ANNUAL REPORT 2005 AR 05 23 6/21/06 12:01 PM Page 2

AR 05 23 6/21/06 12:01 PM Page 1

Using the Media to Sustain the Earth

PRESIDENT’S MESSAGE

Dear Friends, Mass media programs that model new forms of behavior are an important part of changing attitudes and informing couples of the There is an urgent global need ease and safety of most family planning options. By addressing for interventions that address attitudes before actions, listeners’ perceptions and knowledge the rapid growth of the with regard to family planning and desired family size can shift in human population. Our world a way that will enable contraceptive use in the future. is now growing by about 80 million people per year, and To reduce barriers such as opposition from husbands, PMC’s 95 percent of this growth is in programs focus on empowering women and encouraging com- developing countries, which munication between partners about family planning, as well as are currently unequipped to redefining what it means to be masculine. Helping women find feed, educate or employ these their voices and recognize their right to determine the number of additional people. children they have empowers them in other aspects of life as well, from choices about their children’s education to use of finances While provision of family and their roles in their communities. planning services has helped reduce fertility rates, particularly in Asia and Latin America, The broadcast media have a particularly important role to play in meeting demand for contraceptives is only part of the solution. accelerating acceptance of family planning and small family Without changing people’s perception of ideal family size, contra- norms, as radio and television reach large numbers of people very ceptive use will have little impact. Many cultures still value very cost-effectively. Serial dramas are especially well-adapted to show- large families, and, therefore, many women use contraceptives to ing an evolution of key characters’ thinking regarding family space or delay pregnancies, but not to limit the total number of communications, the role of women, family size decisions, and children they have. For example, Nicaraguans currently use con- the use of family planning. traceptives at twice the rate of Romanians (66 vs. 30 percent), yet fertility rates in Nicaragua (3.8 children per woman) remain three You will see in the following pages how PMC’s projects around times as high as in Romania (1.3 children per woman). the world in 2005 harnessed the power and reach of mass media to improve people’s quality of life by promoting small family Recent Demographic and Health Surveys have found that among values, HIV/AIDS prevention strategies, empowerment of the reasons given for non-use of contraception by women who do women, reproductive health, and protection of children from not want to become pregnant, lack of access to contraceptives is trafficking and exploitation. We thank our many donors, rarely cited; in fact, in many countries less than one percent of advisors, collaborators, and colleagues around the world for women mention lack of access as their reason for non-use. The making our work possible and hope you will continue to support top reasons given are lack of knowledge, concern with the med- PMC’s work in coming years. ical side effects of contraceptives, and opposition from their husbands. This is why, according to Charles Westoff of Princeton University’s Office of Population Research, half of women cate- Sincerely, gorized as having an unmet need for contraception have no inten- tion of using contraceptives even if family planning services were freely available at their doorstep. They simply are not convinced of their safety, or they experience other cultural or informational barriers that prevent them from using family planning. William N. Ryerson AR 05 23 6/21/06 12:01 PM Page 1

MISSION STATEMENT

The mission of Population Media Center is to work with mass media and other organizations worldwide to bring about the stabilization of the human population at a level that can be sustained by the world’s natural resources, to lessen the harmful impact of expanding humanity on the earth’s environment and to help large numbers of disadvantaged people live better and move out of poverty.

Population Media Center (PMC) uses entertainment programming on radio and television to encourage delayed parenthood, the consistent use of effective methods of contraception, and safer sexual behaviors, as well as to empower women to play equal roles in family decisions and in society. 1 Among its strategies, PMC uses a specific methodology of social-change communication developed by Miguel Sabido of Mexico, in which characters in long-running radio and television soap operas evolve into role models for their audiences, encouraging the adoption of healthier behaviors to benefit individuals and their societies.

Scientific research has shown that the Sabido Methodology leads to population-wide behavior change. AR 05 23 6/21/06 12:01 PM Page 2

ETHIOPIA

Dr. Negussie Teffera Country Representative

Dr. Negussie is the former Director of the National Office of Population in Ethiopia. In that role, he wrote the country's population policy and oversaw its adoption and implementation. Dr. Negussie holds a Ph.D. in Communications from the University of Wales, Cardiff and has extensive experience in radio production.

Yeken Kignit In total, 257 episodes of Yeken Kignit and “Looking Over One’s Daily 140 episodes of Dhimbibba were broadcast Sir, Life” and Dhimbibba over the two and a half year period. Of a “Getting the Best Out of Life” nationwide population of 78 million peo- Your drama has demonstrated to me the ple, no less than 40 million people listened interdependence of social problems in our PMC-Ethiopia aired two radio programs to one of PMC’s two programs. During the society. These problems are, of course, 30 months of broadcasting, program staff 2 from June 2002 through November 2004. well known - HIV/AIDS, population and Yeken Kignit (“Looking Over One’s Daily received 15,000 letters from listeners, who shared the personal impact the programs lack of family planning. Life”), was broadcast in Amharic, the country’s most prevalent language, and had on them. Dhimbibba (“Getting the Best Out of Your drama has made me feel more deter- Life”), was written and produced in In 2004, 14,400 client interviews were mined to work for the well-being of Oromiffa, reaching another large language conducted in 48 clinics throughout the lis- group in Ethiopia. tening area to determine motivation for HIV/AIDS patients in my locality. I have new clients seeking services. These surveys decided to dedicate my efforts in this The issues covered in the radio programs found that among new clients seeking direction in order to show the gravity of were identified through formative research, reproductive health services, 63% had listened to one of the two programs, and the HIV/AIDS epidemic. Most impor- which highlighted a need for behavior change in various areas, including repro- 26% indicated that PMC’s programs were tant of all, I have realized that HIV/AIDS ductive health, family planning, the primary reason they were seeking care. patients require the utmost understanding HIV/AIDS, elevation of women’s status, Of all clients citing radio as a source of from health personnel. I thank you very marriage by abduction, education of girls, information about reproductive health, and spousal communication. 96% specifically named one of PMC’s two much for making me aware of this. radio dramas. The two radio dramas were broadcast over Engidayehu Dekeba Radio Ethiopia, with programs being Post-broadcast research, completed in Pharmacy Technician repeated on FM Addis and Radio 2005, indicated impressive results, in terms Ethiopia’s National Service. of altered perceptions and increased Bale, Ethiopia knowledge, as well as behavioral change. Some of the changes that occurred include:

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The fertility rate in the Amhara region Thornton Foundation, CARE-Ethiopia, fell from 5.4 to 4.3 children per woman (see Save the Children-U.S., the United Nations graph 1). Population Fund, the HIV/AIDS Prevention Graph 1. Total fertility and Control Office (HAPCO) of the govern- rates from the baseline and Among married women who were listen- ment of Ethiopia and 35 individual contribu- post-intervention surveys tors. ers, there was a 52.1 percentage point 8 increase in those who had ever used family 6 planning methods, while among non-listen- During 2005, PMC began broadcasting two 4 ers, family planning use increased by only new serials on Radio Ethiopia. The first, sup- 2 20.5 percentage points. ported by HAPCO, addresses truck drivers, 0 total amharic oromiffa and the second, targeting youth, was funded by speaking speaking Demand for contraceptives increased UNICEF (the United Nations Children’s 157%. Fund) and the Flora L. Thornton Foundation. baseline post intervention Spousal communication about family In addition, PMC continued to implement a planning issues among currently married project to build the capacity of journalists in women climbed from 33% to 68%. Ethiopia, with emphasis on enhancing their ability to accurately portray reproductive health Communication between mothers and issues. As part of this project, PMC held four their children about sexuality issues increased training workshops attended by 149 journal- Graph 2. hiv testing by listeners and non-listeners of yeken kignit 50%. ists, and took nine journalists on a study trip to South Africa. PMC established an information 30% Male listeners sought testing for HIV at resource center for journalists in Addis Ababa, 25% 4 four times the rate of male non-listeners (See and held two national symposia on news cover- 20% Graph 2). age of reproductive health issues, which were 15% attended by over 100 journalists. The results 10% Female listeners sought testing for HIV at from the symposia included 70 print news sto- 5% three times the rate of female non-listeners ries in major papers and magazines in Ethiopia 0% (See Graph 2). documenting the problems of population, men women reproductive health, and HIV/AIDS. In addi- listeners tested for hiv The belief that female circumcision should tion, there were 80 radio and television pro- non-listeners tested for hiv be discontinued increased from 59% to 77% grams on reproductive health issues broadcast among men and from 53% to 79% among throughout the country. PMC presented women. five journalists with awards for their excellent coverage of these issues. 98% of listeners recognized that having more children than they could financially support would lead to an economic and social crisis.

