PMC was recently featured in Earth Island Journal
http://www.earthisland.org/journal/index.php/eij/article/sex_sells/
Sex Sells: A Tiny Nonprofit Uses Mass Media to Encourage Family Planning
Fikrite is a girl in trouble. Her grandfather has just died and now a neighbor, a man named Damte, has taken over the house and is trying to turn the place into a bar and brothel. Fikrite says she won’t allow it, so Damte starts spreading rumors about the girl and soon everyone, including her boyfriend, thinks that she is hiding a child born out of wedlock. Damte then seduces Fikrite’s stepsister, Lamrot, gets her hooked on booze and drugs, and knocks her up. When Lamrot tries to abort the pregnancy, she almost bleeds to death and lands in the hospital, where she finds out that she is HIV-positive.
If this sounds like overcooked melodrama – well, that’s the point. The story comes from “Yeken Kignit” (“Looking Over One’s Life”), a radio soap opera that gripped much of Ethiopia for 257 episodes beginning in 2002. The show had all of the elements that make serial dramas popular: sex, romance, mischief, betrayal, suspense. But the wildly successful program – which reached more than one half of Ethiopian adults during its two-year run and sparked a craze for naming baby girls Fikrite – wasn’t designed just for entertainment. Produced by a small US organization called the Population Media Center (PMC), the show was written with the express purpose of encouraging family planning, women’s empowerment, and HIV/AIDS awareness. Not all the listeners knew this, however, and that was also the point.
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