2022 PCI Media Annual Report

Annual
Report
2022
Students in Maputo, Mozambique

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

Letter from
Our President
Dear PCI Media Friends,
Every day, PCI Media uses the power of stories to improve
outcomes around human rights, environmental sustainability, and
public health. But we don’t do this work alone; we produce stories
with the communities we serve and partners like you.
Every single broadcast, creative communication episode, and
training guide is rooted in on-the-ground research, participatory
design, and local cultural narratives. Connecting key messages with
local stories helps audiences build connections to new information
more easily, leading to greater, long-lasting change.
Our My Community Methodology is a rigorous but highly
adaptable approach that brings key stakeholders together to
produce effective stories for each cultural context.
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,
Meesha Brown
3

When men stayed at home, there were always fights
because they wanted to have sex and we were afraid
of becoming pregnant. But now we always follow the
radio about family planning and maintain relationships
with our husbands without fear. And the fights have
also reduced because of family planning.
Gerra*, PCI Media radio drama listener in Mozambique
*Name Changed to Protect Privacy
PCI Media Radio Listener, Mozambique
4

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
5

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
Why Entertainment-Education?
Entertainment-Education (EE) influences social and behavioral change at multiple
levels of society. The bond between audiences and characters provides connection,
role-modeling, and a trusted source of accurate information, leading to lasting
behavior change.
How We Work
Production
Broadcast and
Implementation
We use a 5-phase participatory
approach that produces impact
through story-driven content
and community activation.
Formative Research
& Coalition Building
Program Design
Cross-cutting
Monitoring & Evaluation
6

Locally-Driven, Sustainable Impact in 2022
Reach in 2022:
11 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.
7

2022 Behavior Change
Key New Insights and Changes in Behavior Reported by Our Audiences
Empowered People
Men, women, teens, families,
service providers 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
• Understand health and
education needs of people
with disabilities
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
200+ Creative Partners: Strengthened capacities to produce
evidence-based and audience-driven content for social impact.
8

I’ve never heard a program where a story
is narrated and which shows what we live
day to day on the farm. We are learning a
lot and putting into practice all the advice
of professionals.
Farmer and PCI Media Radio Listener, Guatemala
Farmer in Central America
9

Our Programs in 2022
EMPOWERED
PEOPLE
• Access Without Barriers, Inclusive Sexual and
Reproductive Health for Teens with Disabilities,
Mozambique, Flanders Cooperation
• #PlayYourPart, Spotlight Initiative, Violence Against
Women and Girls, Caribbean, UNICEF, EU
• Spotlight Initiative, Violence Against Women and
Girls, Timor Leste, UNICEF
• “Unstained,” Sexual and Reproductive Health for
Youth Involved with the Juvenile Justice System,
JJIIN, PRG, Office of Population Affairs
HEALTHY
LIVING
LIVABLE
PLANET
• Con los pies en la tierra (“With Our Feet in the Soil”),
Sustainable Farming, Central America, Catholic Relief
Services
• Communication Support, Climate Service Programs,
Latin America, WFP Climate Services
• Sustainable Fashion, Global, UNEP
• Nature-based Solutions, Ecosystem Restoration for
Disaster Risk Reduction, WWF, AFD
• Philippines Youth in Climate Action, Global, UNEP
• “Protecting Chimpanzees in Yambo’s Town,” Ilegal
Wildlife Trade, Illegal Wildlife Trade Fund, UK AID
• UN Decade on Ecosystem Restoration, Global, UNEP
• Ouro Negro, Facts for Life: Health and Social Issues,
Mozambique, UNICEF
• Nutrition and Early Marriage, Mozambique, WFP
Chemba
• Health and Nutrition, Kenya, UNICEF
10

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
85% reported
that they have
started to adopt
sustainable
farming
practices
Location: Central America - Nicaragua, El Salvador, Honduras
and Guatemala
11

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:
6 million
audience
members
90% of
surveyed
aduience
reported
behavior
change
75% of
surveyed
audience
discussed
topics with
others
UNICEF Mozambique has been the initial funder and significant
supporter of Ouro Negro since 2015. PCI Media co-created Ouro
Negro with UNICEF, the World Food Programme, the Government of
Flanders, MISAU (the Ministry of Health in Mozambique), and Grand
Canada Challenges.
12

“Unstained”: Sexual
Health Education
USA
EMPOWERED
PEOPLE
Societies thrive when
minoritized groups are
fully included.
Women
and Girls
Issue: Teens in the juvenile justice system are at greater risk for pregnancy
and STIs. 50% of teen girls in the justice system experience pregnancy (HHS).
New Mexico has a high rate of teen pregnancy (New Mexico Voices), which
increases significantly among this group.
Our Response: Our entertainment-education intervention is designed to
reduce sexual and other risk behaviors. Reducing these risks leads to improved
health outcomes for young people involved or at risk of being involved in the
juvenile justice system.
2023 Pilot Study Results: Among young people involved in the justice
system who watched the mini-series:
• 68% of study participants agreed or strongly agreed that the videos changed how they
think about their sexual health
• 87% of participants rated the overall quality of the videos as good, very good, or excellent
• 72% of participants said they would recommend the videos to their peers
• Results were maintained at the 1-month post-intervention follow-up.
What’s Next?: The Office of Population Affairs has awarded “Unstained” a
grant to undergo rigorous testing so that it can be cleared as a US government
agency intervention to reduce teen pregnancy in communities with the
highest need. “Unstained” is made possible by a grant from the HHS Office
of Population Affairs and supporters like you.
This project is made possible by grant number 1 TP2H000070-01-11
from the HHS Office of Population Affairs. Contents are solely the
responsibility of the production team and do not represent the official
views of the Department of Health and Human Services or the Office
of Population Affairs; nor does mention of trade names, commercial
practices, or organizations imply endorsement by the U.S. Government.
13

When I finished my studies, I had nothing to do, so my
father tried to force me to get married. Now...I learn a lot,
especially about issues related to girls. I have taken these
teachings to the girls in my community..
Mozambique, PCI Media Teen Radio Producer
Voice Actors recording for PCI Media in Mozambique
14

2024 Board and Team
Our Board of Directors
Our Team
17

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pcimedia.org
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For more information,
please contact info@pcimedia.org