Reaching the Masses
Tuesday, November 23rd, 2010Reaching the Masses: Radio Shows Abroad Are Connecting People with Health, Environment and Population Issues; Now, They’re Coming to Hollywood
By Melissa Knopper
Darkness falls over Rwanda. All across the country, thousands of people switch on their radios and tune in to Umurage Urukwiye (“Rwanda’s Brighter Future”), a popular broadcast soap opera. They listen as the main character, Leodia, leads an ecology club in her village, Tarama. They respect the way she protects the habitat of endangered mountain gorillas, which is being destroyed by tourists. Through her work, Leodia encourages her neighbors to buy tree seedlings to prevent erosion and help the gorillas.
At the end of the show, researchers from Population Media Center (PMC) do a survey. They discover sales of tree seedlings spiked by 11% at local nurseries. Each time researchers from this Shelburne, Vermont-based nonprofit air a radio or television soap opera, they find similar results—an increase in family planning visits to a clinic, better HIV and AIDS prevention or a decline in violence against women.
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