PCI Media Annual Report 2021

Annual
Report
2021

Our Vision:
A healthy, just, and sustainable world.
We Offer:
Our Mission:
PCI Media creates a healthier, more
sustainable, and just world using the
Customized
Communication
Support
for your initiative
power of storytelling and community.
Our Promise:
PCI Media promises to deliver lasting
results through stories, unique media
Design and
Implementation
of SBCC
(Social and Behavior Change
Communications)
programs, community connections,
and partnerships that inspire new
ways of living.
Thought
Partnerships
• Communications Strategies
• Advising and Mentorship

Meet PCI Media’s New Board Chair,
Tony Lee
Letter from
Our President
Dear PCI Media Friends,
If it were not clear before, the events of this past year have
underscored the urgency of PCI Media’s work with our global
partners to address critical issues affecting health, social justice,
and the environment. We all know that the stories we hear, the
television shows and films we watch, the songs we listen to, and the
news we read strongly influence our perspectives and behaviors.
That’s why we’re working to increase our impact over the next 3
years to reach more communities in more places with our proven
programs. Our commitment to capacity development and learning
vest locally, which has an impact beyond the life of a given program.
In the following pages, you’ll see how we work with communities
to tell stories that change lives, develop capacity, and produce
change. If you aren’t already part of our community, we invite you
to join us in our mission to create a healthier, more sustainable, and
just world.
With gratitude,
Tony established a distinguished career as
CEO of Dickerson Insurance Services. He
helped grow the company into the nation’s
largest minority-owned brokerage firm,
and then co-steered its acquisition by Alera
Group Company, LLC, where he currently
serves as Managing Partner.
Tony is both a champion for health equity
and a thought leader for improving diversity
in workforces, on executive teams, and in
US and global supply chains. His efforts
support individuals, enrich communities,
and bolster women-, minority-, disabled-,
and veteran-owned businesses.
Tony grew up around politics as the son
of a career politician who is now a senior
member of Congress. He is on the board of
the Los Angeles Urban League, St. Joseph
Center for the Homeless, and Los Angeles
Metropolitan YMCA, and is one of very few
non-attorney board members of the Public
Counsel Law Center. Tony holds a degree
from the University of California Santa
Barbara.
We’re excited to have Tony
as Chair of PCI Media’s
Board of Directors.
Meesha Brown
4

I had friends who got married during
school time... So I realized it was a
challenge [Early Marriage]. When I was
done with school... I just had a feeling that
I had to be a role model for the girl child.
Peris Karuga, School Teacher and Let’s Talk! EUP Campaign
Champion - Early and unnintended preganacy
in Eastern and Southern Africa
5

Strategic Framework
Our work is critical to producing positive
change for a better world. We’re working to
triple the impact of our programs by 2025 by:
Securing core
funding to expand
our impact
Expanding our most
effective program
models to reach
more people in
more places
Formalizing new institutional
partnerships to deliver communications
programming on the issues and in the
places where it is most needed
2+ billion
people
reached
35+
years
150+
story-driven
campaigns
90%
of audience
surveyed reported
behavior change
6

We value:
The right of a
person to live a selfdetermined,
joyful life
Authentic
participation of
local coalitions
Love Not Loss:
the power of
aspirational narratives
Locally-driven,
lasting results
How We Work
We use a 5-phase participatory approach that produces impact through story-driven
content and community activation.
Formative Research
& Coalition Building
Program Design
Productoin
Broadcast and
Implementation
Cross-cutting Monitoring & Evaluation
7

Locally-Driven, Sustainable Impact in 2021
Reach in 2021:
10.5 Million
people
We produce change. All of our programs are co-designed with local communities
and key audiences. This ensures locally-driven, lasting change beyond the life of the
program.
Change
Capacity
Community
Key audiences
gain new insight,
shift attitudes, and
change behavior.
Local agencies learn
communication
techniques and
experience positive
financial impact.
Local partner
networks are better
equiped to sustain
change.
8

2021 Behavior Change
Key New Insights and Changes in Behavior Reported by Our
Audiences
Empowered People
Men, women, teens, families,
and individuals
• Know more about family
planning & sexual and
reproductive health
• Use contraception and other
family planning methods
• Test for STIs and adopt
preventive behaviors
• Stop violence against
significant others
• Understand that child marriage
causes harm
• Advocate for women and girls’
education
• Continue their education
Healthy Living
Mothers, fathers, caregivers,
individuals and communities
• Recognize signs of child
malnutrition
• Store food to ensure proper
nutrition
• Seek prenatal and maternal
care
• Increase hand washing and
other behaviors that prevent
infectious disease
• Visit health clinics
Livable Planet
Sustainable Food Systems
Sustainable Farming & Biodiversity
Conservation
• Farmers learn agricultural practices that
replenish the soil
• Individuals and communities learn to
protect ecosystems for a healthier planet
Biodiversity Conservation
Global Audience
• Know more about illegal wildlife trade
• Want to end the illegal wildlife trade
• Understand how purchases contribute to
illegal wildlife trade
• Learn about the importance of the 5 types
of ecosystems
• Learn the importance of proper chemicals
and waste management
200+ Creative Partners: Strengthened capacities to produce evidencebased
and audience-driven content for social impact.
9

