Using The Media To Sustain the Earth

Transcription

PMC AR 2003 5/15 FINAL a 6/8/04 12:32 PM Page 1
A NNUAL R EPORT 2003
Using The Media To Sustain the Earth
P RESIDENT ’ S M ESSAGE
William N. Ryerson, President, Population Media Center
In December 2002, at
Population Media Center’s
first bi-annual strategic
planning meeting, staff
members were asked to
describe their visions for
PMC five years into the
future. Perhaps not
coincidentally, PMC’s Vice
President for International
Programs and I had the
same vision: 25 countries in
five years. During 2003,
we made great strides
towards this goal, much
greater than I imagined.
During 2003, PMC more
than doubled the number of
countries in which it is
active. In addition to hiring
two new headquarters staff
members, we added an office
with four new staff in
Bamako, Mali, to accommodate our new project
encompassing Mali, Burkina
Faso, and Ivory Coast.
Additional projects began in
Ethiopia, on top of our two
radio serial drama programs,
and our project in Sudan
was launched. Funding was
secured for projects in the
United States and Mexico.
In addition, projects are
under way or in development in India, the
Philippines, Nepal, Brazil,
Nigeria, Rwanda, and
Kenya.
Population Media Center is
also expanding in the
breadth of issues to which it
applies its mission and
methodology. Problems
stemming from unchecked
population growth ultimately tie into numerous other
issues. For example, in
Mali, Burkina Faso and
Ivory Coast, PMC will begin
a radio serial drama program
that will address the
problem of exploitation of
children, along with factors
that lead to child slavery,
such as poverty-inducing
factors like unplanned
parenthood. In Rwanda,
PMC is developing a
program centered on the
preservation of mountain
gorillas, whose existence is
threatened by growing
human populations. While
the Sabido methodology for
behavior change can be
applied to many social
issues, PMC remains
committed to its mission to
stabilize worldwide population through the promotion
of small families, effective
methods of family planning,
—2—
use of reproductive health
services, informed sexual
health choices and elevated
women’s status.
expansion could not have
come at a better time.
Given the loss of U.S. support for the United Nations
Population Fund and other
providers of reproductive
health information and
services, PMC’s programs
are needed more than ever.
Through its efforts, PMC
continues to motivate people
to change the quality of
their lives, and to adopt new
attitudes and behaviors that
reflect informed, voluntary
decision-making. We are
helping to make the vision
of a healthier world and a
better place to live a reality.
In the pages that follow, you
will read about this exciting
year in detail. We are
grateful to the donors who
make PMC’s work possible.
Sincerely,
William N. Ryerson
M ISSION S TATEMENT
The mission of Population Media Center
is to collaborate with the mass media
and other organizations worldwide to
(1) bring about stabilization of human
population numbers at a level that can
be sustained by the world’s natural
resources and to (2) lessen the harmful
impact of humanity on the earth’s
environment. The emphasis of the
organization’s work is to educate people
about the benefits of small families,
encourage the use of effective family
planning methods, elevate women’s
status, and promote the concept of
gender equity.
Population Media Center (PMC) uses entertainment programming on radio and television to
encourage delayed parenthood, the consistent use
of effective methods of contraception, and safer
sexual behaviors, as well as to empower women to
play equal roles in family decisions and in society.
Among its strategies, PMC uses a specific
methodology of behavior-change communications
developed by Miguel Sabido of Mexico, in which
characters in long-running radio and television
soap operas evolve to become role models for
adoption of health and social development goals.
This methodology has been shown scientifically
to lead to population-wide behavior changes in
many countries where it has been implemented.
Photo by Kriss Barker
— 3—
P ROGRAM
A CTIVITIES
Photo by Galen Fry Singer
M ALI
Dr. Tandia Fatoumata Dèdè Keïta
Country Representative
Can educating societies about
the benefits of smaller families
and stabilizing the population
help reduce child slave labor?
How is child slavery linked to
population growth? How does
addressing child slavery relate
to the mission of Population
Media Center?
In Mali, where 64 percent of
the population lives below the
poverty line, and where the
average woman has seven
children, families find it
incredibly difficult to raise
healthy children. This provides
the perfect opportunity for
exploitative plantation owners
to seek out children to work on
one of the thousands of cocoa
plantations located throughout
Ivory Coast. This country
produces half of the world’s
chocolate, and approximately
90 percent of the chocolate
plantations use child slave
labor, as documented in the
film Slavery: A Global
Investigation, produced by the
organization Free the Slaves.
Plantation owners seek out
B URKINA F ASO
children from Ivory Coast and
its neighboring countries, Mali
and Burkina Faso, to work on
their farms.
It is easy to lure these children
away from their impoverished
families through gifts (such as a
bicycle) and promises of high
wages. Many families in Mali
and Burkina Faso are willing to
give up their children to child
traffickers when they believe
their children will be adequately
cared for, in addition to sending
money home. In reality, these
children are brought to remote,
inaccessible plantations, and are
forced to work anywhere from
ten to twenty hours per day.
Most are subjected to psychological and physical torture. More
often than not, they are never
paid, and basic food, health,
sanitation and clothing requirements are rarely met. Therefore,
PMC has decided to launch a
radio serial project encompassing
the three countries to alert its
citizens to the link between child
exploitation and poverty-inducing factors, such as unplanned
childbearing. The radio serial
drama will address the issues of
—6—
C ÔTE
D ’I VOIRE
planned parenthood and
reproductive health, as well as
the problem of child trafficking.
Vermont’s socially conscious icecream company, Ben & Jerry’s,
first alerted PMC to this issue
because of their concern over the
use of child labor on chocolate
plantations. In March 2002,
Ben and Jerry’s Director of
Social Mission, Yola Carlough,
and PMC president William
Ryerson went on a fact-finding
mission to Ivory Coast and
Mali. PMC then developed a
plan of action and budget for
the project and in October 2003
received a $1.3 million grant
from USAID to implement a
two-year radio serial drama
project. Since then, a PMC-Mali
office and staff have been
established, and formative
research has begun.
This exciting project allows
PMC to address new issues
related to population growth
and to improve the quality
of life for children across
West Africa.
Photo by Brendan O'Callaghan.
E THIOPIA
Dr. Negussie Teffera,
In the PMC-Ethiopia office, over
250 letters arrive daily from listeners
of the two radio serial dramas
addressing reproductive and sexual
health. PMC-Ethiopia is producing
an Amharic language program (Yeken
Kignit, “Looking Over One’s Daily
Life”) as well as an Oromiffa language program (Dhimbibba, “Getting
the Best Out of Life”). Since the
programs began broadcasting in June
2002, enthusiastic fans have written
over 10,000 letters praising the quality of the programs’ content and
demonstrating the impact the programs are having in Ethiopia. In a
country with recurring famines, and
where the cost of a stamp exceeds the
price of a loaf of bread and two eggs,
the dedication of these fans is impressive. One listener, Yenegata
Alehegne, from Wukro writes,
“I admire your drama. I appreciate
its educational role. Its messages are
very valuable…I have learned many
things from it and have changed my
A day’s wage for a “stick woman”,
a worker who climbs up the side of
mountains to cut trees and branches and
sell them in the city, is a mere 30 cents.
Photos by John Cederholm
attitudes.” In response to a storyline
dealing with infertility, another
listener writes, “My wife and I
separated because she couldn’t have a
baby. Perhaps there was no need to
do that.”
The year 2003 was a tremendous
year for our projects in Ethiopia.
During the year, 104 episodes of the
Amharic and 52 episodes of the
Oromiffa radio programs were
broadcast and met with overwhelming success. The programs address
the issues of reproductive health and
women’s status, including
HIV/AIDS, family planning,
marriage by abduction, education of
daughters, spousal communication
and related issues. Results from
studies monitoring 48 health facilities
reveal that almost half (47 percent) of
new clients seeking reproductive
health services are listening to one of
PMC’s serial dramas. Of the total
number of new clients interviewed,
6.3 percent cite radio as their main
source of information on reproductive health, family planning,
HIV/AIDS and other related repro-
—9—
ductive health services they sought at
the clinics. Among clients who cited
radio as the main source of information on reproductive health services,
77 percent said they heard one of
PMC’s radio dramas!
