PMC 2004 Annual Report by Population Media Center

ANNUAL REPORT 2004

Using the Media to Sustain the Earth

PRESIDENT’S MESSAGE

William N. Ryerson, President, Population Media Center The year 2004 was truly a successful year for Population Media Center. With projects in eight countries at the year’s end, PMC is expanding the reach of its media strategies. Perhaps the most significant accomplishment of the year is the result of PMC’s two serial dramas in Ethiopia, Yeken Kignit and Dhimbibba. The serial dramas concluded their broadcasts in November, and evaluation results demonstrate that listeners to our program had much greater changes in behavior regarding reproductive health and family planning issues than nonlisteners. Sabido-style serial dramas are “soap operas with proven social benefit,” and the Ethiopian serial dramas confirm that the Sabido Methodology of Behavior Change Communication undeniably works. PMC spent the year 2004 ensuring that all of PMC’s efforts were of superior quality – culturally sensitive storylines, compelling characters, thorough collection of monitoring data, scientific research results – all if which are integral components of the Sabido Methodology for Behavior Change Communication. We are working hard to create a solid base for future growth.

countries - Mali, Burkina Faso, Ivory Coast and Sudan - to address a variety of issues related to population. These programs, as with all PMC projects, promote values and related behaviors based on the policies of the country with regard to the issues being addressed. These policies include the laws and policy statements adopted by the government with regard to population, family planning, HIV/AIDS, and women’s status, plus various UN agreements, such as the Cairo Programme of Action on Population and Development. PMC is continuing its media work in Ethiopia, Mexico and Brazil, and is developing projects in Jamaica, Kenya, Malawi, Niger, Nigeria, the Philippines and Rwanda. PMC is working to stabilize worldwide population through the promotion of small families, effective methods of family planning, use of reproductive health services, informed sexual health choices and elevated women’s status. In the following pages, you will read about PMC’s work in 2004. We thank our many contributors, advisors, collaborators and colleagues around the world for making our work possible. Sincerely,

PMC also implemented its first ever project in the United States, an annual cartoon contest aimed at increasing Americans’ awareness of the importance of overpopulation and related issues. We went on-the-air in four new

William N. Ryerson

MISSION STATEMENT

The mission of Population Media Center is to collaborate with the mass media and other organizations worldwide to bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to 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 roles 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 John Cederholm 3

PROGRAM

Photo by John Cederholm

ACTIVITIES

ETHIOPIA

DR. NEGUSSIE TEFFERA, COUNTRY REPRESENTATIVE

PMC’s activities in Ethiopia in 2004 encompassed a remarkably wide range of media approaches: radio serial dramas, audiocassette programs, video documentaries, a comprehensive plan for the training of journalists, and even a staged theatrical production. Three separate Packard Foundation grants helped fund these projects, along with support from the Hughes Memorial Foundation, the Flora L. Thornton Foundation, the government of Ethiopia’s HIV/AIDS Prevention and Control Office and numerous individual donors. These projects have

Out of Life”) addressed issues of reproductive health and women’s Population: 72.4 million status, including HIV/ Total Fertility Rate: 5.9 AIDS, family planning, Infant Mortality Rate: 105 per 1,000 live births education of daughters, Married Women 15-49 spousal communicaUsing Contraception: 8% tion, and marriage by abduction (which generated encouraging results in a accounts for a startling 70% of marcountry that has a history of gender riages in Ethiopia, according to inequality and devastating famine. UNICEF). PMC conducted formative research in 2001 and began The first Packard Foundation grant broadcasting the two programs in supported radio serial dramas in June 2002. Additional funding from Amharic and Oromiffa, Ethiopia’s Save the Children allowed PMC to two major languages. Both the produce a third serial drama on Amharic program (Yeken Kignit, or audiocassettes for truck drivers and “Looking Over One’s Daily Life”) other high-risk groups. and the Oromiffa program (Dhimbibba, or “Getting the Best The audience response to the serial 2004 World Population Data Sheet Snapshot:

dramas has been tremendous. Over the two and a half years that the programs aired, PMC received more than 14,000 letters from listeners. As the project came to a close in November 2004, monitoring at 48 reproductive health centers revealed that over 60% of new clients said that they were listening to one of PMC’s serial dramas. Survey results show

