NEW DATA: PMC creates change in liberia

Liberia, one of Africa’s oldest republics, has shown remarkable resilience and determination in its journey of recovery. Despite the hardships of two civil wars, the Liberian people have remained steadfast in their commitment to rebuilding a nation rooted in peace, unity, and opportunity. Communities across the country are working together to strengthen social cohesion, promote equity, and create a brighter future for the next generation. Milestones such as the election of Africa’s first female president, Ellen Johnson Sirleaf, reflect Liberia’s progress and unwavering spirit. While challenges remain, the country’s deep sense of perseverance and hope continue to drive transformative change. 

Recognizing the strength and determination of the Liberian people, Population Media Center (PMC) partnered with local teams, organizations, and creative storytellers to support the country’s recovery and resilience. Through these collaborations, PMC worked alongside communities to address key challenges, such as high maternal mortality rates, limited access to contraceptives, and gender-based violence, fostering meaningful change through entertainment and education. By working hand in hand with Liberians, PMC contributed to building a foundation for lasting progress, ensuring that the voices and stories of the people help shape a future of opportunity and empowerment. Like the theme song to the radio drama, which features soothing and melodic drums, this partnership reflects the power of storytelling in uniting communities. Drums symbolize unity and strength, connecting the past to the present. The indigenous peoples of Liberia use the talking drum during traditional activities and rituals, and PMC proudly partnered with Liberia-based Talking Drum Studio as our creative allies to bring these stories to life.

Partnering with local organization Talking Drums Studio (TDS) and with funding from the Swedish International Development Agency (SIDA), PMC launched a nationwide multimedia campaign in 2023-2024 called Barnusietehdeh! (Let’s Do The Right Thing). Through a compelling radio drama, talk shows, and participatory theater across all 15 counties, PMC aimed to raise awareness and ignite meaningful conversations around Sexual Reproductive Health and Rights (SRHR), gender equality, and social cohesion. 

The project played a vital role in advancing conversations and driving progress on important societal issues such as gender-based violence, female genital mutilation (FGM), and gender inequality. Liberia has taken significant steps forward with legislative efforts like the Domestic Violence Act and the FGM ban, reflecting the nation’s commitment to protecting and empowering its people. However, lasting change goes beyond laws—it requires community-driven efforts to reshape social norms and foster greater equity. Social behavior change initiatives, like PMC’s, support this progress by encouraging open dialogue, inspiring positive shifts in attitudes, and empowering individuals to build a more just and inclusive future. 

Barnusiethedeh! – Storytelling That Inspired Change 

At the heart of Liberia’s vibrant culture lies a love for storytelling—tales that entertain, connect, and inspire. Barnusiethedeh! harnessed this deep-rooted tradition, delivering compelling dramas straight into the homes, businesses, and community centers of everyday Liberians through one of the country’s most powerful media channels: radio. Featuring entertaining characters who mirrored the joys, struggles, and triumphs of daily life, the show brought pressing yet fundamentally important issues to life in a way that resonated with audiences. 

Portrayed by some of Liberia’s most talented actors, these characters faced real-life challenges, making decisions that reflected the realities, emotions, and dilemmas of listeners. Barnusiethedeh! didn’t just educate—it captivated. It sparked reflection, conversation, and action, encouraging people to engage with topics such as gender equity, peacebuilding, and social transformation. Just like audiences around the world, Liberians love a great story, and this drama delivered—entertainment that was not only gripping but also deeply meaningful. 

But Barnusiethedeh! went beyond the airwaves. In addition to being broadcast across the country’s radio stations, listeners could tune in and catch the latest episodes straight from their phones, via Facebook, and through social media. Hundreds of thousands of Liberians engaged with the drama and its supplemental materials online, proving that no matter how a story is told—or how it is heard—Liberians embrace a good tale. 

The project also incorporated multiple platforms that brought communities together, including participatory theater events that actively involved local audiences, talk shows that encouraged open discussions on complex issues, and capacity-building initiatives that strengthened Liberia’s community radio stations. Through participatory theater, new transformative stories were collected from diverse perspectives, sparking meaningful dialogue and inspiring change from within. 

By engaging communities with innovative and heartfelt storytelling, Barnusiethedeh! fostered deeper understanding, challenged harmful norms, and empowered Liberians to build a healthier, more equitable, and flourishing future for all. 

The significance of this project lies in its creation of a platform for local communities to engage in discussions and address these issues from a cultural perspective. By combining media, storytelling, and participatory approaches, it demonstrated the importance of driving deep, lasting social change through the active involvement of communities. 

Key Partnerships

The Liberia project was supported by a range of invaluable partnerships, notably the collaboration with 35 media partners. These partners played a pivotal role in ensuring that the drama series and talk shows reached their intended audiences. Despite infrastructure challenges, they remained committed to amplifying the project’s message and engaging local communities. A special recognition goes to the 15 media staff members who were trained to implement the talk show format, blending excerpts from the drama series to foster deeper engagement and dialogue. 

Participatory theater is a powerful tool for storytelling, community engagement, and social transformation. Unlike traditional performances, where audiences passively watch a scripted story unfold, participatory theater invites communities to step into the narrative, share their perspectives, and even shape the outcome. It provides a platform for people to see their own experiences reflected on stage while offering new ways to challenge and reimagine societal norms. By flipping the script on harmful social practices, participatory theater encourages dialogue, critical thinking, and collective problem-solving—allowing communities to take an active role in writing their own stories of change. 

