2001 ANNUAL REPORT President’S Message

Poulaonti Media Center 2001 ANNUAL REPORT President’s Message

n developed and developing countries, the effects of rapid population growth are evident. Nonetheless, the population field continues to suffer from neglect — and some abuse — by too many world leaders. sources and 2) lessen the harmful impact of hu- BIut as Aldous Huxley wrote, “Facts do not cease manity on the earth’s environment. The emphasis to exist because they are ignored.” of PMC’s work is to educate people about the ben- Since Population Media Center’s founding in efits of small families, encourage the use of effec- 1998, the world’s population has grown by 289 tive family planning methods, promote AIDS million people, or the equivalent of a new United avoidance, elevate women’s status and promote the States population. Put another way, it is like adding concept of gender equity. We do this through en- all the citizens of Afghanistan, Pakistan, Iran, Iraq, tertainment-education serial dramas, other types Israel, Palestine, Libya and of entertainment media Tunisia to the world’s “Governments, non-governmental organi- and, more broadly, com- population in a four-year zations and the private sector should munication strategies that period. We face similar make greater and more effective use of have demonstrated their growth within the next the entertainment media, including radio effectiveness at changing four years, unless individu- and television soap operas and drama, attitudes and behavior. als and couples make dra- folk theatre and other traditional media In 2001, Population matically different deci- to encourage public discussion of impor- Media Center continued sions about the number of tant but sometimes sensitive topics with its mission of build- children they will have. ing awareness and use of related to the implementation of the Scientific societies and the Sabido methodology present Programme of Action.” groups studying earth sys- of behavior change com- tems warn increasingly of munications globally. The the growing challenges to — Programme of Action, United Nations positive response to the maintaining a habitable International Conference on Population organization’s outreach planet, including climate and Development, Cairo, 1994 and skilled personnel is change, extinction of gratifying. Population Me- plant and animal species, water shortages, energy dia Center trainers include not only Miguel Sabido, shortages and growing food shortages in various who created this communications methodology parts of the world. Combined with the poverty known to be uniquely effective at changing behav- and human suffering brought on by the AIDS epi- ior with regard to reproductive health, but also many demic, the prospects for many people — includ- of the people he has trained worldwide. ing those in the developed countries — are grim, During the year, PMC carried forward and unless behavior change occurs on a massive scale. expanded its programs around the world. At the The mission of Population Media Center is to same time, we added staff in our headquarters collaborate with the mass media and other organi- to better respond to countries and agencies seek- zations worldwide to 1) bring about stabilization ing our assistance. Simultaneously, our project of human population numbers at a level that can in Ethiopia grew from one staff member to eight, be supported sustainably by the world’s natural re- and implementation of our “Whole Society 2Population Media Center Strategy”™ in Ethiopia became a reality. PMC’s STRATEGIES PMC conducted in-depth workshops for creative and production teams in the Sabido meth- nyone who wants to end population odology in Botswana and Ethiopia. We also held a growth or stop the spread of AIDS Soap Summit event in The Philippines hosted by A will take heart because of what the new head of state and the Philippine Congress. happened 25 years ago, in the first week In Brazil, we worked with the writers of the three of September. That week, PMC’s honorary prime-time soap operas on TV Globo to help them chair, David Poindexter, went to Mexico as incorporate hundreds of scenes related to social and part of his search for ways to use broad- health issues. We undertook missions to Malawi, casting to bring about behavior change Kenya, Nigeria and Zimbabwe for project plan- with regard to population issues on a ning, and we developed partnerships with a vari- global scale. He formed common cause ety of international health agencies, environmen- with Miguel Sabido, who was in the midst tal organizations and corporations. of producing Acompaname (“Come with In the pages that follow, you will read about Me”), the first family planning soap opera. projects under way or in development in fourteen The two of them began traveling globally countries: Botswana, Ethiopia, Ivory Coast, Kenya, to promote what has come to be called Malawi, Mali, Nigeria, Sudan, India, Indonesia, The the Sabido methodology of behavior Philippines, Brazil, Mexico and the United States. change communications. Population Media Center’s website Now a quarter of a century later, Sabido’s (www.populationmedia.org) logged over 23,000 strategy has been applied on every conti- visitors during the year, an increase of nearly 200% nent and in a spectrum of cultures, and the over the previous year. results have been scientifically evaluated Addressing population issues is a multi-faceted and published. These results point to challenge. It requires addressing not only attitudes Sabido as arguably the world’s foremost about contraception, but also cultural ideals with social communication expert. regard to childbearing and family size, the status The evidence of the effectiveness of of women and girls, belief in pre-determination entertainment-education in bringing about versus self efficacy, and attitudes about the accept- changes in reproductive behavior and in ability of exploiting children for their labor rather promoting adoption of other social and than sending them to school. These issues can only health goals is very strong. Radio and be addressed through cultural and informational television soap operas in Mexico, Brazil, programs that address the emotional aspects of de- India, Kenya and Tanzania have been docu- cisions about sex and reproduction. mented by independent research in their PMC is determined to become a global force massive effects on audience attitudes and for building capacity to use communications to behavior with regard to HIV/AIDS avoid- build a sustainable planet. With your help, com- ance and use of family planning. mitment and partnership, we will do just that. One of the advantages of using serial dramas, as opposed to documentaries or With many thanks, single-episode dramas, is that they allow time for the audience to form bonds with the characters. These long-running programs also allow characters to evolve in William N. Ryerson Annual Report 2001 3 their thinking and behavior with regard to various issues at a gradual and believable Program Activities pace in response to problems that have been well illustrated in the story line. Africa Sabido-style serial dramas are a major Botswana part of PMC’s work. Through such serial During 2001, Population Media Center contin- dramas, PMC creates culturally relevant role ued to collaborate with the U.S. Centers for Dis- models, based on in-depth research. As the ease Control and Prevention (CDC) to establish a audience grows to admire an individual behavior change communication program in character, they often seek to emulate them, Botswana. The county has the highest rate of HIV particularly because the benefits of chang- infection in the world, estimated at 38% of the ing behavior are made evident. adult population. In any society, people seek to understand Based on a plan for formative research designed what the norm for behavior is. By using the jointly by PMC and CDC, a series of individual example of role models to whom the audience interviews and focus group discussions were con- has become deeply attached, characters in ducted throughout the country by researchers serial dramas can change social norms. from the University of Botswana. The purpose In each country where PMC works, the was to fill in the gaps in the existing literature on resulting programs are a product of that sexual and reproductive decision-making, which country, building on the talent of creative had previously been summarized through a lit- forces within the culture and the wisdom of erature review. the people in the countryside who partici- These research findings were presented during a pate in the formative research. three-week workshop for a team of producers and PMC’s major contribution is to enhance the capacity of each country in which we work to carry out effective communication Botswana Minister of Health, Joy strategies related to family and reproduc- Phumaphi, addresses the meeting of tive health and associated issues, such as stakeholder agencies during the PMC- the status of women. We also bring to- CDC workshop. gether representatives of the government, non-governmental organizations, UN agencies and broadcasters to collaborate on the project and to serve as its advisors. The values promoted in any PMC program are drawn from the constitution, laws and policies of the country involved, including fundamental principles laid down in United Nations agreements to which the country is a signatory. Population Media Center’s programming is designed to promote health and human dignity and emphasizes informed decision- making, tailored in each case to local needs and circumstances. PMC

