Annual Report PCI Media 2016

1. PCI MEDIA
2016 ANNUAL REPORT

2. Brandon Sanderson
The purpose of a
storyteller is not to tell
you how to think,
but to give you
questions to think upon.

3. CAPACITY, COMMUNITY AND CHANGE
PCI Media Impact empowers
communities worldwide to
inspire positive social, health
and environmental change
through storytelling and creative
communications.
WHAT
WE DO
We work with partners around the world
to produce Entertainment-Education (E-E)
programs rooted in our three-pronged My
Community approach to communications for
social change. Using a combination of serial
dramas, talk shows and community mobilization,
we:
Strengthen the capacity of our local partners
to effectively use communications to catalyze
change; Create a community of constituents who
support our collaborative work; and Promote
positive changes in audience knowledge,
attitudes and behaviors around target issues.
As a result we are promoting a new generation
of change-leaders using communications to
effectively turn up the volume on their important
work.

4. March 13th PCI Media Impact’s International
Program Director keynoted
the Entomological Society of
America’s (ESA) Summit in
Maceió, Alagoas, Brazil.
IMPORTANT
DATES
April 4th PCI Media’s CEO, Sean Southey,
was featured on Game Changer
on Americas Now, highlighting
the power of story telling.
July 28th Aired 100th episode of Ouro Negro
August 25th CUN rung the NASDAQ bell
September 1st #NatureForAll is launched at the
World Conservation Congress in
Hawaii.
September 7th PCI Media Impact’s CEO, Sean
Southey, was appointed IUCN CEC
Chair at the World Conservation
Congress in Hawaii.

5. 2016 has been a year of tremendous growth for PCI
Media Impact.It was the start of a new era - one filled
with inspiration, partnerships, and global impact.
2016 was the year that we began to expand our
work into global campaigns, partnering with more
non-profit organizations, NGOs, and governments
to help us with our work along the way.
While we still hold our original practices close to
our heart, we have discovered that addressing
issues from a global level can have a much bigger
impact – and that we're pretty good at it, too.
Our allies for our global campaigns have ranged
everywhere from technical groups to multinational
organizations to a Chinese pop sensation. By
incorporating a wide variety of partners, we have
been able to work together to expand our impact
and access to communities we could not have
reached on our own.
Focusing on global programs, we are able to
cultivate a new generation of thought leaders and
change makers to better the world. While still using
Entertainment-Education (EE), each campaign also
utilizes a multi-pronged approach, incorporating
ways to engage, facilitate, and initiate action. This
approach has proven especially fruitful, yielding 10
awards and reaching millions of people around the
globe, more than in any year past.
The progress PCI Media has made in 2016 has
laid the essential groundwork for advancement.
Our unprecedented number of awards has put
us on the map as an EE provider and has given
us the opportunity to grow through our staff and
our board. We are continuously coming up with
new ideas, enlisting new partners, and receiving
recognition for our hard work.
THEN AND NOW

