PMC Annual Report 2000 13 Financial Analysis Support from Institutional Donors

Poulaonp ti Media Center

ANNUAL REPORT 2000 President’s Message

n 2000, Population Media Center experienced exponential growth in programs and visibility. We started 2000 — our 2nd full year of operation — with projects in four countries: the United States, The Philip- As a result of our work, the US Centers for Ipines, Mexico and Ethiopia. We ended the year Disease Control and Prevention (CDC) has with projects in 10 countries, more than doubling adopted the Sabido methodology as one of their our worldwide outreach. In the pages that follow, official behavior change communication strategies you will read about projects that are under way or for addressing AIDS in Africa. And so, in Septem- in development in India, The Philippines, ber, we conducted a six-country training workshop Botswana, Ethiopia, Ghana, Malawi, Zimbabwe, on the Sabido methodology for participants from Brazil, Mexico and The United States. Botswana, Ethiopia, Ghana, Lesotho, Rwanda and Clearly, there is tremendous demand for effec- Zimbabwe, under sponsorship of the African Re- tive behavior change communication strategies. gional Headquarters of the World Health Organi- The strong scientific evidence for the effectiveness zation (WHO) and the CDC’s Office of Global of the entertainment-education methodology cre- Health. PMC also conducted a training workshop ated by Miguel Sabido of Mexico — using serial- focused on formative research methodologies for ized dramas to create characters who evolve gradu- the project team in Ethiopia in May. In addition, ally into role models for the audience — has led to Tom Kazungu provided in-depth training in ra- tremendous interest in the expertise of PMC per- dio production to a producer from Botswana spon- sonnel and far more requests for PMC’s assistance sored by the CDC. in developing Sabido-style programs than we have Many of the pioneers and leaders in the enter- been able to respond to. tainment-education field have joined with Popu- Population Media Center’s personnel have lation Media Center to carry out its mission. unique depth of experience with application of These include: the Sabido methodology to social and health con- cerns related to population and reproductive • Miguel Sabido, the creator of the social-content health issues around the world. But knowledge soap opera methodology; of the methodology is still far too limited glo- • David Poindexter, former president of Popula- bally, and, consequently, PMC devoted a good tion Communications International (PCI), who deal of time in 2000 to conducting capacity- is now PMC’s honorary chair; building workshops for researchers, script writ- • Rodney Shaw, founder of The Population Insti- ers and broadcast professionals. tute and former Senior Vice President of PCI, In September, PMC facilitated the participation who is now PMC’s Senior Vice President; of Miguel Sabido, President of the World Associa- • Tom Kazungu, the first African and the first per- tion of Producers of Entertainment-Education, and son in radio to use the Sabido methodology, who his colleague Sergio Alarcon, President of The World now serves as the Director of Radio Production Entertainment-Education Foundation, in a global Training for PMC; meeting of entertainment-education practitioners • Rose Haji, the producer of a very successful Tan- held in Amsterdam — the third in a series of such zanian radio serial using the Sabido methodology, meetings that have occurred since 1989. who serves as a production trainer with PMC; 2Population Media Center •Ramadhan Swalehe, who carried out the for- casting Network and CNN in the development of mative research and the evaluation of the Tanza- six of the People Count documentaries produced nian serial, and who now serves as a research by Barbara Pyle, and narrated by Jane Fonda. These trainer for PMC; programs have been provided absolutely free, with •Roger Pereira, producer of the blockbuster In- no licensing fees to broadcasters worldwide, and dian television serial using the Sabido method- may be used for educational purposes in perpetu- ology in the early 1990s (with an average audi- ity. As a result, many countries in the developing ence of 230 million viewers), who has now world are now using People Count programs ex- agreed to produce PMC’s planned television tensively. The segment entitled, “Heads Up,” a show serial in India; about the impact of exponential population growth •Cecile Alvarez, who represents PMC in The on the natural resources of Easter Island