Our office in Addis Ababa has received over 14,000 fan letters from Ethiopia and neighboring countries. 6

that family planning behavior changed during the time that the programs aired. The proportion of married women who had ever used contraceptives was 27% before the serial dramas began airing; by late 2004, that figure had jumped to 79% among listeners in the Amhara region and 47% among non-listeners. Bolstered by this success, PMC 8

began planning a new, youthfocused talk radio program and serialized melodrama for broadcast on Radio Ethiopia in 2005. A second Packard Foundation grant helped launch the Media Arts project, which led to some novel approaches to entertainment education. In 2004, PMC held for the

second consecutive year a national contest for short stories and poems that address reproductive health issues. The best entries were compiled in a book called Kinfam

Photo by John Cederholm

who undertake research in the field of reproductive and population communication. All of these activities are in development and will be conducted starting in 2005. Already complete is a document (believed to be the first of its kind) that provides an overall picture of media in Ethiopia. Once published, it will be distributed to media institutions, libraries, civic associations, and the general public.

Hilmoch (“Winged Dreams”), which PMC distributed throughout Ethiopia. The Media Arts project also allowed PMC to produce a fulllength stage play and two video documentaries on HIV/AIDS prevention. The play, which debuted in the Ethiopian capital of Addis Abba in September 2003, eventually traveled to fourteen other cities around the country. The script has since been furnished to local drama groups for adaptation. As for the documentaries, 250 VHS copies will be distributed to schools and youth agencies in 2005. Also in 2004, PMC used funding from the third Packard Foundation grant to develop training programs for Ethiopian journalists. The goal of this project is to improve the capacity of journalists — especially women journalists — to effectively disseminate reproductive health information. The project has many facets, including a rapid needs assessment, a training manual, workshops, a forum on media for development, an information and document resource center, and a fund to support students and scholars

Dr. Negussie Teffera, PMC Ethiopia Country Representative

When PMC first submitted proposals for these grants in 2000, Ethiopia’s population was just under 60 million people. Today, the population is over 72 million. Such rapid growth increases the risk of famine in this pastoral society, where one million people died from starvation during a crop shortage in 1984. Ethiopia’s national population policy states that population growth touches all aspects of people’s lives, and that population factors must be regarded as both determinants and consequences of economic and social development. PMC’s projects complement this policy because they are diverse, both in their approach and in the range of social themes that they promote.

MALI DR. TANDIA FATOUMATA DÉDÉ KEÏTA, COUNTRY REPRESENTATIVE

BURKINA FASO

COTE D’IVOIRE

NIGER

2004 World Population Data Sheet Snapshot:

Population (in millions): Total Fertility Rate: Infant Mortality Rate (per 1,000 live births): Married Women 15-49 Using Contraception:

PMC began its work in West Africa after learning of a growing injustice against children on cocoa plantations in Côte d’Ivoire, which produces about half of the world’s chocolate. Some 90% of plantations were found to be luring children from their homes and forcing them to work up to twenty hours a day, often without pay and without basic food, health, sanitation, or clothing. The slave trade has become a transnational enterprise, as children are trafficked from neighboring nations. The majority of these children are subjected to multiple forms of exploitation, including sexual abuse.

Mali

Burkina Faso

Côte d’Ivoire

Niger

13.4 7.0

13.6 6.2

16.9 5.2

12.4 8.0

123

102

123

14%

15%

14%

While on the surface, the enslavement of children appears to be unrelated to reproductive health, PMC recognized the direct link between unplanned childbearing and poverty, which ultimately leads to child trafficking. Increasingly, the growing AIDS epidemic is also placing orphans into such desperate situations that they may allow themselves to be trafficked and exploited in order just to survive. PMC developed a radio serial drama that would alert citizens of Côte d’Ivoire, Mali, and Burkina Faso of this dangerous pattern and, at the same time, would promote family planning and avoidance of AIDS. In October 2003, USAID awarded PMC with funding to support the project. PMC set up a regional office in Bamako, Mali shortly thereafter. Training for the producers and writers was conducted in June 2004. Called Cesiri Tono (“All

the Rewards of Courage and Hard Work”), the radio serial drama aired for the first time on November 11. Community radio stations are broadcasting the program throughout Mali, Burkina Faso and Cote d’Ivoire. Upon awarding the original grant, USAID asked PMC to propose expansion of the project to additional countries in the region, should funds become available. PMC has chosen Niger as the next country to benefit from this project. Niger shares borders and culture with the current project countries. It is also greatly affected by the child trafficking problem. Niger already has an extensive network of community radio stations, so PMC is planning a special radio serial drama there to further expose the exploitation of children and the factors that lead to this injustice.

