PMC has helped more than 500 million people.
Stories are powerful. We are drawn to them. We remember them. Imagine paying $0.04 USD to reach a person with important health and social messages. Imagine 67% of new health clinic clients saying that they came to seek services because of an entertaining radio show. These are the real implications of PMC shows.
"We're trying to get the message across to stop violence against women...My brother is a very violent person, so that sort of slowed him down 'cause I told him, 'You know, I'm playing this because of you. And that's what made me cry and express my emotion in the studio.' And he put his head down. It made me stronger than I was before. I'm trying to tell the young women – the unmarried, the married, the divorced – it's not the end, we still have hope."
A Sampling of the Difficult Issues that can be Addressed in PMC shows
Listeners to Nigeria’s Ruwan Dare were 2.6 times more likely than non-listeners to think that “couples should space children 2.5 to 3 years apart.” (Adjusted odds ratio with p = .005 controlling for sex, urban/rural location, education, age marital status, and state).
Listeners to Sierra Leone’s Saliwansai were 3.7 times more likely than non-listeners to say that it is possible for a healthy-looking person to have the AIDS virus. (Adjusted odds ratio = with p<.001, controlling for age, sex, marital status, education, religion, ethnicity, and urban/rural residence).
Listeners to Burkina Faso’s Yam Yankré and Hèrè S’ra were 1.8 times more likely than non-listeners to state that women in their family participate in decisions regarding the education of children. (Adjusted odds ratio with p<.014, controlling for sex, age, and urban/rural residence).
Listeners to Burkina Faso’s Yam Yankré and Hèrè S’ra were 2.2 times more likely than non-listeners to disagree with the belief that being circumcised results in social acceptance for a girl. (Adjusted odds ratio with p<.046, controlling for sex and education).
Listeners to Burkina Faso’s Yam Yankré and Hèrè S’ra were 1.5 times more likely than non-listeners to state that a baby should be put to the breast within one hour of birth. (Adjusted odds ratio with p<.005, controlling for sex, age, marital status, education, religion, and urban/rural residence).
Listeners to Rwanda’s Umurage Urukwiye were 1.6 times more likely than non-listeners to know that protection of gorillas and their habitat can reduce poverty and bring tourists. (Adjusted odds ratio with p = .0167 controlling for sex, age, education, and urban/rural residence).
PEER REVIEWED ARTICLES ABOUT PMC’S IMPACT
PMC has published numerous articles in peer reviewed journals about the impact of PMC’s programs and approach. Here are a few examples:
- Jah, F., Connolly, S., Barker, K., & Ryerson, W. (2014). Gender and Reproductive Outcomes: The Effects of a Radio Serial Drama in Northern Nigeria. International Journal of Population Research, Volume 2014.
- Barker, K., Connolly, S., & Angelone, C. (2013). Creating a brighter future in Rwanda through entertainment education. Critical Arts: South-North Cultural and Media Studies, 27:1, 75-90
BOOK CHAPTERS ON PMC’S APPROACH
PMC has been featured in books, documenting and explaining PMC’s approach, implementation, and outcomes, such as:
- “Chapter 4: ‘Soaps’ for Social and Behavioral Change” by Kriss Barker published in Strategic Urban Health Communication published in 2014.
- “Chapter 9: Organizing a Comprehensive National Plan for Entertainment-Education in Ethiopia” by William Ryerson and Negussie Teferra published in Entertainment-Education and Social Change in 2004.
PMC TV and Radio Shows Are:
Every PMC show includes monitoring and evaluation to assess scale and depth of impact.
Huge audiences and effectively addressing multiple issues makes PMC shows cost-effective.
Life is multi-dimensional. PMC integrates multiple, interwoven issues to role model realities and tell good stories.
PMC’s intervention is reproducible and agile, working across cultures, languages, religions, and media markets.
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