Also in 2003, PMC produced
cassettes containing twenty-four
episodes of a serial drama aimed at
truck drivers and commercial sex
workers traveling on the route
between Addis Ababa and Djibouti.
The cassettes have been so popular
that truck drivers wait eagerly in long
lines to receive the next episode.
For our Media & Arts project,
PMC-Ethiopia held a national contest for the best poems and short stories that address reproductive health
and HIV/AIDS issues. The winning
entries were published under the
title, Yehiwot Tebitawoch (“Drops of
Life”). Ten thousand copies of this
“In Ethiopia, PMC’s Oromiffa language radio soap opera is so popular
publication have been distributed all over the country.
In addition, PMC produced a
full-length stage play in 2003
entitled Yesak Jember
(“Laughter at Dusk”), focusing
on HIV/AIDS prevention.
This stage play was launched
on September 29, 2003 at the
National Theater and was
attended by former Ethiopian
president, His Excellency Dr.
Negasso Gidada. Following a
ten-week run in Addis Ababa,
the play began traveling to 14
other cities across Ethiopia.
Population Media Center
hopes that its programs will
continue to positively impact
this impoverished country. The
average per capita income in
Ethiopia is only $108 per year.
Currently, Ethiopia is experiencing a severe drought that is
causing massive crop shortages.
The current famine is predicted
to be even worse than the widely publicized famine of 1984.
The United Nations has esti-
mated at least eight million
Ethiopians are likely to face
hunger or starvation in 2004,
as compared to the one million
that died from starvation and
related illnesses twenty years
ago. Despite this poverty, the
population of Ethiopia is growing rapidly because of non-use
of family planning. Only seven
percent of women aged 15-49
use modern methods of contraception, and women have an
average of six children. The
population grows at a rate of
2.7 percent every year, the same
rate as the yearly percentage
loss of topsoil.
There is more need than ever
for PMC’s programs in
Ethiopia. Perhaps the simplest
way to demonstrate our success
is by the following anecdote:
while traveling through
Nazareth, a small town about
100 kilometers from Addis
Ababa, with a visiting PMC
team, Ethiopia Country
—10—
Representative Dr. Negussie
Teffera stopped a group of
teenagers to ask in Amharic if
they listened to the radio.
When they replied that they
listened to Radio Ethiopia,
Dr. Negussie then asked
whether they had heard any
serial dramas. They then said
they listened to Yeken Kignit
and launched into the names
and descriptions of several
characters on the show.
Dr. Negussie finally asked if
they knew the producers of
Yeken Kignit. In English, they
answered, “Population Media!”
that a mountain has been named after a lead character – Abbabulo.”
S UDAN
Musa Mohamed Salih Beirag,
Population Media Center began
implementing its radio serial
drama project in Sudan in 2003.
Musa Mohamed Salih Beirag was
hired as country representative
and the PMC-Sudan office was
set up in Khartoum.
The project began when the
Packard Foundation invited PMC
to design a project for Sudan after
seeing PMC’s success in Ethiopia.
Despite the U.S. government ban
on U.S. corporations doing
business in Sudan, PMC
embraced the opportunity to work
in a new cultural and religious
setting and managed to obtain a
humanitarian waiver from the
U.S. Treasury Department.
Formative research took place in
2003, and the analysis of the focus
group discussions and individual
questionnaires revealed interesting
results. Of 1028 Sudanese
surveyed, 90% own radio sets,
75% like to listen to programs
dealing with health, and 67% like
to listen to radio serial dramas.
Regarding AIDS, almost all the
respondents had heard of
HIV/AIDS (99%), but only 24%
were very sure of their knowledge
of HIV/AIDS. In addition, only
about half of the respondents
would consider using a condom as
a measure of planned protection
against HIV/AIDS. The research
findings also show that there are
myths and stigmas attached to
HIV/AIDS, as 36.5% believe that
AIDS is curable, and there are still
many barriers to socially accepting
people infected with the disease.
For example, 65% answered that
they would not want to be in the
same place with someone who had
AIDS, 68% believed that the
names of HIV-infected people
should be made public so others
can avoid them, and 53% believed
that HIV-infected people should
be prohibited from working in
public places.
—12—
Almost all of the respondents
(98.7%) had heard about family
planning (52% of whom had
heard of it through the radio).
However, only 35% of respondents reported that they are currently using a family planning
method. There were various
social, cultural, and religious reasons given for non-use of family
planning methods.
The radio serial drama will
address issues of reproductive
health, family planning,
HIV/AIDS avoidance, and
women’s status. The PMC program will be broadcast in Arabic
throughout northern Sudan.
Because northern Sudan is largely
a Muslim area, the program will
integrate religious issues and attitudes within Islam regarding
reproductive health. Like many
other Muslim countries, Sudan
has a long road ahead in terms of
elevating the status of women, and
PMC looks forward to helping
this country achieve that goal.
R WANDA
At first glance, gorilla preservation
seems to have little to do with the
activities of Population Media
Center. However, human
population growth can affect other
species, as demonstrated by the
dwindling numbers of gorillas in
the Volcano National Park in
Rwanda. Mountain gorillas
(Gorilla gorilla beringei) are among
the most endangered species in the
world; the estimated population is
a mere 670 total.
Growing numbers of human
beings threaten both the lives and
environment of these precious
species by destroying their habitat
for farmland and fuel. Since the
genocide in 1994, the Rwandan
population has been growing at an
average rate of 2.2% per year.
Human population density is
increasing throughout Rwanda,
and the amount of land per family
is continuously decreasing. With
farmlands additionally impacted
by erosion and soil degradation,
Photo by William N. Ryerson
Rwandans have turned to cutting
down the forests of national parks
to sustain themselves. To a lesser
extent, humans threaten gorillas by
poaching the prized animals for
food and/or trophy. Without aid
in the near future, mountain
gorillas may soon become extinct.
Population Media Center understands the vital link between
environmental preservation and
family planning. At the request of
an avid gorilla conservationist,
PMC President Bill Ryerson,
Vice-President for International
Programs Kriss Barker, and
Director of Radio Production
Training Tom Kazungu traveled
to Rwanda in April 2003 to
explore the feasibility of creating a
social content radio serial drama.
PMC received overwhelming
enthusiasm for the use of its
— 15—
methodology in stimulating
behavior change. PMC was
invited to collaborate with the
International Gorilla Conservation
Program (IGCP), the African
Wildlife Foundation (AWF), and
the Dian Fossey Gorilla Fund to
work on a serial drama addressing
gorilla conservation and family
planning. Moreover, PMC was
asked to submit additional
proposals regarding reproductive
health education via entertainment
media in secondary schools.
This beautiful African country,
with a topography very similar
to the green mountains of
Vermont, offers Population Media
Center a new and exciting angle
from which to implement its
strategy.
K ENYA
M ALAWI
N IGERIA
KENYA
In Kenya, Population Media Center
continued to explore the possibility
of working with King World
International to use the rights to its
popular American game shows,
Wheel of Fortune and Jeopardy, to
create Kenyan versions that would
integrate reproductive health
messages. In addition, in 2003,
PMC began exploring the idea of
starting both radio and television
serial drama programs.
MALAWI
In 2003, PMC took steps required
to work as an NGO in Malawi,
including: becoming a member of
the Council of Non-Governmental
Organizations of Malawi (CONGOMA), registering with the NGO
Board (a governmental organization), establishing a physical and
postal address in Malawi, establishing an advisory board that includes
at least two Malawi citizens,
Photo by Galen Fry Singer
developing a formal legal agreement
with the Ministry of Information,
and filing a variety of legal documents with CONGOMA and the
NGO Board. A visit to Malawi in
April 2003 facilitated this process.
Malawians Christopher Chibwana,
lawyer of the law firm Lexon and
Lord; Anthony Kandiero, former
Ambassador of Malawi to the
United States; Robert Ngaiyaye,
HIV/AIDS and Education
Technical Advisor with the Ministry
of Education; and Dr. Austin
Mkandawire were recruited to be
members of the requisite advisory
board. PMC is now a registered
Malawian NGO!