4Population Media Center first four episodes. Casting of actors was also completed, and the pilot episodes were recorded in the studio. The pilot episodes were then produced and pre-tested with potential audience members around Botswana. Then the creative team began writing and producing additional episodes. The radio serial, Makgabaneng (“Foot of the Hill”), went on the air on Radio Botswana nationwide in August. The program is in the national language, Tom Kazungu and Rose Haji were the lead methodology Setswana, and reflects the ups trainers at the Botswana workshop. and downs of life in Botswana, including the sexual and repro- writers in Gaborone, Botswana. dio serial drama. Following that, ductive issues that are affecting The workshop consisted of the writers prepared explicit value the lives of all Botswanans. The two sections. During the first sec- statements for each of these is- program plays in a half-hour time tion, presentations were made re- sues to serve as a guide in the slot on Wednesday evenings and garding the Sabido methodology development of positive, negative Saturday afternoons. of entertainment-education, the and transitional characters. current state of knowledge regard- The second part of the work- Ethiopia ing the formation and modifica- shop included development of Dr. Negussie Teffera, Country tion of behavior, and the findings the settings, character profiles Representative of the formative research with re- and story line for the serial Ethiopia is the second most popu- gard to the influence of the cul- drama, plus the scripts for the lous country in sub-Saharan Af- ture on sexual and reproductive decision-making. In addition, information on the transmission of HIV/AIDS was summarized. The first section of the workshop also included the development of a list of priority issues to be addressed by the planned ra-

Dr. Banu Khan, Director of the National AIDS Coordi- nating Agency, addressing the stakeholders workshop in Botswana. Annual Report 2001 5 rica. With a population doubling time of about 25 years, it is one of the fastest growing countries in the world. That rate of growth and the large number of people living with HIV/AIDS are contributing to poverty and human suffering of tremendous magnitude. Under the highly effective leadership of Dr. Negussie Teffera, Ethiopia’s foremost expert on population and PMC’s Country Representative, the PMC project in Ethiopia made great progress in 2001. Writers and producers for the Ethiopian serial dramas Ethiopia is the first country gather behind Tom Kazungu, Bill Ryerson, Dr. Negussie where PMC has implemented its Teffera, Rose Haji and Ramadhan Swalehe at the end of Whole Society Strategy™. This the writers workshop. uses a combination of communication formats to blanket the country with information and center of PMC’s work in Ethio- The project includes: motivation related to reproduc- pia are two radio serial dra- •Creating traveling stage tive health. mas, one in the na- plays to cover reproductive At the tional language of health issues; Amharic and the •Developing videotapes on other in Oromiffa, population issues in Ethiopia, the second most which will be distributed to common lan- schools, youth clubs, colleges and guage. These pro- training centers; grams are to be •Developing special video broadcast nation- dramas focused on reproductive wide on Radio health and HIV/AIDS issues for Ethiopia, starting in nationwide distribution; and 2002. •Holding a nationwide con- PMC received test for the best written short sto- support from the ries and poems that include David and Lucile population issues. Packard Foundation The winning poems and short for a multi-faceted stories will be recited over radio project designed to in- and television, in public meeting volve the creative com- places and schools. In addition, munity in addressing PMC will conduct training of population and repro- journalists, playwrights and oth- ductive health issues. ers to help them link their fields

6Population Media Center with the issue of population. The search generated the initial list the Ministry of Education and the trainees will then receive techni- of socio-cultural, health and Health Education Center of the cal support from Population economic issues for possible in- Ministry of Health. Media Center in designing pro- clusion in the serial drama. In addition, PMC established grams in their respective regions PMC also published a collection two Technical Committees, one of Ethiopia to promote reproduc- of training materials for writers, in each region of Amhara and tive health goals. producers and actors. Oromia, which will review each PMC carried out formative research in 2001 to serve as the basis for the development of the There has been extensive media coverage within radio serial dramas and the other Ethiopia of the PMC project, including television communication activities. Prior to carrying out the research, and radio interviews with Bill Ryerson and PMC held a training workshop to familiarize the research articles in the Ethiopian Herald newspaper. fieldworkers with the conditions they were likely to face in rural During the year, PMC estab- script for accuracy with regard areas. In August, a total of 1,020 lished an Advisory Committee to to health issues. The experts interviews and 34 focus groups provide overall guidance to the serving on these committees in- were conducted throughout the project and coordination with the clude representatives of the Amhara and Oromia regions. providers of reproductive health Ministry of Health, the HIV/ Using the information ob- services. The Advisory Commit- AIDS Departments, The tained during the formative re- tee members include representa- Women’s Affairs Departments, search, PMC published a Moral tives of Population Media Cen- and the Theatre Arts Depart- Framework for Ethiopia, de- ter, The Packard Foundation, the ment of Addis Ababa University. scribing the official policies of U.N. Population Fund, the Na- In November and December the country regarding a range of tional HIV/AIDS Council, 2001, PMC held a four-week issues affecting reproductive CARE-Ethiopia, Radio Ethiopia, workshop for writers and produc- health and population. The re- the Educational Media Agency of ers with the Amharic and Oromiffa programs. The first three days of this workshop, to which stakeholder agencies in Ethiopia were invited, consisted