The [radio] program publicizes practices
that can be easily implemented in
thefield...are low-cost...and have a strong
[positive] environmental impact.
Advocate for Sustainable Farming, Honduras
With Our Feet on the Soil – Sustainable Farming in Central America
10

Our Programs in 2021
EMPOWERED
PEOPLE
• Access Without Barriers, Inclusive Sexual and
Reproductive Health for Teens with Disabilities,
Mozambique, Flanders Cooperation
• Democracy and Access to Civic Education, USA,
iCivics,
• Icchedana (On the Wings of Wishes), Ending Child
Marriage, Bangladesh, UNICEF
• Let’s Talk! Ending Early and Unintended Pregnancy
in Eastern and Southern Africa, UNESCO, UNFPA,
SAFAIDS, Save the Children Sweden
• My Choice, Our Choice, Unsafe Abortions, Southern
Africa, SAFAIDS
• Project BETTER – continuing education through
COVID, Mozambique
• Qudwa: Community Theater, Violence Against
Women and Girls, Lebanon, UNICEF
• Qudwa: Barber Shop & Salon Interpersonal Dialogue,
Violence Against Women and Girls, Lebanon, UNICEF
• Spotlight Initiative, Violence Against Women and
Girls, Timor Leste, UNICEF
• Universal Healthcare for Connecticut, Universal
Healthcare, Connecticut, Universal Healthcare
Foundation of Connecticut
HEALTHY
LIVING
• Anfóm: Family Nutrition, WFP Haiti
• Fotebol da Forca, Girls’ Sexual and Reproductive
Health and Rights in Mozambique, Grand
Challenges Canada
• Ouro Negro, Facts for Life: Health and Social Issues,
Mozambique, UNICEF
• Nutrition and Early Marriage, Mozambique, WFP
Chemba
• Shining Chef, Nutrition in Bangladesh, UNICEF
• “Taifa Imara, Familia Bora,” Responsible Parenting
and Family Care, Tanzania, UNICEF
LIVABLE
PLANET
• Chemical Waste Safety, Responsible Chemical Waste
Management, Global, UNEP
• “Con los pies en la tierra” (“With Our Feet in the Soil”),
Sustainable Farming, Central America, Catholic Relief
Services
• Wild for Life, Ending Wildlife Trafficking, Global, UNEP
11

With Our Feet
in the Soil
Central America
LIVABLE
PLANET
The climate crisis
demands action from
all of us, for all of us.
Sustainable
Food Systems
Issue: Climate change and harmful farming practices threaten vulnerable food
systems in Central America. Sustainable farming can help mitigate the loss of
crops due to droughts and hurricanes and increase crop yields, saving farmers’
livelihoods.
Our Response: PCI Media developed a radio drama and multi-channel
campaign to promote sustainable agricultural practices in four countries
of Central America, Guatemala, Honduras, El Salvador, and Nicaragua in
partnership with Catholic Relief Services.
Story: A three-generation family of farmers who work through family​conflict
when the new generation uses new farming techniques in a small​agricultural
community in Central America.
Reach & Impact so Far: based on an end-line survey
4.2 million
listeners
95% of
listeners found
the radio
programs
useful
70% reported
that they have
started to adopt
sustainable
farming
practices
Location: Central America - Nicaragua, El Salvador, Honduras
and Guatemala
12

Ouro Negro
Mozambique
HEALTHY
LIVING
Healthy families are
the foundation for
prosperous communities.
Gender Equity,
Maternal, Infant,
and Child Health
Issue: In Mozambique children, adolescents, and women have high rates of
adverse health and social outcomes. Cultural traditions that perpetuate unequal
gender power dynamics and limited access to information on health and sexual
health education are significant contributing factors.
Our Response: Since 2015, PCI Media has partnered with UNICEF Mozambique
and Radio Mozambique on a multi-platform communication initiative, Ouro
Negro (Black Gold), that takes on these issues by providing access to information,
creating the conditions for shifts in attitudes, and connecting listeners to the
services they need.
Story: Stories about a group of adolescent students and a traditional village
leader engages mothers, families, and teens in Mozambique.
Reach and Impact:
According to a third-party evaluation from GeoPoll and Viamo:
Up to 6 million
audience
members
90% of the
audience reported
behavior change
13

Democracy and Access
to Civic Education,
iCivics
USA
EMPOWERED
PEOPLE
Societies thrive when
minoritized groups are
fully included.
Women
and Girls
Issue: Civics education is critical to the health of American democracy.
iCivics is the largest provider of Civics education in the US. Conversations
about civics education are extremely polarized right now.
Our Response: Part of our role as communicators is to expertly navigate
sensitive but important conversations. We partnered with iCivics, an
organization leading the charge on civics education and engagement in
the US.
Impact:
Through a series of participatory workshops, we equipped their staff
with the tools to communicate effectively in a more unified way on
divisive political issues.
14

There were always fights because the husbands wanted
to have sex, and we were afraid of becoming pregnant.
But now we always follow the radio show about family
planning, and maintain relationships with our husbands
without fear. And the fights have reduced because of
family planning.
Mozambique, PCI Media Radio Program Listener Farming in Central America
15

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