PMC hopes soon to develop a mass
media communications program to
help stem the spread of HIV/AIDS
and to address the low usage of
family planning services.
— 17—
NIGERIA
Tony Asangaeneng,
With a population of approximately
134 million people, Nigeria is
Africa’s most populous country.
Each woman has an average of
6 children, and only 9% of all
women use modern methods of
contraception. In September 2003,
President Bill Ryerson and Vice
President for International Programs
Kriss Barker traveled to Nigeria to
meet with newly appointed Country
Representative Tony Asangaeneng.
During this visit, they recruited
Chief Taiwo Allimi (Director
General of the Voice of Nigeria)
as Chair of the Program Advisory
Committee in Nigeria. Also, the
Director General of the Federal
Radio Corporation of Nigeria
agreed to provide prime time
airspace for the planned broadcast,
and the Ministry of Information
began lobbying for funding for this
project.
M EXICO
Dra. Anameli Monroy,
Since 2000, PMC has been
collaborating with CORA (Guiding
Center for Adolescents) to produce
a youth-run radio magazine
program in Puebla, Hidalgo, and
Tlaxcala states. Titled Dimensiones
Sexuales (Sexual Dimensions), this
radio show combines a serial drama,
opinion interviews, and debates.
The program aims to sensitize the
community towards the needs and
concerns of youth and provide
accurate information about sexuality, promote healthy sexual lifestyles,
and refer young people to reliable
services.
Almost every aspect of this
program is youth run.The serial
drama that is broadcast is the
winner of a Mini Radio Soap Opera
contest where the youths submit
soap opera scripts on eight sexuality
themes (society and sex-ed, first
intercourse, teenage pregnancy,
STDs, AIDS, contraception, sexual
abuse, and homosexuality).
Each soap opera is directed and
acted by young people. The talk
show consists of a forum of youths
and experts that analyze, discuss and
reflect on the themes presented in
the dramas.
The program has an open telephone
line, which allows audience
members to call in during the show
to ask questions. In addition to the
radio programs, the project includes
intensive training of health care
providers and youth service agency
staff in how to effectively deal with
adolescent sexuality issues.
The program in Hidalgo wrapped
up in 2003, and the impact evaluation survey shows impressive results.
Of the listeners to the program,
51% said that they had developed a
greater interest in educating
themselves about reproductive
health issues and a greater ability to
make responsible decisions.
—18—
Thirty seven percent said they had
gained a better understanding of the
views of other youths, and 34% said
they were confident in passing on
reliable reproductive health
information to their friends.
Twenty nine percent felt that they
could better communicate with
adults on these subjects.
Dimensiones Sexuales began expanding to Tlaxcala state in September
2003 after an extensive needs
assessment survey of 1,000 youths.
The Mini Radio Soap Opera
contest generated 29 submissions
in Tlaxcala. PMC and CORA plan
to expand this into additional states
throughout Mexico. Eventually,
we hope to expand this program
across Latin America.
This program is also supported by
the Community Fund of the U.K.,
Interact Worldwide, and an
individual donor.
B RAZIL
Marcio Schiavo,
A total of 1,354 scenes dealing with
social issues were incorporated into
these telenovelas. More specifically,
257 themes dealt with gender
relations, including marital conflicts,
domestic violence, conception, and
risky sexual behavior. Also, 208
scenes were incorporated regarding
sexual and reproductive health, such
as artificial insemination, male
sterility, condom use and other
contraceptive methods, pregnancy
(maternal and prenatal health),
family planning, and unavoidable
health risks such as spontaneous
abortion. Finally, 159 scenes
dealing with the theme of sexuality
were incorporated, including
virginity, loss of virginity, adolescent
sexuality, homosexuality, and the
pressure on youth to engage in sex.
Social themes incorporated into four TV Globo telenovelas
140
Number of scenes
In 2003, PMC continued to work
with Comunicarte, a non-governmental organization based in Rio,
to incorporate scenes dealing with
social content into prime-time
programs on TV Globo. This year,
nine telenovelas carried social themes
suggested by Comunicarte/PMCBrazil: Malhação (Working Out),
Agora é que são Elas (Now That
They Are Girls), Mulheres
Apaixonadas (Passionate Women),
Anjo Mau (Bad Angel), Celebridades
(Celebrities), Sabor da Paixão
(Passion’s Flavor), Chocolate com
Pimenta (Chocolate with Peppers),
O Beijo do Vampiro (Kiss of the
Vampire), and Esperança (Hope).
160
Sexual and Reproductive Health
120
Sexuality
100
Gender Relations
80
60
40
20
0
Sexual and Reproductive Health
Sexuality
Gender Relations
Malhação
Agora é que são Elas
Mulheres Apaixonadas
Anjo Mau
41
21
63
30
28
13
66
85
143
64
14
20
Telenovelas
Comunicarte/PMC-Brazil also
developed a manual on social
merchandising, which met with
great enthusiasm from top executives of TV Globo and other media
sectors involved with the development and insertion of social content.
The team began collaborating with
ANDI (Agency for the Rights of
Children) to more effectively incorporate scenes dealing with children’s
rights. Marcio Schiavo was also
named a board member of this
organization. Comunicarte/
PMC-Brazil also participated in
numerous conferences, forums, and
events to promote social merchandising as an instrument of
education.
Over the past five years, social
content has become a distinguishing
— 19—
characteristic of TV Globo, and it
has emerged as a leading channel for
social education. The Brazilian government formally acknowledged the
power of social merchandising, stating, “The telenovela is the strongest
audiovisual tool of the country and
can be used as a weapon to educate
the current population. It is a source
of information and entertainment.
Current telenovelas have already integrated themes into dramas, such as
political corruption, AIDS, and use
of drugs, and now the government
proposes to use them to stimulate
studying, reading and learning.”
The Minister of Education,
Cristovam Buarque, confirmed the
power of the media by saying
recently, “It is advan-tageous to use
the power of TV, because it is present in 88% of Brazilian homes.”
I NDIA
Shashi Kant Kapoor,
In India, the deadly HIV virus
affects about 0.8% of the adult
population, and the threat of a
massive HIV/AIDS epidemic
hovers in the near future. Such a
low percentage is misleading,
because in a country with a
population of 1 billion people,
this 0.8% translates into more
than 3.7 million people infected
with the incurable disease.
International health organizations have recently begun to
coordinate their efforts in India
with the hope of maintaining
and eventually decreasing this
rate of infection.
Currently, the HIV virus is
contained within a few select
groups of people, namely,
commercial sex workers (CSWs)
and migrant workers, who
engage in high-risk behavior.
The true danger lies with the
migrant workers, who contract
the disease on their long trips
and unknowingly transmit it to
their spouses back home.
Through this mechanism, the
virus can rapidly spread from a
few groups to the population at
large, thus causing a nationwide
epidemic. Because of this
problem, long-distance truck
drivers have been specifically
targeted with safer sex messages.
In 2003, PMC developed a
detailed plan and proposal
calling for the production of a
serial drama on cassette tapes
for distribution on major
highways throughout India.
Most of the distribution will
be concentrated in the six states
with the highest rates of
infection: Maharastra, Tamil
Nadu, Karnataka, Andhra
Pradesh, Nagaland, and
Manipur. The serial drama
will also be broadcast on All
India Radio. PMC has formed
partnerships with several local
Indian NGOs, including the
India Institute of Health
Management Research and the
Rotary Club of India, to help in
its efforts with the new cassette
tape serial drama.
—20—
PMC is also planning to work
with popular Indian television
networks to help them integrate
reproductive health messages
into existing serial dramas.
PMC has been in contact with
two of the top TV networks in
India, Sony and Sun TV, and
the well-known serial drama
production company, Balaji
Telefilms. Balaji Telefilms has
produced numerous serial
dramas that have attained the
highest ratings in India, and the
production company is a household name.
PMC plans to work with PATH
(Program for Appropriate
Technology in Health) in
implementing these projects.
