PMC began working in Brazil in July of 2006. Brazil has a population of approximately 207 million.
PMC has collaborated with Comunicarte, a social marketing organization out of Rio de Janeiro, to track and monitor the inclusion of social and health themes in telenovelas airing on TV Globo, the most popular television network in Brazil. TV Globo’s programming reaches 98 percent of Brazil, creating excellent opportunities to reach the public, including millions of Brazilians who don’t have formal education but do have access to television. PMC studied how programs like Paginas da Vida (“Pages of Life”) influenced Brazilians. PMC found that about two-thirds of women interviewed about Paginas da Vida said the program had helped them take steps to prevent unwanted pregnancy.
Brazil is known for containing some of the largest tracts of rainforest in the world, but it is the most populous country in Latin America. The annual population growth rate is 0.73 percent. It has one of the highest rates of HIV and other STDs in South America. Its fertility rate has declined significantly in the last 15 years, but larger family sizes are still found in a number of rural and impoverished regions of the country and teenage pregnancy remains a problem.
Television is a favorite pastime in Brazil, with about 88 percent of households owning a color TV. In addition to reaching 98 percent of Brazil’s population, TV Globo is also an increasing source of TV programs worldwide, expertly dubbing and exporting their programs to dozens of countries worldwide, including reaching an estimated 65 percent of all of Spanish-speaking Latin America.