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2022 PCI Media Annual Report

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<strong>Annual</strong><br />

<strong>Report</strong><br />

<strong>2022</strong><br />

Students in Maputo, Mozambique


Our Vision:<br />

A healthy, just, and sustainable world.<br />

We Offer:<br />

Our Mission:<br />

<strong>PCI</strong> <strong>Media</strong> creates a healthier, more<br />

sustainable, and just world using the<br />

Customized<br />

Communication<br />

Support<br />

for your initiative<br />

power of storytelling and community.<br />

Our Promise:<br />

<strong>PCI</strong> <strong>Media</strong> promises to deliver lasting<br />

results through stories, unique media<br />

Design and<br />

Implementation<br />

of SBCC<br />

(Social and Behavior Change<br />

Communications)<br />

programs, community connections,<br />

and partnerships that inspire new<br />

ways of living.<br />

Thought<br />

Partnerships<br />

• Communications Strategies<br />

• Advising and Mentorship


Letter from<br />

Our President<br />

Dear <strong>PCI</strong> <strong>Media</strong> Friends,<br />

Every day, <strong>PCI</strong> <strong>Media</strong> uses the power of stories to improve<br />

outcomes around human rights, environmental sustainability, and<br />

public health. But we don’t do this work alone; we produce stories<br />

with the communities we serve and partners like you.<br />

Every single broadcast, creative communication episode, and<br />

training guide is rooted in on-the-ground research, participatory<br />

design, and local cultural narratives. Connecting key messages with<br />

local stories helps audiences build connections to new information<br />

more easily, leading to greater, long-lasting change.<br />

Our My Community Methodology is a rigorous but highly<br />

adaptable approach that brings key stakeholders together to<br />

produce effective stories for each cultural context.<br />

In the following pages, you’ll see how we work with communities<br />

to tell stories that change lives, develop capacity, and produce<br />

change. If you aren’t already part of our community, we invite you<br />

to join us in our mission to create a healthier, more sustainable, and<br />

just world.<br />

With gratitude,<br />

Meesha Brown<br />

3


When men stayed at home, there were always fights<br />

because they wanted to have sex and we were afraid<br />

of becoming pregnant. But now we always follow the<br />

radio about family planning and maintain relationships<br />

with our husbands without fear. And the fights have<br />

also reduced because of family planning.<br />

Gerra*, <strong>PCI</strong> <strong>Media</strong> radio drama listener in Mozambique<br />

*Name Changed to Protect Privacy<br />

<strong>PCI</strong> <strong>Media</strong> Radio Listener, Mozambique<br />

4


Strategic Framework<br />

Our work is critical to producing positive<br />

change for a better world. We’re working to<br />

triple the impact of our programs by 2025 by:<br />

Securing core<br />

funding to expand<br />

our impact<br />

Expanding our most<br />

effective program<br />

models to reach<br />

more people in<br />

more places<br />

Formalizing new institutional<br />

partnerships to deliver communications<br />

programming on the issues and in the<br />

places where it is most needed<br />

2+ billion<br />

people<br />

reached<br />

35+<br />

years<br />

150+<br />

story-driven<br />

campaigns<br />

90%<br />

of audience<br />

surveyed reported<br />

behavior change<br />

5


We Value:<br />

The right of a<br />

person to live a selfdetermined,<br />

joyful life<br />

Authentic<br />

participation of<br />

local coalitions<br />

Love Not Loss:<br />

the power of<br />

aspirational narratives<br />

Locally-driven,<br />

lasting results<br />

Why Entertainment-Education?<br />

Entertainment-Education (EE) influences social and behavioral change at multiple<br />

levels of society. The bond between audiences and characters provides connection,<br />

role-modeling, and a trusted source of accurate information, leading to lasting<br />

behavior change.<br />

How We Work<br />

Production<br />

Broadcast and<br />

Implementation<br />

We use a 5-phase participatory<br />

approach that produces impact<br />

through story-driven content<br />

and community activation.<br />

Formative Research<br />

& Coalition Building<br />

Program Design<br />

Cross-cutting<br />

Monitoring & Evaluation<br />

6


Locally-Driven, Sustainable Impact in <strong>2022</strong><br />

Reach in <strong>2022</strong>:<br />

11 Million<br />

people<br />

We produce change. All of our programs are co-designed with local communities<br />

and key audiences. This ensures locally-driven, lasting change beyond the life of the<br />

program.<br />

Change<br />

Capacity<br />

Community<br />

Key audiences<br />

gain new insight,<br />

shift attitudes, and<br />

change behavior.<br />

Local agencies learn<br />

communication<br />

techniques and<br />

experience positive<br />

financial impact.<br />

Local partner<br />

networks are better<br />

equiped to sustain<br />

change.<br />

7


<strong>2022</strong> Behavior Change<br />

Key New Insights and Changes in Behavior <strong>Report</strong>ed by Our Audiences<br />

