3. empowers communities worldwide to
inspire positive social and environmental change
through storytelling and creative communications.

4. From the earliest human
existence, stories have
helped us to understand
our world and share
our experiences. Stories
inspire us, teach us, move
us and in so doing…
they change the world.
“Once Upon a Time...”

5. Entertainment-Education is the process
of designing and delivering messages
via television, radio and digital
platforms that both entertain and
educate. The goal is to increase the
audience’s knowledge about an issue,
shift attitudes and change behaviors.

6. PCI Media Impact is the world
leader in Entertainment-Education and
communications for social change. For
over 25 years, our unique storytelling
strategies have impacted communities
worldwide.
Through our innovative My Community
approach, we work with the most
vulnerable and disadvantaged
populations to create sustainable
change.

7. Through radio, television, digital
and other media platforms, PCI
Media Impact addresses complex
issues related to health, the
environment and empowering the
most vulnerable. With the invaluable
support of our partners around the
world, we continue to expand our
thematic and geographic focus,
reaching more people in innovative
ways, one story at a time…
5,000
episodes
100
productions
1 billion
people
45
countries

8. As the world’s population surpasses seven billion,
health issues have never been more important. In
response, PCI Media Impact’s programs address
issues relevant to population including family
planning and sexual health, teenage pregnancy,
public sanitation and hygiene, among others.
Our program in Peru is emblematic of the health
work PCI Media Impact undertakes, as population
and environmental pressures threaten health and
well-being. Water is not only in short supply there,
but it is also poorly-distributed. PCI Media Impact
is working with USAID and regional partners
to broadcast The Story of Our Water, raising
awareness about public sanitation, hygiene and
water resource management, in order to bring safe
drinking water to the millions living throughout Peru
without this basic human necessity.
MEDIA FOR HEALTH

9. MEDIA FOR ENVIRONMENT
Our natural world is growing increasingly vulnerable.
To help protect our environment, PCI Media Impact
has launched programs to address critical issues
such as climate change adaptation, tiger, gorilla
and chimpanzee conservation, natural resource
management, water sanitation and sustainable
livelihoods.
Our radio drama Callaloo airs in 15 countries and
reaches over 5.5 million listeners in the Caribbean.
The 130-episode, Entertainment-Education drama
promotes a clear vision of what people can do to
mitigate the damages of climate change. Supported
by mascots, school visits and musical performances,
the drama is resulting in increased protection of the
islands’ precious mangroves as well as the promotion
of sustainable fishing and farming, garbage disposal
and conservation-minded policies.

10. MEDIA FOR EMPOWERMENT
Strengthening the roles of women and youth
brings lasting social change. PCI Media Impact
includes gender equality and youth-related
storylines in every drama we produce. Our
programs help stop violence against women,
support family planning, highlight indigenous
rights and promote financial literacy, among
many other issues.
In the Mexican state of Chiapas, PCI Media
Impact worked with the local government to
produce a 36-episode telenovela entitled Mucho
Corazón, which was broadcast on over 20
stations in eight countries. The popular program
weaves together themes of women’s rights,
indigenous discrimination, and financial literacy.
After the program aired, 64 percent of viewers
reported that they had learned how to safely
stand up for their own rights.

11. MEDIA FOR YOUR STORY
In today’s world, effective storytelling requires using and
understanding a range of communications platforms,
including radio, video, mobile and online media. PCI
Media Impact’s program success is built on our deep
technical expertise and broad experience in producing
materials that are tailored for target audiences and
contextualized within the local culture. Our approach of
working with local organizations has perfected our skills
as mentors and producers.
We offer our production services and strategic support
to organizations that can benefit from our expertise or
want to include Entertainment-Education methodology
in their initiatives. Examples of our services include
media coverage and event support for United Nations
Framework for the Convention of Climate Change,
communications training for the United Nations
Commission on the Status of Women, filming and
production of a documentary for Women’s World
Banking on microfinance, video production for UNDP,
IUCN and The Nature Conservancy and an intensive
course in Entertainment-Education at UCLA’s Art &
Global Health Center.

