Population Media Center
Annual Report 2006
President’s Message
Today we are faced with a growing list of problems
relating to overpopulation. The world’s population is now more than 6.6 billion and is growing by 78 million people each year. Ninety-nine percent of this growth is occurring in the world’s poorest countries where people are commonly afflicted by poverty, civil unrest, and scarce resources. These countries are struggling to provide for their existing populations, and even when making strides to improve their infrastructure, they can not keep up with the dramatic population growth. Developing nations now require about $1 trillion per year in new infrastructure development just to accommodate their population growth – a figure that is very far from being met and is effectively impossible for these countries to generate. Over 50% of the world’s population lives on less than $2 per day. Every year 500,000 women die in childbirth. Nearly 40 million people are suffering from HIV/AIDS, and that number is growing. The growing demand for fresh water and energy have combined to drive up the price of food. For example the price of corn has doubled in the last year. And in the face of global warming, we may be confronted with a whole new set of problems. Now imagine a world where families can afford to feed, cloth and provide adequate shelter for their children, where all children have access to education, where girls and boys are equally valued, where all women have proper care in childbirth, and where humanity lives in balance with the world’s resources. This is the world Population Media Center (PMC) imagines. It may seem impossible in the face of such huge challenges and disparities, but we believe great change is possible. In fact we know it is possible, because we have seen dramatic results from our programs.
PMC’s method of entertainment-education has proven to be one of the most effective methods for behavior change. Every day, characters from PMC’s programs are welcomed into living rooms, are brought out to the fields where farmers work, and are invited into communities. Listeners and viewers forge strong bonds with the characters in our programs and change their behavior over time to reflect the behaviors of the characters they relate to. PMC believes that when families are empowered to decide how many children they want, when girls have equal access to education, when informed sexual health choices are made, then population numbers will stabilize, families will be healthy, and societies will flourish. PMC has now replicated and adapted its model for promoting behavioral change in 13 countries worldwide. In 2006, PMC had projects in Brazil, Ethiopia, Jamaica, Mexico, Niger, Nigeria, Rwanda, Sudan, and the United States. In 2007, we will begin work in Vietnam and Senegal. PMC has a goal of being active in 50 countries in the next 10 years to stabilize population numbers on a global scale in order to improve the health and opportunities of millions of people and protect the earth. With the knowledge of PMC’s expert trainers, with the popularity and influence of our programs, with continued support from our gracious donors, with the stories of hope we are inspired by, and with the courage of people to change their lives, our vision is achievable. Together we can make a difference.
Sincerely,
William N. Ryerson
Our Mission
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The mission of Population Media Center (PMC) is to work with 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, to lessen the harmful impact of expanding humanity on the earth’s environment, and to help large numbers of disadvantaged people live better and move out of poverty. 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 social-change communications developed by Miguel Sabido of Mexico, in which characters in long-running radio and television serialized dramas evolve into role models for their audiences, encouraging the adoption of healthier behaviors to benefit individuals and their societies. Scientific research has shown that the Sabido Methodology leads to population-wide behavior change. Photo by Fernando Rodriguez
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Actors recording for PMC’s new hit radio serial drama in Rwanda, Umurage Urukwiye (“Rwanda’s Brighter Future”)
Dedicated in loving memory of William Rodney Shaw Rodney Shaw played many important roles in his life, as a dedi-
cated husband, father to three daughters, an uncle, a grandfather, a friend, and an activist. He was a man of determination, dedication, and faith; persistently seeking to promote and implement positive social change. Rodney was a visionary leader in the population field for four decades. As a minister for the United Methodist Church, he became convinced that there could be no peace on earth unless the world’s population was stabilized. This led him to found the Church’s Department of Population Problems and co-found the Religious Coalition for Reproductive Choice. Following this, he founded the Population Institute. He went on to work with Population Communications International and then PMC. Rodney always led by example. He taught those around him not to worry about personal wealth, for the real 3 wealth in life comes from doing important work in the service of others and achieving results. He talked endlessly of the crises facing the planet: world population issues; dropping water tables on every continent; the dangers of massive increases in food prices and the resulting starvation of the world’s poor; and the loss of biodiversity and potential loss of the planet’s habitability. In the 1980s, he wrote of the growing danger of global warming. Rodney moved the discussion on population from a focus on growth and impact on the world resources to a much more nuanced dialogue about small family size, women’s rights, and how to create individual behavior change. Rodney always found opportunities to talk about population issues, even during his last days on earth. He brought joy into these conversations, even while discussing the most difficult issues – gaining pleasure from creating new partnerships, engaging supporters, inspiring activists and sharing their successes. Rodney served PMC, first as a founding board member, and then as Senior Vice President, where he worked fulltime until his retirement in 2004. Following his retirement, he served on PMC’s Program Advisory Board. Toward the end of his life, Rodney made an extraordinary contribution of $100,000 to PMC with the hope that it would encourage others to make similar gifts to support the work of population stabilization throughout the world. Through PMC, Rodney’s family has established the Rodney Shaw Memorial Fund in his memory.
Ethiopia Maleda “Day-break”
Menta Menged “Crossroads”
Maleda (“Day-break”) is a radio serial drama that was In 2005 and 2006, PMC-Ethiopia developed and broadbroadcast by PMC-Ethiopia from May 2005 to September 2006. The drama is about the lifestyle of long distance truck drivers and sex workers living and working along the Addis Ababa-Djibouti highway. The drama unfolds in various towns along the highway where truck drivers rest overnight, drink heavily, and sleep with commercial sex workers. The truck drivers’ promiscuity leads them to be exposed to AIDS. The story also demonstrates how female sex workers find themselves forced into these professions, and how these women believe that selling their bodies is their only way to make enough money to support themselves and their families. 4
Maleda was so successful that the HIV/AIDS Prevention and Control Office of the Government of Ethiopia (HAPCO) awarded PMC additional funds to produce more episodes and distribute them to high-risk populations via cassette, as well as to broadcast them on Radio Ethiopia. Thank you so much for the most instructional messages you convey to us in your serial drama programs focusing on family problems, mistreatment of women and HIV/AIDS. As you know, many of our sisters, unable to cope with the stress and demands of life, are forced into the demeaning life of prostitution. As a result, they distance themselves from the world of education and remain ignorant. Worse still, they remain exposed to the lethal HIV/AIDS, and hurt themselves, their families and the society at large. I have come to learn from your drama that prostitution is an extremely risky venture. -A listener to Maleda from Addis Ababa
cast a youth-focused radio serial drama aimed at motivating young people to adopt positive behaviors regarding HIV/AIDS, reproductive health, and related social issues. In order to effectively address issues dealing with adolescent parenthood and HIV/AIDS, intensive formative research was conducted prior to the launching of the program. The exchange of views made by the writers with the youth, themselves, contributed greatly toward the construction of this drama. These discussions, along with other formative research, guided PMC as to what the prominent issues were among adolescents and helped scriptwriters to identify youth cultural and linguistic features, so they could incorporate them into the drama. Menta Menged (“Crossroads”) was produced by PMCEthiopia to address the issues of HIV/AIDS and adolescent parenthood. In order to relate to a larger audience, the drama unfolds in three settings: Segenet, Amoza and Tay Bete. Each place has a different level of infrastructure, standard of living, cultural/ethnic groups, as well as rural and urban neighborhoods. Menta Menged was aired every Sunday and Wednesday evening on the National Service of Radio Ethiopia. The same programs were repeated on FM Addis, every Monday and Thursday at 3:00 p.m.
Ethiopia
is home to more than 75 million people, with 44% of the population under the age of 15 years and 24% between the ages of 1524 years. The impact of HIV/AIDS on Ethiopia has already been devastating, with more than 2.6 million people infected with HIV. With its young population, the nation is extremely vulnerable to the risk of HIV/AIDS.