Lead researchers Jelaludin Ahmed and Dr. Assefa Hailemariam with Bill Ryerson and Dr. Negussie Teffera prior to the launching of the formative research survey in Ethiopia. Annual Report 2001 7 each language, the first four episodes of each serial were plotted, scene-by-scene. The writers then took assignment of scenes and developed dialogue for the four episodes in each language. These scripts were discussed and re- vised. Cast members were as- signed roles in the drama, and taping and production of the first four pilot episodes in each language began. Following the workshop, pilot episodes were pre-tested with focus groups of potential audi- Actress Tigist Alemu and writers Solomon Alemu and ence members to assess their re- Motuma Assefa at the methodology workshop in Addis actions to the programs. Ababa. Seated is Tesfaye Eshete, Deputy Director of There has been extensive me- PMC-Ethiopia. dia coverage within Ethiopia of the PMC project, including tele- of a presentation of the findings in-depth training in the Sabido vision and radio interviews with of the formative research. Sixty- methodology for the writers and Bill Ryerson and articles in the five governmental and non-gov- producers. Fourteen writers, two Ethiopian Herald newspaper, all ernmental organizations were rep- senior producers and two jour- of which are keeping PMC in the resented by senior staff. In addi- nalists from Radio Ethiopia par- national spotlight and generating tion to the research findings, pre- ticipated in the workshop. Pre- excitement about the projects. sentations were made on critical sentations by David Poindexter, In October, Dr. Negussie issues with regard to HIV/AIDS; Tom Kazungu, Rose Haji and the position of Ethiopian women Ramadhan Swalehe (see bio sum- with regard to harmful traditional maries at the back of this Annual practices; and the inter-relation- Report) helped the writers with ship of population, development the application of the research and poverty. The papers coming findings in the creation of out of these presentations were the serial dramas. published by PMC. After creation of set- Following the research presen- tings, characters and story tation, the program moved into lines for the program in

Mr. Sahlu Haile, Packard Foundation representative in Ethiopia, addressing the stakeholders workshop in Ethiopia. 8Population Media Center Bill Ryerson at Capital FM Radio in Blantyre, Malawi. spoke at the American Public Health Association’s meeting on global health in Atlanta, Georgia on the logistical ob- stacles in planning mass media based entertainment-education to promote reproductive health in Ethiopia. The David and Lucile Packard Foundation continued to support PMC’s serial drama project in Ethiopia with its three-year grant, in addition to its grant for In 2001, PMC veterans Tom Zimbabwe the multi-media strategy. Also, Kazungu and Ramadhan Swalehe A nation of 12 million, Zimba- the Charles Evans Hughes Me- visited Malawi to identify possible bwe has a total fertility rate of four morial Foundation and an indi- project managers and research children per woman and a very vidual became supporters of the firms; to reach agreement with high HIV/AIDS infection rate project in Ethiopia. Malawi Broadcasting Corpora- (34% of the adult population). tion regarding the broadcast of the PMC has carried out four Malawi planned serial drama; and to de- missions to Zimbabwe to assist Population Media Center has velop a detailed plan of action and the U.S. Centers for Disease sent three missions to Malawi at budget for consideration by Control and Prevention (CDC) the invitation of the World WHO, the National AIDS Com- with development of an entertainment-education serial drama project. Population Media Center has sent three missions At the recommendation of to Malawi at the invitation of the World Population Media Center, Musi Khumalo, former Director of Health Organization. Marketing and Programmes for the Zimbabwe Broadcasting Corporation, was chosen by the Health Organization. The coun- mission and other possible CDC as Project Director. try of nearly 11 million people is funders. Initial support for the During 2001, formative re- suffering from the AIDS epi- project has been provided by the search got under way. The re- demic (approximately 15% of Dickler Family Foundation. sults of the research are ex- the adult population is HIV posi- The plan is to develop a pected to be presented at an in- tive) and a high fertility rate (6.5 Chichewa-language radio serial depth scriptwriters workshop children per woman). Both prob- drama for play on Malawi in mid-2002, and production lems contribute to the poverty Broadcasting Corporation five is expected to begin by Octo- that plagues the country. days a week. ber 2002.

Annual Report 2001 9 Kenya the correct question to advance Manila in February 2001. An Kenya has made much progress in the game. indication of how seriously The in bringing its birth rate down. Since television viewing is Philippines take soap operas was But with a population of over 31 now widespread in Kenya, this that President Gloria Macapagal- million and a total fertility rate strategy will help to overcome Arroyo hosted organizers and of 4.4 children per woman, the such widespread myths as the fear participants of the Soap Summit country has a long way to go to that condoms are infected with at Malacanang Palace for a clos- reach replacement level fertility. the HIV virus. ing event. She called on produc- Over two thirds of Kenya’s mar- ers of soap operas to participate ried women do not use modern Asia in reforming The Philippines. methods of contraception. The Philippines In addition to Population In Kenya, PMC is exploring Cecile Alvarez, Media Center, the Soap Sum- use of a new methodology — Country Representative using game shows — to combat A country of 80 million, The misinformation about reproduc- Philippines has the highest fer- PMC held its first-ever tive health issues. tility rate of the large countries Soap Summit in Manila King World International of- of Southeast Asia. And only fered Population Media Center 32% of women use modern in February 2001. the right to work with a Kenyan methods of contraception. broadcaster to create Kiswahili If any country qualifies as the versions of Wheel of Fortune and soap opera capital of the world, mit sponsors included Jeopardy, two popular programs it is The Philippines. There are EarthSavers; the GLOBE Par- distributed by King World. currently 29 of them on the air. liamentarians (Global Legisla- The Kenya Broadcasting Cor- And that’s just television. tors Organized for a Balanced poration-produced Wheel of For- To help these shows deal ef- Environment); the Philippine tune will work much the same fectively with issues related to Legislative Committee on way as the American version. reproductive health, PMC held Population and Development; Some spokes on the wheel, how- its first-ever Soap Summit in the Commission on Popula- ever, will feature reproductive health questions. When a contes- tant answers correctly, they will be awarded a special prize. Jeop- ardy will run much the same in Kenya as it does in the United States, with one category of answers dedicated to reproductive health. Contestants must identify

Miguel Sabido addresses the Philippine Soap Sum- mit, while Cecile Guidote- Alvarez, Bill Ryerson, and Sergio Alarcon look on. 10 Population Media Center companies for the creation of social-content soap operas in The Philippines. The day following the Soap Summit, Miguel Sabido presented a seminar on the Sabido methodology at the Na- tional Library, attended by about 150 broadcast professionals. Two press conferences held by the organizers — one at Malacanang Palace — generated immense publicity for the event. The Soap Summit was supported by the Weyerhaeuser Family Foundation. Follow-up Members of EarthSavers perform during the Soap work with producers and writers Summit in The Philippines. of soap operas in The Philippines is being supported with a grant tion; the Philippine NGO writers of the current radio and from the Vital Spark Foundation. Council on Population, Health television soap operas, partici- and Welfare; the Commission pants included representatives India on Human Rights; the Depart- of various government minis- When people think of popula- ment of Social Welfare and De- tries, communication scholars tion problems, they often think velopment; the UN Develop- and students, advertisers, mem- of India. Now at one billion ment Program; the Advertising bers of congress, NGOs and in- fifty million, the population is Foundation of The Philippines; ternational agencies. growing by the equivalent of a the Philippine National Asso- The Summit resulted in new Pakistan every eight years. ciation of Broadcasters and pledges of support by various However, India has made various Philippine NGOs. The event was held in the largest hearing room of the Philippine Congress and was attended by 300 participants representing the broadcast industry. In addition to the producers and