Empowered People<br />

Men, women, teens, families,<br />

service providers and<br />

individuals<br />

• Know more about family<br />

planning & sexual and<br />

reproductive health<br />

• Use contraception and other<br />

family planning methods<br />

• Test for STIs and adopt<br />

preventive behaviors<br />

• Stop violence against<br />

significant others<br />

• Understand that child marriage<br />

causes harm<br />

• Advocate for women and girls’<br />

education<br />

• Continue their education<br />

• Understand health and<br />

education needs of people<br />

with disabilities<br />

Healthy Living<br />

Mothers, fathers, caregivers,<br />

individuals and communities<br />

• Recognize signs of child<br />

malnutrition<br />

• Store food to ensure proper<br />

nutrition<br />

• Seek prenatal and maternal<br />

care<br />

• Increase hand washing and<br />

other behaviors that prevent<br />

infectious disease<br />

• Visit health clinics<br />

Livable Planet<br />

Sustainable Food Systems<br />

Sustainable Farming & Biodiversity<br />

Conservation<br />

• Farmers learn agricultural practices that<br />

replenish the soil<br />

• Individuals and communities learn to<br />

protect ecosystems for a healthier planet<br />

Biodiversity Conservation<br />

Global Audience<br />

• Know more about illegal wildlife trade<br />

• Want to end the illegal wildlife trade<br />

• Understand how purchases contribute to<br />

illegal wildlife trade<br />

• Learn about the importance of the 5 types<br />

of ecosystems<br />

200+ Creative Partners: Strengthened capacities to produce<br />

evidence-based and audience-driven content for social impact.<br />

8


I’ve never heard a program where a story<br />

is narrated and which shows what we live<br />

day to day on the farm. We are learning a<br />

lot and putting into practice all the advice<br />

of professionals.<br />

Farmer and <strong>PCI</strong> <strong>Media</strong> Radio Listener, Guatemala<br />

Farmer in Central America<br />

9


Our Programs in <strong>2022</strong><br />

EMPOWERED<br />

PEOPLE<br />

• Access Without Barriers, Inclusive Sexual and<br />

Reproductive Health for Teens with Disabilities,<br />

Mozambique, Flanders Cooperation<br />

• #PlayYourPart, Spotlight Initiative, Violence Against<br />

Women and Girls, Caribbean, UNICEF, EU<br />

• Spotlight Initiative, Violence Against Women and<br />

Girls, Timor Leste, UNICEF<br />

• “Unstained,” Sexual and Reproductive Health for<br />

Youth Involved with the Juvenile Justice System,<br />

JJIIN, PRG, Office of Population Affairs<br />

HEALTHY<br />

LIVING<br />

LIVABLE<br />

PLANET<br />

• Con los pies en la tierra (“With Our Feet in the Soil”),<br />

Sustainable Farming, Central America, Catholic Relief<br />

Services<br />

• Communication Support, Climate Service Programs,<br />

Latin America, WFP Climate Services<br />

• Sustainable Fashion, Global, UNEP<br />

• Nature-based Solutions, Ecosystem Restoration for<br />

Disaster Risk Reduction, WWF, AFD<br />

• Philippines Youth in Climate Action, Global, UNEP<br />

• “Protecting Chimpanzees in Yambo’s Town,” Ilegal<br />

Wildlife Trade, Illegal Wildlife Trade Fund, UK AID<br />

• UN Decade on Ecosystem Restoration, Global, UNEP<br />

• Ouro Negro, Facts for Life: Health and Social Issues,<br />

Mozambique, UNICEF<br />

• Nutrition and Early Marriage, Mozambique, WFP<br />

Chemba<br />

• Health and Nutrition, Kenya, UNICEF<br />

10


With Our Feet<br />

in the Soil<br />

Central America<br />

LIVABLE<br />

PLANET<br />

The climate crisis<br />

demands action from<br />

all of us, for all of us.<br />

Sustainable<br />

Food Systems<br />

Issue: Climate change and harmful farming practices threaten vulnerable food<br />

systems in Central America. Sustainable farming can help mitigate the loss of<br />

crops due to droughts and hurricanes and increase crop yields, saving farmers’<br />

livelihoods.<br />

Our Response: <strong>PCI</strong> <strong>Media</strong> developed a radio drama and multi-channel<br />

