Radio Show
Combining behavior change theory and relatable character-driven storylines, Jolokoto ("The Mirror of Life") reached hundreds of thousands of listeners and connected audiences to pre-existing sexual and reproductive health services. For 15+ years, PMC has produced hit shows generating community-empowering change in Nigeria, creating a more sustainable and equitable world for all.
“With Jolokoto, we’re breaking barriers – traditional, religious and social – that inhibit the uptake of health services among the audience.”
– Ephraim Okon
PMC-Nigeria Country Director
Jolokoto teaches how to go about common challenges and how to face them successfully.”
– Jolokoto Listener

After listening to Jolokoto, audiences knew where to go to access contraceptives, initiated more conversations about safe sex, and utilized counseling and health clinic services like never before. This subtle but substantive progress in reproductive health care will leave long-lasting effects for Nigeria’s demographic future.

A World Changing Idea

Jolokoto named a finalist in Fast Company’s 2020 World Changing Idea in Media and Entertainment awards.
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Jolokoto, a 120-episode radio show, was on air from July 2019 through August 2020. Scripted in the Yoruba language, Jolokoto reached the southwestern states of Ogun and Oyo in Nigeria.

 Acting together with health clinics operating in the Oyo and Ogun area, Jolokoto created demand for pre-existing sexual and reproductive health information and services. According to endline research, Jolokoto drove thousands of calls to contraceptive phone hotlines and other counseling services in the broadcast zone.

In April 2020, Jolokoto was named a finalist in Fast Company’s 2020 World Changing Ideas in Media and Entertainment awards. The awards honor businesses, policies, projects, and concepts that are actively engaged and deeply committed to flattening the curve when it comes to the climate crisis, social injustice, and economic inequality.

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