Photos by Jenna Iodice 10

SUDAN

MUSA MOHAMED SALIH BEIRAG, COUNTRY REPRESENTATIVE

2004 World Population Data Sheet Snapshot: Population: 39.1 million Total Fertility Rate: 5.4 Infant Mortality Rate: 69 per 1,000 live births Married Women 15-49 Using Contraception: 10%

PMC’s work in Sudan began in 2002, when Ethiopian country representative Dr. Negussie Teffera made an initial visit to this wartorn nation to gather information and make contacts. Soon thereafter, PMC hired editor/journalist/translator Musa Mohamed Salih Beirag as the country representative for Sudan, set up an office in Khartoum, and conducted formative research for a radio serial drama (with support from the David and Lucile Packard Foundation). During 2004, PMC finalized the results of the formative research and literature review, held an indepth training workshop to train producers and scriptwriters in the Sabido methodology, produced and pre-tested the first four pilot episodes, produced 80 episodes, and set up a monitoring and evaluation plan. Called Ashreat Al Amal (“Sails of Hope”), the

18-month radio serial is the longest ever to be planned to air over Sudanese radio. Broadcasting began on November 17. There are special challenges that come with teaching family planning in a place like Khartoum State, where 99% of respondents to PMC’s formative research survey were Muslim. People in traditional Muslim societies are known for leaving matters in the hands of God. Fertility seems to be no exception, as about one quarter of survey respondents stated that their preferred number of children is “what God gives.” Furthermore, the Quran explicitly states man’s superiority over woman, presenting a potential impasse for PMC in achieving gender equality objectives. Fortunately, even the strictest interpretation of the Quran does not prohibit the use of contraceptives by married couples. Another encouraging sign for the PMC

project is that 92.6% of survey respondents pointed to the mass media as their most significant source of sex education — more so than health facilities, schools, or mosques. And in a country where only about 25% of the population can read, radio is a powerful tool. All of the speakers at PMC’s workshop in February 2004 emphasized radio’s vital role in shaping public opinion, as it covers almost all parts of the country. After 21 years of war, Sudan ranks among the world’s worst areas for women and children. According to a UNICEF report, girls in southern Sudan are more likely to die in pregnancy or childbirth than to complete primary education. In spite of the cultural challenges, PMC is compelled to give the Sudanese radio serial drama a chance. Mr. Qutubuddin Aziz, a Muslim scholar who serves on PMC’s Program Advisory Board, is optimistic that family planning can be practiced in Sudan without contradicting religious values. Says Aziz, “Islam, the Quran, and the Holy Prophet of Islam laid the utmost emphasis on the health of mother and child.”

MEXICO ANAMELI MONROY, PH.D., COUNTRY REPRESENTATIVE

In 2004, PMC’s Bill Ryerson and Kriss Barker worked with Country Population: 106.2 million The roots of PMC’s work can Representative Anameli Total Fertility Rate: 2.8 be found in Mexico, where Monroy and project staff to Infant Mortality Rate: 25 per 1,000 live births Miguel Sabido created the refine the Sexual Dimensions Married Women 15-49 first soap opera to promote model. They received help Using Contraception: 68% family planning in 1977. He from Jorge Montoya, an would produce five more such expert in survey research states is considered a high priority by programs in the years that followed, the United Nations Population Fund design, who is involved in HIV prehelping Mexico reduce its popula- (UNFPA) and by the National vention work in Los Angeles. The tion growth rate by 34% in less than Population Commission (CONAPO). revisions will enhance the behava decade. The United Nations recioral effects of the program and ognized Mexico in 1986 for being The program, Sexual Dimensions: A ensure that efforts are concentrated the world’s greatest population Universe without Censure, is a talk in states with the highest need. success story. But challenges still show aimed at 15 to 24-year-olds, remain, especially in the area of who can call and ask questions on In 2005, PMC and CORA plan adolescent sexuality issues. the air. The show also includes pre- to expand the program to the sentations of mini-dramas, which more conservative Michoacàn State, Building on the Sabido methodolo- are then analyzed by a forum of where culture and tradition present gy, PMC’s work began in Mexico in youths and experts. The program is significant barriers to reproductive 1998 through a partnership with written, produced, and performed health. The program will be supCORA (Centro de Orientacion para by young people and has been suc- ported by UNFPA, the Michoacàn Adolescentes). In 2000, the two cessful in attracting large audiences State Population Commission, organizations collaborated on a in the three states where it has been two private foundations, and an pilot youth talk show in Puebla carried out. Survey results indicate individual donor. State. PMC developed a manual that the program has made adolesbased on the results, then imple- cents better informed and more mented the project in Hidalgo State likely to make responsible decisions. in 2002 and Tlaxcala State in 2003 and 2004. Because of relatively high fertility rates and low contraceptive prevalence, each of these 2004 World Population Data Sheet Snapshot:

