ePhoto: January 2014

In order to communicate, you must listen. At Population Media Center, we find ourselves listening all the time.

Before launching a new program, Population Media Center must learn about the community and the culture. That means asking a lot of questions. We talk with local health workers to understand availability of healthcare; we talk with government officials to understand law and policy; and we talk with locals to understand their views, beliefs, and concerns. By the time PMC starts recruiting for local writers, actors, and producers, PMC has already spent hundreds of hours listening, and that’s just the beginning. PMC continues to listen throughout the years of broadcast and afterward.

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Photo: PMC focus group in Senegal discussing their reactions to the Ngelawu Nawet soap opera. Photo was taken by Joe Penney of USAID.

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