12. Coalition Building & Formative Research
We host in-country workshops with the coalition
partners. These workshops analyze the formative
research, provide training in Entertainment-
Education and initiate the process of developing a
comprehensive behavior change campaign.
PHASE TWO
Our “My Community ” Approach
We identify and recruit a diverse group of coalition
members. They are familiar with the culture, language
and needs of targeted communities and drive
formative research to understand the local context.
PHASE ONE
Training & Program Design

13. We mentor coalition partners. We help them develop
and produce the scripts and media materials, using
available radio, television and digital platforms.
Mentoring & Production
PHASE THREE
We provide both on-site and distance mentoring during
broadcast and implementation of all components of the
program. This support typically includes training, design
and implementation of interactive radio and TV call-in
shows, as well as community action campaigns.
Broadcast & Community Mobilization
PHASE FOUR

14. How We Tell Our Stories Radio or TV Call-In Shows
Interactive call-in shows are created so that the audience can engage in
real-time discussions about the issues presented in the drama as well as
relevant local resources and events. The shows use music, competitions
and prize giveaways to energize and inspire the audience.
Community Mobilization Campaigns
Mobilization Campaigns provides an opportunity
for direct community action. Whether it’s
through a community fair or a school visit, this
critical phase leverages available resources
and networks, seeking policy support and
engagement of service providers to inspire
lasting social change.
Serial Dramas
The core of each program is the
production and broadcast of a
serial drama which tackles sensitive
subjects in a non-threatening
manner. Using our Entertainment-
Education methodology, key
messages are woven into an
informative and engaging story.

15. The My Community model values monitoring and evaluation,
a process we call learning. As communicators, we focus on
understanding the audience’s needs as it evolves and changes
throughout the program.
We measure the success of our programs across three indicators:
1. The capacity of our local partners to effectively use
communications to catalyze change in their community.
2. The size of the community that supports this work.
3. The positive changes in audience knowledge, attitudes
and behaviors around targeted social, health and
environmental issues.

16. “In Liberia our parents did
not go to school. Only boys
went to school. Girls were
told to marry boys in order
to be taken care of. I don’t
want to be like our parents,
I want to learn to become
someone in order to change
our future.”
Vistor, Liberia
Mobilize4Africa Participant

17. “There are a lot of issues on
the street like homelessness,
poverty, gang violence—with
My School-My Community, we
discuss them and figure out
how to make them better in
order to make a change in
people’s lives.”
Habib, NYC
My School-My Community Student

18. “If you teach a man to fish...”
BE A PART OF THE STORY
Visit our Website:
www.mediaimpact.org
Visit our website, sign up for our
newsletter, like us on Facebook and
join us on Twitter to get updates
about all of our programs.
Make a Donation
Your contributions and our programs
together change the world.
Volunteer
Join us to experience the difference
we make first-hand.
At the heart of our methodology is capacity building. vv
Media Impact works with partners and empowers local
communities to become self-sufficient. We provide our
partners with the knowledge, tools and mentorship to
develop these programs and keep them flourishing after
we’ve left.

19. Green Gabon (Gabon)
Hen Mpoano/Our Coast (Ghana)
Mobilize4Africa (Liberia)
Mucho Corazon (Mexico)
My Chimpanzee – My Community
(Burundi and Rwanda)
My Gorilla – My Community
(Nigeria and Cameroon)
My Island – My Community
(Caribbean region)
My School – My Community (USA)
My Tiger – My Community (Laos)
The Story of Our Water (Peru)
My Western Chimpanzee – My Community
(Sierra Leone and Liberia)
My Wildlife-My Community (Tanzania)
Not For Sale (Bolivia)
STEWARD (Guinea, Ivory Coast, Liberia,
Sierra Leone)
Strong Voices-Strong Women
(Peru, Colombia and Bolivia)
Sustainable Fisheries (Belize)
Voices in the Mist (Mexico)
Young People Telling Stories (Peru)
Our Current Programs

20. “The power of storytelling is exactly this:
to bridge the gaps where everything else has crumbled.”
PCI Media Impact – Headquarters
777 United Nations Plaza – 5th Floor
New York, NY 10017, USA
info@mediaimpact.org
Tel: (212) 687 - 3366
www.mediaimpact.org
Share our stories...
– Paulo Coelho