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With proactive communications strategies, the spread of HIV/AIDS can be avoided. PMC has been working in Ethiopia for seven years now, and the measured behavior change as a result of listening to PMC’s prog r a m s h a s been tremendous.
Photo by Nana Bjørnlund
Alegnta “Security”
The title of the program, Alegnta, was selected by Ethiopian
authorities and experts address youth issues, messages are often misunderstood because the messages are not properly communicated to youth.
When youth are given the chance to express their views and concerns and participate freely in a dialogue, they are more apt to develop a positive lifestyle. The main objective of this program was to enable youth to identify issues pertinent to their lives. On the show, a panelist would help young people to identify the root causes of the problems they faced related to reproductive health and HIV/AIDS. They would then be led through a discussion in which they would determine why these problems exist and come up PMC produced Alegnta in an effort to ensure that young with a solution together. people have access to factual information so that they can build the knowledge and skills they need to handle In addition to a radio phone-in program and serial drama, adolescent realities such as peer pressure, relationships PMC-Ethiopia’s youth-focused project involved an array with the opposite sex, and the ability to make safe and of communications materials, such as production of print responsible decisions. materials and other supportive media communication activities. Focus group discussions with youth were held in five Ethiopian cities in order to identify the most prominent Alegnta and Menta Menged are produced with support issues Ethiopian youth face with regard to reproductive from UNICEF, the HIV/AIDS Prevention and Control health and HIV/AIDS. In addition to identifying the main Office of the government of Ethiopia (HAPCO), and the issues to be addressed by the program, PMC found that Flora L. Thornton Foundation. These projects run through Ethiopian youth thought that it was important for them to June 2007. voice their own problems. Many youth feel that when youth. It is a word with multiple meanings in Amharic, such as “someone to lean on,” “security,” “guarantee,” and “safeguard.” The word indicates that the program provides opportunity for young people to talk to one another, discuss their problems and come up with solutions. Alegnta was a radio phone-in and panel discussion program.
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There are lots of parents who bring up their children in a very strict manner. Some are traditional and won’t let new ideas in their family. In such conditions, there is a wide gap of understanding between parents and children, especially at the adolescent age. I say that this program helps parents to open up and discuss matters, especially matters related to reproductive health, with their children. At the same time, parents can understand their children’s level of understanding and knowledge regarding reproductive health. To the rest of the audience, I’d say that ‘Alegnta’ could help them see the reality the youth is in these days. Meanwhile for the youth, this is a great opportunity that they are able to voice their problems and come up with solutions, themselves. -Ato Shimelis Kefelgn, a listener to Alegnta
Inspiring Hope
Enabling Change 78
Providing Opportunity Empowering People
Photo by Krzysiek Pakulski
Niger Gobe da Haske
“Tomorrow Will Be a Brighter Day”
In Niger, PMC aired a radio serial drama entitled, Gobe
da Haske (“Tomorrow Will Be a Brighter Day”) from February 2006 to January 2007. The program is being rebroadcast in 2007. The program was produced in the Hausa language, which is the most commonly spoken language in Niger. Gobe da Haske addressed issues of child trafficking, exploitation, children’s rights and the link between these problems and poverty-inducing factors, such as unplanned parenthood and HIV/AIDS. The program was distributed by First Voice International via the WorldSpace satellite to community radio stations throughout Niger.
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Actors recording Gobe da Haske Following is the story of a young boy from Niger, who was inspired by Kokari, a character in Gobe de Haske: I am just like Kokari. Growing up, my family lived in extreme poverty. Sometimes we only ate once per day. After completing the 8th grade, I decided to leave my village and move to the city in search of a better life. Just like Kokari, I made this decision without consulting my parents, because I was afraid they would try to stop me. After arriving in the city of Niamey, I went from door to door looking for work as a domestic servant; however,
I was unable to find work. In order to eat, I stole from small restaurants near the market. I would wait for the clients to leave and then I would devour the leftover food on their plates, until I was chased away and sometimes beaten by one of the restaurant staff. I wasn’t a thief – I was just hungry! One day I was offered a job with a butcher, where I was forced to work long hours every day and was not paid a real salary. My only meals consisted of the meat scraps that the customers didn’t want to buy. While working for the butcher (eight months after leaving home), I met someone from my home village. I told the man from my village all about my misadventures. He decided to bring me with him to his fields. I followed him and was lucky enough to find work in the same house as him. This time, I was given a salary. In the evenings, a group of us would gather around the radio to listen before we went to sleep, and it was there that I heard the serial drama ‘Gobe da Haske.’ In this serial drama, I heard my very own life story through the character, Kokari. I was filled with joy the day I learned from the program that there is a nonprofit organization nearby that cares for children and teaches them trades, such as carpentry or mechanics… etc. I had always dreamed of opening my own carpentry shop in my village, where I could build a nice bed for my mother. My workshop would also provide jobs for a lot of youth in my village, so they could stay in their village and work. Funding for Gobe da Haske is provided by USAID. The broadcast of this series has truly changed our radio station. Listeners often write us to encourage us and, most often, to request that PMC increase the number of broadcasts. - Radio KARAKARA - Diffa, Niger
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Niger’s current population is 14.4 million people, and it is growing exponentially.
Niger has the highest fertility rate in the world, with the average woman having 7.9 children in her lifetime. Because of the dramatic growth in population, development of necessary infrastructure is impeded, social services are unavailable, and parents find themselves struggling to provide for their large families. Because of the resulting poverty, many children are sold into slavery or leave their communities at a very young age in hopes of a better life. Blinded by desperation, these children often end up in situations where physical and sexual abuse is prevalent, and where they are forced to work up to fifteen hours a day receiving little or no compensation for their work. Photo by Brian McMorrow
Nigeria Gugar Goge
“Tell Me Straight”
In June 2006, PMC-Nigeria went on the air with a radio
serial entitled, Gugar Goge (“Tell Me Straight”). The project involved a 70-episode program that was aired throughout Kano and Kaduna states in northern Nigeria. The program was aimed at improving maternal health and at preventing obstetric fistula through delaying marriage and the onset of childbearing until adulthood. Obstetric fistula is a condition commonly resulting from obstructed labor during childbirth that leaves its victims incontinent. Women who develop fistulas are often abandoned by their husbands, rejected by their 10
communities, and forced to live an isolated existence. The program was aired with support from Rotary International, which is providing fistula repair surgeries in the listening area. Additional support was provided by the David and Lucile Packard Foundation and the Conservation Food and Health Foundation. The remarkable success of Gugar Goge has led to the production of another radio serial drama in northern Nigeria, with continued support from the Conservation, Food and Health Foundation and the David and Lucile Packard Foundation, and new support from an individual contributor. The new program, Ruwan Dare (“Midnight Rain”), is expected to be on the air in Kano, Kaduna, Katsina and Sokoto states by mid-2007.
Qualitative Evaluation A qualitative evaluation of Gugar Goge was conducted in Kano, led by Dr. Arvind Singhal, Professor of Communications and Presidential Research Scholar at Ohio University. This evaluation, which consisted of participatory sketching and photography with avid listeners of Gugar Goge, demonstrated the personal impact of the obstetric fistula storyline. Many listeners, both in their sketches and photos, focused on the interrelated themes of early marriage and pregnancies, the development of obstetric fistula, and the debilitating (and often fatal) consequences of such practices. The following photograph and narrative are by a 28year-old male participant, named Husseini Shehu Mumini.
Here is the dead body of a 15-year old girl in a makara (coffin), made out of bamboo. She died yesterday in a hospital. This girl was married to a 45 year old man when she was 11 years old. She developed fistula during her first delivery. Her baby did not survive. She became pregnant again. She died giving birth to her second child. The radio program is all about this topic. People need to be enlightened on these topics.