and the Philippines, and whose 1994 television soap resulting collapse of human civilization there, was opera became the subject of Barbara Pyle’s first developed with support provided by PMC under People Count documentary on CNN and a grant from the Teresa and H. John Heinz III Turner Broadcasting; •Anameli Monroy, an adolescent sexuality expert, who is PMC’s Country Director in Mexico; and •Marcio Schiavo, who for twelve years has worked with David Poindexter and me in influencing Brazil’s TV Globo to incorporate family planning themes into its prime time serial dramas. •Our Program Advisory Board includes 32 key players in the fields of broadcasting, population stabilization and communications research. All of PMC's personnel and advisors recognize the need for our work and the necessity of expand- ing it to respond to the many countries that have requested our help. PMC’s William Ryerson was interviewed by Judy Woodruff on CNN. Population Media Center personnel conducted a total of seven international missions in 2000, al- though the requests for PMC’s help outpaced our Charitable Fund. “A New Deal” featured how fam- ability to respond. There is a clear need to bring ily planning services have been built into a micro- the Sabido behavior change communication meth- enterprise lending program sponsored by the UN odology to more of the fastest growing countries Population Fund. “Soaps for Social Change” is an in the world — and to those most severely affected update of a 1994 documentary Barbara Pyle made by the AIDS epidemic. To do this requires philan- about the Sabido-style television serial produced thropic resources, commercial involvement and, by Cecile Alvarez of The Philippines, PMC’s part- most importantly, a commitment to spread the use ner in that country. The earlier documentary played of the methodology to new countries. Everyone worldwide on CNN International during both the involved with PMC shares that commitment. 1994 Conference on Population and Development The media paid increasing attention to the or- in Cairo and the 1995 Beijing Women’s Confer- ganization and its work in 2000. Population Me- ence. The updated documentary adds information dia Center collaborated with the Turner Broad- about the use of soap operas for social change and Annual Report 2000 3 uses Jane Fonda as host. tion strategy. In April 2000, I was PMC’s Approach In November, PMC’s honor- the Earth Day speaker for an ary chair, David Poindexter, and event in Boston co-sponsored by arvard University I were interviewed by Cecile the Union of Concerned Scien- biologist E. O. Wilson Alvarez on her nightly radio pro- tists and Population Resource Honce said, “The citadel gram, which is broadcast in the Center. Closer to home, I gave of the mind can not be taken language, Tagalog (with a little public addresses at Dartmouth by direct attack.” This is English from guests) nationwide College, the University of Ver- especially true with regard to in The Philippines. mont, and an Elderhostel event the ingrained beliefs and In July and August, the Ethio- held at Killington Resort. behaviors in the area of family pian Herald carried a series of ar- To curb population growth re- life. Traditions regarding the ticles on PMC’s project there. quires not only family planning role and status of women, In Vermont, where PMC’s services, but also changing atti- family size decisions, and headquarters are located, the tudes and behavior with regard sexual behavior have been news media have taken a strong to childbearing and related issues. shown scientifically to be interest in our programs. Ver- The challenge is enormous, but more easily changed through mont Public Television has it is clear that the behavior role modeling by characters in broadcast its Points North inter- change communication strategy emotion-packed serial dramas view with me numerous times developed over the last quarter than through direct informa- during the last year, and a news century by many of the people tion and education programs. story about PMC was carried by involved with PMC has great po- Entertainment programs WCAX, the local CBS affiliate. tential to speed the process of attract larger audiences, and In addition, the newspaper, Seven population stabilization. Behav- audience members form Days, featured PMC in its March ior change programs via the en- emotional bonds with charac- 15, 2000 issue. tertainment mass media have ters; in turn, those characters Population Media Center’s great leverage and can deliver sig- influence social norms. web site (www.population nificant