Bill Ryerson addresses President Gloria Macapagal-Arroyo and participants of the Soap Summit in The Philippines at the closing dinner at Malacanang Palace. Annual Report 2001 11 progress on its population situ- The Americas northeast region of the country), ation. The fertility rate is now Brazil but it also exports its programs, down to 3.2 children per Marcio Schiavo, dubbed into various languages, woman, and close to half of all Country Representative to 122 countries of the world. It married women use contracep- One in every two residents of is a major provider of program- tion. But in the Hindi belt, South America lives in Brazil. On ming for the rest of Latin birth rates remain high, and the the other hand, the country of America, with programs expertly status of women is low. 174 million people has a high dubbed into Spanish. In addi- PMC continues to plan a se- contraceptive prevalence rate tion, Brazil continues to face a rialized television drama in part- (70%) and near replacement fer- high rate of teenage parenthood. nership with Roger Pereira, pro- tility levels (2.2 children per Brazil also has one of the highest ducer of the top rated Humraahi woman). How did it get this way? (“Come with Me”), a Sabido- According to a demographic style soap opera with an average study group at the University of In 2001, TV Globo audience of 230 million viewers. Sao Paulo, TV Globo’s popular inserted 483 social and The plan is for a two-language prime time soap operas played a serial in Hindi and Tamil, de- major role. health themes into signed to reach the largest poten- Population Media Center is tial television audience. working with a Brazilian partner, their three prime time A Rockefeller Foundation Comunicarte Social Marketing, novellas. funded study of Humraahi to assist the writers of TV Globo’s showed a significant impact on three prime time telenovellas (se- viewer attitudes, making them rialized melodramas) to insert rates of HIV/AIDS infection in less accepting of the practice of story lines and scenes addressing South America. forcing young girls into mar- reproductive health and related PMC staff members meet riage and childbearing and for- social issues in these programs. frequently with TV Globo writ- bidding women to work outside Why is it important to con- ers to suggest themes and story the home. tinue working with TV Globo, lines during planning for a new given Brazil’s demographic suc- soap opera. They review plans cess story? Because for the evolution of various TV Globo not characters with the writers and only pulls in make suggestions for ways to 80% of the tele- weave social and health themes vision viewership into their lives. in Brazil (includ- The work has paid off. In ing the high 2001, TV Globo inserted 483 fertil- social and health themes into ity their three prime time novellas.

PMC Honorary Chair David Poindexter with Brazil Country Representative Marcio Schiavo. 12 Population Media Center The leading soap opera in recipients for its “Friends of Chil- ity states. To do this, we partnered 2001, in terms of social con- dren” awards for journalists. The with the Guiding Center for Ado- tent, was Malhacao (“Working award is coveted because of the lescents (CORA) of Mexico City, Out”), with a total of 346 of prestige of the Senna Institute, and which is headed by one of the our suggested social and health many newspapers and other news foremost experts on adolescent themes incorporated. media are covering children’s issues sexual and reproductive health is- In one, the character Bia, as a result. Coverage includes un- sues, Dr. Anameli Monroy. goes through an unplanned planned parenthood, street chil- The goal was to create a pro- teenage pregnancy and delivery. dren and family planning. gram that would be appealing The program showed her prob- An article in the popular to young people and that could lems in caring for her new child mainstream magazine Istoe de- be accessed by the many who and her difficulty in forming scribes PMC’s partnership with are unable to afford television. new relationships after becom- Comunicarte, the Ayrton Senna The concept of using melodra- ing an adolescent mother. The Institute, and TV Globo’s soap mas as a way of promoting so- show also illustrated her prob- operas. TV Globo also men- cial and health goals is long es- lems in continuing with school- tioned our work, with an em- tablished in Mexico, having ing. In another sequence, her phasis on the unplanned teen- been used by Miguel Sabido on boyfriend fathered another child age parenthood issue, in two ar- television starting in the mid- with a different young woman, ticles in a magazine published by 1970s. The radio adaptation of thereby driving home the need the network. this strategy uses shorter pro- for male responsibility with re- grams that appeal to the atten- gard to contraception. Mexico tion span of young people and PMC and Comunicarte have Anameli Monroy, that combine the emotional also formed a partnership with Country Representative impact of melodrama with the the Children’s Rights News Ser- In Mexico, PMC has created a information adolescents need vice, which uses monthly reports new methodology of radio broad- to avoid unplanned pregnancy. by project staff on coverage of casting uniquely appropriate for The program that was created children’s issues in the media in youth in the country’s high fertil- and pilot tested in Puebla state in- its publications. Of particular interest to the Children’s Rights News Service are the socio-educational themes related to child- hood and adolescence. The Ayrton Senna Institute of Brazil is collaborating with PMC and Comunicarte in selection of

Announcer Martha Villarreal at microphone at XEW Radio in Mexico City with Assistant Aurea Issa (standing). Annual Report 2001 13 cluded one-hour ra- Methodology handbook dio broadcasts. These for the PMC youth radio broadcasts included a project in Mexico. mix of mini-radio soap operas and discussion groups of youth and In addition to Population professionals discussing Media Center and CORA, the messages contained several groups participated in the dramas. in the implementation of The talk show por- the project. They included tions of the program var- “Xpresiones” (a youth ied in content: one week group from Mexico City the program dealt with that operates a radio pro- adolescent pregnancy pre- gram), the State Coun- vention, while the next cil on Population of dealt with HIV/AIDS and Puebla, the Municipal sexual abuse. Two young Council on Population, and Ra- adult moderators, a male The project also dio Tribuna (a commercial and a female, sat in on thedis- involved training workshops broadcaster). cussion, along with experts in the for youth-serving organizations At the beginning of the particular field. On-air questions and health care providers to project, a needs assessment was were also taken from the listen- help them be effective in deal- carried out on the issue of ing audience. ing with youth sexuality issues. sexual and reproductive health The dramas were written by Not only participating among Puebla’s young people. young people chosen as the re- youth, but also parents and At the same time, Radio Tri- sult of a writing contest carried grandparents have called to say buna began promoting the out in partnership with the Na- how much they benefited from project in order to obtain spon- tional Institute of Fine Arts. the program. sorships for airtime, as well as promotional packages to stimu- late phone calls. The airtime was fully underwritten by a total of eight institutions that became sponsors. With the help of the young producers, a manual was written describing each of the steps involved in the project so it

