Outta Road

Jamaica

PMC produced Outta Road (“What’s happening out in the Streets”) in Jamaica. This 155-episode radio show aired March 2007 through July 2008 in English and Jamaican Patois.

Outta Road aired in Jamaica on RJR FM from March of 2007 through March of 2008. It also aired on Roots 96.1 FM from November of 2007 through July of 2008. In addition to radio distribution of Outta Road, PMC utilized its Whole Society Strategy and worked with the University Research Corporation (URC)’s project JA-STYLE (Jamaica’s Solution for Youth Lifestyle and Empowerment) to distribute flyers, pamphlets, handbooks, and good parenting calendars to encourage further discussion and education among the target audience (10- to 19-year-olds). The episodes were distributed to teachers, along with lesson plans. These materials reinforced lessons learned through the program and provided other platforms for discussion.

Outta Road was originally planned as a 546-episode radio show, but funding was cut significantly after broadcast started. This resulted in storylines that could never be completed and a lost opportunity to fully immerse the audience in the story and the desired behavior change.

As with all PMC radio shows, Outta Road was created using PMC’s radio show methodology.

Listen Now
Hear what the Outta Road Characters have to say about the show

Making a Difference

A quantitative evaluation conducted at the conclusion of the program found that:

• 31% of the adolescents surveyed had heard of Outta Road.
• 32% of listeners discussed the Outta Road drama with friends.
• Youth who listened to Outta Road were 39% more likely than non-listeners to make an accurate risk assessment with regard to alcohol experimentation, which often leads to other risky behaviors.

31%

of the adolescents surveyed had heard of Outta Road.

(Listener Group Survey)

32%

of listeners discussed the Outta Road drama with friends.

(Listener Group Survey)

39%

Youth who listened to Outta Road were 39% more likely than non-listeners to make an accurate risk assessment with regard to alcohol experimentation.

(Listener Group Survey)

Project Information

Title: Outta Road (“What’s happening out in the Streets”)
Format: Radio Show
Location: Jamaica
Language: English and Jamaican Patois
Duration: March 2007 – July 2008

In-Country Administrative Team:
Project Director: Audrey Crosdale

In-Country Creative Team:
Producer: Adrian Atkinston
Writers: A-dZiko Simba, Howard Hamilton, Seldon Sheppard, Sherline Morris, Tanya Batson-Savage, Tanya Davies

Storylines


Steve’s Story

Steve, who is 21 years old, struggles between the forces of good and evil. Steve is drawn toward his half brother Speng who’s involved in drugs and gangs, but he also is trying to support his single mother and younger sister. Steve agrees to go to a rural village and sell marijuana to make money, which he’ll use to support his mother and sister. But eventually he agrees to deal in cocaine. Steve meets Kandi and leaves his young sister with her when his mother has a stroke. Kandi begins to take cocaine and leaves it around the house. Steve’s sister ingests the cocaine when she is home alone and is rushed to the hospital for a drug overdose. Steve and Kandi fight, breaking up. Steve realizes his family is in a dangerous and life-threatening position. He decides he has to figure out how to quit his illegal activities and live a better life.

*Note: Outta Road was originally planned as a 546-episode radio serial drama to be broadcast in Jamaica over three and a half years. Approximately a year into the broadcast, funding for the project was sharply reduced forcing the serial drama to be shortened. In total, only 155 episodes were produced and broadcast and as a result the only story line that was fully resolved was the story line centered on Steve.

Issues this storyline addresses:

Malachi’s Story

Malachi is a 16-year-old high school football star. Malachi struggles with peer pressure and anger management issues. He and his wheelchair-bound father live in an area plagued by violence in a poor part of Shepard’s Town. He likes Sabreena, but it’s Tiffany that’s interested in him. Throughout the story, Malachi reacts to situations with a temper he cannot control, landing him in fight after fight. He has sex with Tiffany, but then he physically harms her after she continues to pursue him. Malachi’s story has a number of turns, such as him helping a member of Speng’s gang hide from the police and receiving a gang members’ knife as a thank you gift. Malachi also finds himself fighting Patrick, the boy who has taken a liking to Sabreena.

*Note: Outta Road was originally planned as a 546-episode radio serial drama to be broadcast in Jamaica over three and a half years. Approximately a year into the broadcast, funding for the project was sharply reduced forcing the serial drama to be shortened. In total, only 155 episodes were produced and broadcast and as a result the only story line that was fully resolved was the story line centered on Steve.


Kirk's Story

Kirk’s life revolves around his sex drive and numerous relationships with women. In the beginning, he expresses his undying love for Shauna. But soon Kirk meets Kimberly and, after a long pursuit, they have sex. A previous partner calls Kimberly to notify her that he has HIV. She reveals this to Kirk. He goes to the doctor to get tested, but he won’t learn his status for three months. In the meantime, he has unprotected sex with another girl, and Kimberly begins to have sex with lots of men without protection. She stops going to school and her health deteriorates, but Kimberly’s mother refuses to help her because of her previous behavior. Kirk begins to feel unwell and becomes nervous about seeing his doctor. Kimberly and Kirk talk and we learn that Kimberly was molested at age 13 by a married man and family friend. She tells Kirk that having unprotected sex is her way of making every careless man pay. Kirk’s doctor calls to tell him that his HIV results have arrived, but we never find out what the results are.

*Note: Outta Road was originally planned as a 546-episode radio serial drama to be broadcast in Jamaica over three and a half years. Approximately a year into the broadcast, funding for the project was sharply reduced forcing the serial drama to be shortened. In total, only 155 episodes were produced and broadcast and as a result the only story line that was fully resolved was the story line centered on Steve.


Trisha's Story

Fifteen-year-old Trisha had dreamed of becoming a nurse, but she lacks self-esteem. She goes to a party with her friend Wendy-Marie and gets drunk and almost gets raped. She begins dating Shane and her grades drop. Shane convinces Trisha to do drugs and drink. He takes photos of her in a bikini and tapes them having sex one night. The sex video gets shared at Trisha’s school. She is horrified and suspended from school. Wendy-Marie helps her to get professional counseling.

*Note: Outta Road was originally planned as a 546-episode radio serial drama to be broadcast in Jamaica over three and a half years. Approximately a year into the broadcast, funding for the project was sharply reduced forcing the serial drama to be shortened. In total, only 155 episodes were produced and broadcast and as a result the only story line that was fully resolved was the story line centered on Steve.


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