FOR IMMEDIATE RELEASE
August 24, 2010

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

Colgate-Palmolive Sponsors UN MDGs Radio Drama Campaign in Papua New Guinea

Port Moresby, PAPUA NEW GUINEA – The United Nations in Papua New Guinea in cooperation with the Population Media Center (PMC) is pleased to announce a groundbreaking partnership with Colgate-Palmolive. Colgate-Palmolive has signed on as a private sector sponsor of two social change radio serial dramas to be developed for public broadcast in Papua New Guinea in Pidgin and English.

“The United Nations is delighted that Colgate-Palmolive has taken on a role as a corporate partner for development in PNG. Through this support, Colgate-Palmolive is developing a legacy of civic participation and helping PNG move towards achieving the Millennium Development Goals,” said United Nation’s Resident Coordinator David McLachlan-Karr. Colgate-Palmolive’s partnership for development comes at a time when the UN is looking at partnering more with civil society and the private sector for development.
The programme is being carried out by Population Media Center on behalf of the UN as part of its Millennium Development Goal campaign, aimed at raising awareness and encouraging citizen participation in the promotion and delivery of the MDGs.

It will include the production and broadcast of two radio drama series that will each air twice weekly over the course of two years. Each series will be 208 episodes in length and will be broadcast nationally and via provincial stations. The original radio dramas will be written and produced by Papua New Guinea nationals who will receive technical support and training from world renowned dramatic writers, producers, and communications professionals from both Hollywood and the developing world.

The dramas will be written to reflect the realities of life in Papua New Guinea and will feature character role models that the audience can follow over time and learn from. The dramas will address issues such as gender equality and women’s empowerment, education, environmental protection, and poverty eradication. By first engaging audiences in riveting, dramatic stories, the programme is able to not only deliver important social and health messages to the public at large, but to motivate them to change their attitudes and behaviors on the issues of common social interest. The series in PNG is slated to go on the air at the beginning of 2011.

Given the percentage of people who listen to radio in Papua New Guinea, the programme has the potential to reach between 2 and 3 million people.

“We are very excited about the tremendous support that Colgate-Palmolive is providing for this important effort in Papua New Guinea,” Bill Ryerson, President of Population Media Center said. “Colgate-Palmolive is a leader in corporate social responsibility, and we are grateful for their commitment to improving life in Papua New Guinea.”

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For more information, please contact:

Betty Oala, PMC PNG Project Director: oala@populationmedia.net
Eileen Kolma, UN MDGs Campaign & Advocacy Specialist: eileen.kolma@undp.org
Katie Elmore, PMC Director of Communications: elmore@populationmedia.org

http://www.undp.org.pg/mdg.html

http://www.populationmedia.org/

About the United Nations
The United Nations is an international organization founded in 1945 after the Second World War by 51 countries committed to maintaining international peace and security, developing friendly relations among nations and promoting social progress, better living standards and human rights. Due to its unique international character, and the powers vested in its founding Charter, the Organization can take action on a wide range of issues, and provide a forum for its 192 Member States to express their views, through the General Assembly, the Security Council, the Economic and Social Council and other bodies and committees.
The work of the United Nations reaches every corner of the globe. Although best known for peacekeeping, peacebuilding, conflict prevention and humanitarian assistance, there are many other ways the United Nations and its System (specialized agencies, funds and programmes) affect our lives and make the world a better place. The Organization works on a broad range of fundamental issues, from sustainable development, environment and refugees protection, disaster relief, counter terrorism, disarmament and non-proliferation, to promoting democracy, human rights, governance, economic and social development and international health, clearing landmines, expanding food production, and more, in order to achieve its goals and coordinate efforts for a safer world for this and future generations.

About Population Media Center
Population Media Center (PMC) works worldwide to bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to lessen the harmful impact of humanity on the earth’s environment. PMC uses entertainment broadcasting to change cultural attitudes and individual behavior with regard to health and social issues. To achieve this, PMC adopted the Sabido methodology, which uses long-running serialized melodramas, written and produced in participating countries in local languages. Characters are created that gradually evolve into positive role models for the audience. The audience forms emotional bonds with these characters, which can lead to positively influencing listeners’ attitudes and behaviors. PMC’s serial dramas have addressed issues such as: the use of family planning, adoption of small family norms, avoidance of AIDS, elevation of women’s status, protection of children, and related social and health goals, depending upon the relevance of each to the policies of the country in which PMC is working.

In Papua New Guinea, PMC has established an office in Port Moresby to implement the three-year programme with Ms. Betty Oala, a former broadcast journalist and communications specialist, appointed as the Project Director.

FOR IMMEDIATE RELEASE
August 19, 2010

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

New Report on Population Asks Americans to Start Talking About What Really Matters

Shelburne, VT (19. August 2010) – When a man and a woman have unprotected sex, babies are quite often the result. Sexual decisions not only impact the lives of those involved, but impact the planet we all share. Currently the world’s population is growing by 80 million people every year. On a planet with finite resources this means we either take a rational approach to addressing population issues, or we ignore simple mathematics and pay the unimaginably horrific consequences. Sound bleak? Well it is. Which is why everyone needs to talk about it.

