Population Media Center (PMC) strives to improve the health and well-being of people around the world through the use of entertainment-education strategies, like serialized dramas on radio and television, in which characters evolve into role models for the audience for positive behavior change.
In each country in which it works, PMC builds a collaborative process between radio and/or television broadcasters, appropriate government ministries, and nongovernmental organizations to design and implement a comprehensive media strategy for addressing family and reproductive health issues. This involves:
1. Identifying the various cultural issues and prevailing attitudes affecting decision making about sexual risk behaviors within the country
2. Analyzing barriers and opportunities for effective use of the mass media for promoting reproductive health
3. Developing an action plan that incorporates as much of the broadcast media as possible in a concerted campaign designed to promote sexual and reproductive health
Serial dramas (Soap Operas) are the centerpiece of this behavior change communications strategy, because of the known effectiveness of this approach in changing attitudes and behaviors.
This training guide is designed to be used by journalists and media personnel to plan and execute the production and broadcast of Sabido-style entertainment-education serial dramas for HIV/AIDS prevention, especially among women and girls.
Using the Media to Achieve Reproductive Health and Gender Equity
In 2005, as a companion piece to the training guide, PMC developed a manual documenting best practices in the application of the Sabido methodology of behavior change via entertainment-education.