impact. Enhancing the capacity of media.org) logged over 8,000 I am thankful for the support various countries to carry out visitors during the year; an analy- of our dedicated and highly pro- effective communication sis of the monthly visits indicates fessional staff and for the trust strategies related to family and that this number is climbing ex- that our contributors have placed reproductive health and associ- ponentially. The site was recently in us. The progress we have made ated social issues serves as the selected as one of the best educa- in the last year as a result of this cornerstone of PMC’s mission. tional resources on the web by support is nothing short of re- As a result of international Study Web (a division of markable. collaboration among develop- LightSpan, Inc.), one of the We look forward to achieving ing countries, each country internet’s premier sites for edu- even more in the year ahead. team involved with a PMC cational resources for students project develops unique and teachers. programs written in local The publicity about PMC’s With many thanks, languages, acted by indig- work has generated numerous enous talent, and produced requests for speaking engage- by qualified indigenous ments about population issues professionals. These programs and our entertainment-educa- William N. Ryerson are based on research into 4Population Media Center Program Activities the effects of the culture on sexual and reproductive Ethiopia rector of the government’s Na- decision-making carried out Dr. Negussie Teffera, tional Office of Population, in the country. This strategy Country Representative where he developed the popula- helps to ensure that the In the last year, Ethiopia has tion policy of the country and programs are both culturally added over 1.5 million people to oversaw its implementation for relevant and engaging to the a population that ranks as East seven years. audience of that country. Africa’s most populous. In the last In February 2000, PMC In each country, Popula- decade, per capita income has de- President William Ryerson and tion Media Center searches clined six percent, and now Dr. Christine Galavotti, Chief of for a highly qualified person stands at $100 per year. the Behavioral Research Unit, to become its Country Repre- Under the able leadership of HIV Section of the CDC’s Divi- sentative. This person brings Dr. Negussie Teffera, the sion of Reproductive Health, together research institu- country’s foremost expert on worked with Dr. Negussie in tions, producers and writers population, the PMC project in Addis Ababa to assist with the to constitute the PMC coun- Ethiopia is moving forward to- selection of a research team for try team. Population Media ward the launching of a two-lan- formative research. Center also brings together guage radio serial highlighting In May 2000, PMC conducted representatives of the gov- family size issues, reproductive a training workshop on formative ernment, non-governmental health, and the status of women. research methodologies that also organizations, UN agencies, Prior to joining forces with included an overview of entertain- and broadcasters to collabo- PMC, Dr. Negussie was the Di- ment-education strategies. rate on the project and to constitute the project advisory committee. Facilitators and participants in the formative research Rather than focusing on workshop held in Addis Ababa in May 2000 just one issue, such as family planning or family size decision-making, the programs address a wide range of social and health issues that are of relevance to the audience. Programs are reflective of life in a given society, not ge- neric infomercials about reproductive health. Popula- tion Media Center’s programs promote health and human dignity through highly enter- taining programs that aid informed decision-making by the audience. PMC

Annual Report 2000 5 In November 2000, Tom Kazungu, PMC’s Director of Radio Production Training, spent a week briefing them on the Sabido methodology. Population Media Center’s offices in Addis Ababa are located in a building containing a radio studio, which we can use for production. Various government minis- tries, non-governmental organizations and UN agencies have been brought together in a program advisory committee, which PMC Ethiopia Country Representative Dr. Negussie met twice in 2000 for briefings Teffera introduces Dr. Benson Morah (2nd from right), on the formative research process Country Representative for UNFPA, at the May and plans for the program. workshop in Ethiopia. Radio Ethiopia has provided a letter of