Photo by Bill Hocker 14

BRAZIL MARCIO SCHIAVO, COUNTRY REPRESENTATIVE In Brazil, PMC is broadcasting educational messages not through a particular serial drama, but through scenes in several prime-time programs on the network TV Globo, which dominates the national television market with a 65 percent audience share. The programs are serialized melodramas called telenovelas (“television novels”). Staff members from PMC and Comunicarte, a non-governmental organization in Rio, meet regularly with writers from TV Globo’s programs and suggest themes and storylines. The strategy is quite different from that of Hollywood lobbyists, who push for the inclusion of one issue in various programs. The PMC/Comunicarte staff members provide TV Globo’s writers with information on a wide range of social and health issues, so they are seen as being responsive to the network’s needs and not just pursuing their own agenda. In 2004, the PMC/Comunicarte partnership’s influence led TV Globo’s telenovelas to integrate 1172 scenes dealing with reproductive health, small family size, gender relations, and related social and health issues.

Brazil’s fertility rate has declined significantly in the last 15 Population: 179.1 million years and now Total Fertility Rate: 2.2 stands at 2.2 chilInfant Mortality Rate: 33 per 1,000 live births dren per woman. A Married Women 15-49 demographic study Using Contraception: 76% group at the University of Sao Paulo has credited TV Globo’s telenThe programs are broadcast nationovelas with being a major factor in wide in Brazil, where televisions are found in 88% of homes. Brazilian this rapid decline. But there is more telenovelas are also popular around work to be done. Brazil is Latin the world. They are dubbed into America’s most populous country. other languages and exported to Larger family size is found in a several dozen countries, including number of rural and impoverished regions. Teenage pregnancy and much of Latin America. HIV infection rates are also high. In addition to tracking coverage of PMC will continue to work with social and health themes by the Comunicarte and TV Globo to telenovelas, Comunicarte and PMC address these problems in 2005. staff monitors Brazilian news media coverage of population issues and PMC’s work in Brazil is made provides reports that are used in possible by a grant from the three publications of the Children’s Charles Evans Hughes Memorial Rights News Service: Newsclip Foundation. Analysis, Free Radicals, and Young Media. 2004 World Population Data Sheet Snapshot:

THE 2004 NATIONAL POPULATION CARTOON CONTEST FOR THE BEST CARTOONS DEALING WITH POPULATION GROWTH AND RELATED ISSUES.

Winners: First Place: Clay Bennett Second Place: Jeff Parker Third Place: Eric Lewis

In recent years, responsible coverage of global population issues has almost disappeared from broadcast and print news in the United States. As a result, the American public is unaware of the impact that global population growth has on human health and the environment. Furthermore, few realize that the U.S. population is growing Cartoon contest winners left to right: Eric Lewis, Clay faster than all other Bennett and Jeff Parker. developed countries combined, and there is little under- To close this gap in public awareness, standing of the implications this has PMC organized the 2004 National for oil dependency, water supplies, Population Cartoon Contest, attractthe environment or quality of life in ing 188 entries published in major magazines like the New Yorker and the U.S. over the coming century. Scientific American and in major newspapers, including the New York Times, the Wall Street Journal and the Boston Globe.

