1. Tell a Story,
Change the
World
mediaimpact.org
twitter.com/mediaimpact
ssouthey@mediaimpact.org
2. “Stories matter. Many stories
matter. Stories have been used
to dispossess and to malign. But
stories can also be used to
empower, and to humanize.”
Chimamanda Adichie, Nigeria
3. We empower communities
worldwide to inspire positive
social and environmental
change through storytelling
and creative communications.
What We Do
4. Entertainment
(70%)
attracts and holds the
audience’s attention by
engaging their
emotions.
Education
(30%)
improves the knowledge
and skills of the audience
to make informed decisions
and change their
behavior.
Entertainment-Education
5. It all started with a LOVE story
Simplemente Maria, Peru, 1969
7. Albert Bandura
Social Learning &
Cognitive Theory
Media Characters as role models
8. Diffusion Theory / Everett Rogers
100
90
80
Laggards
70
% Adoption of Innovationn
60
50
The Early Majority
40 The Late Majority
30
Early Adopters
20
Innovators
10
0
0 5 10 15 20 25 30
Time (years)
9. Currently in 32 Countr
Over 27 years:
100 serial dramas in over
45 countries, reaching over
1 Billion people.
mediaimpact.org
Where We Work twitter.com/mediaimpact
person@mediaimpact.org
14. Capacity
Building ability of local organizations to
motivate long-term social change in
Guatemala.
The Intruder ultimately
As part of the program El Intruso (The Intruder), reached the lives of
in partnership with Asociación Comunicares,
PCI-Media Impact hosted volunteer activities
and workshops, to provide training on sexual and
reproductive
35
issues
0 3
youth
million
young people
What does success look like?
16. Change
Increase knowledge and change attitudes
and behaviors of key target audiences.
For example, in certain villages in India,
after
exposure to the soap opera, Taru,
and the sale of birth
condom sales increased control pills
increased
What does success look like?
18. Corazon de Mujer: 45 radio episodes in 3
languages on 60 stations in 7 countries.
Corazon de Mujer: Radio magazine shows.
Mucho Corazon: 36 TV episodes on 22
stations in 6 countries.
Mucho Corazon: TV magazine shows.
Mucho Corazon: The Movie. Releasing in
March.
Vibra Radio: 80 1-hour radio magazines for
youth.
Vibra TV: 20 1-hour TV magazines for youth.
Community Mobilization Activities
Chiapas, Mexico
19. Strong Women,
Strong Voices
Avon Foundation: Global Award
for Excellence in Communications
Three programs- Bolivia, Peru &
Colombia
Addresses violence against
women, promotes access to services
20. Callaloo
Currently broadcast in 15
Caribbean countries
60 partners
130 episodes
HIV/AIDS, Biodiversity
Conservation & Climate Change
21. Cameroon & Nigeria
Cross River Gorillas
WCS, USFWS, CR State
Broadcasting
26 episode radio drama/Pidgin
“Linda’s Joint” airs in June 2013
Call-in shows in Nigeria/Cameroon
Campaign activities in June 2013
22. Gabon
Gaguie the Gorilla
TV Drama: My Green Gabon
WCS, USFWS, Parks-Gabon
23. Rwanda & Burundi
Chimpanzees
WCS, USFWS, Rwanda Dev Board
Nyungwe National Park
26 episode radio drama
Airs in June 2013
Campaign activities in June 2013
24. Liberia, Sierra Leone,
Guinea and Ivory
Coast
STEWARD Program
Western Lowland Chimpanzees
USFS, USAID, Care, FFI, Thomas
Reuters, Auder
52 episode radio drama in 5
languages
Call-in shows & campaign
activities under design
25. Liberia
“Eat Some – Keep Some”
Flora and Fauna International
4 Episode mini-drama
Forest management, REDD and
conservation
26. Ghana
Sustainable Fisheries
52 episodes/Fante language
USAID, CRC/Maine
Audience: 2.5-4 million
Shama, Good News & Ankobra
FM – broadcast & call-in
Impact date coming in May
27. Recent Awards
Avon Foundation for Women: Global Award for
Excellence in Communication Award.
United Nations: First place in Latin America and
Top Five Global Practices, UNFPA Award for Best
Practices in Adolescence and Youth Health.
First Prize: Public Health Association for Promesas y
Traiciones. Award for the Multimedia category of the
Public Health Education and Health Promotion.
Best Monitoring and Evaluation Methodology,
Rainforest Alliance’s Eco-Index, for Callaloo.
Saw the power of media and codified the methodology Connect to the audience in 2 levels: 1) Rational, 2) Emotional and 3) Instinct - so each episode needs to touch upon the 3 levels, and focus the educational piece during the EMOTIONAL scenes.