6. Biodiversity and Climate Change (WABiCC: West Africa)
Chimpanzee Protection (Worthy of Protection: Rwanda)
Conservation and Resilient Communities (STEWARD: West Africa)
Cross-River Gorillas (My Gorilla – My Community: Nigeria, Cameroon)
Decreasing Air Pollution (Radio Program: India)
Deforestation and REDD+ (Government Strategy: Liberia, Malawi)
Elephant Conservation (Ndovu Music Contest: Kenya)
Marine Protection (This Is Who We Are: The Caribbean)
New Audience Connection (#NatureForAll: Global)
Rainforest Preservation (Guardians of the Mist: Mexico)
Renewable Energy (Ek Zindagi Aisi Bhi: India)
Sustainable Fisheries (Punta Fuego: Belize)
Wildlife Trafficking (Wild for Life: Global)
UN Sustainable Development Goals (Comics Uniting Nations: Global)
OUR
PROGRAMS
ENVIRONMENTSOCIALJUSTICE
Child Survival and Psychosocial Support (C4D Training: Syria)
Ebola Emergency Response (#ISurvivedEbola: West Africa, Global)
Exclusive Breastfeeding (Radio Program: Syria)
Maternal and Child Health (Happy and Healthy Family: East Timor)
Maternal and Child Health (Healthy Pregnancy, Healthy Child: Africa)
Maternal and Child Health (Integrated Health Project: Burundi)
Mobile/Hotspot Epidemic Response (Ebola, Tu Serais Vaincu: Guinea)
Polio Vaccination Swap (Polio “Switch” Campaign: Global)
Post-Ebola System Strengthening (Road to Recovery: Sierra Leone)
Rural Nutrition and Hygiene, Family Planning (Tim Tim: Haiti)
Sexual and Reproductive Health (My Youth – My Community: Peru)
UNICEF Facts For Life (Ouro Negro: Mozambique)
UN Sustainable Development Goals (Comics Uniting Nations: Global)
Child Protection (Whiteboard Animation: Malawi)
Empowerment of School Children (My School, My Community: USA)
Gender-based Violence and Conflict (Voices of Justice: Colombia)
Gender-Based Violence (Mujeres Fuertes, Voces Fuertes: Colombia, Peru, Bolivia)
Human Trafficking (La Caldera: Bolivia)
Savings and Financial Inclusion (Alcanza Tus Metas: Mexico)
Sexual Assault on College Campuses (The [What] We Want: USA)
Sexual Violence (Let’s Speak Out: Liberia)
UN Sustainable Development Goals (Comics Uniting Nations: Global)
HEALTH

7. in 14 schools throughout the city of El Alto.
This program included a 6-month curriculum
through which students are able safely discuss
different aspects of human trafficking by talking
about the featured fictional characters and
engage their school community in creating a
call-to-action.
By 2016, La Caldera had spread to 52 schools
and 20 radio stations throughout 7 major cities
in Bolivia. The radio shows featured a call-in
feature which allowed the audience to engage in
meaningful conversations about the drama and
allowed listeners to learn about local resources
and services for trafficking victims.
La Caldera received funding from the U.S.
Department of State in Bolivia and Conexión
Fondo de Emancipación. It was implemented
in schools through our partners at Pastoral Care
of Human Mobility, The Episcopal Education
Commission and Svalorna Latinamerika.
Program Highlights
LA CALDERA (NOT FOR SALE)
SOCIAL JUSTICE
LOCAL
2016 was a big year for our social justice
program, La Caldera, which is designed to
raise awareness about human exploitation and
trafficking in Bolivia. Joining forces with the U.S.
Department of State, UNICEF, UNODC, and
Conexión Fondo de Emancipación, La Caldera
uses PCI Media Impact’s My Community three-
pronged approach to social change. This
includes a serial drama, local radio call-in shows
and community mobilization activities.
A central feature of La Caldera is its
implementation into schools throughout
Bolivia’s most at-risk areas. By addressing
vulnerable youth, PCI Media Impact aims to
build individual capacity to escape human
trafficking and raise cultural awareness.
In an interview with a student following La
Caldera, they said, "On Facebook I would
accepts friend requests from people who I did
not know. I would also talk with strangers, but
after listening, I know that is wrong and I know
now what could happen to me, I do not do it
anymore. I deleted my Facebook account and
I'm step up another one with only my friends
and my family or people I know.”
Program Overview:
La Caldera was initially launched in 2012
when there was limited prevention, trust, and
knowledge on human trafficking within Bolivian
communities. Each year, La Caldera has added
new components to improve the impact
and increase listener engagement through
community activities.
Duringitsfirstphase,PCIMediaImpactproduced
a 21-episode serial drama designed to reflect
the local issues and context of Bolivia’s illegal
trafficking that was broadcast on radio stations
across Bolivia. Then, in 2014, PCI Media Impact
unrolled a community mobilization program
Willing to accept
“risky” jobs
Willing to follow
a love they barely
know
Likely to talk to
strangers about
their family
Looking for work
without letting
parents know
7%
LESS
STUDENTS
13%
LESS
STUDENTS
10%
LESS
STUDENTS
13%
LESS
STUDENTS