Artists chose from a number of issues related to population growth. Clay Bennett, a Pulitzer Prize-winning editorial cartoonist for the Christian Science Monitor, took first place and $7,000. He likened PMC’s work to his own: “PMC is using the media to promote progressive ideals… That’s a strategy and objective that we editorial cartoonists share. I know I’ve been trying to do just that since I got started in this business 24 years ago.” While the use of cartoons may seem like an unusual way to address serious population concerns, it has been done before. David Poindexter, now PMC’s Honorary Chair, held a similar contest at the Population Institute during the 1970s. Since then, PMC’s

Jeff Parker Clay Bennett

experience has demonstrated that entertainment attracts far more interest and attention than pure educational strategies and is more effective at changing attitudes and related behaviors. A cartoon contest is an inexpensive way to reach millions of people. “Many people often look at cartoons before reading serious

articles in newspapers and magazines,” explained PMC President Bill Ryerson. The National Population Cartoon Contest will be held again in 2005. Guidelines and the entry form can be accessed online at: http://www.populationmedia.org/ cartooncontest/

Jeff Parker The United States makes up 5% of the world’s population but uses 25% of its resources.

Eric Lewis

Did you know: 19

TRAINING OF TRAINERS WORKSHOP

May 17-21, 2004 Burlington, Vermont, USA In May 2004, Vermont played host to a group of media professionals and trainers from Ethiopia, Zimbabwe, Senegal, Kenya, Rwanda, Tanzania, India, and the United States. They gathered to attend a PMC workshop, entitled “Training of Trainers in the Sabido Methodology of Behavior Change Communication.” Workshop participants received training on skills ranging from how to manage creative personnel to how to write compelling stories. They also learned how to conduct specialized research on a target audience’s values, so that writers can build characters with whom audi-

ence members can relate. The characters can then become role models who induce a desired behavior change in the audience — the essence of the Sabido methodology. Emphasis was given on how the Sabido methodology incorporates existing policies and values of the specific country. It is a gradual process, however. PMC’s honorary chair, David Poindexter, advised workshop participants to invest several dozen episodes toward developing this audience-character relationship before addressing social themes in the programs. At the end of the workshop, participants stated that they had a better understanding of and appreciation for the Sabido methodology. That is important, since it serves as the

foundation for PMC’s work. “PMC is growing very quickly,” explained Kriss Barker, PMC’s Vice President for International Programs. “Our trainer pool is small, and we have very few experts in the methodology. Through this workshop, we’re able to build capacity to help our programs grow… this is something that I can see us doing again and again. We’re especially excited to train new people who are fluent in other languages.” Several newly trained trainers were invited to conduct the in-depth training workshop in Mali to help writers develop the West African radio serial drama. PMC hopes to utilize the other trainers in its future projects.

WORKSHOP FOR HIV/AIDS FRONTLINE WORKERS

June 17-23, 2004 Blantyre, Malawi The United Nations Population Fund (UNFPA) has used a radio serial drama in its effort to fight HIV/AIDS in Malawi. The program, called “Let’s Die of Something Else Than AIDS,” was intended to boost morale and strengthen capacity among frontline health workers. Sylvie Cohen, UNFPA’s Malawi Country Representative, stated that while awareness of the HIV/AIDS problem is high, behaviors have been slow to change. Wanting to make the radio program more effective, UNFPA called upon PMC to conduct a workshop in Malawi in June 2004. Addressing workshop participants from UNFPA, Malawi Broadcasting Corporation, and various branches of the Malawian government, PMC President Bill Ryerson provided an overview of the Sabido methodology of entertainment education. He emphasized how role models can be more effective than intellectual messages in causing behavior change among members of a target audience. He also explained why behaviors related to sexuality can be more difficult to change.

In Malawi, a variety of cultural factors lead older men to engage in sexual activity with younger women. As a consequence, girls aged 15-19 are four times more likely to be HIV positive than men of the same age, while the opposite is true for men and women over age 35. This trend is exacerbated by a misconception many men have that adolescent girls are free of disease and therefore make more desirable sexual partners. This was one of many Malawian cultural issues that Ryerson and PMC Director of Radio Production Training Tom Kazungu described at the workshop during a presentation on how to use research results in the development of a radio serial drama. Their presentation focused on research that revealed the attitudes

of Malawian men, women, adolescents, teachers, community leaders, and health care providers. The Sabido methodology relies on a thorough understanding of these attitudes in order to construct positive, negative, and transitional characters who exhibit them. Workshop participants agreed that Malawi’s HIV/AIDS frontline workers must be better trained and change their own behavior before they can be expected to do the same for the general public. Since distance learning via radio is their preferred training method, a radio serial drama rooted in the Sabido methodology could empower frontline workers and generate better results for UNFPA’s fight against HIV/AIDS in Malawi.