Nigeria
is the most heavily populated country in Africa with a population of 135 million people. The total fertility rate is almost six children per woman. The infant mortality is 86 per 1000 births. With a rate of natural increase of 2.8 percent and only nine percent of married women using modern methods of contraception, Nigeria will continue to grow, perpetuating their problems of poverty and low standard of living.
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Women continue to be disadvantaged in employment, access to credit, education, land ownership, and participation in government. Women’s health is also being undermined by gender-based violence, lack of adequate nutrition during pregnancy, female genital mutilation, and a growing number of fistulas (it is estimated that over 500,000 Nigerian women live with the condition).
Photo by Kriss Barker
Quantitative results from PMC’s program in Nigeria, Gugar Goge:
Listenership 82.1% of those interviewed (83.7% of females and 80.6% of males) reported listening to the radio serial drama weekly (four or more episodes per month).
Reproductive Health: Differences between Listeners and Non-Listeners About half as many female listeners said they wanted to have another child (30.5%) as did female nonlisteners (57.6%).
Knowledge of One Method of Contraception At baseline, 62.4% (56.4% of females and 68.5% of males) knew of at least one method of contraception and this increased to 76.1% at endline (77.3% of females and 75% of males). 12
Motivation to seek Family Planning/Reproductive Health Services The radio serial drama Gugar Goge was reported as the primary motivation to seek health care services by 33% of family planning/reproductive health clients and 54% of obstetric fistula clients. Decreased Desired Family Size At baseline, 67.3% of all respondents (58.6% of women and 76% of men) said they would like to have another child. By endline this decreased to 34.4% (34% of females and 34.9% of males). In other words, the number of respondents who wanted an additional child dropped by about half.
Significantly more female listeners (87.2%) compared to female non-listeners (49.1%) said it is acceptable for information on condoms to be provided. Obstetric Fistula: Differences between Listeners and Non-Listeners When asked if they had known or heard about a woman living with fistula, male listeners (93.9%) were significantly more likely than non-listeners (68.4%) to say “yes.� When asked their opinion as to whether a woman with fistula should be part of the community like someone else, more male listeners (32.1%) strongly agreed with this statement than did non-listeners (17.6%).
The Halima Story
The following story was featured at the Internation-
al Museum of Women’s Exhibit on Motherhood in the spring of 2007: Halima Abdulsalami is from northern Nigeria. She is 19 years old. This is her story. I was married when I was fifteen years old. My parents were worried that I was too old to be single and began to look for a husband for me. When I was 16 years old, I had my first child with the help of a local female traditional birth attendant. My husband did not approve of male physicians attending to me or allow me to attend a clinic.
ment was possible. The show also informed me about a local treatment center. After learning about treatment for my sickness, my mother brought me to the local fistula treatment center. Here they were able to perform a surgery and cure my sickness. The radio program that educated me about treatment is
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It was during my second delivery that complications began to arise. I was in labor for a very long time, and did not have any professional assistance. After I delivered my second child, I began leaking urine and feces. (Halima had developed the condition, obstetric fistula.) Thankfully my child survived. However, when my husband discovered that I was leaking urine on the sheets, he hit me and sent me away. He did not give me any papers or anything official; he just sent me away. I was a source of embarrassment for my friends and family and was shunned by the community. I had nowhere to go, so I went to live with my family. I lived with this sickness for nearly two years. Then while I was at home, my mother and I became avid listeners to a radio program. We really enjoyed the program. One of the characters in the program, Kande, had the same sickness (obstetric fistula) as me, and she was able to treat and cure her sickness. This is how I learned that treat-
This is a photograph of Halima and her baby. She is recovering in the hospital after her surgery.
called Gugar Goge. I will never forget Gugar Goge for my entire life, because the program helped me a lot. I am so thankful for this program. I thank God and the program because my sickness went away. Now I live at home with my husband, my sickness is cured, and I am able to care for my children.
Rwanda Umurage Urukwiye
“Rwanda’s Brighter Future”
PMC-Rwanda’s radio serial drama, Umurage Urukwiye
(“Rwanda’s Brighter Future”) focuses on issues related to family planning and reproductive health. While these will be the main themes addressed in the drama, many overlapping issues will be introduced, including environmental preservation, protection of the endangered mountain gorillas, peace and reconciliation, and specialty coffee as a profitable export. In January 2007, twelve enthusiastic young writers, mostly recent graduates from the Kigali Institute of Education, participated in a three-week training in the Sabido methodology led by PMC Vice President Kriss Barker,
Kenyan trainer Tom Kazungu, and Tanzanian trainer Rose Haji. Umurage Urukwiye went on the air on April 16, 2007. The program is broadcast nationwide every Monday, Wednesday, and Saturday on Contact FM and every Tuesday, Thursday, and Sunday on Radio Salus (the station of the National University of Rwanda.) Umurage Urukwiye has been praised by the Minister of Youth, Sports and Culture, and the Minister of Information in Rwanda for addressing urgent issues at a critical turning point in Rwanda’s history. This project will be carried out over the next three years. Funding is provided by UNFPA, the Thornton Foundation, and the Mulago Foundation.
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Umurage Urukwiye Storyline: The issues will be addressed by four storylines, one of which revolves around a rural farmer named Ndereya. Ndereya lives in a fictional village called Tarama, which is right at the forest’s edge below the gorilla habitat. He is 30 years old and has six children. His small plot soon proves insufficient to provide for his family, and his wife and children begin suffering from malnutrition. In a desperate effort to feed his family, Ndereya decides to clear a forested plot abutting his property
to plant additional crops. He does not consider the environmental implications of this decision. As a result, the cleared plot, which is located on the steep slope above his house, will erode and destroy the rest of his crops further down the hillside. In a futile effort to provide for his family, Ndereya is convinced by a corrupt businessman to trap a gorilla for him to sell to a zoo. When Ndereya ventures out to capture a gorilla he gets caught in the snare and loses his hand. Next, Ndereya tries to slash and burn the area surrounding his property in hopes of creating more farmable land for his family,
but the forest fire gets out of control and burns down his house. Eventually, with the support of his young neighbor Leodia, Ndereya comes to realize his errors and finds a way to care for his family while preserving the environment. This is just one of the many interwoven storylines that will take place on Umurage Urukwiye over the next three years. Umurage Urukwiye is also being streamed live on the web at www.contactfm.rw/pgs/listen.asp
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Rwanda is one of the most densely populated countries in the world.
Ninety percent of Rwandan families are farmers. However, because of the high population density, there is limited land to cultivate crops. With the growing population comes a greater demand on the land to produce, with only a limited amount of space. One of Rwanda’s most precious economic resources is the endangered mountain gorillas, who live on the slopes of the Virunga volcanoes, a territory divided between Rwanda, Uganda and the Democratic Republic of Congo. Ecotourism to see the mountain gorillas is the third greatest source of revenue for Rwanda, after coffee and tea. With Rwanda’s rapidly expanding population, the gorilla’s territory is being encroached upon by land-starved farmers. Potatoes and maize are now being cultivated on the mountain sides directly below the gorilla habitat.
Sudan Ashreat al Amal “Sails of Hope”
PMC launched a radio serial drama titled Ashreat al
Amal in Khartoum state in 2005 and 2006. The drama addressed issues of sexual and reproductive health, HIV/AIDS, and gender equality, including the practice of female circumcision. Female circumcision (also called female genital mutilation) comprises all procedures involving partial or total removal of the external female genitalia. It is estimated that 90% of women in Sudan are circumcised. Female circumcision was traditionally viewed by most Sudanese as being not only acceptable, but necessary. However this practice frequently causes health complications that can persist throughout a woman’s life. One of the most 16 frequent complications is difficulty during pregnancy and childbirth.
the Sudanese writing team created a negative character named Al Shoul, who is a traditional midwife. Al Shoul, like many Sudanese midwives, performed circumcisions on young girls. One particular girl in the story was circumcised by Al Shoul, but the circumcision caused infection, and the little girl died as a result. This story resonated with listeners, who could easily relate the fate of this young girl to their own daughters, sisters, and friends. A quantitative evaluation of Ashreat al Amal showed that there was a consistent increase, while the program was on the air, in the percentage of the population who believe that female circumcision should be eradicated. Opposition to the practice climbed from 28.6% to 65.4%. Also during the broadcast period of Ashreat al Amal, spousal communications about HIV/AIDS issues more than doubled. Support for PMC’s work in Sudan was provided by the David and Lucile Packard Foundation.