In his just-released report, “POPULATION: The Multiplier of Everything,” Post Carbon Institute Fellow and Population Media Center founder and president, William Ryerson cuts directly to the need to openly and thoughtfully address the critical issue of population growth.

In the 17-page report, Ryerson paints the big picture of population growth both in the United States and globally, details how our growing numbers impact food, water and energy supplies, addresses the belief that “technology will save us,” and explores a number of common myths and misconceptions about population growth, which are often perpetuated by the media or special interest groups.

Ryerson succinctly clears up the following common myths:

• The “Birth Dearth” Myth
• The Belief that Science and Technology will Solve All Problems.
• The Belief that there is a Problem only with Distribution of Food and other Resources
• The Belief that Religious Barriers will Prevent the Use of Family Planning
• The Myth that Economic Development is Needed to Slow Population Growth
• The Myth that Providing Contraceptives is all that is Needed

In his introduction, Ryerson lays out why the population conversation can be so difficult:

When it comes to controversial issues, population is in a class by itself. Advocates and activists working to reduce global population growth and size are attacked by the Left for supposedly ignoring human-rights issues, glossing over Western overconsumption, or even seeking to reduce the number of people of color. They are attacked by the Right for supposedly favoring widespread abortion, promoting promiscuity via sex education, or wanting to harm economic growth. Others think the problem has been solved, or believe that the real problem is that we have a shortage of people (the so-called “birth dearth”). Still others think the population problem will solve itself, or that technological innovations will make our numbers irrelevant.

One thing is certain: The planet and its resources are finite, and it cannot support an infinite population of humans or any other species. A second thing is also certain:
The issue of population is too important to avoid just because it is controversial.

William Ryerson’s report was prepared as his contribution to the Institute’s October 2010 Watershed Media/UC Press publication, The Post Carbon Reader. The new book weighs in on the key issues shaping our new century, from renewable energy and urban agriculture to social justice and community resilience. The collection of reports takes a straightforward look at the interconnected threats of our global sustainability quandary and presents some of the most promising responses.

Download the full report/chapter here: “POPULATION: The Multiplier of Everything”

See other Reader content here: The Post Carbon Reader: Managing the 21st Century’s Sustainability Crises.

ABOUT WILLIAM RYERSON
William Ryerson is founder and President of Population Media Center, and President of the Population Institute. He has a 39-year history of working in the field of reproductive health, including two decades of experience adapting the Sabido methodology for behavior change communications to various cultural settings worldwide. He has also been involved in the design of research to measure the effects of such projects in a number of countries, one of which led to a series of publications regarding a serialized radio drama in Tanzania and its effects on HIV/AIDS avoidance and family planning use. In 2006, he was awarded the Nafis Sadik Prize for Courage from the Rotarian Action Group on Population and Development. William received a B.A. in Biology (Magna Cum Laude) from Amherst College and an M.Phil. in Biology from Yale University.

ABOUT POPULATION MEDIA CENTER (PMC):
Population Media Center (PMC) works worldwide to bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to lessen the harmful impact of humanity on the earth’s environment. PMC uses entertainment media to change cultural attitudes and individual behavior with regard to health and social issues. To achieve this, PMC adopted the Sabido methodology, which uses long-running serialized melodramas, written and produced in participating countries in local languages. Characters are created that gradually evolve into positive role models for the audience. The audience forms emotional bonds with these characters, which can lead to positively influencing listeners’ attitudes and behaviors. PMC’s serial dramas have addressed issues such as: the use of family planning, adoption of small family norms, avoidance of AIDS, elevation of women’s status, protection of children, and related social and health goals, depending upon the relevance of each to the policies of the country in which PMC is working. www.populationmedia.org

ABOUT THE POST CARBON READER
During the past few decades, growth has become virtually the sole index of economic well-being. But at some point, humanity’s ever-increasing resource consumption will inevitably meet the very real limits of a finite planet.

The 36 co-authors of The Post Carbon Reader (Watershed Media/UC Press – October 2010) believe that this time has arrived. The authors call upon global leaders to face the need to accomplish four enormous tasks simultaneously:

1. Rapidly reduce dependence on fossil fuels.
2. Adapt to the end of economic growth.
3. Design and provide a sustainable way of life for 7 billion people.
4. Deal with the environmental consequences of the past 100 years of fossil-fueled growth.

In addition to William Ryerson, The Post Carbon Reader features the works of Wes Jackson, Bill McKibben, Erika Allen, Richard Heinberg, Gloria Flora, Sandra Postel, Nancy Lee Wood, Zenobia Barlow, Daniel Lerch, Rob Hopkins, Stephanie Mills, David Orr, Michael Shuman, Peter Whybrow, William Rees, Tom Whipple, Richard Douthwaite, Chris Martenson, David Fridley, Warren Karlenzig, John Kaufmann, Hillary Brown, Richard Gilbert, Anthony Perl, Cindy Parker, Brian Schwartz, Bill Sheehan, Helen Spiegelman, Joshua Farley, Michael Stone, Deborah & Frank Popper, Michael Bomford, David Hughes and Asher Miller.