PUBLICATIONS

Global Public Health Communication: Challenges, Perspectives and Strategies Muhiuddin Haider, Ph.D., George Washington University This comprehensive, practical book addresses how to teach important skills and techniques to communicate public health issues effectively. Chapters are organized into theoretical perspectives, methodological perspectives, evidence-based perspectives, and notes from the field. Each chapter is written by a renowned public health professional who uses examples of successful health communications interventions in the field. A broad range of issues is addressed, such as reproductive health, child health, HIV/AIDS, cancer, infectious disease, and emergency preparedness or bio-terrorism. In Chapter 8, Kriss Barker, PMC Vice President for International Programs, writes about the application and steps of the Sabido Methodology. $66.95 - Published by Jones and Barlett Publishers, Inc. March 2005.

Soap Operas for Social Change to Prevent HIV/AIDS: A Training Guide on the Sabido Methodology for Journalists and Media Personnel Editors: Kriss Barker and Miguel Sabido Designed by: Shawn Braley Printed in USA by Leahy Press This training guide is designed for use by journalists and media personnel to plan and execute the production and broadcast of Sabido-style entertainment-education serial dramas for HIV/AIDS prevention, especially among women and girls. Made possible with support from UNFPA (United Nations Population Fund), this guide reinforces UNFPA’s strategy to strengthen the capacities of journalists at the country level to prepare them to be informed agents of gender-and culturallysensitive HIV prevention programs. Ideally, the guide will serve as a reference tool during training workshops for journalists and media personnel organized by Population Media Center (PMC) and other institutions interested in reinforcing the capacities of journalists to convey effective messages on HIV/AIDS prevention. The guide seeks to familiarize journalists and media personnel with the Sabido methodology for social change using entertainment-education format serial dramas broadcast over mass media channels (such as radio and television). Copies can be requested by writing to Population Media Center or e-mailing us at pmc@populationmedia.org. 23

INSTITUTIONAL DONORS As the summary of PMC’s financial statements on the following page will show, contributions and grants in support of PMC’s work increased 38% in 2004 compared to the previous year, making its operating budget just under $2 million. PMC has received growing support from individuals, foundations, corporations, nonprofit organizations and government agencies. PMC’s unique approach to entertainment-education for changing reproductive health behavior - the Sabido Methodology of Behavior

Change Communication – has been demonstrated to lead to massive audience appeal and changes in behavior. PMC begins its work in any country with cultural research that shows the links between the people’s heritage and the values that affect the population. It does not impose views but facilitates a process; it does not bring in a product but assembles the host country’s professionals to create one. The resulting programs do not tell people what to do but engage them in dramas that are compelling.

85% of PMC’s expenditures in 2004 were program-related. The efficiency of our operations is a testament to the dedication of PMC staff and volunteers worldwide, whose commitment to PMC’s cause is strong. Copies of PMC’s full audited financial statements are available upon request. We are deeply appreciative of the numerous individuals and institutions whose generous support makes PMC’s work possible.

The following institutions provided support to PMC during calendar year 2004. Douglas and Debra Baker Fund of Fidelity Charitable Gift Fund Bermingham Fund L.P. Brown Foundation Bushrod H. Campbell & Adah F. Hall Charity Fund Cart Foundation Coffee Enterprises Community Foundation for Greater Buffalo Comunicarte Social Marketing Conservation and Research Foundation Covington & Burling Do Good Fund of Fidelity Charitable Gift Fund Eucalyptus Foundation Fiduciary Charitable Foundation GGB Partnership Green Mountain Coffee Roasters Growald Community Fund HIV/AIDS Prevention and Control Office of the Government of Ethiopia 24

