard Foundation Rinehart Family Foundation of Fidelity Investments Charitable Gift Fund Round Hill Fund of Fidelity Investments Charitable Gift Fund Save the Children-USA (Ethiopia office) Thornton Foundation Flora L. Thornton Foundation United Nations Development Program-Swaziland United Nations Population Fund United States Agency for International Development Wollenberg Foundation WALTA Information Center-Ethiopia
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F INANCIAL S TATEMENT FOR THE YEAR ENDED DECEMBER 31, 2002 AND 2003
SUPPORT & REVENUE: Contributions and Grants Contract Income Interest Income
Unrestricted
Temporarily Restricted
$ 317,954
$ 988,482
2003 Total
$ 1,306,436
5,415
5,415
2002 Total
$
792,999 25,000 7,195
Net Assets Released from Restrictions Transfers to Fufill Purpose Restrictions
867,623
Total Support and Revenue
1,190,992
(867,623) 120,859
1,311,851
825,194
EXPENSES: Program Services: General Program Development National Initiatives
170,422 927,334
170,422 927,344
177,164 564,198
116,627 89,820
116,627 89,820
105,593 40,163
Supporting Services Management and General Fundraising Total Expenses
$ 1,304,203
$ 1,304,203
$ 887,118
Change in Net Assets
$ (113,211)
$ 120,859
$
$ (61,924)
Net Assets Beginning of Year
$
233,492
$ 538,628
$
772,120
$ 834,044
Net Assets End of Year
$
120,281
$ 659,487
$
779,768
$ 792,999
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7,648
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2003 B OARD
Virginia Carter Redondo Beach California Ms. Carter is the former senior vice-president and head of drama for Embassy Television, a Norman Lear Production. Ms. Carter serves as a training consultant to PMC in development of social-content serial dramas. She was awarded an Emmy and two Peabody Awards for her work on the 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. Brenda Feigen Los Angeles, California Ms. Feigen is a Los Angeles attorney, whose practice consists of entertainment and literary law, as well as anti-discrimination work. 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.
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International Marketing for Ben & Jerry’s Homemade, Inc., with experience in Europe, Middle East, Asia, Latin America, Canada and Russia. He serves as PMC’s treasurer. William N. Ryerson Shelburne, Vermont Mr. Ryerson is PMC’s founder and president, with 32 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 Mr. Thorson is the retired Director of Administration of the International Monetary Fund and serves as the secretary of PMC’s Board of Directors. Kerstin Trone Accord, New York Ms. Trone is the retired Deputy Executive Director for Programmes of the United Nations Population Fund.
Bram Kleppner Burlington, Vermont Mr. Kleppner is a management consultant and an adjunct faculty member in marketing at Champlain College. He is the former head of
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2003 P ROGRAM A DVISORY B OARD 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. 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. He 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. Albert Bandura, Ph.D. Stanford, California 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. He often testifies before Congress on the effects of television programming on the behavior of viewers. Albert Allen Bartlett, Ph.D. Boulder, Colorado 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 Vice President, Sales, King World International, handling worldwide distribution of “The Oprah Winfrey Show” and numerous other shows. 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.
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Lester R. 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 Washington, D.C., which he founded in May 2001. Some 30 years ago, he pioneered the concept of environmentally sustainable development. He is widely known as the founder and former President of the Worldwatch Institute. Brown has been awarded over 20 honorary degrees and has authored or coauthored some 30 books (including his most recent, Plan B: Rescuing a Planet Under Stress and a Civilization in Trouble), 19 monographs, and countless articles. He is a MacArthur Fellow and the recipient of many prizes and awards. In 1985, the Library of Congress requested his personal papers noting that his writings and work had “already strongly affected thinking about problems of world population and resources.” Chester Burger New York, New York Retired public relations executive. He is 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. In 1995, the U.S. government awarded him the “Medal for Outstanding Service to the United States.” Michael Cody, Ph.D. Los Angeles, California 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. He is a co-editor of EntertainmentEducation Worldwide: History, Research, and Practice (2003). Fred Cohen, New York, New York Past President of King World International.