To address the harmful impact of female circumcision, A qualitative evaluation of Ashreat al Amal was conducted in Khartoum, led by Dr. Arvind Singhal, Professor of Communications and Presidential Research Scholar at Ohio University, in July 2006. This evaluation, which consisted of participatory sketching and photography with avid listeners of Ashreat al Amal, demonstrated the personal impact of the female circumcision storyline. I [Yaseen Hasan] drew the midwife in the shape of the devil - you can see the devil’s tail - and she is holding her bag because midwives always carry a bag here in Sudan, and on the bag you can see a danger sign, the skull and bones. The other woman is an old woman, and she is protecting her little granddaughter while she is striking the midwife with an antenna. I think that the radio is very important for old women, and programs like this are very good for them. We see the old woman is fighting, but not with a sword; she is fighting using a radio antenna. I meant that we couldn’t fight bad habits with a sword, but we can do that through media like radio.
Sudan
is geographically the largest country in Africa. Because of ongoing civil conflict, nationwide surveying has been impossible; however, it is estimated that the population of Sudan is approximately 41 million. Sudan is at a turning point in its history regarding the condition of women. While women continue to bear the burdens of a culture steeped in justification for mistreatment and denial of equal access to opportunities for women, things are changing.
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Photo by Thornton Cohen
Brazil PMC’s Partnership with Comunicarte and TV Globo
Telenovelas (television dramas) encouraging social and
health changes work particularly well in Brazil, where 88 percent of households have a color television set. The largest television network in Brazil is TV Globo, with a 65 percent audience share. Because of the popularity of TV Globo’s commercially-sponsored serial dramas, PMC is working in partnership with Comunicarte, a Brazilian NGO, and with TV Globo to provide suggestions and background information on social and health issues that can be interwoven into TV Globo’s prime-time serial dramas. These issues are predominantly focused on reproductive health. 18
The programs are broadcast nationwide in Brazil and exported to dozens of countries worldwide, where they are dubbed into various languages. Thus, a project that helps to incorporate reproductive health values into Brazilian serial dramas is of importance on a global scale. TV Globo has received numerous national and international awards for the social relevance of its telenovelas. In 2006, PMC was successful in getting TV Globo to integrate 1,148 scenes dealing with reproductive health, small family size, gender relations and related social and health issues. TV Globo inserts messages related to reproductive health in its most popular programs at no cost to PMC. The air time TV Globo has donated to issues of social concern would have costs tens of millions of dollars within the last year alone. In 2006, eight telenovelas incorporated social themes suggested by project staff: Malhação (“Working Out”), Alma Gêmea (“Twin Soul”), O Profeta (“The Prophet”),
Bang Bang (“Bang Bang”), Cobras & Lagartos (“Snakes & Lizards”), Pé na Jaca (“Stepping on the Jackfruit”), Belíssima (“Gorgeous”), and Páginas da Vida (“Pages of Life”). One of the telenovelas TV Globo produced and broadcast was a 203-episode serial titled Páginas da Vida, which completed broadcasting on March 2, 2007. PMC/Comunicarte and BEMFAM (Brazilian Association for Family Well-Being) worked with TV Globo to incorporate social messages into the telenovela about family planning. BEMFAM is the Brazilian affiliate of the International Planned Parenthood Federation, working for promotion, education and assistance in health, especially sexual and reproductive health. BEMFAM has been providing clinical and informational services throughout Brazil for 40 years.
The Brazilian National Down Syndrome Association also collaborated with PMC to incorporate scenes that would influence attitudes, behaviors, and practices in relation to Down Syndrome.
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Brazil is Latin America’s most populous country, with a population of 186.8 million.
Its fertility rate has declined significantly in the last 15 years and now stands at 2.3 children per woman. Although the overall fertility rate has declined, large families persist in a number of rural and impoverished regions of the country, and teenage parenthood remains a critical issue. Brazil also has one of the highest rates of HIV infection in South America. Photo by Damon Lynch
Quantitative Evaluation Results
To monitor the effects of Páginas da Vida on decisions to seek family planning services, women were interviewed at BEMFAM family planning clinics throughout Brazil. The data below demonstrates the widespread effects of this popular telenovela.
83.3% of women interviewed watched P á ginas da Vida at least twice per week.
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65.4% of women interviewed said that Páginas da Vida influenced them to be more careful to prevent unwanted pregnancy.
60% of women, age 18-24 said that scenes in Páginas da Vida served as a stimulus for them to seek a health service. 58.3% of women interviewed said Páginas da Vida increased their knowledge about adolescent pregnancy. 60% of women interviewed said Páginas da Vida increased their knowledge about HIV/AIDS. 51.6% of women interviewed said Páginas da Vida increased their knowledge about contraceptive methods. 52.7% of women interviewed said Páginas da Vida increased their knowledge about maternal health.
Photo by Teresa Vilhena
Qualitative Evaluation Results
Although PMC’s work with TV Globo is primarily focused on reproductive health, PMC also helps TV Globo to
address other social, health, and environmental issues. One of the benefits of PMC’s method is that it is able to address multiple issues and have an impact in each area. Qualitative research was conducted to determine the impact of Páginas da Vida’s treatment of Down Syndrome. The main objective of this phase of the research was to use focus groups to evaluate the changes in viewers’ knowledge, attitudes, and practices. A focus group participant named Anne drew this sketch to represent what she learned from watching Páginas da Vida. I drew a sun with Down Syndrome rising on the horizon. The biggest impact of the ‘telenovela’ was seeing the awakening of a series of questions and sensitizations that were made relating to Down Syndrome. Moreover, the image of a person with Down Syndrome on television, during prime time, opens space for a new set of opportunities which are represented in my drawing with the rainbow of colors.
A focus group participant named Marcia drew this sketch to represent what she learned from watching Páginas da Vida. I drew some people with different characteristics, because I find that the ‘telenovela’ reaches various people, and because the biggest impact of the ‘telenovela’ is the possibility to act to knock down attitudinal barriers, especially working towards equality between people. The sun in my drawing represents the idea of that “the sun reaches us all” (the mother, the neighbor, Clara, the teacher) and all are equal in this regard - the sun shines for all.
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Jamaica Outta Road
“What’s Happening out in the Streets”
PMC went on the air in Jamaica on March 6, 2007.
PMC is working in partnership with University Research Corporation (URC) and JA-STYLE (Jamaica’s Solution for Youth Lifestyle and Empowerment) to create and produce a radio serial drama called Outta Road (“What’s Happening out in the Streets”). Outta Road is the story of twelve teens and young adults from different social strata, whose lives are interconnected. They grapple with conflicts such as love, friendship, peer pressure, violence, sex, drugs, and HIV/AIDS. This edgy drama series chronicles their struggles, setbacks, joys, and victories as they 22 discover who they are and who they want to become.
In order to reach and relate to the largest audience possible, this drama unfolds in a number of fictional neighborhoods, from the belly of the ghetto (Shepard’s Town) to the playground of the rich and powerful (Naseberry Gardens) to the middle-class mecca (Coppersville). Outta Road is aired on RJR FM radio three days per week (every Tuesday, Wednesday, and Thursday) at 4:55 p.m. The program is aired just after school hours during regular school terms in order to gain the listenership of both in-school and out-of school adolescents. Outta Road’s dramatic conflicts and popular reggae tunes have made it an instant hit. Funding for Outta Road is provided by USAID. Commercial sponsorship is provided by Digicel and Burger King.