97% of listeners could identify three ways that HIV is transmitted.

The results stated above demonstrate the effectiveness of entertainment-education as a tool for behavior change. This project was made possible by support from the

David and Lucile Packard Foundation, the Actors in recording studio, ethiopia. Hughes Memorial Foundation, the Flora L. AR 05 23 6/21/06 12:02 PM Page 5

EXCERPT FROM YEKEN KIGNIT (“LOOKING OVER ONE’S DAILY LIFE”)

REPRODUCTIVE HEALTH STORYLINE:

Wubalem, a 16 year old Ethiopian girl, is married to Mekuria, a childhood friend. Soon after they are married, Wubalem gets pregnant and gives birth to a girl. Wubalem’s older sister, Fikirte, encourages Wubalem to use family planning to postpone having her next child. Fikirte’s advice incites the following conversation between Wubalem and Mekuria:

MEKURIA: You give too much attention to the crazy words of your sister, Fikirte. You listen to her advice rather than to mine. You give less weight to my position as the head of the household. What could bother me more than the order you received from your sister to limit the number of our children? WUBALEM: Let’s live according to our means. . . .that’s what I say. I know what having many children amounts to. It results in suffering, and I don’t like that. MEKURIA: I am a hard-working farmer. I have all the energy in the world. I can feed others’ children, not to mention my own. I will produce and get the results of my efforts. There is no reason for me to hold myself back from having as many children as I like. WUBALEM: Listen to me, Mekuria, my father was as strong as you when he started to have so many children, but what legacy did he leave behind for us? What did he benefit from it himself in the first place? MEKURIA: Don’t compare me with your father. 5 WUBALEM: Many brave men in our area produce numerous children and leave because they have nothing to feed them. They can’t stand their suffering. They can’t listen to their cries. What I am saying is that we have to take the necessary precautions. Why don’t you learn some lessons from your friend, Awgichew, who lives a good life? Look at his home. MEKURIA: Stop. I say stop. WUBALEM: He has stayed with his family because he does not worry over food for his children. He does not go begging for loans like the rest. He is living according to his means. MEKURIA: Are you listening? I don’t want to live like my neighbors. I am the sole master of my house. I have full command over how many children I should have. WUBALEM: I am the mistress of the house, and since the consequences of our actions apply to me as well, I have to decide how to prevent tomorrow’s sufferings. MEKURIA: So. . . WUBALEM: Rather than being in tears tomorrow, it is better for me to think very carefully. You think it over too and let’s decide to limit the number of our children together. I don’t want to have children one after the other and suffer the consequences. MEKURIA: Okay! You’ve put it quite well. You will see what I will do in a few days.

As a result of this conversation Mekuria eventually apologizes and agrees with Wubalem, promising not to listen to others but only to each other. They go together to the clinic to be part of the family planning program. Their decision becomes a lesson to many in their neighborhood who follow their example. AR 05 23 6/21/06 12:02 PM Page 6

MALI, BURKINA FASO, IVORY COAST

Dr. Tandia Fatoumata Dede Keita Country Representative

Dr. Tandia has extensive experience in reproductive health and qualitative and quantitative research. Before joining PMC, she was the operations research advisor of a USAID youth project in Mali, where she designed and conducted projects for the ministries of Health, and Education and Youth Promotion. Prior to this post, Dr. Tandia was the Chief of Community Health in the Reproductive Health Division of the Ministry of Health and implemented the ministry's youth reproductive health strategy. Dr. Tandia is an M.D., with specialized training in statistics and epidemiology.

Cesiri Tono children. Families that are unable to provide the largest towns in Mali: Bamako, Ségou “All the Rewards of Courage for all of their children often resort to send- and Koutiala. and Hard Work” ing them off to work, hoping that they will provide some income to the family and have In total, 25 community radio stations in PMC began airing a radio drama called a better future. What parents do not know is Ivory Coast, 93 stations in Mali and 51 6 Cesiri Tono throughout Mali and Burkina that their children will be exploited, abused, stations in Burkina Faso were equipped with Faso in November 2004 and in Ivory Coast and essentially enslaved. World Space receivers for downloading and in February 2005. The program concluded broadcasting the drama from the Africa in October 2005, after the broadcast of 144 By informing both children and parents of Learning Channel on the World Space episodes. The drama addressed the wide- the realities faced by children who are traf- satellite. First Voice International, which spread problem in West Africa of child trafficked, and encouraging families to limit produces the Africa Learning Channel, ficking and exploitation. Children are often their family size to the number they can collaborated with PMC in both the broad- taken from their families, voluntarily or financially sustain, PMC is working to help cast of the drama and the distribution of involuntarily, and sent to Ivory Coast to reduce the prevalence of child trafficking satellite receivers. Cesiri Tono was recorded work on plantations. On the plantations, and exploitation in West Africa. in Djoula, the most commonly shared they are forced to work long, arduous days language in the listening region. and are deprived of adequate pay, food, san- In 2005, broadcast of the drama continued itation and education. Once the children in Mali and Burkina Faso, and began in With the conclusion of the broadcast, a ran- arrive on the plantations, they are kept cap- Ivory Coast. PMC conducted a training dom-sample household survey was conduct- tive, with little hope of seeing their families workshop in January 2005, in Bamako, ed in the three countries to determine the again. This is just one form that child traf- Mali, for 25 peer educators and leaders of effects of listening to the drama on audience ficking and exploitation takes in the region. women’s associations. The women who par- knowledge, attitudes, and behavior with Trafficking of girls to serve as domestic ser- ticipated were taught facilitation techniques regard to children’s rights, child trafficking, vants and for sexual exploitation is also com- to lead Cesiri Tono listening groups, which exploitative child labor, reproductive health, mon. were a key monitoring tool to measure the and related issues. effectiveness of the drama in portraying pos- PMC recognizes that poverty and large fam- itive behaviors. After the training, twenty (See program results on page 9) ilies are driving factors in the exploitation of listening groups were established in three of AR 05 23 6/21/06 12:02 PM Page 7

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Why?

Why should I live like Kunandi, always looking for adventure?

Because despite my young age, my father Aldjouma wants me to work and to take his place: to “repay” his “debts.”

My mother wants to see me enjoy my childhood – to go to school, to play – she wants to watch me grow up. Photo by Marcos Garcia Marcos by Photo But, alas, the points of view of women in my country don’t have any more weight than the wings of a butterfly.

Why, why can my friends go to school while I have 8 to go to the fields?

Why can my friends play football while I have to gather firewood to cook my tea?

Why can my friends run around when I have to go from door to door to feed my poor family?

Why was I born here? fernandogrodrigquez.com Why was I born poor?

Where are my rights?

I dedicate this poem to all of the children who are denied their right to go to school, and enjoy their childhood.