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2003 P ROGRAM A DVISORY B OARD Deecie McNelly Denison, Fairlee, Vermont An organizational and education consultant with extensive experience in teaching communication courses at the college level and experience 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 population stabilization advocate. 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. She founded and built the department, overseeing all programming and consumer marketing research for the CNN television networks and Internet sites. She is currently an independent consultant in media and marketing research. 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
Technology. Formerly, he was the Global Director of Advertising Research for the Coca-Cola Company. Maisha L. Hazzard, Ph.D. Los Angeles, California Former Professor of Telecommunications and cofounder of Communication and Development Studies at Ohio University. She has served as special advisor, trainer, strategic communication specialist, and head writer/producer for communication and development projects for governments, media entities, universities, and social service agencies in the Caribbean, Africa, India, and the USA. She is currently the President of SpiritWorks Communications. Marilyn Hempel Redlands, California President of the Population Coalition, editor of the Pop!ulation Press and chair of the Population Institute board. Tony Johnston, M.D. Nairobi, Kenya Executive Director, Population Communication Africa. He was formerly the director of the UNFPA Program for Population IEC 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 Executive Director of the Youth and Family Planning Programme Council of India. Doug La Follette Madison, Wisconsin Secretary of State of Wisconsin and a long-time activist and speaker on population issues.
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2003 P ROGRAM A DVISORY B OARD Richard D. Lamm Denver, Colorado Co-Director of the Institute for Public Policy Studies and a professor at the University of Denver. He is a member of 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. Diane Lee Langston, Esq. Norfolk, Virginia Retired Senior Officer of the United Nations Population Fund (UNFPA). During 24 years of service, she held responsibilities in numerous areas including law and population; gender issues and human rights; interregional programs with U.N. organizations (e.g., FAO, ILO and UNESCO); population policy strategies, including poverty reduction and globalization; partnership initiatives with the civil society; and multilateral fundraising efforts. In UNFPA’s Africa Division, as Senior Programme Officer, she co-developed country information, communication and education projects, including the social-content radio soap opera project in Tanzania. She is currently assisting UNFPA in its partnership initiative with Rotary International. She is also an independent consultant in business for social responsibility, rule of law, and poverty reduction areas. Vincent Maduka Lagos, Nigeria Past Director-General of the Nigerian Television Authority. He now heads his own private sector broadcasting organization. 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 a 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.
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Roger Pereira Mumbai, India Head of R&P Management Communications Pvt. Ltd. and producer of Humraahi, an Indian family planning soap opera. 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. The first People Count documentary covered the social-content soap opera of Cecile Alvarez in the Philippines and was broadcast worldwide at the time of the Cairo Conference on Population and Development in 1994. Charles L. Remington, Ph.D. North Haven, Connecticut Professor of biology (emeritus) at Yale University. He served as the Program Chair of the first national Congress on Optimum Population and Environment in 1970. Along with Paul Ehrlich, he is the cofounder of Zero Population Growth and past Chair of the ZPG Foundation. Everett Rogers, Ph.D. Albuquerque, New Mexico Professor of Communication and Journalism at the University of New Mexico and leading researcher on the effects of entertainment-education soap operas in developing countries. He is the co-author of Entertainment-Education: A Communication Strategy for Social Change.
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2003 P ROGRAM A DVISORY B OARD Tom Sawyer Akron, Ohio
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. Jerri Lea Shaw Columbia, Maryland Founder and president of a consulting firm focused on strengthening health care policy, financing and service delivery. O. J. Sikes Leonia, 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. He developed UNESCO’s population education program in the early 1970s and designed innovative approaches to population communication and education with the Carolina Population Center in the 1960s. Arvind Singhal, Ph.D. Athens, Ohio Professor of Communications at the School of Communications of Ohio University and a researcher of the effects of entertainment-education programs. He is the co-author of EntertainmentEducation: A Communication Strategy for Social Change. Peter C. Vesey Marietta, Georgia An international broadcasting consultant who works with clients in the developing world. Previously at CNN, he developed the CNN International networks.