ABOUT POST CARBON INSTITUTE
Post Carbon Institute provides individuals, communities, businesses, and governments with the resources needed to understand and respond to the interrelated economic, energy, and environmental crises that define the 21st century. PCI envisions a world of resilient communities and re-localized economies that thrive within ecological bounds.

POPULATION MEDIA CENTER
Tel: +1.802.985.8156 ext. 205
elmore@populationmedia.org
www.populationmedia.org

POST CARBON INSTITUTE
Tel: +1.707.823.8700 • Fax: +1.866.797.5820
media@postcarbon.org
http://www.postcarbon.org

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Population Media Center (PMC) invites you to join us in commemorating World Population Day.

July 11th marks the day where we, as a world, come together and shine a light on various population issues such as the importance of family planning and gender equality, ending poverty, improving maternal health, and upholding human rights. Addressing each of these issues is critical to achieving a healthy and environmentally balanced world.

Please join us in drawing attention to one of the world’s most pressing issues. Every year we add nearly 80 million people to our planet, often in countries that are already struggling to provide for their current populations. If we truly want to improve people’s lives and help to care for the planet itself, we must join together to address this critical issue.

Population Media Center’s work is dedicated to solving these problems each and every day. PMC is developing highly engaging dramas around the world that show people the value of sending girls to school, delaying the age of marriage and childbearing, improving the status of women, the importance of family planning, and the benefits of smaller families for each family, community, and the world. PMC’s programs are locally managed, produced, and broadcast to ensure cultural sensitivity, and also, because we know that the most significant change always comes from within.

The United Nation’s theme for this year’s World Population Day is “Everyone Counts.” Every person on this planet counts and must be counted in order to truly understand where we stand as a world today. The UN is drawing attention to the extraordinary value of good demographic data to inform our decisions and help us come up with effective solutions.

PMC stands firmly behind this belief, and that is why PMC uses extensive audience research at every step of our process. Our programs are designed for the people and therefore must be designed to meet their needs and interests. “Everyone Counts” also draws attention to the value of each person and the tremendous potential they hold. We believe in change, because we witness it each and every day through the powerful letters we receive from women, men, girls, and boys around the world who have made changes to their own lives after listening to our dramas. And these letters are backed up by the results of the nationwide surveys that are conducted to measure the impact of our work, which time and again point to the tremendous impact of PMC’s innovative strategy for behavior change.

Please join us by helping to draw attention to one of the most important issues of our time.

—

World Population Day was founded in 1989 by the United Nations to draw attention to the important need to stabilize human population numbers so we can live in balance with the earth’s resources and improve the health and well-being of people around the world.

FOR IMMEDIATE RELEASE
June 22, 2010

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

Online Football Game Launches June 22 to Global Audience
World Cup Soccer Star Samuel Eto’o Joins United Nations ‘Breakaway’ Team

Breakaway, a new narrative-driven online football (soccer) game, endorsed by world-famous football star, Samuel Eto’o, hits the global gaming field of play at noon Tuesday, June 22 during the 2010 Federation Internationale de Football Association (FIFA) World Cup in South Africa.

Breakaway is a project driven by the United Nation’s Millennial goals to end poverty and violence. Aimed at boys ages 8-15, the game is the first to tackle issues such as gender equality, fair team play and racial stereotypes all within the constructs of a fun and interactive online football game.

The episodic game, developed for the web by students at Champlain College’s Emergent Media Center in Burlington, VT with technical support from Population Media Center headquartered in Shelburne, VT, features a highly entertaining narrative and tactical electronic game platform that is designed to engage and educate youth. It is available for free online – play at www.breakawaygame.com.

Breakaway is geared to an international audience and offers English, French, and Spanish language versions, with other languages forthcoming. The first three episodes are also being distributed on CDs free worldwide via youth organizations and other partners. Additional episodes of the game will continue to be released through December 2010.

International football star Samuel Eto’o, currently playing at the World Cup for his home country of Cameroon. The striker for the Football Club Internazionale Milano, joined the Breakaway team as its celebrity spokesperson in May. He spent a day working with Champlain College students and faculty, and representatives from the United Nations in Milan, Italy to record interviews for game trailers, develop public service announcements for the game, and to model for his animated in-game character that will be featured in future episodes helping to train and coach players. When asked about the game and its meaning for players, Eto’o said “We can become champions on the pitch, as well as in life.”

According to the game design team, the goal of Breakaway is for players to “gain the upper hand against opponents with special moves learned through training with team mates! They will train with a true champion, play and run drills alongside Samuel Eto’o, captain of the Cameroon Indomitable Lions and command the soccer field as never before!”