Charles Evans Hughes Memorial Foundation Robert F. Hunsicker Foundation International Monetary Fund Ipas-Ethiopia Nirvana Manana Institute David and Lucile Packard Foundation Porteous/Smith Fund of Fidelity Charitable Gift Fund Round Hill Fund of Fidelity Charitable Gift Fund The Jamel and Tom Perkins Foundation of the San Francisco Foundation Save the Children-USA (Ethiopia office) Schneider Foundation Wallace Tapia, PC Flora L. Thornton Foundation United Nations Population Fund United Nations Population Fund - Malawi United States Agency for International Development Vermont T-Shirt Company WALTA Information Center-Ethiopia

FINANCIAL STATEMENT For the Year Ended December 31, 2004 (with Summarized information for 2003) Unrestricted

Support & Revenue Contributions and Grants Other Income Net Assets Released from Restriction

Temporarily Restricted

2004 Total

2003 Total

$514,294 14,311 1,450,671

$1,280,078 (1,450,671)

$1,794,372 14,311 -

$1,306,436 5,415 -

1,979,276

(170,593)

1,808,683

1,311,851

170,547 1,376,782

170,422 927,334

176,824 89,258 1,813,411

116,627 89,820 1,304,203

Change in Net Assets

165,865

(170,593)

(4,728)

7,648

Net Assets, Beginning of Year Net Assets, End of Year

120,281 $286,146

659,487 $488,894

779,768 $775,040

772,120 $779,768

Total Support and Revenue Expenses Program Services General Program Development National Initiatives Supporting Services Management and General Fundraising Total Expenses

2004 EXPENSES Administrative 10%

Fundraising 5%

Program 85%

BOARD OF DIRECTORS 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.

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 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 34 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.

PROGRAM ADVISORY BOARD Qutubuddin Aziz, Karachi, Pakistan Former Chair of the National Press Trust of Pakistan and Director of the United Press of Pakistan news service. He also held the post of Minister for Information at the Embassy of Pakistan in London from 1978 to 1986. 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. 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. 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 Former 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. Professor with the Department of Soil and Crop Sciences at Texas A&M University. Lester R. Brown, Washington, D.C. President of Earth Policy Institute, a non-profit environmental research organization based in Washington, D.C. 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. 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). 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 specializes in the use of entertainment-education strategies worldwide.

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. Andrew Ferguson, Oxfordshire, United Kingson Research Co-ordinator for the Optimum Population Trust, UK and editor of the biannual OPT Journal. Lindsey Grant, Santa Fe, New Mexico A writer and former Deputy Assistant Secretary of State for Population and Environment. His books include Juggernaut: Growth on a Finite Planet, How Many Americans?, Elephants in the Volkswagen, Foresight and National Decisions: The Horseman and the Bureaucrat and Too Many People: The Case for Reversing Growth. Hope S. Green, Burlington, Vermont Consultant to public broadcasting companies, founding board member of the World Radio and Television Council, formerly president of Vermont Public Television and vice chair of the PBS Board.

PROGRAM ADVISORY BOARD Lynn Gutstadt, San Anselmo, California Former Vice President of Audience Research for the CNN News Group. 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 President of SpiritWorks Communications. Former Professor of Telecommunications and co-founder of Communication and Development Studies at Ohio University. Marilyn Hempel, Redlands, California President of the Population Coalition and editor of the Pop!ulation Press. Tony Johnston, M.D., Nairobi, Kenya Executive Director of 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. 28

Doug La Follette, Madison, Wisconsin Secretary of State of Wisconsin and a long-time activist and speaker on population issues. 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. He is a former three-term 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). Vincent Maduka, Lagos, Nigeria Past Director-General of the Nigerian Television Authority. He now heads his own private sector broadcasting organization. Daniel C. Maguire, Milwaukee, WI President of the Religious Consultation on Population, Reproductive Health and Ethics. Professor of Ethics at Marquette University. Former President of the Society of Christian Ethics. Frederick Meyerson, Ph.D., Washington, DC An ecologist and demographer. Currently a visiting scholar at the Population Reference Bureau, where he is writing a book on American population policy.

Chris Palmer, Washington, DC Distinguished Film Producer in Residence, and Director of the Center for Environmental Filmmaking, School of Communication, American University. Former President of National Audubon Society Productions and of National Wildlife Productions. Leopoldo Peralta, Queretaro, Mexico President of the Mexican Population and Cultural Foundation. 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. 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.