Importance of Youth Involvement
An important aspect of this project is the involvement of young people in program
development and implementation. One of the young people involved is 17-yearold Howard Hamilton. Howard lives in Jones Town, an inner city community in Kingston, Jamaica. Jones Town is divided into war zones, and is currently at war with neighboring communities. Roads are usually blocked by either police or armed thugs. Howard was a shy, quiet participant throughout the scriptwriters’ training, but when it came time to hand in test scripts, the training team was astonished by what this young man from one of the roughest parts of town had produced. Howard has been indispensable to the creative team, helping to create an entertaining, action-packed story, highly relevant to Jamaican youth.
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Young people in Jamaica are in a severe crisis. Jamaica’s adolescent pregnancy rate is among the highest in the Caribbean, and Jamaica’s infection rates for HIV/AIDS are highest among youth ages 15-24. In 2004, AIDS was the second leading cause of death for both young men and young women ages 15-24. In addition, young people are confronted daily with increasing crime rates, violence and substance abuse in their schools and communities. PMC’s formative research, conducted in January 2006, found that 80 percent of Jamaican youth have witnessed a murder by their 11th birthday.
Mexico Dimensiones Sexuales “Sexual Dimensions”
I n Mexico, PMC is continuing to work with the
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Centro de Orientación para Adolescentes (CORA). PMC and CORA implemented a project in Michoacán State that completed broadcast in 2006. Michoacán is a high priority state because of its high fertility rate and high incidence of adolescent pregnancy. The program, Dimensiones Sexuales (“Sexual Dimensions”), was a highly energetic radio talk show program, including a short melodrama that involved youth in all aspects of the project. The project dealt with a variety of sexual and reproductive health issues.
Topics addressed by Dimensiones Sexuales Gender and sexuality: Machismo, sexual stereotypes, sex education, anatomy and hygiene, myths, detection of breast and testicular cancer. First intercourse: myths, reasons for early intercourse, human sexual response and common sexual dysfunctions in young people. Teenage pregnancy and responsible parenthood: causes and consequences of teenage pregnancy, ways in which the father can support the mother during pregnancy, definition of responsible parenthood. STIs: transmission, symptoms, how to get help, prevention.
Válvula de Escape, Un Espacio Sin Censura. Sexo Netas y Preguntas “Escape Valve, a Space without Censorship. Discussion and Questions about Sex”
After completing Dimensiones Sexuales, PMC spent the
remainder of 2006 preparing for the launch of its newest program in Mexico, which goes on the air in the spring of 2007. The program is called Válvula de Escape, Un Espacio Sin Censura. Sexo Netas y Preguntas (“Escape Valve, a Space without Censorship. Discussion and Questions about Sex”). The program is a call-in show, which provides an outlet for teens to discuss issues relating to sexual/reproductive health directly with health professionals. It will be aired every Thursday on Radio Mexiquense from 4:00 p.m. to 5:00 p.m. Currently, PMC is exploring the creation of a new nationwide program in Mexico that would involve the production of a radio serial drama, a radio call-in show, and a webnovela.
Contraception: myths, choice of different methods (including a special program on emergency contraception), assertiveness and negotiation. Sexual abuse: misconception, types of abuse, consequences and prevention. Homosexuality: adolescence and homosexuality, myths, homophobia, gay and lesbian rights.
Mexico’s
current population is approximately 108 million people. The fertility rate has declined steadily from 3.5 lifetime births per woman in 1990 to 2.4 in 2006. Still only 59 percent of women use any modern method of contraception and sexually transmitted infections rank among the top ten causes of morbidity in the country. At the current rate of growth, Mexico’s population is projected to grow to 130 million by the year 2025.
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Photo by Izzet Keribar
United States Entertainment-Public Health Summit
In 2006, PMC engaged Sonny Fox, former Chairman of
the Board of the National Academy of Television Arts and Sciences, to represent PMC on the West Coast and to work with the entertainment industry to encourage the representation of healthy lifestyle choices relating to population and reproductive health issues.
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Sonny Fox and Bill Ryerson
To this end, PMC is planning the Entertainment-Public Health Summit to bring together entertainment industry leaders and public health professionals. The purpose of this event is to create an ongoing mechanism for the public health community to be able to regularly and efficiently input themes of reproductive health, as well
as other health concerns, into entertainment programs. The Summit will be held in May 2007 in partnership with the Rollins School of Public Health at Emory University. It is being presented in association with the Mailman School of Public Health at Columbia University, the Harvard School of Public Health, the Writers Guild of America West, and the Academy of Television Arts and Sciences Foundation. Key presenters include: Dr. Albert Bandura, Stanford Psychology Professor and originator of the Social Learning Theory; Bill Ryerson, Founder and President of Population Media Center; Vicki Beck, Director, Health, Hollywood and Society, Norman Lear Center, USC; Dr. Zoanne Clack, Co-Producer and Writer for ABC’s hit series Grey’s Anatomy; Gary Knell, President and CEO of Sesame Workshop; Cindy Popp and Tracy Melchior from The Bold and the Beautiful TV series; Sonya Lockett, VP Public Affairs for the Black Entertainment Network; Diana Cristina Diaz, Director, Corporate and Community Relations, Univision; Michelle Alban, Director, Primary Research, Telemundo; Arvind Singhal, Professor of Communication Studies and Presidential Research Scholar at Ohio University; Kriss Barker, Vice President for International Programs for Population Media Center; Patric Verrone, President, Writers Guild of America West; Dr. Susan Allen, Director of the Rwanda, Zambia HIV Research Group; and Dr. John Brooks, Director, HIV Clinical Epidemiology Team at the Centers for Disease Control.
As a part of our US program, PMC maintains a population listserv. It is a daily feed of articles about population and related issues. To join the listserve, go to www.populationmedia.org PMC has also developed a comprehensive plan to bring the population issue back in front of policy makers and the American public, through television and radio serial dramas, editorials, talk show appearances, and internet outreach.
Vietnam New Programs Vietnam
At
the invitation of UNFPA-Vietnam, PMC is providing assistance to the Voice of Vietnam Radio (VOV) to create a serial drama project to promote reproductive health and avoidance of HIV/AIDS in Vietnam. The project will start in 2007, with support from the Danish government (DANIDA) via UNFPA. The serial drama will address issues related to reproductive health and HIV/AIDS and will be aired on VOV in Vietnamese. VOV is the biggest and the most modern broadcaster in Vietnam. The program will consist of 104 episodes and will be broadcast to listeners in all 64 provinces and cities. The drama will also be translated into the Khmer, H’Mong and Thai languages to serve ethnic listeners in various provinces, including those 27 living in border areas. According to the Vietnam Administration of HIV/AIDS Control (VAAC), Ministry of Health, by March 31, 2007, there were 122,487 known cases of HIV infection, of which 22,566 cases had become full-blown AIDS, and there were 13,157 deaths. It is estimated that the real number could be three times higher. As many as 10,000 people are infected with HIV annually. The HIV/AIDS epidemic has spread to all 64 cities/provinces and 94% of districts and villages of the country. Young people aged 20-39 account for 79% of HIV infections.
Photo by Fernando Rodriguez
The funding provided by DANIDA will help PMC and VOV to educate millions about HIV/AIDS prevention methods and reduce associated stigma and discrimination. The program will also inform listeners of available reproductive health services.