Participants at a PMC- CORA workshop engaged in discussion about issues regarding adolescent sexuality. 14 Population Media Center could be effectively replicated in the other high fertility states of Mexico. The pilot project was supported by a grant from the Pro- gram for Appropriate Technol- ogy and Health (PATH) and an individual donor. As a result of the positive evaluation of the pilot program in Puebla, the De- partment for International De- velopment of the UK provided a grant through Population Concern to help implement a three-year project to replicate the Young people watch a street performance during Youth program intensively in Tlaxcala Week in Guerrero state in Mexico. and Hidalgo states.

United States and HIV infection. asked Population Media Cen- In the U.S., African American In trying to address these ter to help develop a Sabido- youth consume – and are greatly and other problems affecting style serialized drama and/or influenced by – entertainment this community, the chair of a other entertainment program- television. They also suffer from new urban oriented cable tele- ming to address reproductive high rates of teenage parenthood vision network (NUE-TV) health issues among urban youth. In response to this, PMC was instrumental in ar- ranging support by CDC in 2001 for a minority-owned company in Philadelphia, Mo- tivational Educational Enter- tainment (MEE), to carry out formative research on sexual and reproductive decision- making among African Ameri- can youth. While the research is under way, the Chair of NUE-TV will act on PMC’s behalf to explore with other broadcasters of urban youth programming the idea of PMC Country Representative Dra. Anameli Monroy incorporating reproductive (standing, third from right) with Announcer Martha health information in their Villarreal (standing, center) with radio station staff and shows, similar to PMC’s work participating youth at XEW Radio Station. with TV Globo in Brazil. PMC Annual Report 2001 15 Support from Financial Support Institutional Donors

The following institutions provided financial support to PMC during rom those to whom much has been given, much calendar year 2001: is expected.” That is as true for Population Media Bancker-Williams Foundation Center as it is for the donors who make our Bostrom Family Foundation programs possible. The individuals, foundations, Alexander H. Bright corporations, UN agencies, government agencies, Charitable Trust Fintergovernmental agencies and other organizations that support L.P. Brown Foundation Population Media Center do so because of their agreement with Bushrod H. Campbell & Adah F. Hall Charity Fund our mission and their belief that PMC efficiently and effectively Cart Foundation delivers programs that achieve their goals. Church of the Covenant Conservation and Research We can’t express it any better than the 2001 report of the Foundation U.S. Senate Appropriations Sub-Committee on Foreign Op- Dickler Family Foundation erations, which said, “The Committee supports organiza- Eucalyptus Foundation Good Shepherd United tions such as the Population Media Center, which pro- Church of Christ motes the use of mass media to educate people in devel- Charles Evans Hughes Memorial oping countries about the personal benefits of family Foundation planning, encourage the use of effective measures to pre- Joan Inman Fund of the vent transmission of HIV, and adopt other health mea- Vanguard Public Foundation sures.” No other NGO was mentioned in the section of the International Monetary Fund Nirvana Manana Institute report on family planning. Ogburn Family Fund of the Vanguard Charitable A review of the financial statements that follow reveals that Endowment Program 83% of PMC’s expenditures in 2001 directly supported pro- David and Lucile Packard gram activities. The statements are a summary of PMC’s Foundation Perkins, Wolf, McDonnell & Co. audited financial statements, copies of which are available Population Community Foundation upon request. Rinehart Family Foundation of Fidelity Investments We are grateful to the individuals and institutions that have Charitable Gift Fund provided the resources necessary for our work to move forward Round Hill Fund of Fidelity Investments Charitable and to the dedicated team of PMC personnel worldwide. PMC Gift Fund Schneider Foundation Snoeyenbos Foundation William & Nicole Teweles Philanthropic Fund Thornton Foundation Troy Annual Conference of the United Methodist Church Vanguard Charitable Endowment Program Wollenberg Foundation

16 Population Media Center Population Media Center, Inc. STATEMENT OF FINANCIAL POSITION December 31, 2001 (With Summarized Information for 2000)

2001 2000

ASSETS

Cash and cash equivalents $612,253 $377,946 Expense reimbursement receivable — 29,997 Expense advances 1,178 31,438 Prepaid expenses 14,602 8,840 Grants and contributions receivable, net of discount 254,802 487,500 Security deposit 2,417 — Equipment, net of accumulated depreciation 40,877 57,657

TOTAL ASSETS $926,129 $993,378

LIABILITIES AND NET ASSETS

Liabilities: Accounts payable $38,652 $5,495 Accrued expenses 53,433 38,692 Total Liabilities 92,085 44,187

Net Assets: Unrestricted 256,666 312,645 Temporarily restricted 577,378 636,546 Permanently restricted — — Total Net Assets 834,044 949,191

TOTAL LIABILITIES AND NET ASSETS $926,129 $993,378

Annual Report 2001 17 Population Media Center, Inc. STATEMENT OF ACTIVITIES For the Year Ended December 31, 2001 (With Summarized Information for 2000)

Temporarily 2001 2000 Unrestricted Restricted Total Total

Support and revenue: Contributions $286,066 $358,500 $644,566 $1,068,138 Interest income 15,683 — 15,683 20,349 Net assets released from restrictions: Transfers to fulfill purpose restrictions 417,668 (417,668) — — Total support and revenue 719,417 (59,168) 660,249 1,088,487

Expenses: Program services: General program development 173,662 — 173,662 218,265 National initiatives 468,929 — 468,929 314,413 Supporting services: Management and general 101,777 — 101,777 41,879 Fundraising 31,028 — 31,028 25,339 Total expenses 775,396 — 775,396 599,896

Change in net assets (55,979) (59,168) (115,147) 488,591

Net assets, beginning of the year, as originally stated 293,745 655,446 949,191 460,600 Prior period adjustment 18,900 (18,900) — — Net assets, beginning of the year, as restated 312,645 636,546 949,191 460,600 Net assets, end of the year $256,666 $577,378 $834,044 $949,191

18 Population Media Center Population Media Center, Inc. STATEMENT OF FUNCTIONAL EXPENSES For the Year Ended December 31, 2001 (With Summarized Information for 2000)

