ePhoto: September 2015

Culture is a tricky word that can apply to vast groups of people or be specific to communities within a larger culture. Population Media Center knows that if you're going to be heard, you have to speak the language.

Population Media Center (PMC) knows that every community has a culture. And within communities or cultures, there can be distinct, strong sub-cultures. Sub-cultures could be created by geography, gender, socioeconomics, or age. PMC creates dramas that are culturally specific by hiring producers, writers, and actors from the target audience – not only locals from the region, but locals from each community we’re trying to reach. PMC must create realistic characters and settings in its dramas because authenticity is essential for building connections with the audience. And, surprisingly, using elements like local slang, accents, and celebrities are just as important as understanding the big-picture elements like local values.

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Learn more about how PMC creates long-running dramas to create change >

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