Financial Statement For the Year ended December 31, 2006 (with summarized information for 2005) Support & Revenue
Contributions and Grants Other Income Net Assets Released from Restriction Total Support and Revenue
Unrestricted
Temporarily Restricted
2006 Total
2005 Total
$1,111,784 $1,536, 759 $2,648,543 $2,115,260 92,738 - 92,738 19,633 1,421,047 (1,421,047) - 2,625,569 115,712 2,741,281 2,134,893
Expenses
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Program Services General Program Services National Initiatives Supporting Services Management and General Fundraising Total Expenses Changes in Net Assets Net Assets, Beginning of Year Net Assets, End of Year
303,798 1,478,288
- -
303,798 1,478,288
220,316 1,518,308
247,987 109,435 2,139,508
- - -
247,987 109,435 2,139,508
194,477 62,927 1,996,028
115,712 528,710 $644,422
601,773 913,905 $1,515,678
138,865 775,040 $913,905
486,061 385,195 $871, 256
2006 Expenses
Total Support & Revenue
Administrative 12%
Program 83%
$3,000,000 Fundraising 5%
$2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000
$2001
2002
2003
2004
2005
2006
Donors As the previous pages show, PMC has had another busy,
productive year bringing our special brand of communication to various parts of the world. All of the impact data points to the effectiveness of our programs. At the center of it all is the real impact our approach is having on real human beings. We are changing lives for the better.
One question that should be on the mind of anyone making a donation to a charitable organization is “how are you using my money?” We take our role as financial stewards very seriously. As the pie chart shows, 83% of our funding goes to program use. The generally accepted breakdown of a non-profit’s budget is 75% to program, 25% to administration and fundraising.
Thanks to our donors and supporters, we are making strides toward improving the condition of families, and especially women, around the world. The power of our approach is the change in behavior that results from the airing of our programs. These changes are not just for the moment, but rather, they establish new social and behavioral norms that will benefit generations to come.
PMC takes on complex issues at the most intimate level of human life, and we appreciate your willingness to help us address these critical problems. Together we are making a difference. We express our heartfelt thanks to the institutions listed below and to each and every donor for making PMC a part of your charitable giving.
Institutional and Corporate Support 2006 Alplaus United Methodist Church American Psychological Foundation Janet V. Andrews and Robert R. Andrews Foundation Argosy Foundation Bancker-Williams Foundation Biodiversity and Sustainability Fund Bostrom Family Foundation L. P. Brown Foundation Bushrod H. Campbell and Adah F. Hall Charity Fund Cart Foundation Cederholm Foundation Comunicarte Social Marketing Conservation and Research Foundation Conservation, Food and Health Foundation Covington and Burling Davies/Weeden Fund
EcoTrust Engineering Ventures Eucalyptus Foundation Friendship Fund Richard and Rhoda Goldman Fund Good Search Halcyon Fund Halogen Fund HIV/AIDS Prevention and Control Office of the Government of Ethiopia Forrest & Frances Lattner Foundation Libra Foundation MaxMind, LLC Mitteldorf Family Trust Mulago Foundation Nirvana Mañana Institute David and Lucile Packard Foundation Pasadena Community Foundation Pfizer Inc’s Public Health Group
Barbara Pyle Foundation Rhode Island Community Foundation David Rockefeller Fund Rotarian Action Group on Population and Development Round Hill Fund Save the Children Norway Schneider Foundation Marie Stopes International Wallace W. Tapia, P.C. Flora L. Thornton Foundation UNICEF-Ethiopia United Nations Population Fund United Nations Population Fund - Rwanda United States Agency for International Development University Research Corporation VitalSmarts Weeden Foundation Windham Financial Services
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Individual Giving
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Ethel Ackley Robert Adams Peter Ames Lillie Anderson Jim & Julie Angel Sally Anson Dan Arkoff James & Louise Arnold Jeannette Atkinson Earl & Sheila Babbie Kenneth Babbin Al Bandura Dr. Dave Barker Kriss Barker Prof. Albert A. Bartlett Clare Baxter Mike & Melinda Beard Kathy Bella Debby Bergh John R. Bermingham Judith L. Birch Brenda & John Bisbee Jonathan D. Blake Casey Blanchard & Dan Cox George & Jeanette Blank Jessma O. Blockwick Mrs. Elspeth G. Bobbs Amy & Ed Borer Walt Breska Fred Brown Lester R. Brown Barbara & Wilbur Bull Gregory Bungo Chester Burger Marcia Burnam Dr. & Mrs. George M. Byrne Virginia L. Carter John & Theresa Cederholm Michael Cody, Ph.D. John & Rosemary W. Colston
Dr. Elizabeth Conant Sarah Anne Corbett Steven H. Cornell Dr.& Mrs. George Crawford Margaret & Daniel Curtis Mary Rose Curtis Dr. & Mrs. Matthew Davis Staige & Marnie Davis John C. DeBoer Susan Dehen Mirabel Deming Mrs. Charles Dickey Ruth Dickler Allen & Mary Lou Dobbins Shoshannah Dobry Barbara J. Duncan John & Mary Anna Dunn John & Heather Dwight Mr. William Eastham Bert & Susan Edwards Katie Elmore Richard & Julie Elmore Lionel Epstein & Elizabeth Streicher Miles Epstein & Susan George Carlton & Jan Evans Joan Evans Lucy Lee Grimes Evans Ned & Eva Feder Brenda Feigen Andrew Ferguson Royce & Jan Fincher Sonny Fox Edorah Frazer Elizabeth French Chris Fried Herbert & Nancy Frisbie Alison C. Fuller Whitney & Nancy Garlinghouse Alison F. Geballe
Robert Gillespie Richard Goodwin Richard H. Goodwin & Judith Bell Gerald S. Gordon, D.D.S., P.A. Debra Lopez Gottesman Tom & Rosalyn Graham Andrea Grayson Hope S. Green Dr. & Mrs. Richard Grossman Nevin E. Grossnickle Helen B. Grumman Richard S. Halpern Ph.D. Henry Hamburger Sarah S. Hammet Eric Hanson Nancy G. Harris Ed & Marilyn Hartman Mr. & Mrs. Bartlett Harvey Robert & Gloria Harvey Timothy F. Havel Bill Hazelett Marilyn Hempel Don & Pat Hendrickson Ted & Margie Henning Carlyle & Mary Herrick Judith Herzfeld Fred & Iris Hoblit Dianne & Ron Hoge James F. Hornig Louray Huang Beal Baker Hyde Brooke Jennings Anne Johnson Linda Johnson Nicholas Jones Cathy Kashanski Chapin W. Kaynor Franklin & Marion Kellogg Anita King
Bram Kleppner H. Felix Kloman Marcelline Krafchick Robert Kropfli Alan Kuper Robert Law Eleanore R. Lee Jim & Karen LeFevre Dick & Liz Livingston Todd Lockwood Dr. & Mrs. William Luginbuhl Janet Lustig Lynne MacArthur & Chris Hansen Dave & Dorothy MacMurdo Daniel C. Maguire Jerry Manne William J. Mares Thomas J. Mather Alan & Jackie Mayers Richard Maylan Cynthia McClintock Leslie & Kathleen McGowan Holly Meyer Nicholas and Bridget Meyer Frederick Meyerson Patty Miller Kendall Mix Maxine P. Montgomery Lloyd Morain James & Lois Nassau Michael & Suzanne Niebling Timothy Olsen Tom Ososki & Dana Nelson Richard & Ann Park W. Todd Parsons Ruth Partridge Martha Peake Ben Perchik Susan Perkins
Tom & Jamel Perkins Curtis Picard & Larissa Vigue David & Marcia Pimentel G. Stephen Pittman George Plumb Mr. & Mrs. David O. Poindexter Mary S. Pollock Pamela Polston Elizabeth Pool David Porteous & Vicky Smith Stuart Porteous Karen & David Pye Barbara Pyle Deborah Ramsdell Edwina & Allan Randall Louise B. Ransom Edward Rawson Pat Reasoner Raymond M. Reddy Martha Redeker Melinda Reed Peter & Gay Regan Ken Regelson Robert Reiber & Mary Rogers Charles Remington & Ellen Mahoney Richard Renfield Vernon Renshaw Jo Reynolds Dr. Frederic & Sally Richards William & Amy Rider Lili Ruane Alice Runnette William N. Ryerson Marilee K. Scaff Edwin A. Seipp Jr. Dennis Shaw Jerri Lea Shaw Merri Lea Shaw & Bruce Carroll Daniel Sherr
Ethan Sims M.D. Edith Jayne Smith Gordon Smith Madeleine Sone Fred & Alice Stanback Daniel Stein Charlotte M. Stetson Harriett Stinson Fran Stoddard Bruce Sundquist Andrew & Bonnie Tangalos Stanford Taylor Clifford Terry Max Thelen Jr. Phillip Thorson Kerstin Trone & Donald Dunn Richard O. Truitt Susan Trumbetta & David Montanye Professor & Mrs. Mack Tyner, Jr. Paul Ugalde & Catherine Symans Lynde B. Uihlein Pat & Thomas Van Alyea Mary Van Der Hoven Stephen Van der Hoven Robert & Valerie Van Houten Mary Van Vleck Elizabeth Vivas Frederick H. Walton Alec Webb Allyn B. White Clare Whitfield Randolph Whitfield Elizabeth Whittall Captain Edward A. Williams Florence Wills Ann Wood Sheryl Worrall Professor Robert J. Wyman Aaron Yassin Dr. & Mrs. J. David Yount