Program Expenses Total Manage- Program National Program ment Fund 2001 2000 Develop. Initiatives Expenses & General raising TOTAL TOTAL

U.S. salaries $99,714 $51,794 $151,508 $68,891 $23,023 $243,422 $225,209 Payroll taxes 6,629 3,586 10,215 3,826 1,573 15,614 13,445 Benefits 5,055 3,646 8,701 2,905 1,165 12,771 14,550 Contractual services (incl. non-US employees) 38,043 217,585 255,628 297 99 256,024 133,684 Bank charges — 1,340 1,340 1,457 — 2,797 3,003 Computer and website 2,417 969 3,386 575 192 4,153 9,675 Conferences — 7,796 7,796 — — 7,796 3,094 Depreciation 549 33,103 33,652 379 127 34,158 28,828 Dues & publications 246 126 372 193 — 565 3,404 Insurance 2,504 1,901 4,405 1,730 578 6,713 7,023 Legal & accounting — 508 508 8,740 — 9,248 16,796 Minor equipment 280 2,293 2,573 193 62 2,828 — Other program costs — 2,197 2,197 — — 2,197 1,039 Office supplies 1,815 4,397 6,212 1,254 419 7,885 6,694 Postage & shipping 1,291 1,081 2,372 892 298 3,562 4,163 Printing & copying 5,014 7,045 12,059 3,464 1,158 16,681 10,457 Registration & fees 223 375 598 154 52 804 2,708 Rent 2,387 15,470 17,857 1,649 551 20,057 4,105 Telephone & internet 3,359 10,439 13,798 2,321 776 16,895 13,185 Travel 4,136 103,278 107,414 2,857 955 111,226 98,834

$173,662 $468,929 $642,591 $101,777 $31,028 $775,396 $599,896

Annual Report 2001 19 Population Media Center, Inc. STATEMENT OF CASH FLOWS For the Year Ended December 31, 2001 (With Summarized Information for 2000)

2001 2000 CASH FLOWS FROM OPERATING ACTIVITIES: Change in net assets $(115,147) $488,591 Adjustments to reconcile change in net assets to net cash from operating activities: Depreciation 34,158 28,828 (Increase) / decrease in operating assets: Expense reimbursements and advances 60,257 (60,735) Prepaid expenses (5,762) (8,840) Grants and contributions receivable 232,698 (487,500) Security deposit (2,417) — Increase / (decrease) in operating liabilities: Accounts payable 33,157 (463) Accrued expenses 14,741 7,904

NET CASH PROVIDED BY OPERATING ACTIVITIES 251,685 (32,215)

CASH FLOWS FROM INVESTING ACTIVITIES Acquisition of equipment (17,378) (86,485)

CASH FLOWS FROM FINANCING ACTIVITIES None — —

NET INCREASE / (DECREASE) IN CASH AND CASH EQUIVALENTS 234,307 (118,700)

CASH AND CASH EQUIVALENTS: Beginning of year 377,946 496,646

End of year $612,253 $377,946

20 Population Media Center POPULATION MEDIA CENTER PROGRAM ADVISORY BOARD OF DIRECTORS BOARD

Qutubuddin Aziz Karachi, Pakistan Virginia Carter Former Chair of the National Press Trust of Redondo Beach, California Pakistan and Director of the United Press of Former Senior Vice-President and head Pakistan news service. He also held the post of drama for TV producer Norman Lear of Minister for Information at the Embassy of and trainer of developing-country Pakistan in London from 1978 to 1986. broadcasters in development of social- content soap operas. Dr. Albert Bandura Stanford, California Professor of Psychology at Stanford University. Developed social learning theory, which pos- William N. Ryerson tulates that people acquire attitudes, values Shelburne, Vermont and styles of behavior through social model- PMC founder, with 30 years of experi- ing. Often testifies before Congress on the ence as a professional in the population effects of television programming on the field, including 12 years as Executive behavior of viewers. Vice-President of Population Communi- cations International. Dr. Albert Allen Bartlett Boulder, Colorado Professor Emeritus of Physics at the University of Colorado, Boulder. Frequent speaker on the Phillip Thorson meaning of exponential growth. Bethesda, Maryland Retired Director of Administration of the Ted Bookstaver International Monetary Fund. Los Angeles, California Director of International Sales, King World International.

Kerstin Trone Dr. Norman Borlaug Accord, New York Mexico City, Mexico Retired Deputy Executive Director for Awarded the Nobel Peace Prize for his work in Programmes of the United Nations developing high-yield wheat that led to the Population Fund. Green Revolution in the 1970s. Founder of CIMMYT, an agricultural research station in Mexico City. Professor with the Department of Soil and Crop Sciences at Texas A&M University.

Annual Report 2001 21 Chester Burger Hope S. Green New York, New York Burlington, Vermont Retired public relations and advertising execu- Consultant to public broadcasting companies, tive. Past President of Communications Coun- founding board member of the World Radio and selors, a public relations firm. Founded the Television Council, formerly president of Vermont nation’s first communications management Public Television and vice chair of the PBS consulting firm. Was the nation’s first televi- Board. Was a founding Board member of PMC. sion news reporter (at CBS in 1946). Played a leadership role in the civil rights campaigns. Lynn Gutstadt San Anselmo, California Fred Cohen Former Vice President of Audience Research for New York, New York the CNN News Group. Founded and built depart- President of King World International, han- ment, overseeing all programming and consumer dling worldwide distribution of “The Oprah marketing research for the CNN television net- Winfrey Show” and numerous other shows. works and Internet sites. Currently, independent Former director of cultural affairs, PBS. consultant in media and marketing research.

Deecie McNelly Denison Richard S. Halpern, Ph.D. Fairlee, Vermont Atlanta, Georgia An organizational and education consultant Independent consultant in strategic marketing with extensive experience in teaching commu- and opinion research. Adjunct Professor of nication courses at the college level and Mass Communications at Georgia Institute of experience with international and cross- Technology. Retired Global Director of Adver- cultural issues. tising Research of Coca-Cola Company.