“Breakaway is a game experience that offers youth the chance to discover how to become a champion both on and off the field. The game offers an engaging and fun way to also develop successful interpersonal skills,” explained Ann DeMarle, director of Champlain’s Emergent Media Center.

The game is sponsored by the United Nations Population Fund.

Breakaway’s initial beta testing site garnered interest and players from more than 50 countries around the world, DeMarle said. The project, in development for the past two years, has since received attention from major news outlets and online bloggers and has been featured on online video game sites.

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MORE INFORMATION ABOUT BREAKAWAY DEVELOPERS:

THE POPULATION MEDIA CENTER (PMC):
Population Media Center (PMC) works worldwide to bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to lessen the harmful impact of humanity on the earth’s environment. PMC uses entertainment media to change cultural attitudes and individual behavior with regard to health and social issues. To achieve this, PMC adopted the Sabido methodology, which uses long-running serialized melodramas, written and produced in participating countries in local languages. Characters are created that gradually evolve into positive role models for the audience. The audience forms emotional bonds with these characters, which can lead to positively influencing listeners’ attitudes and behaviors. PMC’s serial dramas have addressed issues such as: the use of family planning, adoption of small family norms, avoidance of AIDS, elevation of women’s status, protection of children, and related social and health goals, depending upon the relevance of each to the policies of the country in which PMC is working. www.populationmedia.org

CHAMPLAIN COLLEGE:
Champlain College, a private, residential college in Burlington, Vt., founded in 1878, has a long tradition of educating professionals for leadership roles by providing a high-quality, career-oriented education. Champlain’s distinctive educational approach embodies the notion that true learning only occurs when information and experience come together to create knowledge. Champlain was named a “Top-Up-and-Coming School” by U.S. News & World Report’s America’s Best Colleges 2010. To learn more about Champlain College, www.champlain.edu

THE EMERGENT MEDIA CENTER (EMC):
Champlain’s Emergent Media Center, located in the Champlain Mill in Winooski, Vt., works directly with industry, public institutions and non-profit organizations to provide a laboratory/studio environment for discovering concepts, processes and application in new media and electronic games. It allows students to experience learning and become leaders in the areas of technology, media in real-life work situations. www.champlain.edu/emc

THE UNITED NATIONS POPULATION FUND (UNFPA):
UNFPA, the United Nations Population Fund, is an international development agency that promotes the right of every woman, man and child to enjoy a life of health and equal opportunity. UNFPA supports countries in using population data for policies and programmes to reduce poverty and to ensure that every pregnancy is wanted, every birth is safe, every young person is free of HIV/AIDS, and every girl and woman is treated with dignity and respect. UNFPA – because everyone counts. www.unfpa.org

FOR IMMEDIATE RELEASE

Contact: Stephen Mease
Public Information & News Director
802-865-6432
smease@champlain.edu
www.champlain.edu

Student-Designed ‘Breakaway’ E-Game Ready for Play

With support of the United Nations and behavior change expertise of Population Media Center, a two-year project by Champlain College will make its worldwide debut later this month during the 2010 Federation Internationale de Football Association (FIFA) World Cup in South Africa. Over 70 Champlain College students from a wide array of majors are developing an innovative, episodic web-based soccer game for boys ages 8-15.

The online game, entitled Breakaway, is a tactical and narrative soccer (football) game that has been under development and testing since 2008 at the Champlain College Emergent Media Center (EMC). Students have traveled to Cape Town, South Africa and St. Lucia to research how best to tailor a game toward youth on a global level.

“Breakaway is a game that offers youth the chance to discover how to become a champion both on and off the field. The game offers an engaging and fun way to develop successful intrapersonal skills,” explained Ann DeMarle, director of Champlain College’s Emergent Media Center It will debut online on June 22.

World-famous football star Samuel Eto’o of Cameroon – striker for the Football Club Internazionale Milano – joined the project as a celebrity spokesman and is expected to help gain international attention for the game with its intended audience of young boys, according to DeMarle.

Eto’o spent a day working with Champlain College students and faculty from the EMC and representatives from the United Nations in Milan, Italy, in mid-May to record interviews for game trailers, develop public service announcements for the game, and to model for his animated in-game character that will be included in the Breakaway narrative.

The ground-breaking game project is funded by the United Nations Population Fund (UNFPA) in collaboration with the Shelburne, Vt.–based Population Media Center, the leading authority in using the Sabido methodology for social and behavioral change using radio and television dramas around the globe. The game is an integral part of the UN’s ongoing worldwide fight against poverty, violence against women, hunger, disease and environmental destruction. The game is also part of the UN Secretary Generals’ Campaign UNiTE to end violence against women.

Through an intensifying story arc and unique game mechanics, the player encounters real life situations that resonate with a teen’s experience such as peer pressure, competition, collaboration, teamwork, bullying and negative gender stereotypes. “Breakaway gives the player choices that allow them to make decisions, face consequences, reflect, and practice behaviors in a game and story format,” DeMarle explained. “The goal is to show young males that they should show respect on and off the field, not only to teammates, but to others in their life and community.”