intent to carry the PMC radio serial. Mr. Fekadu Working with a team of re- Oromia regions of the country, Yemiru, Deputy General Man- searchers under contract with with technical input by behav- ager of Radio Ethiopia, joined PMC, Dr. Negussie has overseen ioral scientists at the US Centers Dr. Negussie and three others completion of a thorough review for Disease Control and Preven- in attending a three-day work- of existing publications regarding tion (CDC). The research team shop PMC conducted for six the interaction of Ethiopian cul- is headed by Dr. Assefa African countries on the Sabido ture and sexual and reproductive Hailemariam, one of the methodology in September decision-making. In addition, country’s leading demographers. 2000 in Johannesburg. The PMC conducted an assessment The research findings will be workshop was co-sponsored by of public attitudes towards recent used to create a list of priority the World Health Organization and current programming on issues to be addressed by the pro- and the Office of Global Health Ethiopian radio dealing with gram and a policy framework of the CDC. population, family planning and that represents the official poli- PMC Ethiopia served as a related subjects. The report from cies of the country with regard member of the organizing com- this study offers numerous in- to these issues. These documents mittee for a national workshop sights into how the PMC pro- will then be used to create a se- on adolescent reproductive gram should be designed to en- ries of value statements with re- health held in Bahar Dar in No- sure both its popularity and im- gard to each issue that will guide vember 2000, with support from pact on attitudes and behavior. the scriptwriters in the design of the Packard Foundation. Popu- A plan was developed for characters and storylines. lation Media Center was selected qualitative data collection Dr. Negussie has identified a to chair the media and commu- through interviews and focus team of producers and writers nications committee of this na- groups in the Amhara and for involvement in the project. tional conference. 6Population Media Center Dr. Negussie also chaired a dis- a behavior change communica- Based on recommendations cussion on the communication tion project to address HIV/ by PMC and CDC, Research framework for addressing HIV/ AIDS and reproductive health and Communication Resources, AIDS at the African Development issues. During a visit to Ghana Ltd. was engaged to design and Forum 2000, which was held in by Bill Ryerson and Dr. Chris- carry out the formative research. Addis Ababa in December. tine Galavotti of the CDC’s Di- PMC prepared terms of refer- The Ethiopian Herald and vision of Reproductive Health in ence for the research, and par- other newspapers have carried June, 2000, meetings were held ticipated with CDC in the re- numerous stories about PMC’s with broadcasters and research- view of the research protocol. work in Ethiopia. ers to discuss the plans for the Following that, the research PMC received a three-year project and to make recommen- team began the process of con- $750,000 grant from the David dations to CARE regarding en- ducting a review of the existing & Lucile Packard Foundation for gagement of a research team to literature. In addition, they be- support of the project in Ethio- carry out formative research. gan an assessment of the health pia in 2000. The UN Population During the trip, a meeting was service infrastructure in Ghana Fund also has become an official held with key stakeholder agen- and an assessment of media con- sponsor of the project. In addi- cies, including representatives of sumption patterns among the tion, several individuals have pro- various donor countries and UN people, with the focus on youth vided private support. groups. The concept of a Sabido- and young adults. style serial drama on radio was Representatives of CARE- Ghana strongly endorsed by this group Ghana participated in the May Located in Western Africa, as a unique contribution to the workshop on formative research Ghana has a population of 20 promotion of reproductive that PMC held in Ethiopia, and million and a population dou- health in Ghana. The UN Popu- representatives of the research bling time of 29 years. lation Fund agreed to become an team, project managers and With support from the official sponsor of the project. broadcasters attended the Septem- CARE-CDC Health Initiative, The trip included a visit to ber methodology workshop PMC PMC provided technical assis- western Ghana for meetings with conducted in Johannesburg.