T HE P HILIPPINES
N EPAL
THE PHILIPPINES
Cecile Guidote Alvarez,
The population of the Philippines
is steadily increasing at 2.2% per
year, which implies that the population of 82 million will double in
32 years. Only 35% of married
women 15-49 are using modern
methods of contraception.
After attending the Asia regional
workshop, Strengthened
Partnerships among Local FM and
Community Radio Networks and
Reproductive Health Agencies on
HIV/AIDS (conducted by PMC
and UNFPA in Manila in May),
representatives from YES FM in
Boracay approached Population
Media Center for assistance in
developing a plan for the creation
of a radio serial drama addressing
family planning and HIV/AIDS
issues. During 2003, PMC and
YES FM developed a detailed plan
of action for a nationwide serial
drama and submitted it to funding
agencies.
Additionally, in November 2003,
Bill Ryerson, Kriss Barker, and
Board member Virginia Carter
conducted training workshops in
Manila on the Sabido methodology for the AIDS Society of the
Philippines and Women
Playwrights International. The
three were interviewed on radio
and TV on the island of Boracay
during their visit.
NEPAL
Only 35% of married women in
Nepal use modern methods of
contraception. As a result, the
average woman gives birth to 4.5
children during her lifetime. At
current rates of growth, the population of this mountainous country
will double from 25 to 50 million
in less than 30 years.
Nepal’s HIV/AIDS cases are currently contained in select groups
within the population - sex workers and intravenous drug users.
Within the past several years, however, the level of infection within
these groups has significantly
increased. For example, the percentage of intravenous drug users
with HIV in the Kathmandu
Valley has risen from two percent
in the early 1990s to more than
50% in 1999. As in India, the
epidemic is poised to spread from
these few concentrated groups of
people to the general public.
Additional data from the situation
analysis commissioned by the
National Center for AIDS and
—22—
Sexually Transmitted Disease
Control Center (NCASC), the
Department of Health Services,
and UNAIDS found that many
of the previous awareness-raising
programs directed towards sex
workers did not change their risky
behavior. They concluded that
more effective behavior change
communications and intervention
activities are needed.
proposed project for a radio serial
drama addressing issues of
HIV/AIDS avoidance and family
planning comes at an opportune
time. Representatives from Nepal
attended the Asia regional workshop, Strengthened Partnerships
among Local FM and Community
Radio Networks and Reproductive
Health Agencies on HIV/AIDS that
PMC conducted with UNFPA in
Manila. Following the workshop,
representatives of Radio
Sagarmatha approached
Population Media Center for
assistance in developing a plan for
the creation of a social content
radio serial drama. PMC and
Radio Sagarmatha then began
discussions with funding
organizations during a November
visit to Nepal by Bill Ryerson
and Kriss Barker.
Photo ©2003 Rudy Brueggemann. All rights reserved
“When women are educated and healthy, their families,
REGIONAL TRAINING
WORKSHOPS
In 2003, PMC and the United
Nations Population Fund
(UNFPA) held two regional
training workshops for fourteen
countries in Africa and Asia. The
project, entitled “Strenggtheningg
Partnershipps amongg Local FM
and Communityy Radio Networks
and Repproductive Health Aggencies
on HIV/AIDS,,” involved radio
stations and NGO’s from six
countries in Asia and eight countries in Africa and aimed for
greater collaboration between
radio stations and NGOs, so that
countries could better promote
education and information about
HIV/AIDS, women’s status and
reproductive health. PMC began
this project in 2002 by developing
a paper regarding the treatment of
HIV/AIDS and other reproductive
health issues by community radio
stations worldwide. Following a
needs assessment survey in the 14
selected countries, PMC organized
training workshops in
the two regions on
the use of effective
entertainment-education strategies for
changing reproductive
health behavior.
In March 2003,
personnel from radio
stations and NGOs in
Angola, Guinea
Bissau, Mali,
Mozambique,
Namibia, Niger, Nigeria and
South Africa received training at a
workshop in Johannesburg. Then,
in May 2003, representatives of
Cambodia, Mongolia, Nepal,
Papua New Guinea, Philippines
—24—
and Vietnam attended a training
workshop in Manila. During
these one-week training
sessions, PMC exposed
the participants to entertainment-education
strategies and effective
radio production techniques, including serial
dramas. Participants listened to presentations by
PMC radio production
trainer Tom Kazungu, as
well as PMC drama production trainer and
Board member Virginia
Carter. Marcio Schiavo, PMC’s
Country Representative in Brazil,
also participated in the
Johannesburg workshop, as did
Tanzanian radio production
trainer Rose Haji. Tony Palermo,
communities and nations benefit.” — UNFPA
an American specialist in sound
effects and radio production techniques, joined the presenters in
Manila. These workshops
initiated relationships between
reproductive health NGOs and
local radio stations. In addition,
participants went live
on the air in Manila
on a nationwide
broadcast on DZRH
radio.
Finally, this project
allowed PMC to
establish many new
relationships with
local radio stations in
various countries.
PMC hopes to further collaborate
with these radio stations in creating long-running social-content
serial dramas for broadcast in
the near future.As a follow-up
to this project, PMC produced
an interactive CD-ROM to
summarize and present the
events of the two workshops.
The CD-ROM incorporates
music, audio and
PowerPoint presentations, training guides
and other resource
materials, links to other
resources, and photographs. CD users can
browse through a colorful
menu of training materials,
including current
HIV/AIDS research, information about the Sabido
methodology for behavior change,
action plans, and more. Thanks to
Sylvie Cohen, project officer at
— 25—
UNFPA, this innovative CDROM allows PMC to distribute
the details of the Sabido methodology on a greater scale.
P UBLICATIONS
Entertainment-Education: History, Research, and Practice
Edited by Arvind Singhal (Ohio University), Michael Cody (University of Southern
California), Everett M. Rogers (University of New Mexico), Miguel Sabido (Nuevo
Sol Productions)
The four editors, including Miguel Sabido – the key figure in formulating the theoretical
basis for entertainment-education (E-E), present a comprehensive resource on what is
known about E-E and its uses for social change. Authors of the 22 chapters include
E-E theoreticians, practitioners, and researchers, from a wide range of nationalities and
theoretical orientations. The comprehensive book covers E-E history and theory, research
and implementation, and E-E interventions and their outcomes.
Several key PMC personnel have chapters including Miguel Sabido; David Poindexter,
PMC Honorary Chair; Bill Ryerson, PMC President; Negussie Teffera, PMC Ethiopia
Country Representative; and Marcio Schiavo, PMC Brazil Country Representative, as
well as E-E gurus and PMC Program Advisory Board members Arvind Singhal and Everett Rogers, and
psychologist Albert Bandura. Bill Ryerson and Negussie Teffera write on the experience of PMC’s project in
Ethiopia: the steps of project development, implementation after receiving funding, working with partners,
collaborating with other NGOs, and creating a sustainable program. Their chapter details the different steps
of PMC’s programs - the formative research, the training workshops, and monitoring and evaluation research.
This book is recommended for scholars, educators, and practitioners in entertainment media studies, behavior
change communications, public health, psychology, social work, development, social activism, and
government and nonprofit agencies.
$49.95 – Published by Lawrence Erlbaum Associates. Mahwah, New Jersey. 2003
Review aided by Annotation, Book News, Inc., Portland, OR
Strengthened Partnerships Among Local FM and Community Radio
Networks and Reproductive Health Agencies on HIV/AIDS
As a follow-up to the project with the same name, PMC, along with UNFPA, produced
this interactive CD-ROM to summarize and present the events of two workshops, on
entertainment-education in Johannesburg and Manila for representatives of radio stations
and NGOs from eight countries in Africa and six countries in Asia. The CD-ROM
includes the original PowerPoint presentations at the workshops as well as audio
presentations of the lectures. Training guides are presented in three languages, English,
French, and Portuguese. Other resource materials include workshop agendas, examples
of countries’ follow-up action plans, the questionnaires used for NGO and Radio Needs
Assessment surveys, and contact lists of numerous NGOs and local radio stations in each
country.
This CD-ROM was produced with the support of Sylvie Cohen, project officer at UNFPA.
