Learning is the world's greatest challenge. Using entertainment is an excellent way to reach those who don't always have access to schools or universities. In the western developed economies we are constantly learning from entertainment - but often one that does the opposite of PCI Media Impact - as it spreads violence and fear. PCI Media Impact is unique in its ability to work on the ground - to develop programs and content with the people concerned. Its staff are amazingly dedicated to the causes they work for and not afraid to take on the most difficult challenges of HIV, Ebola, domestic violence, gender discrimination, climate change and nature conservation.
When I first heard about PCI Media I was intrigued and inspired by their mission but wondered if soap operas could really bring about social change. Several years ago, I was honored to become a board member, and have the opportunity to work closely with our outstanding staff. I have come to really understand the power of our work and see the impact we are making on the lives of millions throughout the world. Soap operas are only a part of a complex change process we use that enables people to change their lives. Not only are we changing the lives of the people who come in connect with our programs but also (and perhaps more importantly) we leave behind the skills for them to apply what they learn to solve new issues in their communities.
The goal of PCI Media Impact is to help people, to make the necessary changes in their lives, and in their behavior, which in the end helps them to find sustainable livelihoods.
I think that we do an excellent job.
We are financially sound and all of our resources are efficiently and economically managed, with no frills. Our staff is dedicated and totally professional.
I think we do a hell of a good job!
I joined the Board of PCI Media Impact almost two years ago and I am honored to be able to provide support and advice through this role to such an innovative and effective organization. In working with entertainment media to address issues where engaging people's emotions and values are the key to changing negative behaviour, PCI Media Impact has found an approach that has worked where so many others have failed. It has been exciting to see how radio dramas and local campaigns are developed working with local partners who understand their particular cultures and to note how they strengthen their own talents and abilities as they work with the program. I have been inspired to see local people begin to identify with positive characters as they listen to radio dramas, call in to share their reactions, participate in campaigns and begin to follow the characters' example in their own daily lives and communities. A number of surveys and evaluations have shown that these Media Impact programs have had a significant positive impact in such areas as HIV/AIDS, gender, health, reproductive behaviour and family relations and are now being applied in tackling conservation and climate change issues.