PROGRAM ADVISORY BOARD Kate Randolph, New York, New York Senior Technical Advisor, Business Development, EngenderHealth. Previously at Population Communications International (PCI), she served as Vice President for International Programs, overseeing the development and broadcast of entertainment-education programs globally. 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 co-founder of Zero Population Growth and past Chair of the ZPG Foundation. 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. Rodney Shaw, Washington, DC Founder and past president of the Population Institute. He also started the Methodist Department of Population Problems and the Religious Coalition for Abortion Rights. He is past Senior Vice President of Population Media Center.

O. J. Sikes, Leonia, New Jersey Retired Deputy Director of the Latin America and Caribbean Division, U.N. Population Fund (UNFPA). Former Chief of UNFPA’s Education, Communication and Youth Branch. 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 co-editor of Entertainment-Education: History, Research, and Practice. 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 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-in-residence at the Cathedral of St. John the Divine in New York. Robert J. Wyman, Ph.D., New Haven, Connecticut Professor of Biology, Yale University. He teaches Yale's only course on population issues: "Global Problems of Population Growth." He is a member of the Leadership Council, Planned Parenthood of Connecticut (PPC). David Yount, Ph.D., 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. Robert Zinser, Ph.D., Ludwigshafen, Germany Chairman of the Rotarian Fellowship for Population & Development (RFPD). Co-founder of RFPD. Past Governor of Rotary International.

PERSONNEL OF PMC HEADQUARTERS, SHELBURNE, VERMONT, USA William Ryerson, PMC Founder and President Kriss Barker, Vice President for International Programs Dorothy Bocian, Chief Financial Officer NaHyun Cho, Program Assistant Erin Jones, Office Manager CONSULTANTS Cecile Guidote Alvarez, Manila, Philippines, Senior Country Advisor Rocha Chimerah, Kigali, Rwanda, Scriptwriting Trainer Andrea Grayson, Burlington, VT, Production Consultant Rose Haji, Dar es Salaam, Tanzania, Radio Production Trainer Tom Kazungu, Nairobi, Kenya, Director of Radio Production Training Nancy Luke, Providence, Rhode Island, Research Advisor Tony Palermo, Los Angeles, California, Production Consultant David Poindexter, Beaverton, Oregon, PMC Honorary Chair Miguel Sabido, Mexico City, Mexico, Training Consultant Rodney Shaw, Washington, D.C., Former Senior Vice President Andrew Tangalos, Williston, VT, Consultant ADDIS ABABA, ETHIOPIA Negussie Teffera, Country Representative Abebaw Ferede, Senior Research and Evaluation Officer Abdulnasir Haji Hassen, Head of Oromiffa Serial Drama Production and Research Alemtsehay Mamo, Director of Administration and Finance Emawayish G. Kristos, Executive Secretary Fikreselassie Emun, Accountant Kelemua Wedajo, Executive Secretary and Cashier Mesfin Assefa, Head of Amharic Serial Drama Production and Research

Nebiyou Tekalign Horssie, Director of Media Arts Project Tesfaye Eshete, Media and Communication Program Coordinator BLANTYRE, MALAWI Jervase Chakumodzi, Country Representative BAMAKO, MALI Tandia Fatoumata Dèdè Kieta, Country Representative in Mali and Project Director for PMC’s West African Regional Project El Moucktar Haidara, Technical Assistant Amara Sidibé, Accountant and Financial Manager Fatima Traoré, Administrative Assistant Kadiatou Coulibaly, Scriptwriter Karim Diarra, Scriptwriter Ousmane Sow, Director and Producer Fily Traore, Scriptwriter IBADAN, NIGERIA Tony Asangaeneng, Country Representative KHARTOUM, SUDAN Musa Mohamed Salih Beirag, Country Representative Azhari Ahmed Salim, Accountant Mohamed Osman Makki, Project Assistant NEW DELHI, INDIA Shashi Kant Kapoor, Country Representative BORACAY, PHILIPPINES Maggie Cudanin, Country Representative MEXICO CITY, MEXICO Anameli Monroy, Country Representative RIO DE JANEIRO, BRAZIL Marcio Schiavo, Country Representative

Report text by Tamarack Media Report design by Shawn Braley Edited by NaHyun Cho Cover photo by Jenna Iodice

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