– This poem was written by Youssouf Diarra, a young listener of Cesiri Tono in Koutiala, Mali, and was received by a local radio station. fernandogrodrigquez.com AR 05 23 6/21/06 12:02 PM Page 9

Effects “In our region, there are only peasants and herders…If someone mentions ‘children’s rights,’ that is astonishing to them — they The household surveys from Mali, Burkina Faso, and Ivory Coast think this means ‘letting children do what they want.’ But, indicated that the program produced the following results: thanks to this radio program, they now understand.” – Deejay from Radio Sena in Bankass, Mali MALI 22.4% of respondents listened to the drama – approximately 3.1 million Malians. Non-listeners in Mali were twice as likely as listeners to prioritize educating boys over girls (22% vs. 11%). 31% of listeners in Mali had discussed exploitative child labor during the period of the program, compared to 17% of non-listeners during the same period. The belief that it is acceptable for women to work outside of the home was 53% higher among listeners than it had been at the baseline.

BURKINA FASO In Burkina Faso, 23% of listeners have taken action against 9 exploitative child labor, compared to 9% of non-listeners. 96% of listeners in Burkina Faso could identify at least one place that provides family planning/reproductive health services, compared to 80% of non-listeners. fernandogrodrigquez.com IVORY COAST 43% of listeners in Ivory Coast had discussed children’s rights “The serial Cesiri Tono teaches us about sexually transmitted in the last 12 months, while only 25% of non-listeners had infections and AIDS, the rights of children, child trafficking, and discussed children’s rights in the same period. 32% of listeners in Ivory Coast knew at least three citizenship. Thank you, thank you to all of you who have worked factors that can lead to child trafficking, compared to 14% of to develop and broadcast this program. The program has helped non-listeners. us to intercept 3 children and their ‘guide’ in Zegoua. The children have now been returned to their families in Kadiolo. The drama has enabled us to become aware of the responsibility of the REGION-WIDE community in the fight against child trafficking and has given us Listeners in all three countries were substantially more aware the confidence we need.” of child trafficking than non-listeners. – Mrs. Shata Kone, a listener of Cesiri Tono in Zegoua, Mali Listeners to Cesiri Tono were over five times more likely to have heard of the phenomenon of exploitative child labor than non-listeners. This project was funded by USAID/Mali and the USAID West Africa Regional Program (USAID/WARP). AR 05 23 6/21/06 12:02 PM Page 10

NIGER

Hamsatou Ibrahim Country Representative

Prior to joining PMC, Ms. Ibrahim was head of financial services and accounting for the National Laboratory of Public Works and Construction. She holds a diploma from Cheikh Anta Diop University in Dakar, Senegal.

Gobe Da Haske the United Nations Population Fund “Tomorrow will be a (UNFPA). Brighter Day” PMC’s Vice-President for International As a result of the progress of the Mali Programs, International Program Manager, regional project in addressing child traffick- and Mali Country Representative traveled 10 ing and reproductive health, the USAID/ to Niger for three weeks in September 2005 West Africa Regional Program (WARP) to attend a formative research dissemination requested that PMC extend its radio serial workshop, to facilitate an in-depth work- drama strategy to Niger, a neighboring West shop for writers and producers, and to help African country. define the program indicators to be evaluated. During the in-depth writers’ workshop, Niger faces similar challenges related to four pilot episodes were written and pro- child trafficking and exploitation as Mali, duced; these scenes were pre-tested in Burkina Faso, and Ivory Coast. PMC- October and November 2005. Niger’s program is working to reduce trafficking occurring within Niger, primarily The first 30 episodes were produced in between rural and urban areas. Male December 2005, with broadcasting sched- Nigerien children are often trafficked to uled to begin in February 2006. PMC part- work in gold mines and slaughterhouses, nered with First Voice International while female children are often sent to (www.firstvoice.org) to equip 60 communi- become domestic servants, or to be married ty radio stations with World Space receivers, at a very young age. and trained station personnel to download the drama from a satellite feed. The drama, In 2005, PMC established a country office called Gobe da Haske (“Tomorrow Will be a in Niamey, Niger to carry out the radio Brighter Day”), is being produced in drama project in collaboration with the Hausa language, which is commonly Initiative Jeunes, a non-governmental, spoken in Niger.

youth-focused organization funded by Eckert Gary by Photo AR 05 23 6/21/06 12:02 PM Page 11

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NIGERIA

Tony Asangaeneng Country Representative

Mr. Asangaeneng has fifteen years of experience in behavior change communications programs in Nigeria and has served as director of a number of reproductive health projects. He holds a B.S. in Political Science and Public Administration from the University of Uyo and an M.S. in Political Science from the University of Ibadan. He also holds a diploma in Journalism from the Nigeria Institute of Journalism and is pursuing a Ph.D. in Globalization and Sustainable Development.

Addressing Obstetric their husbands and cast out of their com- Fistula and Reproductive munities. In addition, the obstructed labor Health to Raise the Status that leads to fistula often results in of Women In Northern stillbirth. Nigeria Fistula can be repaired with a fairly minor 12 In 2005, PMC received funding from surgery; after treatment, women are able to the Rotarian Action Group on Population return to their normal lives as mothers, and Development and the Conservation, wives, and community members. As a Food and Health Foundation for develop- result of the surgery, these women can ment of a radio serial drama addressing work, and usually have future pregnancies fistula, maternal health, women’s empow- without added complications. erment, and family planning in northern Nigeria. In early 2006, additional funding As developing fistula often corresponds was provided by the David and Lucile with early marriage, the goal of the drama Packard Foundation. will be to delay marriage through empowering women and encouraging the educa- The United Nations Population Fund esti- tion of girl children. The program will also mates that between 100,000 and 1 million address factors that help to prevent fistula, women in Nigeria suffer from untreated such as use of family planning to delay fistula. Fistula is a medical condition pregnancy and having a skilled birth atten- resulting from damage to vaginal tissue dant or doctor present during delivery. caused by prolonged and obstructed labor, violent rape, or female circumcision (also To improve the condition of women who known as female genital mutilation or have already developed fistula, the drama FGM). will provide information about where to seek treatment and demonstrate the nega- Women who suffer from fistula and the tive consequences of the social stigma resulting incontinence are often rejected by women face after developing fistula. Photo by Emile Jegen by Photo AR 05 23 6/21/06 12:02 PM Page 13

Photos courtesy of Rotary International

One of the consequences of fistula is nerve paralysis from long, obstructed Women at the fistula hospital in Nigeria after receiving fistula repair surgery. labor. Mariam (16 years) must now use crutches, as complications during labor caused drop-foot on both sides. AR 05 23 6/21/06 12:02 PM Page 14

SUDAN

Musa Mohamed Salih Beirag Country Representative

Mr. Beirag has extensive experience in journalism and translation with degrees from Al Ashar University in Cairo and the University of Khartoum. He is the former Chief Editor for the Nile Courier, has held posts as Reporter and Executive Editor at English Desk Weekly Review and the Foreign News, and has contributed to daily newspapers and magazines in Sudan. He has also served as the Media Programs Coordinator at the Population Advocacy Project in Sudan and as the Information, Education and Communication Coordinator for Eastern States.

Ashreat Al Amal “Sails of Hope” genital mutilation), the importance of birth condom; 37% thought AIDS was a curable spacing for the health of mothers, the value of disease; 65% were not using any type of fam- In 2005, PMC-Sudan continued to air our educating girls and young women, and the ily planning method; 36% thought girls radio drama, Ashreat Al Amal (“Sails of important role men have in encouraging their should be married before they are 20 years Hope”), throughout Khartoum State via the wives and daughters to participate in society. old; 74% thought that the husband alone national radio station. Ashreat Al Amal should control family finances; and 20% 14 focuses on improving women’s reproductive The baseline survey conducted in 2002 reported that Sudanese women do not partic- health and encouraging gender equality, showed many attitudes and behaviors that ipate in family decision-making. because Population Media Center believes PMC hopes to affect through our radio that improving the status of women is an drama. Prior to the project, 33% of respon- The final evaluation showing the impact of essential component of improving reproduc- dents surveyed had never discussed family the drama on these indicators and others will tive health. Through role modeling, Ashreat planning with a family member, including be conducted in July 2006. The project in Al Amal teaches about the health risks of their partner; 55% of respondents had never Sudan is supported by the David and Lucile female circumcision (also known as female seen a condom; 88% had never used a Packard Foundation.

