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mediaimpact.org
twitter.com/mediaimpact
Tell a Story, Change the
World
Tell a Story, Change the
World
“Stories matter. Many stories matter. Stories have been used to dispossess and to malign. But stories can also be used to empower, and to humanize.”
Chimamanda Adichie, Nigeria
What We Do
We empower communities worldwide to inspire positive
social and environmental change through storytelling
and creative communications.
emotions. emotions.
Education(30%)
improves the knowledge and skills of the audience
to make informed decisions and change their
behavior.
Education(30%)
improves the knowledge and skills of the audience
to make informed decisions and change their
behavior.
Entertainment-Education
Entertainment(70%)
attracts and holds the audience’s attention by
engaging their
Entertainment(70%)
attracts and holds the audience’s attention by
engaging their
It all started with a LOVE story
Simplemente Maria, Peru, 1969
Miguel Sabido
The “father” of E-E
Social Learning &
Cognitive Theory
Albert Bandura
Media Characters as role models
Diffusion Theory / Everett Rogers
Innovators
Early Adopters
The Early Majority
The Late Majority
Laggards
mediaimpact.org
twitter.com/mediaimpact
Over 27 years: 100 serial dramas in
over 45 countries, reaching
over 1 Billion people.
Currently in 32 Countries
Where We Work
Media for Health
Media for Environment
Media for Empowerment
My Community
Building ability of local organizations to motivate long-term social change in Guatemala.
Building ability of local organizations to motivate long-term social change in Guatemala.
Capacity
Capacity
What does success look like?
As part of the program El Intruso (The Intruder), in partnership with Asociación Comunicares, PCI-Media Impact hosted volunteer activities and workshops, to provide training on sexual and reproductive issues
350 youth
The Intruder ultimately reached the
lives of
3 millionyoung people
Building coalitions and constituencies to support priority community issues.
Building coalitions and constituencies to support priority community issues.
CommunityCommunity
What does success look like?
Increase knowledge and change attitudes and behaviors of key target audiences.
Increase knowledge and change attitudes and behaviors of key target audiences.
ChangeChange
What does success look like?
For example, in certain villages in India, after exposure to the soap opera, Taru,
condom sales increased
and the sale of birth control pills increased
Some Current
Productions
Some Current
Productions
Corazon de Mujer: 45 radio episodes in 3 languages on 60 stations in 7 countries.
Corazon de Mujer: Radio magazine shows.
Mucho Corazon: 36 TV episodes on 22 stations in 6 countries.
Mucho Corazon: TV magazine shows.
Mucho Corazon: The Movie. Releasing in March.
Vibra Radio: 80 1-hour radio magazines for youth.
Vibra TV: 20 1-hour TV magazines for youth.
Community Mobilization Activities
Chiapas, MexicoChiapas, Mexico
Strong Women, Strong Voices
Strong Women, Strong Voices
Avon Foundation: Global Award for Excellence in Communications
Three programs- Bolivia, Peru & Colombia
Addresses violence against women, promotes access to services
CallalooCallaloo
Currently broadcast in 15 Caribbean countries
60 partners
130 episodes
HIV/AIDS, Biodiversity Conservation & Climate Change
Cameroon & NigeriaCameroon & Nigeria Cross River Gorillas
WCS, USFWS, CR State Broadcasting
26 episode radio drama/Pidgin
“Linda’s Joint” airs in June 2013
Call-in shows in Nigeria/Cameroon
Campaign activities in June 2013
GabonGabon
Gaguie the Gorilla
TV Drama: My Green Gabon
WCS, USFWS, Parks-Gabon
Rwanda & BurundiRwanda & Burundi Chimpanzees
WCS, USFWS, Rwanda Dev Board
Nyungwe National Park
26 episode radio drama
Airs in June 2013
Campaign activities in June 2013
Liberia, Sierra Leone, Guinea and Ivory Coast
Liberia, Sierra Leone, Guinea and Ivory Coast STEWARD Program
Western Lowland Chimpanzees
USFS, USAID, Care, FFI, Thomas Reuters, Auder
52 episode radio drama in 5 languages
Call-in shows & campaign activities under design
LiberiaLiberia “Eat Some – Keep Some”
Flora and Fauna International
4 Episode mini-drama
Forest management, REDD and conservation
GhanaGhana Sustainable Fisheries
52 episodes/Fante language
USAID, CRC/Maine
Audience: 2.5-4 million
Shama, Good News & Ankobra FM – broadcast & call-in
Impact date coming in May
Avon Foundation for Women: Global Award for Excellence in Communication Award.
United Nations: First place in Latin America and Top Five Global Practices, UNFPA Award for Best Practices in Adolescence and Youth Health.
First Prize: Public Health Association for Promesas y Traiciones. Award for the Multimedia category of the Public Health Education and Health Promotion.
Best Monitoring and Evaluation Methodology, Rainforest Alliance’s Eco-Index, for Callaloo.
Recent AwardsRecent Awards