campaign to promote sustainable agricultural practices in four countries<br />

of Central America, Guatemala, Honduras, El Salvador, and Nicaragua in<br />

partnership with Catholic Relief Services.<br />

Story: A three-generation family of farmers who work through family​conflict<br />

when the new generation uses new farming techniques in a small​agricultural<br />

community in Central America.<br />

Reach & Impact so Far: based on an end-line survey<br />

4.2 million<br />

listeners<br />

95% of<br />

listeners found<br />

the radio<br />

programs<br />

useful<br />

85% reported<br />

that they have<br />

started to adopt<br />

sustainable<br />

farming<br />

practices<br />

Location: Central America - Nicaragua, El Salvador, Honduras<br />

and Guatemala<br />

11


Ouro Negro<br />

Mozambique<br />

HEALTHY<br />

LIVING<br />

Healthy families are<br />

the foundation for<br />

prosperous communities.<br />

Gender Equity,<br />

Maternal, Infant,<br />

and Child Health<br />

Issue: In Mozambique children, adolescents, and women have high rates of<br />

adverse health and social outcomes. Cultural traditions that perpetuate unequal<br />

gender power dynamics and limited access to information on health and sexual<br />

health education are significant contributing factors.<br />

Our Response: Since 2015, <strong>PCI</strong> <strong>Media</strong> has partnered with UNICEF Mozambique<br />

and Radio Mozambique on a multi-platform communication initiative, Ouro<br />

Negro (Black Gold), that takes on these issues by providing access to information,<br />

creating the conditions for shifts in attitudes, and connecting listeners to the<br />

services they need.<br />

Story: Stories about a group of adolescent students and a traditional village<br />

leader engages mothers, families, and teens in Mozambique.<br />

Reach and Impact:<br />

According to a third-party evaluation from GeoPoll and Viamo:<br />

6 million<br />

audience<br />

members<br />

90% of<br />

surveyed<br />

aduience<br />

reported<br />

behavior<br />

change<br />

75% of<br />

surveyed<br />

audience<br />

discussed<br />

topics with<br />

others<br />

UNICEF Mozambique has been the initial funder and significant<br />

supporter of Ouro Negro since 2015. <strong>PCI</strong> <strong>Media</strong> co-created Ouro<br />

Negro with UNICEF, the World Food Programme, the Government of<br />

Flanders, MISAU (the Ministry of Health in Mozambique), and Grand<br />

Canada Challenges.<br />

12


“Unstained”: Sexual<br />

Health Education<br />

USA<br />

EMPOWERED<br />

PEOPLE<br />

Societies thrive when<br />

minoritized groups are<br />

fully included.<br />

Women<br />

and Girls<br />

Issue: Teens in the juvenile justice system are at greater risk for pregnancy<br />

and STIs. 50% of teen girls in the justice system experience pregnancy (HHS).<br />

New Mexico has a high rate of teen pregnancy (New Mexico Voices), which<br />

increases significantly among this group.<br />

Our Response: Our entertainment-education intervention is designed to<br />

reduce sexual and other risk behaviors. Reducing these risks leads to improved<br />

health outcomes for young people involved or at risk of being involved in the<br />

juvenile justice system.<br />

2023 Pilot Study Results: Among young people involved in the justice<br />

system who watched the mini-series:<br />

• 68% of study participants agreed or strongly agreed that the videos changed how they<br />

think about their sexual health<br />

• 87% of participants rated the overall quality of the videos as good, very good, or excellent<br />

• 72% of participants said they would recommend the videos to their peers<br />

• Results were maintained at the 1-month post-intervention follow-up.<br />

What’s Next?: The Office of Population Affairs has awarded “Unstained” a<br />

grant to undergo rigorous testing so that it can be cleared as a US government<br />

agency intervention to reduce teen pregnancy in communities with the<br />

highest need. “Unstained” is made possible by a grant from the HHS Office<br />

of Population Affairs and supporters like you.<br />

This project is made possible by grant number 1 TP2H000070-01-11<br />

from the HHS Office of Population Affairs. Contents are solely the<br />

responsibility of the production team and do not represent the official<br />

views of the Department of Health and Human Services or the Office<br />

of Population Affairs; nor does mention of trade names, commercial<br />

practices, or organizations imply endorsement by the U.S. Government.<br />

13


When I finished my studies, I had nothing to do, so my<br />

father tried to force me to get married. Now...I learn a lot,<br />

especially about issues related to girls. I have taken these<br />

teachings to the girls in my community..<br />

Mozambique, <strong>PCI</strong> <strong>Media</strong> Teen Radio Producer<br />

Voice Actors recording for <strong>PCI</strong> <strong>Media</strong> in Mozambique<br />