“Millions of boys and young men look up to you,” said Leyla Sharafi, a technical specialist with the Gender, Human Rights and Culture branch of the UNFPA at the Milan meeting with Eto’o. “It is such a critical age where boys’ ideas about manhood, parenthood and being a partner are shaped. You have a chance to impress them with the positive values and behaviors, so that they grow up respecting their mothers, sisters, wives and daughters.”

Breakaway challenges players to understand the nature of a true champion while having fun practicing football and personal skills. (To see Episode I of 14, now in beta testing, visit: www.breakawaygame.com and follow instructions under “Play the Game.”

Beginning June 22, the first episodes of the free game will be unveiled during the 2010 FIFA World Cup in South Africa and distributed locally in Africa during the month-long competition to young soccer players attending camps.

“The World Cup, viewed by one billion people, is an important part of the marketing strategy,” DeMarle said. The game will be available globally via the Web in English, French, Spanish and Portuguese language versions and the remaining 11 episodes will continue to be released through December 2010.

Champlain students working on the project include electronic game designers, programmers, artists, professional writers, digital filmmakers, and marketing, business and graphic art majors. Students have been directly involved in the initial research, development and testing done in the Caribbean, South Africa and Vermont. Champlain faculty and international technology, game and media businesses have lent their expertise and insight along the way, as well, she added.

The project has received attention from major news outlets, online bloggers and will be featured on dozens of online video game sites as the World Cup nears, organizers said. Breakaway’s initial beta testing site has drawn interest and players from dozens of countries around the world, DeMarle said. Students at the EMC are continuing to refine and improve the game right up until the June deadline using suggestions and comments from early online players. “The game’s final background art, animations, interface design, and character profiles will pleasantly surprise those who’ve been testing the rough cut version,” she added “but what will really intrigue them is moving through the episodes and the plot twists and turns”.

MORE ABOUT CHAMPLAIN COLLEGE:

• Champlain College, a private, residential college founded in 1878, has a long tradition of educating professionals for leadership roles by providing a high-quality, career-oriented education. Champlain’s distinctive educational approach embodies the notion that true learning only occurs when information and experience come together to create knowledge. Champlain was named a “Top-Up-and-Coming School” by U.S. News & World Report’s America’s Best Colleges 2010. To learn more about Champlain College, www.champlain.edu.

MORE ABOUT THE EMERGENT MEDIA CENTER:

• Champlain’s Emergent Media Center, located in the Champlain Mill in Winooski, Vt., works directly with industry, public institutions and non-profit organizations to provide a laboratory/studio environment for discovering concepts, processes and application in electronic and video games. It allows students to experience learning and become leaders in the areas of technology, media in real-life work situations. www.champlain.edu/emc

FOR IMMEDIATE RELEASE
April 22, 2010

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

Help Bring Earth Day Back to its Roots

Shelburne VT — In honor of Earth Day’s 40th anniversary, Population Media Center encourages environmentalists worldwide to draw attention to the urgent and critical need to stabilize population numbers in order to create a sustainable future for our planet and all of the inhabitants that rely upon it for survival. As one of Earth Day’s founders, Gaylord Nelson stated, “There is no way in the world we can forge a sustainable society without stabilizing the population.”

Since the first Earth Day in 1970, human population has ballooned 84%, from 3.7 billion to more than 6.8 billion today; and its net growth continues at 2.5 people every second. While population stabilization was seen as fundamental to conservation goals 40 years ago, it has become increasingly forgotten since. Even as environmental concerns have been heightened over the past 5 years with the looming threat of climate change, the issue of population growth has been nearly entirely ignored. There are several different reasons that the population issue has been marginalized, including religious opposition to family planning, reaction to coercive population policies in China, and the financial interests of the real estate industry.

Despite the very simple equation that determines environmental sustainability — how many of us there are and how much we each consume — we seemingly put all of our efforts into dealing with the later part of the equation, consumption. Consumption is a crucial part of the equation, and it must be taken very seriously. However, if we do not also address the other part of the formula — how many — all of our conservation efforts will not yield results. As BF Skinner so succinctly said, “If the world is to save any part of its resources for the future, it must reduce not only consumption but the number of consumers.”

The current net daily human population growth on Earth of approximately 214,000 people is exacerbating many of the most pressing problems we are faced with today, such as climate change, species extinctions, and food and water shortages.

“Without renewing attention to population issues and allocating resources to stabilize the planet’s population numbers,” says William Ryerson, Population Media Center’s founder and president, “future Earth Day events will have less to celebrate.”

Ryerson was featured in Life magazine’s 1970 Earth Day issue – the first year of Earth Day. Ryerson was a lead student organizer on the Yale campus for the first Earth Day. As a graduate student, he was Founder and first Chairperson of the Yale Chapter of Zero Population Growth (ZPG). He also served on the Executive Committee of ZPG, as Eastern Vice President and Secretary of the national organization.

