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ON STORY<br />

PCI MEDIA IMPACT NEWSLETTER<br />

Fall 2016<br />

CROSS-BORDER<br />

APPROACHES TO<br />

HUMAN TRAFFICKING<br />

NASDAQ OPENS<br />

WITH SUPERHEROES<br />

TEENS TALK SEX ED<br />

IN PUCALLPA, PERU<br />

WHEN DID YOU FALL<br />

IN LOVE WITH<br />

NATURE?<br />

100<br />

Weeks in<br />

Mozambique


COMICS PARTNERSHIP<br />

TAKES CENTER STAGE<br />

COMICS UNITING<br />

NATIONS AT NASDAQ<br />

AND COMIC CON<br />

Our Comics Uniting Nations<br />

collaboration with UNICEF calls on<br />

the mighty world of superheroes<br />

to share the UN’s Sustainable<br />

Development Goals (SDGs) with<br />

a new generation of real life<br />

heroes. The stories are written by<br />

renowned comic creators, and<br />

distributed through The World’s<br />

Largest Lesson’s global network<br />

of educators.<br />

In recent months, Comics Uniting<br />

Nations rang the opening bell for<br />

NASDAQ and hosted a panel at<br />

New York Comic Con – the largest<br />

comic convention in the world,<br />

with an audience of nearly 200<br />

thousand. NFL star Ovie Mughelli<br />

was our panel’s special guest.<br />

“As a kid, I had no access to<br />

anything ‘green’ except comic<br />

books,” NFL star Ovie Mughelli<br />

said on the Comics Uniting<br />

Nations panel. Ovie is one of<br />

many new additions to the<br />

Comics Uniting Nations family,<br />

contributing his voice and brand<br />

for a comic book on SDG 13:<br />

Climate Action.<br />

With seven releases planned<br />

before Christmas, Mughelli’s<br />

story joins a growing movement<br />

to share the global goals with the<br />

generation that will put them to<br />

action. Follow all of these updates<br />

live at comicsunitingnations.org.<br />

PCI Media Impact<br />

featured at NASDAQ<br />

PERU AND BOLIVIA, HAND IN HAND<br />

CROSS-BORDER EFFORTS TO END HUMAN TRAFFICKING<br />

When a local radio station in<br />

Copacabana, Bolivia began<br />

broadcasting our radio drama<br />

Raíces de Violencia in 2015, little<br />

did they know that its audience<br />

would reach across national lines.<br />

The station, La Voz del Santuario,<br />

was one of 40 local partners<br />

selected to be part of our State<br />

Department-funded program<br />

on gender-based violence.<br />

Raíces de Violencia was a hit<br />

in Copacabana, and La Voz<br />

del Santuario radio hosts Tania<br />

Oroz and Noel Meruvia became<br />

champions of our approach to<br />

using entertainment media to<br />

influence behavior change on<br />

social issues.<br />

One day, Oroz and Meruvia<br />

received a call from the authorities<br />

of Yunguyo, a Peruvian town just<br />

across the border. They learned<br />

that thanks to the spillover of their<br />

radio signal, Raíces de Violencia<br />

had gained a second audience in<br />

the bordering nation!<br />

Soon, the two towns were working<br />

together on the struggle for<br />

gender equality. The Emergency<br />

Center Office in Yunguyo<br />

brought Oroz and Meruvia to<br />

their event for the International<br />

Day of No Violence Against<br />

Women. From then on, media<br />

agencies, local authorities and<br />

social organizations from both<br />

Copacabana and Yunguyo have<br />

been working with PCI Media<br />

Impact to bring our programs to<br />

Peruvian stations.<br />

For Peruvian officials in Yunguyo,<br />

gender-based violence was a<br />

serious concern. But their priority<br />

was to tackle the issue of human<br />

trafficking for forced labor and<br />

commercial sexual exploitation.<br />

They soon learned about our<br />

work with Bolivian schools to<br />

use our antitrafficking drama La<br />

Caldera as an educational tool.<br />

The director of the Micaela<br />

Bastidas School in Yunguyo<br />

reached out to our Bolivian team<br />

member Johnny Anaya, who<br />

helped the Peruvian district to<br />

broadcast and implement La<br />

Caldera in 10 schools throughout<br />

the area, and to engage students in<br />

community mobilization activities<br />

that raise awareness and share<br />

ways to combat human trafficking<br />

at the Peruvian-Bolivian border.