Lucy Lee Grimes Evans Maisha L. Hazzard, Ph.D. New Canaan, Connecticut Inglewood, California A columnist with the Stamford Advocate. Also Former Professor of Telecommunications and a district representative for Zero Population co-founder of Communication and Develop- Growth and a long time population stabiliza- ment Studies at Ohio University; served as tion advocate. special advisor, trainer, strategic communication specialist, and head writer/producer for Lindsey Grant communication and development projects for Santa Fe, New Mexico governments, media entities, universities, and A writer and former Deputy Assistant Secretary social service agencies in the Caribbean, of State for Population and Environment. His Africa, India, and the USA; currently, Presi- books include Juggernaut: Growth on a Finite dent of SpiritWorks Communications and Vice Planet, How Many Americans?, Elephants in the President of Strategic Developments at Volkswagen, Foresight and National Decisions: BreakAway Technologies in Los Angeles. The Horseman and the Bureaucrat and Too Many People: The Case for Reversing Growth. Marilyn Hempel Claremont, California Executive Director of the Population Coalition and Chair of the Population Institute board. 22 Population Media Center Dr. Tony Johnston Also an industrialist with operations in Mexico Nairobi, Kenya City, Morelia and San Juan del Rio, Mexico. Executive Director, Population Communication Africa. Previously Director of the UNFPA Pro- Roger Pereira gram for Population IEC Research Training, Mumbai, India Eastern and Southern Africa. Head of R&P Management Communications Pvt. Ltd. and producer of Humraahi, an Indian Shiv Khare family planning soap opera. Bangkok, Thailand Executive Director of the Asian Forum of Dr. David Pimentel Parliamentarians on Population and Develop- Ithaca, New York ment. Previously was Secretary-General of the Professor of Ecology and Agricultural Sciences World Assembly of Youth in Copenhagen and at Cornell University and a prolific author and Executive Director of the Youth and Family speaker about population issues. Planning Program Council of India. Barbara Pyle Doug La Follette Atlanta, Georgia Madison, Wisconsin Documentary maker and environmentalist. Past Secretary of State of Wisconsin and a long-time Vice President for Environment of CNN and activist and speaker on population issues. Turner Broadcasting, she created Captain Planet and the People Count series on population Richard D. Lamm issues. The first People Count documentary Denver, Colorado covered the social-content soap opera of Cecile Co-Director of the Institute for Public Policy Alvarez in The Philippines and was broadcast Studies and a professor at the University of worldwide at the time of the Cairo Conference on Denver. Member of the board of the Federation Population and Development in 1994. for American Immigration Reform. Former three-term governor of Colorado, and past Dr. Charles L. Remington president of Zero Population Growth. New Haven, Connecticut Professor of biology (emeritus) at Yale Univer- Vincent Maduka sity. Program Chair of the first national Con- Lagos, Nigeria gress on Optimum Population and Environ- Past Director-General of the Nigerian Televi- ment in 1970. Co-founder with Paul Ehrlich of sion Authority; now heads his own private Zero Population Growth and past Chair of the sector broadcasting organization. ZPG Foundation. Teaches an interdisciplinary course at Yale entitled “World Population and Leopoldo Peralta Environmental Issues.” Queretaro, Mexico President of the Mexican Population and Cultural Dr. Everett Rogers Foundation and a regional director of the Na- Albuquerque, New Mexico tional Institute on Migration in the Secretaria de Professor of Communication and Journalism at Gobernacion of the government of Mexico. the University of New Mexico and leading Former congressman in the Mexican Congress. researcher on the effects of entertainment-

Annual Report 2001 23 education soap operas in developing coun- Peter C. Vesey tries. Co-author of Entertainment-Education: A Atlanta, Georgia Communication Strategy for Social Change. An international broadcasting consultant who works with clients in the developing world. Hon. Tom Sawyer Previously at CNN, developed the CNN Interna- Washington, DC tional networks. Congressional Representative from Ohio and Co- Chair of the Congressional Population Caucus. Dr. Charles Westoff Princeton, New Jersey Jerri Lea Shaw Maurice P. During ’22 Professor of Demo- Bethesda, Maryland graphic Studies and Sociology at Princeton Founder and president of a consulting firm University, specializing in population policy focused on strengthening health care policy, and in fertility and family planning research financing and service delivery. in developing countries. From 1974 to 1992, he was Director of the Office of Population O. J. Sikes Research at Princeton University. A specialist New York, New York in demographic research in Africa. Retired as Deputy Director of the Latin America and Caribbean Division, U.N. Population Fund Paul Winter (UNFPA). Formerly Chief of UNFPA’s Education, Litchfield, Connecticut Communication and Youth Branch; developed Founder and director of the Paul Winter Con- UNESCO’s population education program in the sort, renowned throughout the world for its early 1970s; designed innovative approaches to concerts in celebration of the Earth and its population communication and education with wildlife. Has performed concerts for the Earth the Carolina Population Center in the 1960s. at the United Nations. He and his ensemble are artists-in-residence at the Cathedral of St. Dr. Arvind Singhal John the Divine in New York. Athens, Ohio Professor of Communications at the School of David Yount Communications of Ohio University and a Duluth, Minnesota researcher of the effects of entertainment- Research ecologist with the U.S. Environmen- education programs. Co-author of Entertain- tal Protection Agency from 1972 to 1999; ment-Education: A Communication Strategy for current research in human carrying capacity as Social Change. an indicator of regional sustainability. PMC

Monique Tilford Takoma Park, Maryland Development Director of the Center for a New American Dream. Former Executive Director of Wild Earth and previous Executive Director of the Carrying Capacity Network.