Copies can be requested by writing to Population Media Center or e-mailing us at pmc@populationmedia.org.
—26—
F INANCIAL S UPPORT
As the summary of PMC’s
financial statements on the
following page will show,
contributions and grants in
support of PMC’s work
worldwide increased nearly
65% in 2003 compared to
the previous year. PMC
has received growing
support from individuals,
foundations, corporations,
non-profit organizations
and government agencies as
a result of the depth of
experience that PMC personnel have with successful
application of the Sabido
methodology of entertainment-education for changing reproductive health
attitudes and behavior.
The solid impact of the
projects in Ethiopia has
demonstrated that, once
again, the Sabido methodology, when properly
applied, can lead to massive
audience appeal and behavior change.
is a testament to the
dedication of PMC staff
and volunteers worldwide,
whose commitment to
PMC’s cause is strong.
Over 84% of PMC’s
expenditures in 2003 were
for program activities. The
efficiency of our operations
We are deeply grateful to
the numerous individuals
and institutions whose
generous support makes
PMC’s work possible.
The statement of financial
activities on the following
page is a summary of
PMC’s audited financial
statements, copies of which
are available upon request.
I NSTITUTIONAL D ONORS
The following institutions provided support
to PMC during calendar year 2003.
Alplaus United Methodist Church
Bostrom Family Foundation
L.P. Brown Foundation
Bushrod H. Campbell & Adah F. Hall Charity Fund
Cart Foundation
Coldwell Banker Hickok & Boardman Realty
Community Foundation for Greater Buffalo
Conservation and Research Foundation
Covington & Burling
Dickler Family Foundation
Gardner’s Supply Company
HIV/AIDS Prevention and Control Office of the
Government of Ethiopia
Charles Evans Hughes Memorial Foundation
Robert F. Hunsicker Foundation
International Monetary Fund
Ipas-Ethiopia
Mitteldorf Family Trust
Nirvana Manana Institute
David and Lucile Packard Foundation
Rinehart Family Foundation of Fidelity Investments
Charitable Gift Fund
Round Hill Fund of Fidelity Investments
Charitable Gift Fund
Save the Children-USA (Ethiopia office)
Thornton Foundation
Flora L. Thornton Foundation
United Nations Development Program-Swaziland
United Nations Population Fund
United States Agency for International Development
Wollenberg Foundation
WALTA Information Center-Ethiopia
— 27—
F INANCIAL S TATEMENT
FOR THE YEAR ENDED DECEMBER 31, 2002 AND 2003
SUPPORT & REVENUE:
Contributions and Grants
Contract Income
Interest Income
Unrestricted
Temporarily
Restricted
$ 317,954
$ 988,482
2003
Total
$ 1,306,436
5,415
5,415
2002
Total
$
792,999
25,000
7,195
Net Assets Released from Restrictions
Transfers to Fufill Purpose Restrictions
867,623
Total Support and Revenue
1,190,992
(867,623)
120,859
1,311,851
825,194
EXPENSES:
Program Services:
General Program Development
National Initiatives
170,422
927,334
170,422
927,344
177,164
564,198
116,627
89,820
116,627
89,820
105,593
40,163
Supporting Services
Management and General
Fundraising
Total Expenses
$ 1,304,203
$ 1,304,203
$ 887,118
Change in Net Assets
$ (113,211)
$ 120,859
$
$ (61,924)
Net Assets Beginning of Year
$
233,492
$ 538,628
$
772,120
$ 834,044
Net Assets End of Year
$
120,281
$ 659,487
$
779,768
$ 792,999
—28—
7,648
2003 B OARD
Virginia Carter
Redondo Beach
California
Ms. Carter is the former
senior vice-president and
head of drama for Embassy
Television, a Norman Lear Production.
Ms. Carter serves as a training consultant
to PMC in development of social-content
serial dramas. She was awarded an Emmy
and two Peabody Awards for her work on
the American situation comedies, All in
the Family, Maude, Good Times, The
Jeffersons, One Day at a Time, The
Facts of Life, and Diff ’rent Strokes.
Brenda Feigen
Los Angeles, California
Ms. Feigen is a Los Angeles
attorney, whose practice
consists of entertainment
and literary law, as well as
anti-discrimination work. A graduate of
Harvard Law School, she has written
extensively, and her book, Not One of
the Boys: Living Life as a Feminist,
was published by Knopf in 2000.
OF
D IRECTORS
International Marketing for Ben & Jerry’s
Homemade, Inc., with experience in
Europe, Middle East, Asia, Latin America,
Canada and Russia. He serves as PMC’s
treasurer.
William N. Ryerson
Shelburne, Vermont
Mr. Ryerson is PMC’s
founder and president,
with 32 years of experience
as a professional in the
population field, including 12 years as
Executive Vice-President of Population
Communications International.
Phillip Thorson
Bethesda, Maryland
Mr. Thorson is the retired
Director of Administration
of the International
Monetary Fund and
serves as the secretary of PMC’s
Board of Directors.
Kerstin Trone
Accord, New York
Ms. Trone is the retired
Deputy Executive Director
for Programmes of the
United Nations Population
Fund.
Bram Kleppner
Burlington, Vermont
Mr. Kleppner is a management consultant and an
adjunct faculty member in
marketing at Champlain
College. He is the former head of
— 29—
2003 P ROGRAM A DVISORY B OARD
Qutubuddin Aziz
Karachi, Pakistan
Former Chair of the National Press Trust of
Pakistan and Director of the United Press of
Pakistan news service. He also held the post of
Minister for Information at the Embassy
of Pakistan in London from 1978 to 1986.
Earl Babbie, Ph.D.
Anaheim Hills, California
Campbell professor of Behavioral Sciences at
Chapman University and author of The Practice of
Social Research and The Basics of Social Research,
among other textbooks and scholarly works. He
serves as a research advisor to PMC. He received an
A.B. from Harvard College and an M.A. and Ph.D.
from the University of California, Berkeley.
Albert Bandura, Ph.D.
Stanford, California
Professor of Psychology at Stanford University. He
developed the theory of social learning, which postulates that people acquire attitudes, values and styles
of behavior through social modeling. He often testifies before Congress on the effects of television programming on the behavior of viewers.
Albert Allen Bartlett, Ph.D.
Boulder, Colorado
Professor Emeritus of Physics at the University of
Colorado, Boulder. He is a frequent speaker on the
meaning of exponential growth.
Ted Bookstaver
Santa Monica, California
Vice President, Sales, King World International,
handling worldwide distribution of “The Oprah
Winfrey Show” and numerous other shows.
Norman Borlaug, Ph.D.
Mexico City, Mexico
Awarded the Nobel Peace Prize for his work in
developing high-yield wheat that led to the Green
Revolution in the 1970s. He founded CIMMYT,
an agricultural research station in Mexico City.
He is a professor with the Department of Soil
and Crop Sciences at Texas A&M University.
—30—
Lester R. Brown
Washington, D.C.
Described as “one of the world’s most influential
thinkers” by the Washington Post, Lester Brown is
President of Earth Policy Institute, a non-profit
environmental research organization based in
Washington, D.C., which he founded in May 2001.
Some 30 years ago, he pioneered the concept of
environmentally sustainable development. He is
widely known as the founder and former President
of the Worldwatch Institute. Brown has been
awarded over 20 honorary degrees and has authored
or coauthored some 30 books (including his most
recent, Plan B: Rescuing a Planet Under Stress and a
Civilization in Trouble), 19 monographs, and
countless articles. He is a MacArthur Fellow and the
recipient of many prizes and awards. In 1985, the
Library of Congress requested his personal papers
noting that his writings and work had “already
strongly affected thinking about problems of world
population and resources.”
Chester Burger
New York, New York
Retired public relations executive.
He is past President of Communications Counselors,
a public relations firm. He founded the nation’s first
communications management consulting firm and
was the nation’s first television news reporter (at CBS
in 1946). He played a leadership role in the civil
rights campaigns. In 1995, the U.S. government
awarded him the “Medal for Outstanding Service
to the United States.”
Michael Cody, Ph.D.
