Fall2016Newsletter-FINALWEB
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
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