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December 15, 2009 • News

Contact: Katie Elmore
December 15, 2009
Director of Communications

Tel: 802-985-8156 ext. 205


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.

For more information:

Contact: Katie Elmore
Director of Communications
Tel: 802-985-8156 ext. 205

Population Media Center Website:

Drucker Institute Website:

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.

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