During the last two decades, he has focused his conservation efforts on a unique strategy focused on stabilizing population numbers and inspiring people to adopt more sustainable practices. To achieve these goals, PMC produces and broadcasts entertainment-education dramas around the world. By developing engaging stories and creating characters that evolve into role models for the audience, PMC is helping to increase the use of family planning, encourage delayed marriage and childbearing, demonstrate the benefits of smaller families, and promote the elevation of women’s status — all of which contribute to stabilizing population numbers. By simply demonstrating the outcomes of various choices, PMC’s programs provide people with the knowledge and self-efficacy to make changes in their own lives for a better future.

Please join Bill Ryerson and Population Media Center this Earth Day in helping to bring Earth Day back to its roots, by bringing awareness to the critical issue of population growth.

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For more information:

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org
www.populationmedia.org

Population Media Center is a nonprofit, nongovernmental organization with a well-tested methodology for creating behavior change communication programs that address social and health issues in a way that honors the system of values of the community. PMC’s work is concentrated on entertainment broadcasting, particularly long-running serial dramas in which characters evolve into role models for adoption of family planning, delayed marriage and childbearing, elevation of women’s status, avoidance of HIV/AIDS, and related social and health goals. The serial dramas are designed using a methodology created by Miguel Sabido, a producer of Mexican television. By engaging audiences in riveting, dramatic stories, PMC is able to not only deliver important social and health messages to huge audiences, but is able to motivate them to change their attitudes and behavior on the issues. PMC’s strategy has led to significant, measurable changes with regard to elevation of women’s status, reduced birth rates, and overall improved health among the audiences. Population Media Center has produced and broadcast programs in 24 countries around the world and demonstrated a significant impact.

FOR IMMEDIATE RELEASE
April 22, 2010

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

BeMobile Sponsors UN MDGs Radio Drama Campaign in Papua New Guinea

Port Moresby, PAPUA NEW GUINEA – The United Nations in Papua New Guinea in cooperation with the Population Media Center (PMC) is pleased to announce a groundbreaking partnership with local mobile phone company, BeMobile. BeMobile has signed on as the major private sector sponsor of two social change radio serial dramas to be developed for public broadcast in Papua New Guinea in Pidgin and English.

“The United Nations is delighted that BeMobile has taken on a role as a corporate partner for development in PNG. Through this support, BeMobile is developing a legacy of civic participation and helping PNG move towards achieving the Millennium Development Goals,” said United Nation’s Resident Coordinator David McLachlan-Karr.

BeMobile’s partnership for development comes at a time when the UN is looking at partnering more with civil society and the private sector for development. BeMobile’s sponsorship makes it the first private sector company to provide major support to the United Nation’s Programme in Papua New Guinea.

The programme is being carried out by Population Media Center on behalf of the UN as part of its Millennium Development Goal campaign, aimed at raising awareness and encouraging citizen participation in the promotion and delivery of the MDGs.

It will include the production and broadcast of two radio drama series that will each air twice weekly over the course of two years. Each series will be 208 episodes in length and will be broadcast nationally and via provincial stations. The series will be original radio dramas written and produced by Papua New Guinea nationals who will receive technical support and training from world renowned dramatic writers, producers, and communications professionals from both Hollywood and the developing world.

The dramas will be written to reflect the realities of life in Papua New Guinea and will feature character role models that the audience can follow over time and learn from. The dramas will address issues such as gender equality and women’s empowerment, education, environmental protection, and poverty eradication. By first engaging audiences in riveting, dramatic stories, the programme is able to not only deliver important social and health messages to the public at large, but to motivate them to change their attitudes and behaviors on the issues of common social interest. The series in PNG is slated to go on the air at the beginning of 2011.

Given the percentage of people who listen to radio in Papua New Guinea, the programme has the potential to reach between 2 and 3 million people.

“We are very excited about the tremendous support that BeMobile is providing for this important effort in Papua New Guinea,” Bill Ryerson, President of Population Media Center said. “The program would not be possible without their support.”

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For more information, please contact:
Betty Oala, PMC PNG Project Director: oala@populationmedia.net
Eileen Kolma, UN MDGs Campaign & Advocacy Specialist: eileen.kolma@undp.org
Katie Elmore, PMC Director of Communications: elmore@populationmedia.org

http://www.undp.org.pg/mdg.html
http://www.populationmedia.org/

About the United Nations
The United Nations is an international organization founded in 1945 after the Second World War by 51 countries committed to maintaining international peace and security, developing friendly relations among nations and promoting social progress, better living standards and human rights. Due to its unique international character, and the powers vested in its founding Charter, the Organization can take action on a wide range of issues, and provide a forum for its 192 Member States to express their views, through the General Assembly, the Security Council, the Economic and Social Council and other bodies and committees.

The work of the United Nations reaches every corner of the globe. Although best known for peacekeeping, peacebuilding, conflict prevention and humanitarian assistance, there are many other ways the United Nations and its System (specialized agencies, funds and programmes) affect our lives and make the world a better place. The Organization works on a broad range of fundamental issues, from sustainable development, environment and refugees protection, disaster relief, counter terrorism, disarmament and non-proliferation, to promoting democracy, human rights, governance, economic and social development and international health, clearing landmines, expanding food production, and more, in order to achieve its goals and coordinate efforts for a safer world for this and future generations.