A key player in this effort was Talking Drums Studio, whose participatory theater tours brought the power of live storytelling directly to Liberia’s often overlooked communities. With caravans of passionate performers and vibrant instruments, they took their show on the road, filling the air with rhythmic beats and energetic performances. Drummers, their rhythms echoing through parks and open spaces, created a mesmerizing soundtrack to the action unfolding before the crowds. The performers, with their lively dances and heartfelt acting, brought the stories of everyday Liberians to life, immersing communities in the very real and raw emotions of their shared experiences. These performances not only entertained but also united people from all walks of life, showing them how theater and drama could ignite connection, inspire change, and bring communities together in powerful, transformative ways. 

Broadcast Map of Radio Station Partners in Liberia

Improving Adolescent Sexual and Reproductive Health, Promoting Gender Equality, and Fostering Social Cohesion in Liberia

With the goal of improving adolescent sexual and reproductive health, advancing gender equality, and promoting social cohesion, PMC strategically designed a multimedia approach that engaged the public in meaningful and impactful ways. 

Liberia had made progress, but many of the needed changes required a shift in societal attitudes and behaviors, particularly on sensitive topics like family planning, gender-based violence, and community conflict. Addressing these issues required a sustained, collaborative effort across various sectors, from government and health organizations to community leaders and local service providers. 

PMC understands that meaningful change starts with the heart and mind. That’s why we harnessed the power of entertainment to shift perspectives and spark new realities. By producing engaging radio dramas, talk shows, and participatory theater, we co-created a supportive ecosystem that allowed these important conversations to unfold in a relatable, compelling way. The characters in these stories made impactful decisions, offering the audience a mirror through which they could reflect on their own choices and, ultimately, be inspired to lead positive change within Liberia. 

Overcoming Media and Broadcasting Challenges in Liberia

When planning the radio show and media distribution in Liberia, several challenges emerged that could limit the reach and effectiveness of the campaign. The country’s infrastructure constraints, coupled with limited funding for technological upgrades, meant that many rural communities had little to no access to broadcasts. Even in urban centers, resources were unevenly distributed, leading to disparities in the quality and consistency of content across different stations. 

As a result, audience engagement varied significantly by region, with some communities experiencing limited connection to the media content. Additionally, creating media that resonated with local cultures and addressed the unique challenges of each area required careful attention to relevance and cultural sensitivity. Despite these obstacles, PMC-Liberia’s efforts demonstrated the importance of persistent innovation and cross-sector collaboration in overcoming these barriers and ensuring that the campaign reached those most in need. 

The Impact of Participatory Theater in Liberia

The participatory theater events were central to engaging communities in Liberia, creating space for direct, interactive dialogue. Over 15 performances were held in remote locations like marketplaces, schoolyards, and village centers, ensuring that communities had easy access to these discussions. Rooted in the Theater of the Oppressed methodology, these performances allowed audience members to become “spect-actors,” stepping into the stories to reflect on real-life situations and engage in critical discussions about solutions. 

This innovative approach, along with the use of cultural music and interactive role modeling, reinforced the core messages of the radio drama. The participatory theater not only amplified the key issues but also empowered communities to take ownership of the conversations and work together towards positive change. 

Did the CHANGE MAKERS create change?

PMC’s efforts led to notable improvements in awareness and behavior across several key areas: 

• Family Planning Awareness: Increased awareness of family planning health concerns, with respondents reporting an increase from 53% to 62%. 

• Sexual Reproductive Health: Strengthened belief in individual choice about SRH, with those strongly agreeing increasing from 38% to 53%. 

• Political Engagement: Greater emphasis on the importance of political discussion, with “very important” responses increasing from 25% to 41%.  

These outcomes reflect the positive impact of the project, which has sparked important conversations and shifted attitudes toward more progressive and informed views. 

Looking to the Future

Building on its successes in Liberia, PMC is prepared to elevate its impact even further. With an invitation from SIDA to present its findings to key stakeholders, including UN Women, Irish Aid, and ActionAid, PMC is in a prime position to showcase the transformative power of its work. The project has led to significant changes in community attitudes, particularly regarding girls’ education, family planning, and gender equality. 

Additionally, progress in changing perspectives on harmful cultural practices like Female Genital Mutilation and intimate partner violence demonstrates the lasting impact of PMC’s approach. With the opportunity to expand the project’s reach through rebroadcasts of the radio drama, PMC is positioned to continue driving progress and positive change across Liberia. 

Key Learnings and Reflections

• Ground Presence: Having a strong, on-the-ground presence is crucial for overseeing the project’s execution and ensuring its success.
• Choosing the Right Radio Stations: The selection and oversight of radio stations are critical to the project’s impact, as inconsistencies can lead to varied audience engagement.
• Female Genital Mutilation Sensitivity: Careful consideration must be given when addressing sensitive topics like FGM, ensuring cultural sensitivity while challenging harmful practices.
• Capacity Building: Strengthening local capacity, through partnerships and training, is a key element of success.
• Community Engagement: The mixed results from data underscored the importance of creating a clear, impactful narrative that resonates with diverse communities.

The Liberia project has proven that true, lasting change begins at the community level, where open dialogue and cultural transformation can reshape deeply rooted societal norms. By leveraging the power of media, storytelling, and participatory engagement, PMC has not only increased awareness around critical issues like family planning, gender-based violence, and harmful cultural practices but also inspired a shift in attitudes and behaviors that will have a ripple effect for years to come. The project’s success highlights the importance of collaboration, local partnerships, and the ability to adapt to unique challenges, setting the stage for continued impact and progress across Liberia and beyond.