Associate Director of the Annenberg School of
Communication, University of Southern California,
where he is also Director of Doctoral Studies. He is
a specialist in use of entertainment-education strategies worldwide. He is a co-editor of EntertainmentEducation Worldwide: History, Research, and Practice
(2003).
Fred Cohen,
New York, New York
Past President of King World International.
Deecie McNelly Denison,
Fairlee, Vermont
An organizational and education consultant with
extensive experience in teaching communication
courses at the college level and experience with
international and cross-cultural issues.
Lucy Lee Grimes Evans
New Canaan, Connecticut
A columnist with the Stamford Advocate. She is also a
district representative for Population Connection and
a long time population stabilization advocate.
Lindsey Grant
Santa Fe, New Mexico
A writer and former Deputy Assistant Secretary of
State for Population and Environment. His books
include Juggernaut: Growth on a Finite Planet,
How Many Americans?, Elephants in the Volkswagen,
Foresight and National Decisions: The Horseman and
the Bureaucrat and Too Many People: The Case for
Reversing Growth.
Hope S. Green
Burlington, Vermont
Consultant to public broadcasting companies,
founding board member of the World Radio and
Television Council, formerly president of Vermont
Public Television and vice chair of the PBS Board.
She was a founding Board member of PMC.
Lynn Gutstadt
San Anselmo, California
Former Vice President of Audience Research for the
CNN News Group. She founded and built the
department, overseeing all programming and consumer marketing research for the CNN television
networks and Internet sites. She is currently an independent consultant in media and marketing research.
Richard S. Halpern, Ph.D.
Atlanta, Georgia
Independent consultant in strategic marketing and
opinion research. He is also an Adjunct Professor of
Mass Communications at Georgia Institute of
Technology. Formerly, he was the Global Director
of Advertising Research for the Coca-Cola
Company.
Maisha L. Hazzard, Ph.D.
Former Professor of Telecommunications and cofounder of Communication and Development
Studies at Ohio University. She has served as special
advisor, trainer, strategic communication specialist,
and head writer/producer for communication and
development projects for governments, media entities, universities, and social service agencies in the
Caribbean, Africa, India, and the USA.
She is currently the President of SpiritWorks
Communications.
Marilyn Hempel
Redlands, California
President of the Population Coalition, editor of the
Pop!ulation Press and chair of the Population
Institute board.
Tony Johnston, M.D.
Nairobi, Kenya
Executive Director, Population Communication
Africa. He was formerly the director of the UNFPA
Program for Population IEC Research Training for
Eastern and Southern Africa.
Shiv Khare
Bangkok, Thailand
Executive Director of the Asian Forum of
Parliamentarians on Population and Development.
He was formerly the Secretary-General of the World
Assembly of Youth in Copenhagen and Executive
Director of the Youth and Family Planning
Programme Council of India.
Doug La Follette
Madison, Wisconsin
Secretary of State of Wisconsin and a
long-time activist and speaker on population issues.
— 31—
Richard D. Lamm
Denver, Colorado
Co-Director of the Institute for Public Policy Studies
and a professor at the University of Denver. He is a
member of the board of the Federation for American
Immigration Reform. Formerly, he served three
terms as governor of Colorado, and is the past president of Zero Population Growth.
Diane Lee Langston, Esq.
Norfolk, Virginia
Retired Senior Officer of the United Nations
Population Fund (UNFPA). During 24 years of
service, she held responsibilities in numerous areas
including law and population; gender issues and
human rights; interregional programs with U.N.
organizations (e.g., FAO, ILO and UNESCO); population policy strategies, including poverty reduction
and globalization; partnership initiatives with the civil
society; and multilateral fundraising efforts. In
UNFPA’s Africa Division, as Senior Programme
Officer, she co-developed country information,
communication and education projects, including
the social-content radio soap opera project in
Tanzania. She is currently assisting UNFPA in its
partnership initiative with Rotary International.
She is also an independent consultant in business for
social responsibility, rule of law, and poverty
reduction areas.
Vincent Maduka
Lagos, Nigeria
Past Director-General of the Nigerian Television
Authority. He now heads his own private sector
broadcasting organization.
Leopoldo Peralta
Queretaro, Mexico
President of the Mexican Population and Cultural
Foundation. He is also an industrialist with operations in Mexico City, Morelia and San Juan del Rio,
Mexico. He is a former congressman in the Mexican
Congress in addition to being the former regional
director of the National Institute on Migration in the
Secretaria de Gobernacion of the government of
Mexico.
—32—
Roger Pereira
Mumbai, India
Head of R&P Management Communications
Pvt. Ltd. and producer of Humraahi, an Indian
family planning soap opera.
David Pimentel, Ph.D.
Ithaca, New York
Professor of Ecology and Agricultural Sciences at
Cornell University and a prolific author and
speaker about population issues.
Barbara Pyle
Atlanta, Georgia
Documentary maker and environmentalist.
As former Vice President for Environment of CNN
and Turner Broadcasting, she created Captain Planet
and the People Count series on population issues.
The first People Count documentary covered the
social-content soap opera of Cecile Alvarez in the
Philippines and was broadcast worldwide at the time
of the Cairo Conference on Population and
Development in 1994.
Charles L. Remington, Ph.D.
North Haven, Connecticut
Professor of biology (emeritus) at Yale University.
He served as the Program Chair of the first national
Congress on Optimum Population and Environment
in 1970. Along with Paul Ehrlich, he is the cofounder of Zero Population Growth and past Chair
of the ZPG Foundation.
Everett Rogers, Ph.D.
Albuquerque, New Mexico
Professor of Communication and Journalism at the
University of New Mexico and leading researcher on
the effects of entertainment-education soap operas in
developing countries. He is the co-author of
Entertainment-Education: A Communication
Strategy for Social Change.
Tom Sawyer
Akron, Ohio
Visiting scholar at Hiram College and a member
of the board of Population Resource Center. As
former Congressional Representative from Ohio,
he served as the co-chair of the Congressional
Population Caucus.
Jerri Lea Shaw
Columbia, Maryland
Founder and president of a consulting firm focused
on strengthening health care policy, financing and
service delivery.
O. J. Sikes
Leonia, New Jersey
Retired as Deputy Director of the Latin America
and Caribbean Division, U.N. Population Fund
(UNFPA). He was formerly the Chief of UNFPA’s
Education, Communication and Youth Branch.
He developed UNESCO’s population education
program in the early 1970s and designed innovative
approaches to population communication and
education with the Carolina Population Center
in the 1960s.
Arvind Singhal, Ph.D.
Athens, Ohio
Professor of Communications at the School of
Communications of Ohio University and a
researcher of the effects of entertainment-education
programs. He is the co-author of EntertainmentEducation: A Communication Strategy for Social
Change.
Peter C. Vesey
Marietta, Georgia
An international broadcasting consultant who works
with clients in the developing world. Previously at
CNN, he developed the CNN International
networks.
Charles Westoff, Ph.D.
Princeton, New Jersey
Maurice P. During ‘22 Professor of Demographic
Studies and Sociology at Princeton University,
specializing in population policy and in fertility and
family planning research in developing countries.
From 1974 to 1992, he was Director of the Office
of Population Research at Princeton University.
He is a specialist in demographic research in Africa.
Paul Winter
Litchfield, Connecticut
Founder and director of the Paul Winter Consort,
renowned throughout the world for its concerts in
celebration of the Earth and its wildlife. He has
performed concerts for the Earth at the United
Nations. He and his ensemble are artists-inresidence at the Cathedral of St. John the Divine
in New York.
Robert J. Wyman, Ph.D.
New Haven, Connecticut
Professor of Biology, Yale University. He is also the
Director of Undergraduate Studies and the Program
Director at Howard Hughes Medical Institute
Undergraduate Science Education Program.
He teaches Yale’s only course on population issues:
“Global Problems of Population Growth.”
He is a member of the Leadership Council, Planned
Parenthood of Connecticut (PPC) as well as a
former board member of PPC, Connecticut
NARAL, Urban League of New Haven, Center for
Children’s Environmental Literature, and Horizon
Communications. He received an A.B. from
Harvard College and an M.S. and Ph.D. from
the University of California, Berkeley.