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Memorial Gifts In memory of Ellsworth Filby Martha Redeker In memory of Sara Hoge Ron and Dianne Hoge In memory of Rodney Shaw Judith L. Birch Jessma O. Blockwick Mrs. Harold Bostrom Holly Brooks Virginia Carter George W. Crawford Mirabel Deming Bert & Susan Edwards 32
Elaine Friebele Alison C. Fuller Henry Hamburger Don Howard Lynne MacArthur & Chris Hansen Robert Moon Vernon Renshaw William N. Ryerson Marilee K. Scaff Jerri Lea Shaw Phillip Thorson Richard O. Truitt Professor & Mrs. Mack Tyner Mary Van der Hoven Paul and Patricia Vanvalkenburg
In memory of Gordon Smith Allen & Mary Lou Dobbins In memory of Mary Van der Hoven John and Rosemary W. Colston Ned & Eva Feder Herbert and Nancy Frisbie Gerald S. Gordon Robert and Gloria Harvey Louray Huang Anne Johnson Leslie & Kathleen McGowan Holly Meyer Maxine P. Montgomery Jo Reynolds Jerri Lea Shaw
Board of Directors Earl Babbie, Ph.D. Anaheim Hills, California Campbell professor of Behavioral Sciences at Chapman University and author of The Practice of Social Research and The Basics of Social Research, among other textbooks and scholarly works. Dr. Babbie serves as a pro-bono research advisor to PMC. He received an A.B. from Harvard College and an M.A. and Ph.D. from the University of California, Berkeley. Virginia Carter Redondo Beach, California Former Senior VicePresident and Head of Drama for the largest independent television production company in Hollywood (Embassy Television, a Norman Lear Production). Ms. Carter serves as a pro-bono trainer for PMC in development of social-content serial dramas. In her capacity with Embassy TV, she was awarded an Emmy and two Peabody Awards for her work on the immensely popular American situation comedies All in the Family, Maude, Good Times, The Jeffersons, One Day at a Time, The Facts of Life, and Diff’rent Strokes. She also worked on two “strips” for television: Mary Hartman, Mary Hartman and All That Glitters. She assisted in the production of the top five most highly rated television shows in the United States during
the 1980s. Among the many movies for television she produced was Eleanor: First Lady of the World, which was voted one of the top ten movies of the year. She holds an M.S. in Physics from the University of Southern California and an honorary doctorate of science degree from McGill University. She serves as Secretary of Population Media Center’s Board. Brenda Feigen Los Angeles, California Attorney specializing in entertainment, literary and art law, and anti-discrimination work. Early in her career, Ms. Feigen cofounded Ms. Magazine with Gloria Steinem, and the Women’s Rights Project of the ACLU with (now Justice) Ruth Bader Ginsburg. A graduate of Harvard Law School, she has written extensively, and her book, Not One of the Boys: Living Life as a Feminist, was published by Knopf in 2000. Bram Kleppner Burlington, Vermont A Vice President at Consultants Period, a financial services consulting firm. Previously he was a management consultant and partner in Enforth LLC, a firm which does international business development for mid-sized companies. In addition, he teaches marketing at Champlain College. He previously was head of
International Marketing at Ben & Jerry’s Homemade, Inc., where he also served as General Manager of Ben & Jerry’s joint venture in Russia. He has experience in Europe, the Middle East, Asia, Latin America and Canada. He serves as Treasurer of Population Media Center. William N. Ryerson Shelburne, Vermont PMC’s founder and President has a 36year history of working in the field of reproductive health, including two decades of experience adapting the Sabido methodology for behavior change communications to various cultural settings 33 worldwide. Mr. Ryerson has also been involved in the design of research to measure the effects of such projects in a number of countries, one of which has led to a series of publications regarding a serialized radio drama in Tanzania and its effects on HIV/AIDS avoidance and family planning use. He received a B.A. from Amherst College and an M.Phil. from Yale University. Before founding Population Media Center, he served as Director of the Population Institute’s Youth and Student Division, Development Director of Planned Parenthood Southeastern Pennsylvania, Associate Director of Planned Parenthood of Northern New England, and Executive Vice President of Population Communications International.
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. 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 popu34 lation growth. Ted Bookstaver Santa Monica, California Former Vice President, Sales, King World International, handling worldwide distribution of The Oprah Winfrey Show and numerous other programs. Norman Borlaug, Ph.D., Mexico City, Mexico Awarded the Nobel Peace Prize for his work in developing high-yield wheat that led to the Green Revolution in the 1970s. He founded CIMMYT, an agricultural research station in Mexico City. He is a professor with the Department of Soil and Crop Sciences at Texas A&M University. Lester Brown Washington, D.C. Described as “one of the world’s most influential thinkers” by the Washington Post.
Lester Brown is President of Earth Policy Institute, a non-profit environmental research organization based in Washington, D.C., which he founded in May 2001. Chester Burger New York, New York Retired public relations executive. Past President of Communications Counselors, a public relations firm. He founded the nation’s first communications management consulting firm and was the nation’s first television news reporter (at CBS in 1946). He played a leadership role in the civil rights movement. Awarded the Medal for Outstanding Service to the United States in 1995 by the U.S. Government. 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, and is a co-editor of Entertainment-Education Worldwide: History, Research and Practice (2003). Herman E. Daly, Ph.D. College Park, Maryland Professor in the University of Maryland’s School of Public Policy. From 1988-94 he was Senior Economist in the World Bank’s Environment Department and prior to that was Alumni Professor of Economics at Louisiana State University. His books include SteadyState Economics and Beyond Growth. Deecie McNelly Denison Fairlee, Vermont An organizational and education consultant with extensive experience in teaching communication courses at the college level, as well as with international and cross-cultural issues.
Lucy Lee Grimes Evans New Canaan, Connecticut A columnist with the Stamford Advocate. She is also a district representative for Population Connection and a long time advocate for population stabilization. Andrew Ferguson Oxfordshire, United Kingdom Research Co-ordinator for the Optimum Population Trust, UK and editor of the biannual OPT Journal. Lindsey Grant Santa Fe, New Mexico A writer and former Deputy Assistant Secretary of State for Population and Environment. His books include Juggernaut: Growth on a Finite Planet, How Many Americans?, Elephants in the Volkswagen, Foresight and National Decisions: The Horseman and the Bureaucrat and Too Many People: The Case for Reversing Growth. Hope S. Green Burlington, Vermont Consultant to public broadcasting companies, founding Board member of the World Radio and Television Council, formerly president of Vermont Public Television and vice chair of the PBS Board. She was a founding Board member of PMC. Lynn Gutstadt San Anselmo, California Former Vice President of Audience Research for the CNN News Group. Currently 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 President of SpiritWorks Communication. Former Professor of Telecommunications and co-founder of Communication and Development Studies at Ohio University. Marilyn Hempel Redlands, California President of Blue Planet United, editor of the Pop!ulation Press. Tony Johnston, M.D. Nairobi, Kenya Executive Director, Population Communication Africa. He was formerly the Director of the UNFPA Program for Population Information, Education and Communication Research Training for Eastern and Southern Africa. Shiv Khare Bangkok, Thailand Executive Director of the Asian Forum of Parliamentarians on Population and Development. He was formerly the Secretary-General of the World Assembly of Youth in Copenhagen, and the Executive Director of the Youth and Family Planning Program Council of India.
