2. Scott Connolly Director of Research

3. Population Media Center (PMC) collaborates with the mass media and other organizations worldwide to: 1. Bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources. 2. Lessen the harmful impact of humanity on the earth’s environment The emphasis of our work is to educate people about the benefit of small families, encourage the use of effective family planning methods, elevate women’s status, an promote gender equality. Changes in attitudes and behaviors among the audience are measures of success.

4. Human HealthHuman Rights Environmental Preservation Economic Equality Reproductive Health Family Planning Maternal & Child Health Obstetric Fistula Female Genital Mutilation HIV/AIDS Adolescent Reproductive Health Drug & Alcohol Abuse Nutrition Malaria Disease Prevention & Control Education Gender Equality Child Marriage Gender-Based Violence Violence Child Abuse Prostitution Rights of the Disabled Deforestation Farming Practices Climate Change Biodiversity Water Financial Literacy & Planning Entrepreneurship Funders and Partners: United Nations Population Fund UNICEF David and Lucile Packard Foundation MacArthur Foundation Department of Foreign Affairs, Trade, and Development (DFATD) Canada United States Agency for International Development (USAID)

5. Compelling and Relevant Must be 75% entertainment Can address 5-10 major themes Long-Running 206 episodes over two years is ideal Time for characters to evolve in their thinking and behavior at a believable pace Time for audience to evolve in their thinking and behavior Time for emotional bonding with characters Soap Operas for Social Good

6. Entertaining and Emotional Dramatic -- to keep the audience wanting more Emotion influences behavior more forcefully than purely cognitive information PMC programs are often the top-rated show on the air Real Life, Real People Show real people with realistic choices “Positive,” “Negative,” and “Transitional” characters Never lecture Soap Operas for Social Good

7. Rwanda Ndyera wants a very large family but to support them he must illegally trap a gorilla in the forest and sell it on the black market. He gets caught in his own trap. He decides to limit his family size and adopts a sustainable farming method to grow food. Nigeria Kande is a 13 year old girl from N. Nigeria whose father marries her for dowry. She gets pregnant and loses the baby, plus gets obstetric fistula. Her husband casts her out. But a friend helps her, and she learns how to get treatment, is re-integrated into society, enrolls in school and becomes a successful seamstress. Becomes positive role model. Storylines from Around the World

8. Population Media Center (PMC) Impacted more than 50 countries worldwide.

9. Why PMC is Effective Focuses in countries with highest need Based on formative research (real life) Hires all local producers and writers Works with national & local broadcasters Uses multiple media and transmedia Robust monitoring & evaluation (M&E) Why PMC Is Effective

10. Studies the habits and lifestyles of members of the target audience to determine needs, desires, behaviors and media usage in order to develop understandable, high- quality, culturally appropriate characters and storylines; and above all, to reproduce the life styles of the target audience. Studies the habits and lifestyles of members of the target audience to determine needs, desires, behaviors and media usage in order to develop understandable, high- quality, culturally appropriate characters and storylines; and above all, to reproduce the life styles of the target audience.

11. Literature Review Literature Review Media Analysis Media Analysis Social Services Infrastructure Analysis Social Services Infrastructure Analysis Health Behavior Analysis Health Behavior Analysis Qualitative Research (Focus Groups) Qualitative Research (Focus Groups) Ethnographic Research Ethnographic Research Methods:

12. Writer’s Notebook Writer’s Notebook – Health statistics, but in visual form – Transcripts from focus groups Expert presentations from clients and donors during the training. Expert presentations from clients and donors during the training. Field visits to health centers and communities Field visits to health centers and communities

13. Help develop questions necessary for research purposesHelp develop questions necessary for research purposes Input on research on target audience relevant to story creationInput on research on target audience relevant to story creation Observation of focus groups with target audienceObservation of focus groups with target audience Review of all related new media programming and publishing related to target marketReview of all related new media programming and publishing related to target market

14. Audience Size and Econometric Indicators: Reach (% that listen) and Frequency (# of times listen)Reach (% that listen) and Frequency (# of times listen) –Program: Ruwan Dare (“Midnight Rain”), Hausa Drama, Northern Nigeria. –Result:70% listened one or more times to PMC drama –Audience Size:12 million Nigerians –Cost Per Listener: 8 cents US –Cost Per Behavior Change: (For spousal communication about family planning: 89 cents US)

15. Behavior Change Indicators: Family Planning and HIV Percent of new clients at family planning clinics motivated to get services by PMC dramasPercent of new clients at family planning clinics motivated to get services by PMC dramas Program: Ethiopia, Yeken Kignit (“Looking over One’s Daily Life”)Program: Ethiopia, Yeken Kignit (“Looking over One’s Daily Life”) Result: 18% motivated to get servicesResult: 18% motivated to get services Program: Burkina Faso, (Yam Yankre or “the Choice”), and (Here S’ra or “the Road to Happiness”)Program: Burkina Faso, (Yam Yankre or “the Choice”), and (Here S’ra or “the Road to Happiness”) Result: Listeners 60% vs. non-listeners 53% responded “yes” to the question “Have you ever been voluntarily tested for HIV?” (differences are statistically significant).Result: Listeners 60% vs. non-listeners 53% responded “yes” to the question “Have you ever been voluntarily tested for HIV?” (differences are statistically significant). Listeners were 1.8 times more likely than non-listeners to say have been tested, voluntarily, for HIVListeners were 1.8 times more likely than non-listeners to say have been tested, voluntarily, for HIV

16. Participatory Research Post-broadcast qualitative evaluation with drawingsPost-broadcast qualitative evaluation with drawings “My life has changed in many ways, and I have tried to influence many others. This is a sketch of me and my daughter Miriam. I have told her that no matter what, she should complete her education. I also spoke to my two elder sisters, who have daughters who were recently married off. I told my sisters to tell my nieces and their husbands to delay pregnancies, and if they become pregnant they should go for regular health check-ups.” Male participant, Kano, Nigeria How has listening to the radio program influenced your life? Gugar Goge Nigeria

17.  In the first month, East Los High rose to be one of the top five shows on Hulu, and also the top show for Hulu’s Latino viewers.  In the first month, more than 30,000 people used Planned Parenthood’s “The Check” widget available on eastloshigh.com to explore their risk and need to get tested for STDs, HIV, or pregnancy.

18. 18 Experiential learning through gameplay

19. Player becomes the Transitional Character.Player becomes the Transitional Character. Interactivity leads to decision-making.Interactivity leads to decision-making. Player experiences cause and effect.Player experiences cause and effect. Player becomes the Transitional Character.Player becomes the Transitional Character. Interactivity leads to decision-making.Interactivity leads to decision-making. Player experiences cause and effect.Player experiences cause and effect. entertainment-education  role modeling  social change 19

20. Feuilleton radiophonique Vivra Verra “Time will Tell”, Republique Democratique du Congo (RDC) – Partenaire DFATD Canada Feuilleton radiophonique Vivra Verra “Time will Tell”, Republique Democratique du Congo (RDC) – Partenaire DFATD Canada

21. Haitian Diaspora Haitian Diaspora Soap opera broadcast in Creole to change attitudes among Haitians about restavek (child slaves) in Haiti Soap opera broadcast in Creole to change attitudes among Haitians about restavek (child slaves) in Haiti

22. Entertainment-Education and Health Behavior – Transmedia storytelling using social media and web – Using gaming and gaming audience to engage in and promote pro-social values aligned with human rights – Development communication and ONG partnerships

23. Population Media Center PMC@populationmedia.org+1-802-985-8156