David Yount
Duluth, Minnesota
Research ecologist with the U.S. Environmental
Protection Agency from 1972 to 1999. His current
research is in human carrying capacity as an
indicator of regional sustainability.
— 33—
2003 P ERSONNEL
William Ryerson
Shelburne, Vermont
PMC’s founder and President, William Ryerson has a
32-year history of working in the field of reproductive
health, including 19 years of experience adapting the
Sabido methodology for behavior change communications to various cultural settings worldwide. He has
also been involved in the design of research to measure the effects of such projects in a number of countries, one of which has led to a series of publications
regarding a serialized radio drama in Tanzania and its
effects on HIV/AIDS avoidance and family planning
use. He received a B.A. from Amherst College and an
M.Phil. from Yale University. He served as Director
of the Population Institute’s Youth and Student
Division, Development Director of Planned
Parenthood Southeastern Pennsylvania, Associate
Director of Planned Parenthood of Northern New
England and Executive Vice President of Population
Communications International before founding
Population Media Center.
Kriss Barker
Shelburne, Vermont
PMC’s Vice President for International Programs.
She has 19 years of experience in information, education and communication (IEC), operations research
(OR), and monitoring and evaluation. Ms. Barker
previously served as Communication Specialist for the
International Health Group at Chemonics
International, where she assisted in all aspects of
project development and implementation, with special
responsibility for oversight of IEC/BCC interventions.
She provided technical assistance to the Ministries of
Health, Education and Youth Promotion in Mali for
the development and implementation of national IEC
strategies and coordination of IEC activities, as well
as the development and conduct of operations and
qualitative research. She holds a B.A. in Human
Biology from Stanford University, and an M.P.H.
from the Tulane School of Public Health and
Topical Medicine, with a specialization in
International Health and Family Planning.
—34—
OF
PMC
NaHyun Cho
Shelburne, Vermont
Program assistant at PMC headquarters, Ms. Cho
assists in international program implementation.
She helps research, develop, and manage projects in
the various countries where PMC works. She also
researches, writes and edits PMC’s annual reports
and periodic newsletters. She holds a B.A. in History
from Yale University.
Andrea Grayson
Burlington, Vermont
A production consultant to PMC, Ms. Grayson has
been involved in the television industry for 20 years,
including positions at Sesame Street and Channel
One. She has produced numerous television magazine-format feature stories for Channel One and
Vermont Public Television on topics such as the environment, business, arts and social issues. Grayson
holds an M.A. in Media Ecology from New York
University, and is a doctoral candidate in the
Educational Leadership and Policy Studies Program
at the University of Vermont. She is the author of
numerous articles on the topic of media education,
and she is currently working on a book about the
media’s impact on consciousness.
Rose Haji
Dar es Salaam, Tanzania
Serves as a radio production trainer for PMC. In
addition, she is the National Director of the Media
Institute for Southern Africa, Tanzania Chapter.
Previously she was a producer for Radio Tanzania and
oversaw production of the serialized radio drama
Twende na Wakati, which, from 1993 to 1997, was
successful in changing behavior with regard to
HIV/AIDS prevention and reproductive health on a
population-wide level in Tanzania.
Kaija Helmetag
Shelburne, Vermont
Communications coordinator at PMC headquarters,
Ms. Helmetag writes human-interest profiles and
feature articles about PMC’s work in daily newspapers.
She is also involved in PMC’s international program
implementation. She holds a B.A. in Cultural
Anthropology from the University of Vermont.
2003 P ERSONNEL
Cindy Houston
Shelburne, Vermont
Office Manager at PMC headquarters, Ms.
Houston has non-profit experience from her work
as a volunteer with organizations such as Habitat
for Humanity, Gailer School and Neighborhood
Planning Assemblies. She has worked as an
Administrative Assistant at Ben & Jerry’s
Foundation and the Visiting Nurse Association’s
Education and Development Department. Ms.
Houston holds a B.S. in Business from Champlain
College. She is currently enrolled at the Union
Institute and University studying sustainable
development.
Tom Kazungu
Nairobi, Kenya
As Director of Radio Production Training for
PMC, Tom Kazungu has provided training and
technical assistance to radio producers and writers
from ten African countries and six Asian countries
in application of the Sabido methodology to promote reproductive health. Previously, he provided
similar training and technical assistance to production and writing teams in Madagascar, Namibia,
St. Lucia and Tanzania. As Director of Apex
Productions of Nairobi, Mr. Kazungu has produced three radio serial dramas since 1986 using
the Sabido methodology.
Nancy Luke
Providence, Rhode Island
Assistant professor of research in the Population
Studies and Training Center at Brown University.
She holds a Ph.D. in Demography and Sociology
from the University of Pennsylvania’s Population
Study Center. She serves as a research advisor
to PMC.
Christopher Lytle
Shelburne, Vermont
PMC’s Vice President for Development. He has
over 30 years of experience in development and
fundraising for non-profit organizations, including
the Rotary Foundation of Rotary International,
OF
PMC
Muscular Dystrophy Association and Catholic
Relief Services. He has extensive consulting
experience with premier national and international
agencies in campaign design, development management, marketing and strategic planning. He is
the co-founder and President of the Real Gifts
Foundation, a public foundation to advance
philanthropy through gifting of real property.
Previously, Mr. Lytle served as the chief development officer of the National Board for Professional
Teaching Standards, where he increased the largest
corporate commitment from $500,000 to $15
million. He holds a B.A. from Mercyhurst
College in Erie, PA, and is a graduate of the first
postgraduate program in Nonprofit and Fund
Raising Management in the nation taught by
Adelphi University.
Tony Palermo
A training consultant to PMC, Mr. Palermo is the
writer/producer of dozens of radio dramas in the
classic “old-time radio” style of the 1930s-1960s.
He has directed hundreds of radio productions
since 1996. His dramas have covered the classic
radio genres of soap operas, science-fiction, detective shows, westerns, horror stories, historical dramas, and even super-hero spoofs. Since 1996, Mr.
Palermo has provided the scripts, musical scores,
and manual sound effects devices for weekly radio
workshops at the Museum of Television & Radio
in Beverly Hills, California and New York City.
David Poindexter
Beaverton, Oregon
Program consultant and Honorary Chair of
Population Media Center. He has 33 years of
experience in communications strategies related to
family planning and reproductive health worldwide, including 25 years of applying the Sabido
methodology in various cultural settings in Asia,
Africa and Latin America. He was founder and
President of Population Communications
International.
— 35—
2003 P ERSONNEL
Miguel Sabido
Mexico City, Mexico
Pioneered the use of commercial television serial
dramas to achieve positive social goals. He serves as a
consultant to Population Media Center. For over 17
years, he served as Vice President for Research of the
Mexican network, Televisa, where he created his now
famous serial dramas or telenovelas, and then took his
entertainment-education concept to the Internet, in a
new endeavor called “web-novela.” His work has been
recognized around the world.
Rodney Shaw
Washington, D.C.
PMC Senior Vice President Rodney Shaw is founder
and past president of The Population Institute and
has been a leader in the population field for 35 years.
He also started the Methodist Department of
Population Problems and the Religious Coalition for
Abortion Rights. He is past Senior Vice President of
Population Communications International.
Andrew Tangalos
Williston, Vermont
A PMC consultant, Mr. Tangalos represents PMC on
the Corporate Council on Africa. Previously, he was
a Foreign Service officer with the U.S. Department of
Commerce in Washington, D.C. During his tenure
with the department, he served in Canada, Algeria,
Greece, Nigeria, and Haiti. He holds a B.A. in
History from Colgate University and an M.A. in
Public and International Affairs from Princeton
University.
ETHIOPIA
Negussie Teffera
Addis Ababa, Ethiopia
PMC’s Country Representative in Ethiopia. He is
the former Director of the National Office of
Population. In that role, he wrote the country’s
population policy and oversaw its adoption and
implementation. Dr. Negussie holds a Ph.D. in
Communications from the University of Wales,
Cardiff and has extensive experience in radio
production.