What is Ashreat Al Amal all About?

Awatif is suffering from acute anemia resulting from repeated pregnancies. Her husband, Hassan, is unwilling to share responsi- Al Shoul, a local midwife, makes money performing female cir- bility for the household expenses, and Awatif is unable to pay all of cumcisions on young girls. When Al Shoul’s sister has a baby girl, the school fees for their many children. Awatif goes to the doctor Al Shoul is asked to perform the circumcision, but due to compli- for consultation on family planning, recognizing that she is unable cations during the procedure, the little girl dies. Al Shoul’s sister to support the children she has, let alone more children. However, and her husband divorce over this traumatic event. When Al Shoul Hassan refuses to use the condoms she receives, insisting that he is again asked to perform a circumcision by another couple, the will have as many children as God desires. Eventually, they return girl’s parents are informed by community members of the death of to the clinic together and the doctor explains to Hassan that in the previous girl, but they do not listen and their daughter also dies Islam, family planning has been used historically, and there is at the hands of Al Shoul. As people begin to realize the danger of no religious mandate against it. Awatif and Hassan fight over this, female circumcision, Al Shoul loses her livelihood and ends up but eventually Awatif succeeds in convincing her husband to use being supported by her sister. family planning. AR 05 23 6/21/06 12:02 PM Page 15

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MEXICO

Dr. Anameli Monroy Country Representative

Dr. Monroy is a practicing psychologist and a leader in the field of adolescent pregnancy prevention in Mexico. She founded and has run the Centro de Orientación para Adolescentes (CORA) since 1978 in Mexico, and has served as a youth advisor to numerous organizations, including the World Health Organization (WHO), the United Nations Population Fund (UNFPA), and the Kellogg Foundation.

Dimensiones Sexuales “Sexual Dimensions”

In Mexico, young people are creating radio serials about adolescent 16 sexuality. PMC is working with the Centro de Orientación para Adolescentes (CORA) of Mexico to produce a series of radio mini- serials mixed with talk shows in the five states of Mexico with the highest fertility rates. These programs have been developed by and for young people. PMC tested the model for the radio programs in Puebla State, which resulted in development of a manual for implementation of the methodology in other Mexican states. PMC and CORA have expanded the use of the methodology to other states, including Hidalgo, Tlaxcala, and, most recently, Michoácan.

In addition to the radio programs, the project includes intensive training of health care providers and youth service agency staff in how to effectively address adolescent sexuality issues. The program in Michoácan went on the air on September 10, 2005. Support for the work in Mexico in 2005 has been provided by the Bergstrom Foundation, the Compton Foundation, the Jewish Communal Fund, Interact Worldwide, an individual donor, and the participating state government. In Michoácan, pre-and post-broadcast surveys are being used to evaluate the impact of the program. Photo by Henchos29 by Photo AR 05 23 6/21/06 12:02 PM Page 17

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BRAZIL

Marcio Schiavo Country Representative

Mr. Schiavo is director of Comunicarte Social Marketing of Brazil, which together with PMC works to influence the content of prime- time entertainment programming on the most popular programs on television with regard to population and reproductive health issues.

PMC and Comunicarte: Summary of Scenes by Soap Opera and Issue 18 Disseminating Health Messages Around Thematic groups/ Sexual and Sexuality Drug Abuse Gender Social Total telenovalas Reproductive Relations Matters the World Health

Malhação 67 178 4 74 220 543 In Brazil, PMC is working in partnership “Working Out” with Comunicarte, a social marketing organ- Como Uma Onda 35 48 - 10 52 145 ization in Rio de Janeiro, to influence the “Like a Wave” prime-time programs of TV Globo. The Alma Gêmea 34 49 - - 21 104 staff of this project meets regularly with the “Twin Souls” writers of the prime-time soap operas on TV Começar de Novo 17 24 5 6 29 81 Globo to suggest themes and storylines relat- “New Start” ed to reproductive health. In 2005, the proj- A Lua me Disse 30 50 2 10 34 126 ect was successful in working with TV Globo “The Moon Told Me” to integrate 1,551 scenes dealing with repro- Bang Bang 3 8 - 2 11 24 ductive health, small family size, gender relations, and related social and health issues. Senhora do Destino 20 14 4 2 24 64 “Lady of Destiny” These programs are broadcast nationwide in Brazil and exported to dozens of countries América 54 144 46 28 124 396 “America” worldwide, dubbed into various languages. In 2005, the project was supported by the Belíssima 17 29 2 3 17 68 “Gorgeous” Hughes Memorial Foundation and the Mulago Foundation. Total 275 541 63 135 530 1551 AR 05 23 6/21/06 12:02 PM Page 19

JAMAICA

JA-STYLE: Jamaica’s the top concern. Gang violence is a big Solution to Youth problem in Jamaica, as is use of illicit Lifestyle and drugs, especially marijuana, which is Empowerment often used recreationally among people of all ages. To capture the attention and PMC is subcontractor to a USAID-fund- interest of Jamaican youth, a holistic 19 ed project in Jamaica focusing on healthy approach to health will be used in the lifestyles for youth, including issues of drama, incorporating multiple challenges reproductive and sexual health, substance to healthy lifestyles, from teen pregnancy abuse, and gang violence. The project is to drug addiction and street violence. directed by University Research Corporation (URC), based in Bethesda, The radio serial drama will be targeted to Maryland. PMC’s role on the JA-STYLE youth, and many of the writers and most project is to develop and produce a radio of the actors will be young adults. By serial drama for youth. Work on the using the fresh, creative talent of young program will begin in 2006. people in writing and recording, the drama aims to resonate with the targeted In 2005, PMC’s Vice-President for age group. International Programs, Kriss Barker, traveled to Jamaica to plan for project A very important component of a Sabido- start-up, and to assist the URC team in style radio serial drama is the creation of developing a national behavior change true-to-life characters and a social envi- communication strategy for Jamaica. ronment that will seem realistic and rec- ognizable to the audience. In Jamaica this While Jamaican youth are in need of means reggae, the occasional drive-by sexual and reproductive health informa- shooting, and heated debates about drugs, tion, in many parts of Jamaica, safety is sex, and alcohol. Photos by Calvin Hass AR 05 23 6/21/06 12:02 PM Page 20

PHILIPPINES

Maggie Cudanin Country Representative

Ms. Cudanin is the Station Manager of YES FM 91.1 Boracay Radio and Performance Officer of the Aklan Chapter of the Association of Broadcasters of the Philippines. She was the director for the PMC radio serial drama Sa Pagsikat Ng Araw and holds a B.A. in Psychology.