Charles Westoff, Ph.D. Princeton, New Jersey 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. He is 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. He has performed concerts for the Earth at the United Nations. He and his ensemble are artists-inresidence 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 is also the Director of Undergraduate Studies and the Program Director at Howard Hughes Medical Institute Undergraduate Science Education Program. 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) as well as a former board member of PPC, Connecticut NARAL, Urban League of New Haven, Center for Children’s Environmental Literature, and Horizon Communications. He received an A.B. from Harvard College and an M.S. and Ph.D. from the University of California, Berkeley. David Yount Duluth, Minnesota 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.
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2003 P ERSONNEL William Ryerson Shelburne, Vermont PMC’s founder and President, William Ryerson has a 32-year history of working in the field of reproductive health, including 19 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. Kriss Barker Shelburne, Vermont PMC’s Vice President for International Programs. She has 19 years of experience in information, education and communication (IEC), operations research (OR), and monitoring and evaluation. Ms. Barker previously served as Communication Specialist for the International Health Group at Chemonics International, where she assisted in all aspects of project development and implementation, with special responsibility for oversight of IEC/BCC interventions. She provided technical assistance to the Ministries of Health, Education and Youth Promotion in Mali for the development and implementation of national IEC strategies and coordination of IEC activities, as well as the development and conduct of operations and qualitative research. She holds a B.A. in Human Biology from Stanford University, and an M.P.H. from the Tulane School of Public Health and Topical Medicine, with a specialization in International Health and Family Planning.
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NaHyun Cho Shelburne, Vermont Program assistant at PMC headquarters, Ms. Cho assists in international program implementation. She helps research, develop, and manage projects in the various countries where PMC works. She also researches, writes and edits PMC’s annual reports and periodic newsletters. She holds a B.A. in History from Yale University. Andrea Grayson Burlington, Vermont A production consultant to PMC, Ms. Grayson has been involved in the television industry for 20 years, including positions at Sesame Street and Channel One. She has produced numerous television magazine-format feature stories for Channel One and Vermont Public Television on topics such as the environment, business, arts and social issues. Grayson holds an M.A. in Media Ecology from New York University, and is a doctoral candidate in the Educational Leadership and Policy Studies Program at the University of Vermont. She is the author of numerous articles on the topic of media education, and she is currently working on a book about the media’s impact on consciousness. Rose Haji Dar es Salaam, Tanzania Serves as a radio production trainer for PMC. In addition, she is the National Director of the Media Institute for Southern Africa, Tanzania Chapter. Previously she was a producer for Radio Tanzania and oversaw production of the serialized radio drama Twende na Wakati, which, from 1993 to 1997, was successful in changing behavior with regard to HIV/AIDS prevention and reproductive health on a population-wide level in Tanzania. Kaija Helmetag Shelburne, Vermont Communications coordinator at PMC headquarters, Ms. Helmetag writes human-interest profiles and feature articles about PMC’s work in daily newspapers. She is also involved in PMC’s international program implementation. She holds a B.A. in Cultural Anthropology from the University of Vermont.
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2003 P ERSONNEL Cindy Houston Shelburne, Vermont Office Manager at PMC headquarters, Ms. Houston has non-profit experience from her work as a volunteer with organizations such as Habitat for Humanity, Gailer School and Neighborhood Planning Assemblies. She has worked as an Administrative Assistant at Ben & Jerry’s Foundation and the Visiting Nurse Association’s Education and Development Department. Ms. Houston holds a B.S. in Business from Champlain College. She is currently enrolled at the Union Institute and University studying sustainable development. Tom Kazungu Nairobi, Kenya As Director of Radio Production Training for PMC, Tom Kazungu has provided training and technical assistance to radio producers and writers from ten African countries and six Asian countries in application of the Sabido methodology to promote reproductive health. Previously, he provided similar training and technical assistance to production and writing teams in Madagascar, Namibia, St. Lucia and Tanzania. As Director of Apex Productions of Nairobi, Mr. Kazungu has produced three radio serial dramas since 1986 using the Sabido methodology. Nancy Luke Providence, Rhode Island Assistant professor of research in the Population Studies and Training Center at Brown University. She holds a Ph.D. in Demography and Sociology from the University of Pennsylvania’s Population Study Center. She serves as a research advisor to PMC. Christopher Lytle Shelburne, Vermont PMC’s Vice President for Development. He has over 30 years of experience in development and fundraising for non-profit organizations, including the Rotary Foundation of Rotary International,