8. OURO NEGRO
In 2016, Ouro Negro, an initiative in Mozambique
focused on improving the health of women and
children, aired its 100th radio episode, becoming
the country’s longest-running series.
This national serial drama, developed with Radio
Mozambique, World Food Programme and
UNFPA,istheflagshipprogramforUNICEF’sFacts
for Life, a communication program that provides
information regarding pregnancy, childhood
development and child protection. This specific
initiative draws on realistic characters and stories
to stir debate and engage listeners in recognizing
parallel issues within their own communities.
Regarding the drama,one actor shares,“And they
[audience] feel represented in that. It was alive
and the people feel that they were represented in
that drama. They see all kind of characters... The
community says, this is our story. We feel inside
of that story... These stories touch the souls [and]
hearts of the people. It [creates] emotions [and]
if emotion grows in people, they’ll open [their]
mind.”
Program Overview:
OuroNegro(BlackGold)wasdesignedtoaddress
the growing concerns surrounding maternal,
newborn and child health in Mozambique. This
program uses entertainment-education to shift
behaviors and create a dialogue around issues
including breastfeeding,girls’ primary education,
antenatal care, institutional delivery, nutrition,
WASH, child protection and HIV prevention.
Central to Ouro Negro is the radio drama, which
has become a staple in Mozambique households
and is broadcasted during primetime through
70 radio stations. It released its 100th episode
on August 24th, 2016, making it the longest-
running serial drama in all of Mozambique. It
has continued on to Season 4 (totaling to 168
HEALTH
NATIONAL
episodes) and is in the process of writing and
producing Seasons 5 and 6.
Ouro Negro has proved so successful that it
has been expanded to incorporate different
media platforms to reinforce its key messages,
includinglocalcommunitytheaterproductions,
social media outreach, call-in shows, and plans
for future programs in music, cartoons, and TV
broadcasts.
Program Highlights:
A formal evaluation of Ouro Negro was
performed by Gfk Intercampus and
Drexel University, in collaboration with
Communications for Development M/E
expert, Dr. Suruchi Sood. Using a qualitative
and quantitative methods, this analysis found
that the program is both effective at engaging
listeners and influencing behavioral and social
change.
The ongoing evaluation of Ouro Negro
indicates that the program has gained a strong
following and has been successful at creating
a widespread impact. Every episode fostered
an audience of 1.2 - 1.4 million, approximately
25-30% of all Mozambican radio listeners. 90%
of those listeners
1.2 - 1.4
MILLION
Estimated listeners
for each episode
Like or strongly like
the drama
Reported behavior
change; 44% saw
change in others
Discussed the
drama/messages
with others
90%
OF LISTENERS
70%
OF AUDIENCE
43%
OF LISTENERS

9. I AM #WILD LIFE
In 2016, PCI Media Impact dialed up its efforts
to cease the illegal trade of wildlife and forest
products through our first social campaign,
#WildForLife.
Using celebrity ambassadors and social media,
#WildForLife has increased public awareness
of wildlife trafficking and mobilized thousands
of people around the globe to support the
protection of endangered species. In an
illegal process, endangered species are being
collected and killed as a means of supplying
consumers with “exotic” pets or products made
from animal parts. Combined with habitat loss
and climate change, many of these animals are
under threat of extinction.
Program Overview:
#WildForLife is a global campaign comprised
of 32 organizations ranging from multilateral
organizations, civil societies, governments,
and charities who are committed to protecting
wildlife. Funded by UN Environment,
#WildForLife aims to change the knowledge,
attitude and behavior surrounding wildlife
trafficking, encourage zero tolerance for illegal
wildlife products, empower individuals to tackle
the issue, and prompt engagement with the
issue in general.
The primary feature of this campaign is
personalizing wildlife crime. Inspired by the
public outcry following the deaths of Cecil the
LionandSataotheElephant,#WildForLifemakes
wildlife crime personal by asking participants
to find their kindred species and give it their
name. Using the morphing feature, participants
can then upload a picture of themselves, which
is superimposed onto an image of their kindred
species, to help visualize how someone relates
ENVIRONMENT
GLOBAL
to the issue. This image can then be shared
across social media, along with a pledge to end
illegal wildlife trafficking.
Celebrity ambassadors, including Gisele
Bünchen, Ian Somerhalder, Ragheb Alma, Li
BingBing, Thu Minh, Yaya Toure, Jacqueline
Fernandez, and Nadya Hutagalung, acted as
wildlife champions by sharing their morphs and
asking their millions of followers to join them in
tackling the issue. The use of celebrity wildlife
champions proved crucial in furthering this
“social-first” campaign to gain the support and
interest of all types of audiences from around
the world. By mainstreaming illegal wildlife
trafficking and creating an open dialogue,
PCI Media Impact hopes to increase social
mobilization, especially in countries where
these species are often taken or consumed,
and encourage consumers to make informed,
responsible purchases.
Program Highlights
30+ 10, 000
2.5
MILLION
40, 000
PEOPLE
Politicians and
ministries promoted
the campaign
Total likes,
comments and
shares
Chose a species
to champion and
shared their morph
Individuals have
made pledges to act