Sa Pagsikat Ng Araw One day Amelia meets Kapitana Pilar, “The Hope After the Dawn” a local female leader, who supports Amelia emotionally and offers her a job at her In 2005, PMC produced a 120-episode seaweed farming business. Amelia becomes radio serial drama called Sa Pagsikat economically independent through this Ng Araw (“The Hope After the Dawn”) opportunity and is able to send her children 20 in the Philippines with support from to school. the United Nations Population Fund. The drama addressed issues relating to reproduc- When Miguel’s behavior doesn’t change, Melchie, 52 years, Mt. Province tive health, HIV/AIDS, women’s empower- Amelia leaves him and becomes financially “The drama is about increasing the common people’s ment, and youth health. The drama aired independent through starting her own busi- knowledge about life’s issues, such as drugs, violence for six months, from July to December ness. This story offers hope to women in and other problems of society. After listening to the 2005. Three of PMC’s trainers, Rocha abusive situations and also warns men that drama for a long time, the listener has more knowledge Chimerah,Tom Kazungu and Vice-President about the things that he or she doubts. The listener also there are consequences of abusive behavior. has assurance and hope.” for International Programs, Kriss Barker led a writer’s workshop from June 13th through July 1st, 2005, to train 20 participants in EVALUATION writing Sabido-style serial dramas. This program was evaluated using an inno- vative qualitative approach led by Dr. THE STORY Arvind Singhal, Ohio University professor The drama had four intersecting storylines and member of PMC’s Program Advisory addressing family planning, HIV/AIDS, Board. Singhal, with a small team, including youth health and responsibility, and two Ohio University students and PMC’s women’s empowerment. The women’s Vice-President for International Programs empowerment storyline focused on a woman Kriss Barker, traveled to the Philippines with named Amelia. Her husband Miguel was an disposable cameras, pads of paper, and other alcoholic and often beat her, but since art supplies. They identified listeners of Sa Amelia was worried about the future of their Pagsikat Ng Araw in Metro Manila and Erma, 34 years, Mt. Province four children if she left her husband, she tol- “In this drama, people can learn a lot about lessons in Boracay Island and gave them the cameras life. Sometimes when we listen, we get irritated because erated the abuse. and art supplies to document what they had Miguel often hurts and abuses Amelia. We hope Miguel learned from the drama. Listeners explained changes even for a bit.” AR 05 23 6/21/06 12:03 PM Page 21

the significance of their photos and drawings to the research team, and their photos, drawings and comments were compiled in an evaluative report.

This method of evaluation was replicated by Cecelia Noble, the head writer of Sa Pagsikat Ng Araw, in Mountain Province and Eastern Samar, Philippines.

The results were complex, nuanced accounts of how listeners engaged with the characters, using them as examples to illus- trate the effects of certain decisions and behaviors. .

EFFECTS In addition to the qualitative evaluation, quantitative monitoring was conducted for every month of broadcasting.

Between August and December, there was an increase Emie, 23 years, Mt. Province, Philippines in spousal encouragement as a motivator for women “This is my father-in-law and his grandchildren. I had seeking reproductive health services (from 38% to 48%). hoped that he has listened to the drama that I always play in There was also an increase (from 21% to 34%) in the house. It is my prayer that he has listened to the story of spousal communication about reproductive health issues. Amelia and Miguel, and he will be able to counsel his son, 21 The percentage of reproductive health clients who my husband, to change.” had heard Sa Pagsikat Ng Araw increased from 25% in August to 35% in January. As of November 2005, 37% of reproductive health clients in Bohol, Philippines, had heard Sa Pagsikat Ng Araw, and 57% of reproductive health clients in Eastern Samar, Philippines had heard the program. 22% of Barangay captains (local leaders) cited a decrease in reported cases of spousal abuse after five months of broadcasting. In the month after the end of the program, 75% of Barangay captains had had no reported cases of spousal abuse. 17% of Barangay captains cited a decrease in reported cases of youth drug use after five months of the broadcast. In the month following the end of the program, 60% of Barangay captains received no reports of youth Mary Ann, 14 years, Mt. Province, Philippines drug use. “This is our house. I can imagine that Amelia’s house is like While Filipinos were disappointed to see the end of ours, too. They are poor. The drama affected my view of our Sa Pagsikat Ng Araw, they did recognize the importance poverty. One can be poor and have many problems and still of social content radio programming, and doors have a good life. Hardship teaches a person how to be strong are already opening for the production of a new radio like what happened to Amelia and Kapitana Pilar.” drama in the Philippines. AR 05 23 6/21/06 12:03 PM Page 22

UNITED STATES

cartoons for social change

In October 2005, PMC held its second National Population Cartoon Contest, seeking published cartoons depicting global population growth and its causes and consequences. The 2005 contest garnered 156 published sub- missions from cartoonists around the country. The cartoons, ranging from commentaries on US energy consump- tion and immigration policy to extinction of species and global warming, likely reached upwards of 7.5 million Americans.

The Grand Prize of $7,000 was awarded to Ann Telnaes, cartoonist for Women’s eNews, for her cartoon “Washington Fashion Week.” Mike Keefe, cartoonist for the Denver Post, and Jim Morin, cartoonist for the Miami Herald, won second and third places in the 2005 contest, respectively.

All three cartoonists were recognized for their ability to frame complex issues in a way that is accessible and engag- ing to the average citizen. 22 At the contest’s awards ceremony, Ms. Telnaes expressed her sentiments about using cartoons to educate the public about these issues: “Because of its ability to transcend language barriers and illiteracy, the editorial cartoon is a particularly powerful type of communication. PMC under- stands the value and impact of this medium, and I'm sure I speak for my profession when I express my appreciation for Jim Jeffords and bill ryerson their support in promoting the art of editorial cartooning through this award.”

Third, second, and first place cartoons AR 05 23 6/21/06 12:03 PM Page 23

Jim Jeffords, ann telnaes and bill ryerson

The National Population Cartoon Contest is one aspect of a larger US strategy being developed by PMC to inform the American public about the risks of population growth. PMC hopes to use many different media, including radio, television, the inter- 23 net, magazines, and newspapers in an effort to educate and reinvigorate Americans about population. One example of this effort in 2005 was an article about the work of PMC in Ms. Magazine in the spring 2005 issue, titled “Soap Operas are Changing Lives – For the Better!” In the article, Ms. describes PMC’s work in Ethiopia as bringing “positive messages and education to an impoverished population mike keefe that is starved for both.”

Also in 2005, PMC published eight population- focused editorials on CagleCartoons.com. These columns, written by PMC President William Ryerson, former Colorado Governor Dick Lamm, UNFPA Executive Director Thoraya Obaid, former Deputy Assistant Secretary of State for Population and Environment Lindsey Grant, and member of the Board of Directors of the Federation for American Immigration Reform John Rohe, were distributed to 800 newspapers around the country. Editorials, both in the form of cartoons and columns, are a good way to “interpret the facts” Jim morin related to population. AR 05 23 6/21/06 12:03 PM Page 24

BEST PRACTICES SYMPOSIUM

maggie cudanin, virginia carter and tom kazungu maggie cudanin, earl babbie, negussie teffera and rocha chimerah

24 Using the Media to Promote Reproductive whom sit on PMC’s Board of Directors or Program Advisory Health and Achieve Gender Equality Board.

November 2005 marked a significant step for PMC. With fund- During his presentation, Dr. Arvind Singhal, Ohio University ing from UNFPA, PMC was able to bring together globally-rec- Professor and member of PMC’s Program Advisory Board, high- ognized communications experts with nearly all of its country lighted the importance of “showing and not telling” in the dra- representatives from around the world for a symposium to discuss mas, reminding everyone that entertainment-education is about the best practices in using the media to promote reproductive "making choices, and not preaching.” Concerning scriptwriting, health and gender equality. The content produced during this PMC Board Member and pro-bono trainer Virginia Carter symposium will be compiled in a manual that will be invaluable emphasized the importance of finding good writers who can cre- in advancing the field of entertainment-education, as well as in ate “honest human dialogue that sounds like real people.” future implementation of PMC programs. A highlight of the symposium was a public lecture given by At the Best Practices Symposium, participants presented papers Miguel Sabido, creator of PMC’s entertainment-education strat- on a variety of topics that highlighted outcomes, challenges, and egy, on the Sabido Methodology. Almost two hundred students specific tools that proved useful in implementing media pro- and community members attended the lecture, which was held at grams. This was the first time in the history of PMC that coun- Champlain College in Burlington, Vermont. The lecture was tel- try representatives from different regions of the world were able evised and received a variety of media attention, including an to meet and discuss their programs with some of the world’s fore- interview with Sabido on North Country Public Radio. most experts in using the media for social change – many of AR 05 23 6/21/06 12:03 PM Page 25

Photo by Monique Jansen AR 05 23 6/21/06 12:03 PM Page 26

FINANCIAL STATEMENT

For the Year Ended December 31, 2005 (with summarized information for 2004)