14


<strong>PCI</strong> - MEDIA IMPACT, INC.<br />

STATEMENTS OF FINANCIAL POSITION<br />

DECEMBER 31, <strong>2022</strong> AND 2021<br />

Assets <strong>2022</strong> 2021<br />

Cash and cash equivalents $278,797 $399,388<br />

Contributions and grants receivable 4,064,567 158,178<br />

Prepaid expenses and other assets 33,726 6,990<br />

Equipment, net 23,067 49,805<br />

Total Assets $4,400,157 $614,361<br />

Liabilities and Net Assets (Deficit)<br />

Liabilities<br />

Accounts payable and accrued expenses $321,026 $292,475<br />

Loans payable 1,504,528 1,004,528<br />

Total Liabilities 1,825,554 1,297,003<br />

Commitments and Contingencies<br />

Net Assets (Deficit)<br />

Without donor restrictions<br />

Operating 1,297,105 (1,457,185)<br />

Board designated 33,145 33,145<br />

Total Without Donor Restrictions 1,330,250<br />

(1,424,040)<br />

With Donor Restrictions 1,244,353 741,398<br />

Total Net Assets (Deficit) 2,574,603 (682,642)<br />

Total Liabilities and Net Assets (Deficit) $4,400,157 $614,361<br />

15


<strong>PCI</strong>-MEDIA IMPACT, INC.<br />

STATEMENTS OF ACTIVITIES<br />

FOR THE YEARS ENDED DECEMBER 31, <strong>2022</strong> AND 2021<br />

<strong>PCI</strong>-<strong>Media</strong> Impact, Inc. is an independent, non-profit organization with tax<br />

exempt status under Section 501(c)(3) of the Internal Revenue Code. A copy<br />

of the complete audited financial statements represented here and/or a copy<br />

of the IRS form 990 may be obtained by writing to : <strong>PCI</strong>-<strong>Media</strong> Impact, Inc., 26<br />

Broadway, Suite 934, New York, New York 10004 or to the Office of the Attorney<br />

General, New York State Department of Law, Charities Bureau,120 Broadway<br />

New York, NY 10271.<br />

<strong>2022</strong> 2021<br />

Operating Revenue and Support<br />

Without<br />

Donor<br />

Restrictions<br />

With<br />

Donor<br />

Restrictions<br />

Total<br />

Without<br />

Donor<br />

Restrictions<br />

With<br />

Donor<br />

Restrictions<br />

Total<br />

Contributions and grants $4,917,498 $2,246,543 $7,164,041 $390,835 $2,428,495 $2,819,330<br />

In-kind contributions -- -- -- 33,360 -- 33,360<br />

Other income 59,156 -- 59,156 17,601 -- 17,601<br />

4,976,654 2,246,543 7,223,197 441,796 2,428,495 2,870,291<br />

Netassets released from restrictions 1,743,588 (1,743,588) -- 2,132,261 (2,132,261) --<br />

Total Operating Revenue and Support 6,720,242 502,955 7,223,197 2,574,057 296,234 2,870,291<br />

Expenses<br />

Program Expenses<br />

Serial drama 1,160,244 -- 1,160,244 1,848,528 -- 1,848,528<br />

Global campaigns 579,091 -- 579,091 542,693 -- 542,693<br />

General program 1,018,300 -- 1,018,300 635,889 -- 635,889<br />

Supporting Expenses<br />

Administrative 710,900 -- 710,900 727,689 -- 727,689<br />

Fundraising 497,417 -- 497,417 415,831 -- 415,831<br />

Total Expenses 3,965,952 -- 3,965,952 4,170,630 -- 4,170,630<br />

Change in Net Assets from Operations 2,754,290 502,955 3,257,245 (1,596,573) 296,234 (1,300,339)<br />

Non-Operating Activities<br />

Bequest -- -- -- -- -- --<br />

Loss on disposal of asset -- -- -- (69,317) -- (69,317)<br />

Total Non-Operating Activities -- -- -- (69,317) -- (69,317)<br />

Change in Net Assets 2,754,290 502,955 3,257,245 (1,665,890) 296,234 (1,369,656)<br />

Net Assets - Beginning of Year (1,424,040) 741,398 (682,642) 241,850 445,164 687,014<br />

Net Assets - End of Year $1,330,250 $1,244,353 $2,574,603 $(1,424,040) $741,398 $(682,642)<br />

16


2024 Board and Team<br />

Our Board of Directors<br />

Our Team<br />

17


pcimedia<br />

@pcimedia<br />

pcimedia.org<br />

/company/pcimedia<br />

For more information,<br />

please contact info@pcimedia.org

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