Population Media Center (PMC), an international nonprofit that creates hit entertainment to address women’s rights and the environment, is celebrating a new partnership this holiday season. PMC has partnered with an international advertising agency, Lafábrica&jotabequ/GREY, to create a new hit radio show in Guatemala.
“We’re thrilled by this partnership,” says Wendi Stein, PMC Program Manager for Guatemala. “The natural overlap in La Fábrica’s previous work, their understanding of the market, and their talented team are going to contribute to a new radio show that will help improve the lives of some of the poorest people in Guatemala.”
Grey is a marketing agency that was founded in New York 100 years ago and is known for “famously effective work.” Their Latin America network includes more than 1,000 employees in 13 countries and engages on numerous branding, marketing, and social good initiatives.
“As a communication agency,” says Natalia Cereser, Director of Professional Services, “we have developed different communication strategies for different NGOs and the way PMC approaches topics and the PMC Methodology was fascinating. We knew we could have a relationship where we can learn a lot and teach a lot. We both will bring a project together that could change lives in Guatemala in a way no other project has.”
The radio show will be 156 episodes, running in Spanish over the course of 1.5 years. The storylines follow PMC’s Methodology, extending over the entire 156 episodes with cliffhangers at the end of each episode. Lafábrica&jotabequ/GREY will lead Federación Guatemalteca De Educación Radiofónica in the process of writing and producing the episodes with guidance from PMC headquarters, including original theme music, sound effects, and captivating characters.
The storylines are designed to entice huge audiences and impact important issues like teen pregnancy and family planning for young couples, sexual abuse, and gang violence.
Lafábrica&jotabequ/GREY will also handle the show’s marketing and storyline extensions. The extensions are specifically designed multi-media pieces that extend the show’s narrative and enhance fans’ ability to interact and learn from the show, its storylines, and its characters.
“As a communication and advertising agency we have learned that people will give you their time if you entertain them,” says Cereser. “Our expertise is how to amplify and potentialize a project with the power of transmedia. We can accomplish instant feedback through digital activations that make the story come alive through below the line activation, issue extensions through radio interviews, and so much more.”
PMC conducted a three-week training workshop last month in Guatemala for Lafábrica&jotabequ/GREY staff members and the show writers. A launch celebration is scheduled for February 22, 2018 leading up to a March broadcast date.
“Lafábrica&jotabequ/GREY’s expertise and Guatemala’s positioning makes this project particularly exciting,” says Stein. “Tremendous progress has been made in Guatemala in the past 20 years and now we have an opportunity to provide accessible, entertaining, and cost-effective information and perceptions that can change people’s lives.”
ABOUT POPULATION MEDIA CENTER (PMC):
Population Media Center is a nonprofit leader in entertainment-education, dedicated to women’s rights and empowerment, population stabilization, and the environment. For the past two decades, PMC’s entertainment programming has promoted social and cultural changes and has helped 500 million people in more than 50 countries. www.populationmedia.org