Unrestricted Temporarily Restricted 2005 Total 2004 Total Support & Revenue Contributions and Grants $451,533 $1,663,727 $2,113,260 $1,794,372 Other Income 19,633 - 19,633 14,311 Net Assets Released from Restriction 1,623,911 (1,623,911) - - Total Support and Revenue 2,095,077 39,816 2,134,893 1,808,683

Expenses Program Services General Program Development 63,830 - 63,830 170,547 National Initiatives 1,665,219 - 1,665,219 1,376,782 Supporting Services Management and General 215,733 - 215,733 176,824 Fundraising 51,246 - 51,246 89,258 26 Total Expenses 1,996,028 - 1,996,028 1,813,411 Change in Net Assets 99,049 39,816 138,865 (4,728) Net Assets, Beginning of Year 286,146 488,894 775,040 779,768 Net Assets, End of Year $385,195 $528,710 $913,905 $775,040

2005 expenses SUPPORT & REVENUE

administrative $2,500,00 0 11%

fundraising $2,000,000 3% program 86% $1,500,000

$1,000,000

$500,000

0 2001 2002 2003 2004 2005 AR 05 23 6/21/06 12:03 PM Page 27

INSTITUTIONAL DONORS

This has been a year of steady progress researched, quantitatively measured and ing on areas with the greatest needs. PMC for PMC. Our mission is clear and the expertly implemented. It has massive audi- also runs an efficient operation, with 86% methodology of our approach is very solid. ence appeal, and it changes behavior. of expenditures dedicated to program With another year of successes in the field, expense. We are successful and we use our PMC is attracting more attention and more In country after country, PMC’s serial resources very well. money. We expect substantial growth in dramas on radio and TV are changing 2006 as our reputation grows and our work reproductive health attitudes and behavior. We are dependent on a wide range of fund- is recognized in wider circles. There is plen- Our audiences find positive role modeling ing sources, and we are extremely grateful ty of work to be done around the world, within compelling stories. There is no for the support of the individuals and insti- and PMC has the expertise, the methodol- lecture here, just human characters reacting tutions that make our work possible. ogy, and the dedicated staff to do it. to realistic situations. Mistakes are made, Please accept our thanks for your continued lessons are learned, and the audience is gen- generosity. PMC’s use of entertainment-education tly guided to make their own good choices. programs is well founded in the techniques Copies of PMC’s full audited financial of the Sabido Methodology of Behavior PMC is committed to expanding our statement are available upon request. Change Communication. It is well points of contact around the globe, focus-

The following institutions provided support to PMC during the 2005 calendar year

27 Alplaus United Methodist Church Fiduciary Charitable Foundation Porteous/Smith Fund of Fidelity Ashoka Foundation Changemakers Ellsworth Filby Trust Charitable Gift Fund Innovation Award Green Mountain Coffee Roasters Barbara Pyle Foundation Douglas and Debra Baker Fund of Halcyon Fund of Fidelity Charitable Rotarian Action Group on Population Fidelity Charitable Gift Fund Gift Fund and Development Eric and Edith Bergstrom Foundation Hazelett Strip-Casting Round Hill Fund of Fidelity Charitable Bermingham Fund HIV/AIDS Prevention and Control Gift Fund Bostrom Family Foundation Office of the Government of Ethiopia Schneider Foundation L.P. Brown Foundation Charles Evans Hughes Memorial Wallace Tapia, PC Bushrod H. Campbell & Adah F. Hall Foundation Flora L. Thornton Foundation Charity Fund Robert F. Hunsicker Foundation UNICEF-Ethiopia Cederholm Foundation International Monetary Fund United Nations Population Fund Community Foundation for Jewish Communal Fund United Nations Population Fund - Greater Buffalo Lang Associates Philippines Compton Foundation Libra Foundation United States Agency for International Comunicarte Social Marketing Mulago Foundation Development Conservation, Food and Health Nirvana Manana Institute University Research Corporation Foundation David and Lucile Packard Foundation Mary Van Vleck Gift Fund of Fidelity Conservation and Research Foundation Richard and Ann Park Giving Fund of Charitable Gift Fund Covington & Burling Fidelity Charitable Gift Fund Vital Spark Foundation Do Good Fund of Fidelity Charitable The Jamel and Tom Perkins Foundation Windham Financial Services Gift Fund of the San Francisco Foundation Worthington Foundation Eucalyptus Foundation AR 05 23 6/21/06 12:03 PM Page 28

BOARD OF DIRECTORS

Earl Babbie, Ph.D. television she produced was Eleanor: First Senior Center, both in Burlington, Anaheim Hills, Lady of the World, which was voted one of Vermont. He previously was head of California the top ten movies of the year. She holds International Marketing at Ben & Jerry’s Campbell professor of an M.S. in Physics from the University of Homemade, Inc., where he also served as Behavioral Sciences at Southern California and an honorary doc- General Manager of Ben & Jerry’s joint Chapman University torate of science degree from McGill venture in Russia. He serves as Treasurer and author of The University. She serves as Secretary of of Population Media Center. Practice of Social Research Population Media Center’s Board. and The Basics of Social William N. Ryerson Shelburne, Vermont Research, among other Brenda Feigen textbooks and scholarly works. Dr. Babbie Los Angeles, PMC’s founder and serves as a pro-bono research advisor to PMC. CAlifornia President has a 35- He received an A.B. from Harvard College and Attorney specializing year history of work- an M.A. and Ph.D. from the University of in entertainment, lit- ing in the field of California, Berkeley. erary and art law, and reproductive health, anti-discrimination including two decades Virginia Carter of experience adapting Redondo Beach, work. Early in her the Sabido methodol- California career, Ms. Feigen ogy for behavior change communications Former Senior Vice- co-founded Ms. to various cultural settings worldwide. 28 President and Head of Magazine with Gloria Steinem and the Mr. Ryerson has also been involved in the Drama for the largest Women’s Rights Project of the ACLU design of research to measure the effects independent television with (now Justice) Ruth Bader Ginsburg. of such projects in a number of countries, production company in A graduate of Harvard Law School, she one of which has led to a series of publica- Hollywood (Embassy has written extensively, and her book, Not tions regarding a serialized radio drama Television, a Norman One of the Boys: Living Life as a Feminist, in Tanzania and its effects on HIV/AIDS Lear Production). Ms. Carter serves as a was published by Knopf in 2000. avoidance and family planning use. pro-bono trainer for PMC in develop- Bram Kleppner He received a B.A. from Amherst College ment of social-content serial dramas. In Burlington, and an M.Phil. from Yale University. her capacity with Embassy TV, she was Vermont Before founding Population Media awarded an Emmy and two Peabody Bram Kleppner is a Center, he served as Director of the Awards for her work on the immensely partner at an on-line Population Institute’s Youth and Student popular American situation comedies All media company called Division, Development Director of in the Family, Maude, Good Times, The Internal Audio that Planned Parenthood Southeastern Jeffersons, One Day at a Time, The Facts of provides training and Pennsylvania, Associate Director of Life, and Diff’rent Strokes. She also personal development Planned Parenthood of Northern New worked on two “strips” for television: materials to employ- England and Executive Vice President of Mary Hartman, Mary Hartman and All ees at subscribing companies. He is a Population Communications International. That Glitters. She assisted in the produc- member of the adjunct faculty in tion of the top five most highly rated tele- Marketing at Champlain College and of vision shows in the United States during the board of directors of the Champlain the 1980s. Among the many movies for AR 05 23 6/21/06 12:03 PM Page 29