About Population Media Center
Population Media Center (PMC) works worldwide to bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to lessen the harmful impact of humanity on the earth’s environment. PMC uses entertainment broadcasting to change cultural attitudes and individual behavior with regard to health and social issues. To achieve this, PMC adopted the Sabido methodology, which uses long-running serialized melodramas, written and produced in participating countries in local languages. Characters are created that gradually evolve into positive role models for the audience. The audience forms emotional bonds with these characters, which can lead to positively influencing listeners’ attitudes and behaviors. PMC’s serial dramas have addressed issues such as: the use of family planning, adoption of small family norms, avoidance of AIDS, elevation of women’s status, protection of children, and related social and health goals, depending upon the relevance of each to the policies of the country in which PMC is working.

In Papua New Guinea, PMC has established an office in Port Moresby to implement the three-year program with Ms. Betty Oala, a former broadcast journalist and communications specialist, appointed as the Project Director.

FOR IMMEDIATE RELEASE
Contact: Katie Elmore
December 15, 2009
Director of Communications

Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

POPULATION MEDIA CENTER WINS PETER F. DRUCKER AWARD FOR NON-PROFIT INNOVATION

Shelburne, VT – On December 10, Population Media Center (PMC) was presented with the third place Peter F. Drucker Award for Non-Profit Innovation at an event held in Los Angeles. Bill Ryerson, Population Media Center President and founder was honored to accept the award.

“The purpose of this prize is to find the innovators, whether small or large; to celebrate their example; and to inspire others,” said Rick Wartzman, director of the Drucker Institute.

Administered annually since 1991, the Peter F. Drucker Award is granted to a social-sector organization that demonstrates Drucker’s definition of innovation—change that creates a new dimension of performance. In addition, the judges look for programs that are highly effective and that have made a difference in the lives of the people they serve.

PMC’s work is concentrated on entertainment broadcasting, particularly on long-running serial dramas in which characters evolve into role models for adoption of family planning, delayed marriage and childbearing, elevation of women’s status, avoidance of HIV/AIDS, and related social and health goals. By engaging audiences in riveting, dramatic stories PMC is able to not only deliver important social and health messages to huge audiences, but is able to actually motivate them to change their behavior. PMC’s strategy has led to significant, measurable changes with regard to elevation of women’s status, reduced birth rates, and overall improved health among the audiences.

PMC works worldwide from its headquarters in Shelburne, Vermont. PMC has completed or currently has programs in Brazil, Burkina Faso, Côte d’Ivoire, nine countries in the Eastern Caribbean, Ethiopia, Jamaica, Mali, Mexico, Niger, Nigeria, the Philippines, Rwanda, Senegal, Sudan, the United States, and Vietnam. PMC hires only local writers, producers, and actors to develop these highly entertaining and relevant dramas. To ensure that the program content is relevant and engaging for the target audience and that the program will reach the largest possible audience, PMC works with local research firms to conduct extensive research; this research helps to inform the development of the characters and narrative, indentify the issues that need to be addressed, and identify the broadcast channels with the greatest reach.

PMC’s methodology has now been adapted and replicated in 24 countries around the world and it continues to demonstrate impressive results. In Ethiopia, 63% percent of new clients seeking reproductive health services at 48 clinics reported that they were listening to one of PMC’s serial dramas. In Nigeria, PMC’s program Gugar Goge was reported as the primary motivation to seek health care services by 33% of family planning/reproductive health clients and 54% of obstetric fistula clients. Its second program in Nigeria was cited by 67% of family planning clients as the motivation for seeing services.

PMC is honored to receive this very prestigious award.
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For more information:

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205
elmore@populationmedia.org

Population Media Center Website: www.populationmedia.org

Drucker Institute Website: http://www.druckerinstitute.com/ShowPage.aspx?Section=WN&PageID=117.

Population Media Center (PMC) works worldwide to bring about stabilization of human population numbers at a level that can be sustained by the world’s natural resources and to lessen the harmful impact of humanity on the earth’s environment. PMC uses entertainment broadcasting to change cultural attitudes and individual behavior with regard to health and social issues. To achieve this, PMC adopted the Sabido methodology, which uses long-running serialized melodramas, written and produced in participating countries in local languages. Characters are created that gradually evolve into positive role models for the audience. The audience forms emotional bonds with these characters, which can lead to positively influencing listeners’ attitudes and behaviors. PMC’s serial dramas have addressed issues such as: the use of family planning, adoption of small family norms, avoidance of AIDS, elevation of women’s status, protection of children, and related social and health goals, depending upon the relevance of each to the policies of the country in which PMC is working.

Soap Operas – A New Front in HIV/AIDS Prevention

Love…Sex…Romance…Betrayal… are just a few of the key elements that have made Soap Operas one of the most riveting and captivating entertainment formats around the world.