10. WHAT WE’VE 2016 AWARDS
• Weibo: #WildForLife website won the Peo-
ple’s Voice Webby Award for Best Green
Website (2017)
• Video Marketing Excellence: #ISurvive-
dEbola was awarded Winner for Best Multi-
Platform Marketing in the Video Marketing
Excellence (VMX) Awards (2016)
• Shorty Awards: #ISurvivedEbola was
awarded Shorty Social Good Awards in two
categories: Best in Business to Business
and Best Work for Development Nations
(2016)
• New York Festival: #ISurvivedEbola was
awarded a Silver Medal at the New York
Festivals World’s Best TV & Films Awards
(2016)
• Rockie Awards: #ISurvivedEbola was
nominated for a Rockie Award in the Digi-
tal Nonfiction category (2016)
• Webby Awards: The #ISurvivedEbola
website was an Official Honoree of the
Webby Awards (2016)
• Telly Awards: “Stopping Violence Against
Children” animation was awarded both
the Bronze Telly Award and a People’s Telly
Bronze Award (2016)
• Social Impact Media Awards: The #ISurvi-
vedEbola video received the HUMANITAS
Impact Video Award from the Social Impact
Media Awards (2016)
ACHIEVED
AWARDS

11. STAFF
BOARD
Regional
Alleyne Regis - Regional Manager Caribbean
Darius Barrolle - Team Leader West Africa
Della Ashby - Program Assistant Caribbean
Francesca De Maria - Program Manager
Mozambique
Hashim Amadu Pabai - Communications
Coordinator West Africa
Javier Ampuero - Regional Manager Latin
America
Johnny Anaya - Program Officer Bolivia
Joko Koogba - Program Officer West Africa
Bert Sonnenschein – Creative Marketing
Director Mozambique
Francilia Jonaze – Scriptwriter Mozambique
David Aduama – Communications Officer
WABiCC
Fatmata Katta – Communications Officer
WABiCC
New York
Sean Southey CEO
Anthony M. Scala CFO
Meesha Brown Director of Global Programs
Brenda Campos Director of Global Programs
Carina Schmid Program Manager
Loretta Cheung Program Manager
Graciela Leal M&E Manager
Rebekah Ward Communications Officer
Marco Rodriguez Communications Officer
David Andrews Director of Development
Kate Milkens Grants Manager
Durdona Djalilova Office Manager
• Dr. Lynne Yannakis
• Richard Stone
• Robert M. Allen
• Alan Court
• Rita Fredricks Salzman
• Adam Albright
• Fred Cohen
• Paal Frisvold
• Dr. David Gere
• Kenneth L. Henderson
• Sally Timpson

12. PARTNERS
• Canada Museum of Nature
• Parks Canada
• IUCN CEC
• CARE
• Centers for Disease Control
• Fauna and Flora International
• FHI 360
• Foundation Social
• Radio Mozambique
• Tetratech
• UCL A
• UNFPA
• UNICEF
• UN Environment
• United Nations Framework Convention on
Climate Change
• United Nations Development Program
• United Nations Office for Project Services
• USAID
• U.S. Department of Interior
• U.S. Department of State
• U.S. Fish and Wildlife Service
• U.S. Forest Service
• Vulcan Productions
• WCS
• World Bank