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). 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. Daniel C. Maguire Milwaukee, Wisconsin President of The Religious Consultation on Population, Reproductive Health and Ethics, Professor of Ethics at Marquette University. Formerly President of The Society of Christian Ethics, 1981.
Doug La Follette Madison, Wisconsin Secretary of State of Wisconsin and a longtime activist and speaker on population issues.
Frederick Meyerson, Ph.D. Kingston, Rhode Island An ecologist and demographer at the University of Rhode Island. Dr. Meyerson’s research and writing focus on population policy and the interactions between human demographic change and the environment, particularly climate change and the loss of biological diversity. He is the author of 40+ scientific and popular articles and book chapters; and he was one of the writers of the State of World Population 1999 and State of World Population 2001, the annual report of the UNFPA.
Richard D. Lamm Denver, Colorado Co-Director of the Institute for Public Policy Studies and a professor at the University of
Chris Palmer Washington, D.C. Distinguished Film Producer in Residence and Director, Center for Environmental
Filmmaking, School of Communication, American University. Previously President of National Audubon Society Productions (1983-94) and of National Wildlife Productions (1994-2004). He has produced over 300 hours of original programming for prime time television, as well as several IMAX films. Leopoldo Peralta Queretaro, Mexico President of the Mexican Population and Cultural Foundation. He is also an industrialist with operations in Mexico City and San Juan del Rio. He is the former mayor of San Juan del Rio, in addition to being the former regional director of the National Institute on Migration. He is President of “Amigos del Rio San Jaun A.C.,” an environmental project in the city of San Juan del Rio, Queretaro. 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.
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Program Advisory Board Kate Randolph New York, New York Senior Technical Advisor, Business Development, EngenderHealth. Previously at Population Communications International, she served as Vice President for International Programs, overseeing the development and broadcast of entertainment-education programs globally. Charles L. Remington, Ph.D. New Haven, Connecticut Professor of Biology (Emeritus) at Yale University. He served as Program Chair of the first national Congress on Optimum Population and Environment in 1970. He is a former Chair of the ZPG Foundation, and along with Paul Ehrlich, he is the co-founder of Zero Population Growth. Hon. Tom Sawyer, 36 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.
Arvind Singhal, Ph.D. Athens, Ohio Professor of Communications Studies and Presidential Research Scholar at Ohio University and a researcher of the effects of entertainment-education programs. Co-author of Entertainment-Education: A Communication Strategy for Social Change and Combating AIDS: Communication Strategies in Action, and co-editor of Entertainment-Education and Social Change: History, Research, and Practice. Gloria Steinem New York, New York A co-founder of New York Magazine, Ms. Magazine, the Ms. Foundation for Women, the National Women’s Political Caucus, and Voters for Choice. She is an advisor to the Planned Parenthood Action Fund and to Equality Now, the international human rights/women’s rights organization, as well as an author, lecturer and traveling feminist organizer. Phillip Thorson Bethesda, Maryland Retired Director of Administration of the International Monetary Fund. From 1998 to 2005, he served on PMC’s Board of Directors. Monique Tilford Takoma Park, Maryland Deputy Director of the Center for a New American Dream. Past Executive Director of Wild Earth in Vermont and Carrying Capacity Network in Washington, D.C. 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. A specialist in demographic research in Africa. Paul Winter Litchfield, Connecticut Founder and director of the Paul Winter Consort, renowned throughout the world for its concerts in celebration of the Earth and its wildlife. Has performed concerts for the Earth at the United Nations. He and his ensemble are artists-in-residence at the Cathedral of St. John the Divine in New York. 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). Robert Zinser, Ph.D., Ludwigshafen, Germany Vice Chairman of the Rotarian Action Group on Population & Development (RFPD). Cofounder of RFPD. Past Governor of Rotary International. Initiated a Pilot-Project and the successive large project “Child Spacing, Family Health and AIDS Education” in six states of northern Nigeria. Member of the Board of Directors of Population 2005. Honorary University Professor for International Management.
Population Media Center Personnel Headquarters Shelburne, Vermont, USA William Ryerson, PMC Founder and President Kriss Barker, Vice President for International Programs Scott Connolly, International Programs Manager Katie Elmore, Development and Communications Manager Sonny Fox, West Coast Representative Sarah Hurlburt, Program Assistant Bill Rider, Finance Director Chantelle Routhier, Office Manager Paul Ugalde, Director of Development Consultants Sergio Alarcon, Mexico City, Mexico, Trainer Andrea Grayson, Shelburne, Vermont, Production Consultant Nancy Luke, Providence, Rhode Island, Research Advisor Tandia Fatoumata Dede Keita, Paris, France, Technical Consultant Tony Palermo, Los Angeles, California, Production Consultant David Poindexter, Beaverton, Oregon, PMC Honorary Chair Miguel Sabido, Mexico City, Mexico, Trainer Gary Strieker, Roswell, Georgia, Training Consultant Andrew Tangalos, Williston, Vermont, Consultant Rio De Janeiro, Brazil Marcio R. Schiavo, Country Representative Eliesio N. Moreira, Editor Allesandra Moura, Social Resident Addis Ababa, Ethiopia Negussie Teffera, Country Representative Belai Shiferraw, Director of Administration and Finance Mesfin Assefa Wodajo, Amharic Serial Drama Coordinator Hailu Bekachew, UNICEF Project Coordinator Belaye H. Wold, Senior Research and Evaluation Expert New Dehli, India Shashi Kant Kapoor, Country Representative
Blantyre, Malawi Jervase Chakumodzi, Country Representative Bamako, Mali El Moucktar Haidara, Acting Country Representative Mexico City, Mexico Anameli Monroy, Country Representative Leticia Velasco, Technical Assistant Cristina Torres, Accounting & Director’s Assistant San Juan del Rio, Mexico Leopoldo Peralta, Central American Representative Niamey, Niger Hamsatou Ibrahim, Country Representative Ibadan, Nigeria Tony Asangaeneng, Country Representative Anita Omoboya, Senior Manager Development and Partnership Olawale Awolowo Odukogbe, Assistant to the Country Representative Xavier Sylvester, Program Assistant Joan Omozie Jeremiah, Office Manager Inocent Kamga, Information Technology Manager. Boracay, Philippines Maggie Cudanin, Country Representative Cecile Guidote-Alvarez, Senior Country Advisor Kigali, Rwanda Rocha Chimerah, Country Representative Valentin Utaruhijimana, Director of Research Jean Kakule, Director of Administration and Finance Odette Ingabire, Production Assistant Dar Es Salaam, Tanzania Rose Haji, Radio Production Trainer for PMC
Nairobi, Kenya Tom Kazungu, Senior Radio Production Trainer
Report Text and Design by Katie Elmore Edited by Kriss Barker, Scott Connolly, Adrienne Jones, Bill Ryerson, and Paul Ugalde Cover Photo by Fernando Rodriguez, www.fernandorodriguez.com
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Population Media Center 145 Pine Haven Shores Road, Suite 2011 Shelburne, VT 05482 USA Tel: (802) 985-8156 Fax: (802) 985-8119 Email: pmc@populationmedia.org Website: www.populationmedia.org