But what do soap operas have to do with HIV/AIDS?

The innovative, international organization, Population Media Center (PMC) has a unique method for producing soap operas with characters that evolve into positive role models for the audience to bring about changes in behavior in order to prevent the spread of HIV/AIDS and address other important social and health issues.

PMC has adapted and replicated its strategy in 24 countries around the world, and has been able to demonstrate measurable impact. PMC hires only local writers, producers, and actors to develop these highly entertaining and relevant dramas. The programs are broadcast in the local language on the most popular channels during primetime, in order to reach the largest possible audience. Through the characters’ trials and tribulations the audience observes the benefits and risks of certain behaviors, such as the importance of practicing safe sex, the risk of having multiple partners and not using protection, how to build healthy relationships with those living with HIV and reduce the stigma around being HIV positive, and encouraging audience members to get tested.

Rather than dryly lecturing the citizens of a country on how to behave, PMC engages large audiences with highly dramatic stories based on the lives of people in the target audience. The results are impressive.
For instance, PMC produced and broadcast the radio drama, Yeken Kignit (“Looking Over One’s Daily Life”), which aired from 2002-2004 in Ethiopia. The show was extremely popular, with 47% of all men in the country listening along 45% of the women.

Nearly half of the country’s population, 40 million people tuned in on a weekly basis. And nationwide surveys conducted after the show aired, revealed that male listeners got tested for HIV at four times the rate of non-listeners, and female listeners got tested at three times the rate of non-listeners. During this time there was also a 157% increase in demand for contraceptives. Many people reported having “fallen in love” with Anguach, a strong female-lead character, and followed her example of getting tested for HIV.

In fact, the show was so successful, that the Ethiopian government provided funding for Yeken Kignit to be rebroadcast throughout the southern region of Ethiopia beginning this year.

In the global battle to prevent the spread of HIV/AIDS, PMC is an important and growing leader.

Would you like to interview Bill Ryerson, President of Population Media Center or Katie Elmore, PMC’s Director of Communications, about PMC’s innovative, unique and very effective contributions to the global effort to beat HIV/AIDS, the future of health interventions and the role entertainment-education has to play in contemporary public education?

FACTS:
• World AIDS Day is December 1, and 2009 is the 21st anniversary of its founding.
• Since 1981 at least 25 million people have died from HIV/AIDS.
• In 2007 alone, over 2 million people died from HIV/AIDS and 2.5 million became newly infected.
• HIV/AIDS is entirely preventable — if people have the knowledge and will to practice safe sex.
• Population Media Center was founded in 1998 by Bill Ryerson, who has 37 years experience in the field
of reproductive health, including 20 years of experience in behavior change.
• Bill Ryerson won the 2006 Nafis Sadik Prize for Courage from the Rotarian Action Group on Population
and Development.
• Population Media Center is based in Shelburne VT and has had programs in 24 different nations across 4
separate continents.
• The protection of human rights especially the rights of women, which PMC emphasizes in all its
programming, is fundamental to combating the global HIV and AIDS epidemic.

Florida’s recent decline in population is making national headlines (NY Times, USA Today) and is being portrayed as a major cause for concern. The truth is that those expressing this alarm are merely clinging to an old, tired, and harmful mode of thinking.

After 63 years of massive population expansion — which changed forever the ecology, economy and society of the state – Florida’s 0.3% decline actually seems like an opportunity to many. It is a chance for America’s Sunshine State to develop a sustainable economy, which it can then model for the rest of the nation.

Ecological economists like Robert Costanza, Director of the Gund Institute for Ecological Economics at the University of Vermont, have known for a long time what seems to be eluding most mainstream economists: relying on ballooning populations and constant increases in infrastructure is not a sustainable economic model.

What once may have been possible and even desirable in the earlier part of American history is pernicious and unsustainable today.

“The long term solution is to move beyond ‘growth at all costs’,” says Costanza, who was raised and educated in Florida – a state which increased its population by 88% from 1980 to 2008.

“We must break our addiction to the current economic ideology and create a more sustainable and desirable future that focuses on quality of life rather than merely quantity of consumption or population growth. It will not be easy; it will require a new vision, new measures, and new institutions.”

The misguided hope among many is that, once this economic crisis dissipates, Florida will again experience a population expansion and greater consumption. But this would only reset the timer, beginning again the steady countdown to a renewed crisis. For a nation wrestling with high unemployment and a spiraling national debt – not to mention accelerating carbon emissions, climate change, and rapid species extinctions — that’s not an option.

There are ways to do it, says Costanza. “It is not a sacrifice of quality of life to break this addiction. Quite the contrary, it is a sacrifice not to.”

Robert Dietz, Executive Director, Center for the Advancement of the Steady State Economy, adds “The ‘end of an era’ of population growth has many eyes trained on Florida. We need an economy that meets human needs without undermining the life-support systems of the planet. Florida can lead the way toward this vision of economic health. Population stability presents an opportunity to seize – an opportunity to make the economy better instead of bigger.