13. DONORS
Alan Court
Anonymous (6)
Anthonio L. Hurley
Anthony M. Scala
ARIA Foundation
Aspen Business Center Foundation
B. T. Rocca, Jr. Foundation
Barbara Bramble
Bryan Cave LLP
Bushrod H. Campbell & Adah F. Hall
Charity Fund
Clayton Fund
Elizabeth Steele
Eric L. Robinson
Finnegan Southey
Flora L. Thornton Foundation
Fred Cohen
Janet K. Davies
Jeffrey and Carolyn Salzman
Jerry and Sandy Manne
Jim and Debby Stein Sharpe
John H. Sutter
John Hirschi
John Lepinski
OUR MAJOR DONORS ($1,000+)
John Rhodes and Lucy Allen
Louis S. Moore
Lynne Yeannakis
Mary C. Phinney
Neill and Julia Johnson
Price Foundation
Ralph and Marjorie Koldinger
Robert and Dorothy Martin
Robert R. Kowal
Rubeen Israni
Sally A. Anson
Sarah Timpson
Sean Southey
Silicon Valley Community Foundation
Susan and Nelson Helm
Theodore L. Steck
Tomchin Family Charitable Founda-
tion
Walter and Ruth MacGinitie
Walter K. Waymeyer

14. PCI-Media Impact, Inc. is an
independent, non-profit organization with tax ex-
empt status under Section 501(c)(3) of the Internal
Revenue Code.
A copy of the complete audited financial statements
represented here and/or a copy of the IRS form 990
may be obtained by writing to:
AUDITED
FINANCIALS
Statement of Financial Position.
Statement of Financial Position December 31, 2016 (with comparative amounts at December 31, 2015)
Assets 2016 2015
Cash and cash equivalents $423,651 $ 405,087
Contributions and grants receivable 403,103 221,233
Promissory note receivable 44,864 -
Prepaid expenses and other assets 41,503 41,059
Investments 916,084 862,323
Beneficial interest in charitable remainder trust 15,574 16,230
Equipment, net of accumulated depreciation of $56,050
and $88,178 53,120 61,017
Total assets $ 1,897,899 $1,606,949
Liabilities And Net Assets
Liablities
Accounts payable and accrued expenses 365,532 $126,212
Advances Payable - 70,000
Annuities payable - 5,630
Total liabilities 365,532 $201,842
Net assets
Operating 387,833 283,898
Board designated 938,428 880,541
Unrestricted 1,326,261 $1,164,439
Temporarily Restricted 206,106 240,868
Total net assets $1,532,367 $1,405,107
$ 1,897,899 $1,606,949
PCI-Media Impact, Inc.
777 United nations Plaza
5th Floor, New York,
New York 10017-3521
or to:
the Office of the Attorney General,
New York State Department of Law,
Charities Bureau, 120 Broadway,
NY 10271.

15. Operating revenue Unrestricted Restricted 2016 2015
Contributions and grants (includes
in-kind contributions of $62,608 and
$29,137) $1,275,340 $ 3,057,038 $4,332,378 $5,043,375
Investment return 504 - 504 4,085
Other income 91,503 - 91,503 46,472
1,367,347 3,057,038 4,424,385 5,093,932
Net assets released from restrictions 3,091,600 (3,091,600)
Total operating revenue $4,458,947 (34,562) $4,424,385 $5,093,932
Operating expenses
Program services 3,545,932 0 3,545,932 $4,380,515
Administration 616,726 0 616,726 460,620
Fundraising 191,751 0 191,751 147,087
Total operating expenses $4,354,409 $0 $4,354,409 $4,988,222
Excess (Deficiency) of Operating
Revenue and Support Over Expenses $104,538 (34,562) $69,976 $105,710
Non-operating changes
Bequests 57,940 0 57,940 $111,720
Change in value of beneficial interest in
charitable trust (656) 0 (656) (2,502)
Total Non-operating Activities $57,284 $0 $57,284 $109,218
Change in net assets 161,822 (34,562) 127,260 214,928
Net assets, beginning of year 1,164,439 240,668 1,405,107 1,190,179
End of the Year $1,326,261 $206,106 $1,532,367 $1,405,107
Statement of Activities.
Statement of Activities. Year Ended December 31, 2016 (with summarized totals for the year ended December 31, 2015)
For more information, visit www.mediaimpact.org
Or contact Rebekah Ward at rward@mediaimpact.org
www.facebook.com/PCIMediaImpact
@PCIMediaImpact