PROGRAM ADVISORY BOARD

QUTUBUDDIN AZIZ Washington, D.C., which he founded in LUCY LEE GRIMES EVANS KARACHI, PAKISTAN May 2001. NEW CANAAN, CONNECTICUT Former Chair of the National Press Trust A columnist with the Stamford Advocate. of Pakistan and Director of the United CHESTER BURGER She is also a district representative for Press of Pakistan news service. He also NEW YORK, NEW YORK Population Connection and a long time held the post of Minister for Information Retired public relations executive. Past advocate for population stabilization. at the Embassy of Pakistan in London President of Communications from 1978 to 1986. Counselors, a public relations firm. He ANDREW FERGUSON founded the nation's first communica- OXFORDSHIRE, UNITED KINGDOM ALBERT BANDURA, PH.D. tions management consulting firm and Research Co-ordinator for the Optimum STANFORD, CALIFORNIA was the nation's first television news Population Trust, UK and editor of the Professor of Psychology at Stanford reporter (at CBS in 1946). He played a biannual OPT Journal. University. He developed the theory of leadership role in the civil rights cam- social learning, which postulates that peo- paigns. Awarded the Medal for LINDSEY GRANT ple acquire attitudes, values and styles of Outstanding Service to the United States SANTA FE, NEW MEXICO behavior through social modeling. in 1995 by the U.S. Government. A writer and former Deputy Assistant Secretary of State for Population and ALBERT ALLEN BARTLETT, PH.D. MICHAEL CODY, PH.D. Environment. His books include BOULDER, COLORADO LOS ANGELES, CALIFORNIA Juggernaut: Growth on a Finite Planet, Professor Emeritus of Physics at the Associate Director of the Annenberg How Many Americans?, Elephants in the University of Colorado, Boulder. He is a School of Communication, University of Volkswagen, Foresight and National frequent speaker on the meaning of expo- Southern California, where he is also Decisions: The Horseman and the nential growth. Director of Doctoral Studies. He is a Bureaucrat and Too Many People: 29 specialist in use of entertainment-educa- The Case for Reversing Growth. TED BOOKSTAVER tion strategies worldwide, and he is a SANTA MONICA, CALIFORNIA co-editor of Entertainment Education HOPE S. GREEN Former Vice President, Sales, King World Worldwide: History, Research and Practice. BURLINGTON, VERMONT International, handling worldwide distri- Consultant to public broadcasting compa- bution of The Oprah Winfrey Show and HERMAN E. DALY, PH.D. nies, founding Board member of the numerous other programs. COLLEGE PARK , MARYLAND World Radio and Television Council, for- Professor in the University of Maryland 's merly president of Vermont Public NORMAN BORLAUG, PH.D. School of Public Policy. From 1988-94, Television and vice chair of the PBS MEXICO CITY, MEXICO he was Senior Economist in the World Board. She was a founding Board member Awarded the Nobel Peace Prize for his Bank's Environment Department and of PMC. work in developing high-yield wheat that prior to that was Alumni Professor of led to the Green Revolution in the 1970s. Economics at Louisiana State University. LYNN GUTSTADT He founded CIMMYT, an agricultural His books include Steady-State Economics SAN ANSELMO, CALIFORNIA research station in Mexico City. He is a and Beyond Growth. Former Vice President of Audience professor with the Department of Soil and Research for the CNN News Group. Crop Sciences at Texas A&M University. DEECIE MCNELLY DENISON Currently Vice President for Marketing FAIRLEE, VERMONT Research, Premier Retail Networks. LESTER BROWN An organizational and education consult- WASHINGTON, D.C. ant with extensive experience in teaching RICHARD S. HALPERN, PH.D. Described as "one of the world's most communication courses at the college ATLANTA, GEORGIA influential thinkers" by the Washington level as well as with international and Independent consultant in strategic mar- Post. Lester Brown is President of Earth cross-cultural issues. keting and opinion research. He is also Policy Institute, a non-profit environmen- an adjunct professor of Mass Commun- tal research organization based in ications at Georgia Institute of AR 05 23 6/21/06 12:03 PM Page 30

PROGRAM ADVISORY BOARD

Technology. Formerly, he was the Global the Board of the Federation for American Residence, and Director, Center for Director of Advertising Research for the Immigration Reform. Formerly, he served Environmental Filmmaking, School of Coca-Cola Company. three terms as governor of Colorado, and Communication, American University. is the past president of Zero Population Previously President of National MAISHA L. HAZZARD, PH.D. Growth. Audubon Society Productions (1983-94) LOS ANGELES, CALIFORNIA and of National Wildlife Productions President of SpiritWorks Communication. DIANE LEE LANGSTON, ESQ. (1994-2004). He has produced over 300 Former Professor of Telecommunications NORFOLK, VIRGINIA hours of original programming for prime and co-founder of Communication and Retired Senior Officer of the United time television, as well as several IMAX Development Studies at Ohio University. Nations Population Fund (UNFPA). films. Independent consultant in business for MARILYN HEMPEL social responsibility, rule of law, and LEOPOLDO PERALTA REDLANDS, CALIFORNIA poverty reduction areas. QUERETARO, MEXICO President of the Population Coalition, President of the Mexican Population and editor of the Pop!ulation Press. VINCENT MADUKA Cultural Foundation. He is also an indus- LAGOS, NIGERIA trialist with operations in Mexico City, TONY JOHNSTON, M.D. Past Director-General of the Nigerian Morelia and San Juan del Rio, Mexico. NAIROBI, KENYA Television Authority. He now heads his He is former congressman in the Mexican Executive Director, Population own private sector broadcasting organiza- Congress in addition to being the former Communication Africa. He was formerly tion. regional director of the National Institute the Director of the UNFPA Program for on Migration in the Secretaria de Population Information, Education and DANIEL C. MAGUIRE Gobernacion of the government of 30 Communication Research Training for MILWAUKEE, WI Mexico. Eastern and Southern Africa. President of The Religious Consultation on Population, Reproductive Health and ROGER PEREIRA SHIV KHARE Ethics and Professor of Ethics at MUMBAI, INDIA BANGKOK, THAILAND Marquette University. Formerly President Head of R&P Management Commun- Executive Director of the Asian Forum of of The Society of Christian Ethics, 1981. ications Pvt. Ltd. and producer of Parliamentarians on Population and Humraahi, an Indian family planning Development. He was formerly the FREDERICK MEYERSON, PH.D. soap opera. Secretary-General of the World Assembly WASHINGTON, DC of Youth in Copenhagen, and the An ecologist and demographer at Brown DAVID PIMENTEL, PH.D. Executive Director of the Youth and University. Dr. Meyerson’s research and ITHACA, NEW YORK Family Planning Program Council of writing focus on population policy and Professor of Ecology and Agricultural India. the interactions between human demo- Sciences at Cornell University and a graphic change and the environment, par- prolific author and speaker about popula- DOUG LA FOLLETTE ticularly climate change and the loss of tion issues. MADISON, WISCONSIN biological diversity. He is the author of Secretary of State of Wisconsin and a 40+ scientific and popular articles and BARBARA PYLE long-time activist and speaker on popula- book chapters; and he was one of the writ- ATLANTA, GEORGIA tion issues. ers of the State of World Population 1999 Documentary maker and environmental- and State of World Population 2001, the ist. As former Vice President for RICHARD D. LAMM annual report of the UNFPA. Environment of CNN and Turner DENVER, COLORADO Broadcasting, she created Captain Planet Co-Director of the Institute for Public CHRIS PALMER and the People Count series on population Policy Studies and a professor at the WASHINGTON, DC issues. University of Denver. He is a member of Distinguished Film Producer in AR 05 23 6/21/06 12:03 PM Page 31