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Muscular Dystrophy Association and Catholic Relief Services. He has extensive consulting experience with premier national and international agencies in campaign design, development management, marketing and strategic planning. He is the co-founder and President of the Real Gifts Foundation, a public foundation to advance philanthropy through gifting of real property. Previously, Mr. Lytle served as the chief development officer of the National Board for Professional Teaching Standards, where he increased the largest corporate commitment from $500,000 to $15 million. He holds a B.A. from Mercyhurst College in Erie, PA, and is a graduate of the first postgraduate program in Nonprofit and Fund Raising Management in the nation taught by Adelphi University. Tony Palermo Los Angeles, California A training consultant to PMC, Mr. Palermo is the writer/producer of dozens of radio dramas in the classic “old-time radio” style of the 1930s-1960s. He has directed hundreds of radio productions since 1996. His dramas have covered the classic radio genres of soap operas, science-fiction, detective shows, westerns, horror stories, historical dramas, and even super-hero spoofs. Since 1996, Mr. Palermo has provided the scripts, musical scores, and manual sound effects devices for weekly radio workshops at the Museum of Television & Radio in Beverly Hills, California and New York City. David Poindexter Beaverton, Oregon Program consultant and Honorary Chair of Population Media Center. He has 33 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.
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2003 P ERSONNEL Miguel Sabido Mexico City, Mexico Pioneered the use of commercial television serial dramas to achieve positive social goals. He 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 telenovelas, and then took his entertainment-education concept to the Internet, in a new endeavor called “web-novela.” His work has been recognized around the world. Rodney Shaw Washington, D.C. 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 35 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. Andrew Tangalos Williston, Vermont A PMC consultant, Mr. Tangalos represents PMC on the Corporate Council on Africa. Previously, he was a Foreign Service officer with the U.S. Department of Commerce in Washington, D.C. During his tenure with the department, he served in Canada, Algeria, Greece, Nigeria, and Haiti. He holds a B.A. in History from Colgate University and an M.A. in Public and International Affairs from Princeton University. ETHIOPIA Negussie Teffera Addis Ababa, Ethiopia 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.
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Abebaw Ferede Addis Ababa, Ethiopia Senior Research and Evaluation Officer at Population Media Center-Ethiopia. He has a B.Sc. in Statistics from Addis Ababa University, and an M.Sc. Degree in Medical Demography from the School of Hygiene and Tropical Medicine, University of London. He has extensive experience in the fields of Population and Health. Prior to joining PMC, he worked for more than 10 years at the Central Statistical Authority as a statistician and demographer. He has also worked for the Consortium of Family Planning NGOs in Ethiopia (COFAP) as a Research and Evaluation Officer, and also for Marie Stopes InternationalEthiopia as a Program Officer. Abdulnasir Hajihassen Addis Ababa, Ethiopia Head of the Oromiffa Serial Drama Production and Research Department for PMC-Ethiopia, Mr. Abdulnasir previously served as head of Information, Education and Communication for Women and Youth of the Oromia Population 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. Alemtsehay Mamo Addis Ababa, Ethiopia Director of the Administration and Finance Department of Population Media Center-Ethiopia. She has worked in government organizations for more than 10 years in different capacities, including Head of the Budget Section, Head of Project Finance, Head of the Finance Department and Acting Head of the Administration and Finance Unit. She then spent three years in a private air charter company as Finance Manager. She holds a B.A. in Accounting and an M.Sc. in Information Science. Emawayish G. Kristos Addis Ababa, Ethiopia PMC-Ethiopia’s Executive Secretary. She holds a diploma in Secretarial Science and Office Management and has worked in the offices of the World Bank and the National Office of Population of Ethiopia
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2003 P ERSONNEL Fikreselassie Emun Addis Ababa, Ethiopia PMC-Ethiopia’s accountant. He holds a B.A. in Accounting from Addis Ababa University and has over seven years of experience in finance. Kelemua Wedajo Addis Ababa, Ethiopia PMC-Ethiopia’s Executive Secretary and Cashier. She holds a diploma in Secretarial Science and Office Management from the College of Commerce in Ethiopia and has worked in the Office of the Prime Minister of Ethiopia. Mesfin Assefa Addis Ababa, Ethiopia Head of the Amharic Serial Drama Production and Research Department for PMC Ethiopia. Prior to joining PMC, he was senior editor and coordinator for population, reproductive health and environment programs with Radio Ethiopia. He has also worked for Panos Ethiopia as Chief Coordinator for environment-related radio programs. He has a B.A. in Literature from Addis Ababa University and a certificate in Population Communication from Ghana School of Journalism. In addition, he has received a certificate for Advances in Health Communication and Entertainment Media from Johns Hopkins Center for Health Communication. Nebiyou Tekalign Horssie Addis Ababa, Ethiopia Director of the Media Arts Project of PMCEthiopia. 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.