—36—
OF
PMC
Abebaw Ferede
Senior Research and Evaluation Officer at Population
Media Center-Ethiopia. He has a B.Sc. in Statistics
from Addis Ababa University, and an M.Sc. Degree
in Medical Demography from the School of Hygiene
and Tropical Medicine, University of London. He has
extensive experience in the fields of Population and
Health. Prior to joining PMC, he worked for more
than 10 years at the Central Statistical Authority as a
statistician and demographer. He has also worked for
the Consortium of Family Planning NGOs in
Ethiopia (COFAP) as a Research and Evaluation
Officer, and also for Marie Stopes InternationalEthiopia as a Program Officer.
Abdulnasir Hajihassen
Head of the Oromiffa Serial Drama Production and
Research Department for PMC-Ethiopia, Mr.
Abdulnasir previously served as head of Information,
Education and Communication for Women and
Youth of the Oromia Population Office. He has also
served as a theater expert for the Oromia Culture and
Information Bureau. He has written and produced
radio and TV dramas dealing with AIDS.
Alemtsehay Mamo
Director of the Administration and Finance
Department of Population Media Center-Ethiopia.
She has worked in government organizations for more
than 10 years in different capacities, including Head
of the Budget Section, Head of Project Finance, Head
of the Finance Department and Acting Head of the
Administration and Finance Unit. She then spent
three years in a private air charter company as Finance
Manager. She holds a B.A. in Accounting and an
M.Sc. in Information Science.
Emawayish G. Kristos
PMC-Ethiopia’s Executive Secretary. She holds a
diploma in Secretarial Science and Office
Management and has worked in the offices of the
World Bank and the National Office of Population of
Ethiopia
2003 P ERSONNEL
Fikreselassie Emun
PMC-Ethiopia’s accountant. He holds a B.A. in
Accounting from Addis Ababa University and
has over seven years of experience in finance.
Kelemua Wedajo
PMC-Ethiopia’s Executive Secretary and Cashier.
She holds a diploma in Secretarial Science and
Office Management from the College of
Commerce in Ethiopia and has worked in the
Office of the Prime Minister of Ethiopia.
Mesfin Assefa
Head of the Amharic Serial Drama Production and
Research Department for PMC Ethiopia. Prior to
joining PMC, he was senior editor and coordinator
for population, reproductive health and environment programs with Radio Ethiopia. He has also
worked for Panos Ethiopia as Chief Coordinator
for environment-related radio programs. He has a
B.A. in Literature from Addis Ababa University
and a certificate in Population Communication
from Ghana School of Journalism. In addition, he
has received a certificate for Advances in Health
Communication and Entertainment Media from
Johns Hopkins Center for Health Communication.
Nebiyou Tekalign Horssie
Director of the Media Arts Project of PMCEthiopia. Prior to joining PMC, he served as a
professor in the Theatrical Arts Department of
Addis Ababa University. Previously he was general
manager of the Ras Theatre of the Addis Ababa
Culture and Information Bureau. He has been
involved as a writer and director in numerous stage
plays, radio and television dramas and films,
including several dealing with reproductive health
issues. He has a Bachelor’s degree in Theatrical
Arts from Addis Ababa University.
OF
PMC
Tesfaye Eshete
PMC’s Media and Communication Program
Coordinator in Ethiopia. He has worked as a
communications consultant with various NGOs
and government agencies and has experience as an
announcer and producer with Ethiopian Radio and
TV.
MALI
Tandia Fatoumata Dèdè Kieta
Bamako, Mali
PMC’s Country Representative in Mali, and
Project Director for PMC’s West African Regional
Project, which covers Mali, Burkina Faso and Ivory
Coast. She has extensive experience in reproductive
health and both qualitative and quantitative
research. Before joining PMC, she was the operations research advisor to the $20 million USAID
youth project in Mali, where she designed and conducted operations research projects for the ministries of Health, Education and Youth Promotion.
Prior to this post, she was the Chief of Community
Health in the Reproductive Health Division of the
Ministry of Health, where she was responsible for
implementing the Ministry’s youth reproductive
health strategy. She is an M.D., with specialized
training in statistics and epidemiology.
El Moucktar Haidara
Bamako, Mali
Technical Assistant for PMC Mali. He has over 20
years of experience in community development and
social service through his work with multiple
Centers for Community Development in Mali and
as the head of the Division of Social Affairs for the
region of Tombouctou. He holds a master’s degree
in Social and Economic Administration from AixMarseille II University in Aix-en-Provence, France.
Amara Sidibé
Bamako, Mali
Accountant and Financial Manager for PMC Mali.
He holds a masters degree in Business
Administration from the National School of
Administration in Bamako and has nearly 15 years
— 37—
2003 P ERSONNEL
of experience in accounting. Prior to joining the PMC
Mali team, he held the position of Regional Business
Accountant for USAID’s Youth Strategic Objective
Education program in Koulikoro, Mali.
Fatima Traoré
Bamako, Mali
Secretary for PMC Mali. She has over 10 years of secretarial experience from her work with organizations
such as Save the Children Canada and the
International EGCC Cabinet. She holds a Certificate
of Professional Aptitude from the Medina-Coura
Center for Technical Training in Bamako, Mali,
as well as a Technical Diploma in Clerical
Administration from the Quinzambougou Center of
Technical Formation in Bamako, Mali.
NIGERIA
Tony Asangaeneng
Ibadan, Nigeria
Country Representative for PMC-Nigeria. He several
years of experience in behavior change communications programs in Nigeria and has held several posts as
project director for various reproductive health
projects. He holds a B.S. in Political Science and
Public Administration from the University of Uyo
and an M.S. in Political Science from the University
of Ibadan. He also holds a diploma in journalism from
the Nigeria Institute of Journalism and is now studying to become a Ph.D. in Globalization and
Sustainable Development.
SUDAN
Musa Mohamed Salih Beirag
Khartoum, Sudan
PMC’s Country Representative in Sudan. He has
extensive experience in journalism and translation
with degrees from Al Ashar University in Cairo and
the University of Khartoum. He is the former Chief
Editor for the Nile Courier, an English language
newspaper. He has held posts as Reporter and
Executive Editor at English Desk Weekly Review and
the Foreign News and contributed to daily newspapers
and magazines in Sudan. He has also served as the
Media Programmes Coordinator at the Population
Advocacy Project in Sudan and as the Information,
Education Communication Coordinator
for Eastern States - Sudan.
—38—
OF
PMC
INDIA
Shashi Kant Kapoor
New Delhi, India
PMC’s Country Representative in India. He is the
former Director General of both Indian Television
(Doordarshan) and All India Radio. He was also
president of the Commonwealth Broadcasting
Association. He has extensive experience in both radio
and television production and 40 years of experience
in the field of mass media.
PHILIPPINES
Cecile Guidote Alvarez
Manila, Philippines
Country Representative for PMC in the Philippines
and head of EarthSavers. Her 1994 television soap
opera became the subject of Barbara Pyle’s first People
Count documentary on CNN and Turner
Broadcasting. She is the winner of Asia’s prestigious
Magsaysay Award.
BRAZIL
Marcio Schiavo
Rio de Janeiro, Brazil
PMC’s Country Representative in Brazil. He is also
director of Comunicarte Social Marketing of Brazil,
which together with PMC, works to influence the
content of prime time entertainment programming on
the most popular programs on television with regard
to population and reproductive health issues.
MEXICO
Anameli Monroy
Mexico City, Mexico
PMC’s Country Representative in Mexico. A practicing psychologist, she is a leader in the field of adolescent pregnancy prevention. She founded and runs the
Guiding Center for Adolescents (CORA) of Mexico
and has served as a youth advisor to numerous organizations, including the World Health Organization, the
United Nations Population Fund and the Kellogg
Foundation.
DESIGN AND PRODUCTION BY SHAWN BRALEY
EDITED BY NAHYUN CHO
COVER PHOTO BY KRISS BARKER
PO Box 547
Shelburne, VT 05482
Tel: (802) 985-8156
Fax: (802) 985-8119
email:pmc@populationmedia.org
www.populationmedia.org

Using The Media To Sustain the Earth

Transcription

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