PROGRAM ADVISORY BOARD

KATE RANDOLPH University and a researcher of the effects PAUL WINTER NEW YORK, NEW YORK of entertainment-education programs. LITCHFIELD, CONNECTICUT Senior Technical Advisor, Business Co-author of Entertainment-Education: A Founder and director of the Paul Winter Development, EngenderHealth. Previously Communication Strategy for Social Change Consort, renowned throughout the world at Population Communications Inter- and Combating AIDS: Communication for its concerts in celebration of the Earth national (PCI), she served as Vice President Strategies in Action, and co-editor of and its wildlife. Has performed concerts for International Programs overseeing the Entertainment Education: History, for the Earth at the United Nations. He development and broadcast of entertain- Research, and Practice. and his ensemble are artists-in-residence ment-education programs globally. at the Cathedral of St. John the Divine GLORIA STEINEM in New York. CHARLES L. REMINGTON, PH.D. NEW YORK, NEW YORK NEW HAVEN, CONNECTICUT A co-founder of New York Magazine, Ms. ROBERT J. WYMAN, PH.D. Professor of Biology (Emeritus) at Yale Magazine, the Ms. Foundation for NEW HAVEN, CONNECTICUT University. He served as Program Chair of Women, the National Women’s Political Professor of Biology, Yale University. the first national Congress on Optimum Caucus, and Voters for Choice. She is an He teaches Yale's only course on popula- Population and Environment in 1970. He advisor to the Planned Parenthood Action tion issues: Global Problems of Population is a former Chair of the ZPG Foundation, Fund and to Equality Now, the interna- Growth. He is a member of the Leadership and along with Paul Ehrlich, he is the co- tional human rights/women's rights Council, Planned Parenthood of founder of Zero Population Growth. organization, as well as an author, lecturer Connecticut (PPC). and traveling feminist organizer. HON. TOM SAWYER DAVID YOUNT, PH.D. AKRON, OHIO PHILLIP THORSON DULUTH, MINNESOTA Visiting Scholar at Hiram College BETHESDA, MARYLAND Research ecologist with the U.S. 31 and a member of the board of Population Retired Director of Administration of Environmental Protection Agency from Resource Center. As former Congressional the International Monetary Fund. From 1972 to 1999. His current research is in Representative from Ohio, he served 1998 to 2005, he served on PMC’s Board human carrying capacity as an indicator of as the Co-Chair of the Congressional of Directors. regional sustainability. Population Caucus. PETER C. VESEY ROBERT ZINSER, PH.D. JERRI LEA SHAW MARIETTA, GEORGIA LUDWIGSHAFEN, GERMANY COLUMBIA, MARYLAND An international broadcasting consultant Chairman of the Rotarian Action Group on Founder and president of a consulting who works with clients in the developing Populaiton & Development (RFPD). firm focused on strengthening health care world. Previously at CNN, he developed Co-founder of RFPD. Past Governor of policy, financing and service delivery. the CNN International networks. Rotary International. Initiated a Pilot- Project and the successive large project O. J. SIKES CHARLES WESTOFF, PH.D. “Child Spacing, Family Health and AIDS LEONIA, NEW JERSEY PRINCETON, NEW JERSEY Education” in six states of northern Retired as Deputy Director of the Latin Maurice P. During '22 Professor of Nigeria. Member of the Board of America and Caribbean Division, U.N. Demographic Studies and Sociology at Directors of Population 2005. Honorary Population Fund (UNFPA). He was for- Princeton University, specializing in pop- University Professor for International merly the Chief of UNFPA's Education, ulation policy and in fertility and family Management. Communication and Youth Branch. planning research in developing countries. From 1974 to 1992, he was Director of ARVIND SINGHAL, PH.D. the Office of Population Research at ATHENS, OHIO Princeton University. A specialist in Professor of Communications Studies and demographic research in Africa. Presidential Research Scholar at Ohio AR 05 23 6/21/06 12:03 PM Page 32

POPULATION MEDIA CENTER PERSONNEL

HEADQUARTERS, WONDIYE ALI, Media and Communications Program KHARTOUM, SUDAN SHELBURNE, VERMONT, USA Coordinator MUSA MOHAMED SALIH BEIRAG, Country WILLIAM RYERSON, PMC Founder and President FREYHIWOT NADEW, Program Producer Representative KRISS BARKER, Vice President for International Programs KELEMUA WODAJO, Executive Secretary and Cashier MOHAMED OSMAN MAKKI, Assistant MELISSA BARRETT, International Program Manager MESFIN ASSEFA GETANEH, Accountant SONNY FOX, West Coast Representative SERKALEM TEDELA, Secretary/Editorial and Printing DAR ES SALAAM, TANZANIA ERIN HERZOG, Office Manager ZENEBE G. MICHAEL, Driver/Mechanic ROSE HAJI, Radio Production Trainer 32 SARAH HURLBURT, Program Assistant LEMLEM ALEBACHEW, Office Assistant WILLIAM J. RIDER, Finance Director TESFAYE T. AREGAI, Guard NEW DELHI, INDIA PAUL UGALDE, Director of Development SHASHI KANT KAPOOR, Country Representative BAMAKO, MALI CONSULTANTS DR. TANDIA FATOUMATA DEDE KEITA, Country BORACAY, PHILIPPINES ANDREA GRAYSON, M.A., SHELBURNE, VERMONT, Representative MAGGIE CUDANIN, Country Representative Production Consultant ALMOUKOUTAR HAIDARA, Technical Assistant CECILE GUIDOTE-ALVAREZ, Senior Country Advisor NANCY LUKE, PROVIDENCE, RHODE ISLAND, AMARA MOUSSA SIDIBE, Accounting and Financial MARY GRACE LABINDAO, Accountant Research Advisor Manager FILIPINA ALANO, Secretary TONY PALERMO, LOS ANGELES, CALIFORNIA, FATIMATA TRAORE, Secretary Production Consultant ADAMA COULIBALY, Logistics/Driver RIO DE JANEIRO, BRAZIL DAVID POINDEXTER, BEAVERTON, OREGON, OUSMANE SOW, Head Scriptwriter MARCIO RUIZ SCHIAVO, Director of Comunicarte PMC Honorary Chair SEYDOU KONE, Producer FABIENNE SCHIAVO, Project Manager MIGUEL SABIDO, MEXICO CITY, MEXICO, ELIESIO N. MOREIRA, Editor Trainer NAIROBI, KENYA ALLESANDRA MOURA, Social Resident GARY STRIEKER, ROSWELL, GEORGIA, TOM KAZUNGU, Senior Radio Production Trainer Training Consultant MEXICO CITY, MEXICO ANDREW TANGALOS, WILLISTON, VERMONT, NIAMEY, NIGER ANAMELI MONROY, Country Representative Consultant HAMSATOU IBRAHIM, Country Representative LETICIA VELASCO, Technical Assistant MARCOS VELASCO, Training Coordinator ADDIS ABABA, ETHIOPIA IBADAN, NIGERIA JONATHAN PALACIOS, Field Supervisor DR. NEGUSSIE TEFFERA, Country Representative TONY ASANGAENENG, Country Representative CRISTINA TORRES, Accounting & Director’s BELAI SHIFERAW, Administration and Finance Head KUFONIYI ABAYOMI, Program Assistant Assistant BELAYE H. WOLD, Senior Research and Evaluation Expert GERTRUDE IHERIOHAMMA, Secretary/ ELENA RODRÌGUEZ, Accountant NEBIYOU TEKALIGN, Media and Art Project Administrative Assistant ANGUEL ANGEL JERÒNIMO, Messenger Coordinator MESFIN ASSEFA WODAJO, Radio Serial Drama KIGALI, RWANDA Coordinator ROCHA CHIMERAH, Country Representative VALENTIN UTARUHIJIMANA, Deputy Director JOHA HASHIM, Project Assistant AR 05 23 6/21/06 12:03 PM Page 33

Report text by Sarah hurlburt Report design by Shawn Braley and Sarah Hurlburt Edited by bill ryerson, Erin herzog, and kathryn tobin Cover photo by Fernando Rodríguez, www.fernandorodriguez.com AR 05 23 6/21/06 12:03 PM Page 34

145 Pine Haven Shores Rd., Suite 2011 Shelburne, Vermont 05482 USA Tel: (802) 985-8156 Fax: (802) 985-8119 email: [email protected] www.populationmedia.org