We spoke to Ronald Ahirirwe this month about his role leading Population Media Center-Uganda and his passion for entertainment education.
What is your name, position, and how long have you worked for PMC?
My name is Ronald Ahirirwe, the Country Director for PMC Uganda Field Office. I have been with PMC for close to three years now (Since November 2018).
What is your favorite thing about working at PMC?
The one thing I like most about working with PMC is the fact that PMC uses entertainment to facilitate behavior and social change. It’s the field I love, it’s the field I have qualifications in, it’s the field I have experience in. There is nothing more fulfilling than doing what you love.
What is a normal day for you at PMC?
I begin with greeting people in office when I arrive. When I settle down at my desk, I begin my day by checking my calendar for the day’s events/meetings. I then dive into incoming emails and respond to those that need quick responses. I then go into my to-do list and prioritize what to begin with. I take time off to attend to my colleagues’ walk-ins as and when they require guidance, consultation, approvals, etc… My day ends late due to the fact that when I am almost done with my day, most of the headquarters staff are just starting their day yet I need to communicate with them.
Why did you decide to work for PMC?
It was an easy decision for me. It’s where I needed to be. I share the same belief in PMC’s methodology of entertainment education for behavior and social change. It’s what I have done ever since I left university. It’s in my blood.
Tell us a little about your childhood, family, or favorite things to do outside of PMC.
As a child, I used to enjoy Christmas performances at church. I am not sure I ever missed any. I used to spend most of the school holidays in the countryside learning about life, community and everything there. I have used most of these experiences during the creative processes in my adult life. The life lived in the countryside has anchored my creative mind.
I was raised in a rather stable family that emphasized community and God. What was peculiar about my parents, especially my father, is that, unlike many African families, my father respected his children and let them make independent decisions. That orientation has had a big bearing on my adult life and how I, generally, view life. Now, I have a beautiful family of my own; a wife, two sons, and a daughter.
Outside PMC, I like social gatherings and interaction (though COVID-19 has disrupted that), playing and watching soccer, and love watching TV and listening to radio. I also enjoy watching live performances in theatre, once in a while.
Is there anything else you would like to share about yourself or your work?
I have a strong belief that we will build a strong field office in Uganda and our work will have a huge impact on the lives of the people living in Uganda. We are just three years into our work here, but I can already see the commitment, focus, and professionalism among the staff members. I want us to leverage this to do great things in Uganda. I am very optimistic.
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