24 Population Media Center KEY PERSONNEL OF Daniel Ayalew Kassa — Head of the Amharic POPULATION MEDIA CENTER Serial Drama Production and Research Depart- ment for PMC-Ethiopia. Prior to joining PMC, William Ryerson — PMC’s founder and Presi- he was a senior editor and head of radio serial dent, William Ryerson has a 30-year history of drama programs with Radio Ethiopia, where he working in the field of reproductive health, oversaw serials dealing with reproductive including 15 years of experience adapting the health issues. He holds a Bachelor’s degree in Sabido methodology for behavior change com- Theatrical Arts from Addis Ababa University munications to various cultural settings world- and a diploma in radio journalism from wide. He has also been involved in the design of Deutsche Welle in Germany. research to measure the effects of such projects in a number of countries, one of which has led Earl Babbie — Earl Babbie is Campbell profes- to a series of publications regarding a serialized sor of Behavioral Sciences at Chapman Univer- radio drama in Tanzania and its effects on HIV/ sity and author of The Practice of Social Re- AIDS avoidance and family planning use. He search and The Basics of Social Research, received a B.A. from Amherst College and an among other textbooks and scholarly works. M.Phil. from Yale University. He served as Direc- Dr. Babbie serves as a research advisor to tor of the Population Institute’s Youth and PMC. He received an A.B. from Harvard College Student Division, Development Director of and an M.A. and Ph.D. from the University of Planned Parenthood Southeastern Pennsylvania, California, Berkeley. Associate Director of Planned Parenthood of Northern New England and Executive Vice Presi- Marna Ehrech — Marna Ehrech has been with dent of Population Communications Interna- PMC since 1999. In addition to her role as an tional before founding Population Media Center. administrative assistant at PMC headquarters, Mr. Ryerson is listed in several editions of Who’s she serves as corporate Secretary and Treasurer. Who in the World, Who’s Who in America and Who’s Who in the East. Rose Haji — Rose Haji serves as a radio production trainer for PMC. In addition, she is Peter Ames — As Executive Vice President of the National Director of the Media Institute PMC, Peter Ames has a combination of adminis- for Southern Africa, Tanzania Chapter. Previ- trative and program responsibilities. During the ously she was a producer for Radio Tanzania last 30 years, he has been active in the popula- and oversaw production of the serialized radio tion field, both professionally and as a volun- drama Twende na Wakati, which, from 1993 to teer with various organizations. He has worked 1997, was successful in changing behavior as a researcher at the Population Council and with regard to HIV/AIDS prevention and as Director of Finance and Administration with reproductive health on a population-wide the Association for Voluntary Surgical Contra- level in Tanzania. ception. He speaks fluent French and has worked in Asia, Africa, Latin America, the Abdulnasir Haji Hassen — Head of the Middle East and Europe. He has a B.A. from Oromiffa Serial Drama Production and Re- Harvard College and a J.D. in International Law search Department for PMC-Ethiopia, Mr. and Business from Harvard Law School. Abdulnasir previously served as head of Infor- mation, Education and Communication for Women and Youth of the Oromia Population

Annual Report 2001 25 Office. He has also served as a theater expert Nebiyou Tekalign Horssie — Director of the for the Oromia Culture and Information Bu- Media Arts Project of PMC-Ethiopia. Prior to reau. He has written and produced radio and joining PMC, he served as a professor in the TV dramas dealing with AIDS. Theatrical Arts Department of Addis Ababa University. Previously he was general man- Cindy Houston — Office Manager at PMC ager of the RAS Theatre of the Addis Ababa headquarters, Ms Houston has non-profit Culture and Information Bureau. He has experience from her work as a volunteer with been involved as a writer and director in organizations such as Habitat for Humanity. numerous stage plays, radio and television She has worked as an Administrative Assistant dramas and films, including several dealing at the Ben & Jerry’s Foundation and the with reproductive health issues. He has a Visiting Nurse Association’s Education and Bachelor’s degree in Theatrical Arts from Development Department. Addis Ababa University.

Tom Kazungu — As Director of Radio Produc- Dr. Negussie Teffera — Dr Negussie is PMC’s tion Training for PMC, Tom Kazungu has pro- Country Representative in Ethiopia. He is the vided training and technical assistance to radio former Director of the National Office of producers and writers in Botswana and Ethiopia Population. In that role, he wrote the in application of the Sabido methodology to country’s population policy and oversaw its promote reproductive health. He has provided adoption and implementation. Dr. Negussie similar training and technical assistance to holds a Ph.D. in Communications from the production and writing teams in Madagascar, University of Wales, Cardiff and has extensive Namibia, St. Lucia and Tanzania. As Director of experience in radio production. Top-Com Productions of Nairobi, Mr. Kazungu has produced three radio serial dramas since Lisa Patton — Lisa Patton has worked as an 1986 using the Sabido methodology. accountant at PMC since 1999. She specializes in accounting for non-profit organizations with Nancy Luke — Nancy Luke is an adjunct an emphasis on accounting systems design. instructor with the University of Pennsylvania’s Department of Sociology, with David Poindexter — David Poindexter has 30 a Ph.D. in Demography and Sociology from years of experience in communications strate- the university’s Population Study Center. She gies related to family planning and reproduc- serves as a research advisor to PMC. tive health worldwide, including 25 years of applying the Sabido methodology in various Dra. Anameli Monroy — Dra. Monroy is PMC’s cultural settings in Asia, Africa and Latin Country Representative in Mexico. A practic- America. He was founder and President of ing psychologist, she is a leader in the field Population Communications International. He of adolescent pregnancy prevention. She serves as a program consultant and as Honor- founded and runs the Guiding Center for ary Chair to Population Media Center. Adolescents (CORA) of Mexico and has served as a youth advisor to numerous organizations, Miguel Sabido — Miguel Sabido of Mexico, who including the World Health Organization, the pioneered the use of commercial television serial United Nations Population Fund and the dramas to achieve positive social goals, serves Kellogg Foundation. as a consultant to Population Media Center. For

26 Population Media Center over 17 years, he served as Vice President for Larissa Vigue — Larissa Vigue has served PMC Research of the Mexican network, Televisa, in several capacities, including writing and where he created his now famous serial dramas editing its annual reports and periodic newslet- or telenovellas, and then took his entertainment- ters. She has published human-interest pro- education concept to the Internet, in a new files, feature articles, and creative essays in a endeavor called “web-novella.” His work has variety of publications. Currently, she is Asso- been recognized around the world. ciate Program Director at the Vermont Council on the Humanities and an adjunct instructor at Marcio Schiavo — Marcio Schiavo is PMC’s Community College of Vermont. PMC Country Representative in Brazil. He is also 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.

Rodney Shaw — PMC Senior Vice President Rodney Shaw is founder and past president of The Population Institute and has been a leader in the population field for 30 years. He also started the Methodist Department of Population Problems and the Religious Coalition for Abor- tion Rights. He is past Senior Vice President of Population Communications International.

Ramadhan Swalehe — Ramadhan Swalehe serves as research trainer for Population Media Center. He oversaw the formative and evaluative research process for the Tanzanian radio serial drama, Twende na Wakati, which successfully changed behavior with regard to HIV/AIDS avoidance and family planning use. He also serves as an information, education and communication specialist with the Tanzania Social Action Fund.

Tesfaye Eshete — Mr. Tesfaye is PMC’s Media and Communication Program Coordinator in Ethiopia. He has worked as a communications consultant with various NGOs and government agencies and has experience as an announcer and producer with Ethiopian Radio and TV.

Annual Report 2001 27 Population Media Center PO Box 547 Shelburne, VT 05482-0547 USA

Phone: (802) 985-8156

Fax: (802) 985-8119

Web site: www.populationmedia.org

Email: [email protected]

ON THE COVER: PMC workshop participant Thato Ratsebe at the controls of Yarona FM radio in Gaborone, Botswana.