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Tesfaye Eshete Addis Ababa, Ethiopia 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. MALI Tandia Fatoumata Dèdè Kieta Bamako, Mali PMC’s Country Representative in Mali, and Project Director for PMC’s West African Regional Project, which covers Mali, Burkina Faso and Ivory Coast. She has extensive experience in reproductive health and both qualitative and quantitative research. Before joining PMC, she was the operations research advisor to the $20 million USAID youth project in Mali, where she designed and conducted operations research projects for the ministries of Health, Education and Youth Promotion. Prior to this post, she was the Chief of Community Health in the Reproductive Health Division of the Ministry of Health, where she was responsible for implementing the Ministry’s youth reproductive health strategy. She is an M.D., with specialized training in statistics and epidemiology. El Moucktar Haidara Bamako, Mali Technical Assistant for PMC Mali. He has over 20 years of experience in community development and social service through his work with multiple Centers for Community Development in Mali and as the head of the Division of Social Affairs for the region of Tombouctou. He holds a master’s degree in Social and Economic Administration from AixMarseille II University in Aix-en-Provence, France. Amara Sidibé Bamako, Mali Accountant and Financial Manager for PMC Mali. He holds a masters degree in Business Administration from the National School of Administration in Bamako and has nearly 15 years
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2003 P ERSONNEL of experience in accounting. Prior to joining the PMC Mali team, he held the position of Regional Business Accountant for USAID’s Youth Strategic Objective Education program in Koulikoro, Mali. Fatima Traoré Bamako, Mali Secretary for PMC Mali. She has over 10 years of secretarial experience from her work with organizations such as Save the Children Canada and the International EGCC Cabinet. She holds a Certificate of Professional Aptitude from the Medina-Coura Center for Technical Training in Bamako, Mali, as well as a Technical Diploma in Clerical Administration from the Quinzambougou Center of Technical Formation in Bamako, Mali. NIGERIA Tony Asangaeneng Ibadan, Nigeria Country Representative for PMC-Nigeria. He several years of experience in behavior change communications programs in Nigeria and has held several posts as project director for various 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 now studying to become a Ph.D. in Globalization and Sustainable Development. SUDAN Musa Mohamed Salih Beirag Khartoum, Sudan PMC’s Country Representative in Sudan. He 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, an English language newspaper. He has held posts as Reporter and Executive Editor at English Desk Weekly Review and the Foreign News and contributed to daily newspapers and magazines in Sudan. He has also served as the Media Programmes Coordinator at the Population Advocacy Project in Sudan and as the Information, Education Communication Coordinator for Eastern States - Sudan.
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INDIA Shashi Kant Kapoor New Delhi, India PMC’s Country Representative in India. He is the former Director General of both Indian Television (Doordarshan) and All India Radio. He was also president of the Commonwealth Broadcasting Association. He has extensive experience in both radio and television production and 40 years of experience in the field of mass media. PHILIPPINES Cecile Guidote Alvarez Manila, Philippines Country Representative for PMC in the Philippines and head of EarthSavers. Her 1994 television soap opera became the subject of Barbara Pyle’s first People Count documentary on CNN and Turner Broadcasting. She is the winner of Asia’s prestigious Magsaysay Award. BRAZIL Marcio Schiavo Rio de Janeiro, Brazil 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. MEXICO Anameli Monroy Mexico City, Mexico 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.
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DESIGN AND PRODUCTION BY SHAWN BRALEY EDITED BY NAHYUN CHO COVER PHOTO BY KRISS BARKER
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