100 WEEKS IN MOZAMBIQUE<br />

RADIO DRAMA STRENGTHENS MATERNAL,<br />

NEWBORN AND CHILD HEALTH<br />

Ouro Negro was born in 2013<br />

as the flagship program to<br />

promote UNICEF’s Facts for Life in<br />

Mozambique. It is now so popular<br />

that 70 radio stations across the<br />

country are airing the drama.<br />

Ouro Negro is the most reliable<br />

popular source of information on<br />

safe child health practices and<br />

family planning.<br />

On August 24, Ouro Negro aired<br />

its 100th episode, earning it the<br />

spot as Mozambique’s longest<br />

running series. Its listenership<br />

had soared to 1.5 million.<br />

The drama is set in the fictional<br />

town of Jambolane, a traditional<br />

African community confronted<br />

with the arrival of a foreign mining<br />

company. This clash of two worlds<br />

becomes the backdrop where<br />

tradition and modernity collide.<br />

Characters are woven through<br />

four major story arcs, focusing on<br />

the health practices of diffferent<br />

audiences: both rural and urban<br />

An actress plays her part<br />

while recording Ouro Negro<br />

families, as well as adolescents.<br />

The mainstream success of the<br />

drama flies in the face of the<br />

notion that education cannot be<br />

both popular and entertaining.<br />

One actor described its success,<br />

saying “people feel they are<br />

represented in the drama ... The<br />

community says, this is our story.<br />

These stories touch the souls<br />

and hearts of people. If emotion<br />

grows in people, they’ll open<br />

their mind.”<br />

One day, a member of the<br />

production team was in the car<br />

with his housekeeper, driving<br />

to the countryside. The radio<br />

murmured in the background.<br />

They were deep in conversation<br />

when the housekeeper suddenly<br />

stopped him, saying “let’s be<br />

quiet, boss. This is the drama I<br />

have to hear.” The team member<br />

laughed out loud, realizing that<br />

his housekeeper had no idea he<br />

was a producer on the hit show.<br />

OUR CEO SEAN SOUTHEY<br />

NAMED IUCN CEC CHAIR<br />

At the World Conservation<br />

Congress in Hawaii, PCI Media<br />

Impact CEO Sean Southey was<br />

elected Chair of the IUCN’s CEC.<br />

The International Union for the<br />

Conservation of Nature (IUCN)<br />

is the most important global<br />

environmental network. As the<br />

voluntary chair of its Commission<br />

on Education and Communication<br />

(CEC), he will scale up the vision<br />

that grounds his work for PCI Media<br />

Impact, promoting the global<br />

network of IUCN’s community of<br />

conservation storytellers.<br />

PUNTA FUEGO DRAMA<br />

WINS MILLBANK AWARD<br />

This summer, PCI Media<br />

Impact and partner Wildlife<br />

Conservation Society (WCS) won<br />

the prestigious Millbank Award<br />

for Social Marketing for our Punta<br />

Fuego radio program. Now in<br />

its second season, this weekly<br />

drama entertains while teaching<br />

sustainable fishing practices.<br />

It has successfully influenced<br />

the behavior of Belize’s fishing<br />

community. The Millbank Award<br />

brings PCI Media Impact to eight<br />

awards and nominations in 2016.


TEENS TALK SEXUAL HEALTH<br />

FAMILIANDO TAKES AN INTERGENERATIONAL<br />

LOOK AT SEX EDUCATION IN PUCALLPA, PERU<br />

Our Peruvian radio show<br />

Familiando helps parents talk<br />

about sexual and reproductive<br />

health with their adolescent<br />

children.<br />

As Veronica, a mother and avid<br />

listener puts it, “Familiando helps<br />

you guide your children as a<br />

mother. Many times, as stay-athome<br />

moms, we cannot go to<br />

places to attend conferences,<br />

but we have Familiando at our<br />

fingertips, and we listen to it<br />

because it is important for us to<br />

know how to guide our children.”<br />

The radio program features a talk<br />

show with an open line for guests to<br />

call in. Hosts from a group of youth<br />

leaders from the town known as<br />

Líderes en Tiempo Liberado (LTL)<br />

drive the conversation, inviting<br />

callers to join.<br />

Teenage radio hosts promote Familiando<br />

Each week, LTL hosts play a short<br />

fictional scene on a family-related<br />

topic. Some sketches are taken<br />

from programs that PCI Media<br />

Impact has developed in the<br />

past. Others, such as a scene on<br />

gender roles where a teenage girl<br />

is prompting her father to let her<br />

help fix the car, were designed for<br />

Familiando itself. Each scene and<br />

discussion aimed to reclaim the<br />

meaning of family, repositioning it<br />

to make it more inclusive, diverse,<br />

democratic and active.<br />

In Pucallpa, Peru, teen pregnancy<br />

and poor sexual health raise<br />

concerns for many parents; but<br />

many report feeling ineffective in<br />

conversations on these issues with<br />

their own sons and daughters.<br />

Familiando draws these parents<br />

into the discussions they want<br />

and need to have.<br />

#NATUREFORALL<br />

CAMPAIGN LAUNCHES AT<br />

WORLD CONSERVATION<br />

CONGRESS IN HAWAII<br />

#NatureForAll, the latest global<br />

movement of the International<br />

Union for the Conservation of<br />

Nature (IUCN), is an effort to<br />

bring together organizations<br />

that can connect new audiences<br />

with nature for a simple reason:<br />

the more people experience,<br />

connect with, and share their love<br />

for nature, the more support there<br />

will be for its conservation.<br />

PCI Media Impact co-led the<br />

development of this campaign<br />

with funder and partner Parks<br />

Canada. Alison Sudol, musician,<br />

actress and author, introduced<br />

the campaign at the global launch<br />

at the recent World Conservation<br />

Congress in Hawaii.<br />

“From Alison Sudol to inquisitive<br />

children to media moguls,<br />

#NatureForAll offered a vibrant<br />

energy with the strong reminder<br />

that people are part of nature,”<br />

said Nancy Colleton, former Chair<br />

of the IUCN’s Commission on<br />

Education and Communication.<br />

“It’s an important reminder of<br />

how important it is to reconnect<br />

people to nature.”<br />

For more information, visit www.mediaimpact.org<br />

Or contact: info@mediaimpact.org<br />

777 United Nations Plaza, 5th Floor<br />

New York, NY 10017, USA

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