William Ryerson (standing, 2nd from right) and Luke Nkinsi (standing, 3rd from left) of the CARE-CDC Health Initiative, visit with staff of CARE-Ghana in Obuasi, Ghana. Solomon Panford (standing, right) tance to CARE-Ghana in the de- two radio stations that agreed to oversees the behavior velopment of the early stages of carry the resulting serial drama. change communication project in Obuasi. Annual Report 2000 7 Botswana stakeholders strongly endorsed sex workers, miners, soldiers, and During 2000, Population Media the project as a new approach in the general population of mar- Center collaborated with CDC’s the field of social and health ried and unmarried men and BOTUSA project to establish a communications. The team also women and youth (both in- behavior change communication met with the Director of Infor- school and out-of-school). As program in Botswana. The coun- mation and Broadcasting and with other projects, the research try has the highest rate of HIV negotiated free air time for the in Botswana started with a litera- infection in the world, estimated radio serial on Radio Botswana’s ture review and an analysis of the at 36% of the adult population. most widely heard station, RB1. health service infrastructure and Additionally, the team met media consumption patterns. with officials from the Univer- As the research was getting sity of Botswana regarding the started, Botswana Television formative research needs of the (BTV) went on the air for the In Botswana, 81 project. CDC subsequently en- first time. While radio is still the gaged a team of researchers from medium of choice to reach the percent of the the University. largest number of people in The team also interviewed a Botswana, it became apparent producer, Geoffrey Motshidisi, before the research was over that population listens to who was recommended by the television is an important me- Minister of Health. Following dium in urban areas. radio several times the visit, PMC developed a job The plan that evolved is for description and contract for a twice-weekly half-hour serial CDC’s use in employing Mr. drama in Setswana. A summary a week. Motshidisi. Tom Kazungu pro- of the episodes will appear each vided a week of training in radio Saturday in a weekly newspa- production for Mr. Motshidisi in per column, courtesy of the De- Kazungu’s Nairobi studio. PMC partment of Information and A recent survey in Botswana also developed a plan of action Broadcasting in the Office of showed that 81% of the popula- and budget for the project. the President. tion listens to radio several times A delegation of nine people While the formative research a week. While Radio Botswana from Botswana attended the moved forward in the last has the highest penetration, sev- PMC methodology workshop in months of 2000, PMC assisted eral private FM stations have cap- Johannesburg in September. Fol- CDC in the recruitment of tured significant portions of the lowing that workshop, scriptwriters and developed plans urban youth audience. Ramadhan Swalehe and Bill for an in-depth workshop for the Bill Ryerson first visited Ryerson joined Amy Lansky of writing and production team. Botswana in July 2000, accom- CDC in Botswana to develop a panied by Dr. Christine plan of action for the formative Malawi Galavotti of CDC’s Division of research. The plan included in- Malawi is a country of nearly 11 Reproductive Health. The visit terviews with researchers, service million people, with a popula- started with a meeting of stake- providers, NGOs, traditional tion doubling time of 36 years. holder agencies, including repre- healers, religious leaders, com- The average per capita income is sentatives of government minis- munity leaders, teachers, bar $210 per year. Currently, 14 per- tries, NGOs and UN bodies. The owners, taxi drivers, commercial cent of married women use mod- 8Population Media Center PMC Honorary Chair David September. Two of these were Poindexter visits with Dr. radio producers, whose travel was Angela Trenton-Mbonde underwritten by PMC. The oth- (left), Country Representa- ers were sponsored by the World tive for UNAIDS, and Ms. Health Organization or CDC. Zahra M. Nuru, UNDP The third visit, in November Resident Representative, 2000, included both Tom in Malawi in October 2000. Kazungu and Bill Ryerson. Dur- ing that trip, potential project managers were interviewed, and project. producers, writers and studio fa- As a result, PMC began de- cilities needed for the project veloping a plan and budget for a were identified. A formal search Chichewa-language radio serial process for a project manager was drama and the associated forma- undertaken at year’s end by a tive and evaluative research. consultant engaged by CDC. ern methods of contraception. The plan that emerged for Zim- At the invitation of the WHO Zimbabwe babwe is a three-language radio country representative in A country of 11 million people, serial drama (in Shona, Ndebele, Malawi, PMC honorary chair Zimbabwe has among the highest and English) to be played on Zim- David Poindexter visited the AIDS infection rates in the world. babwe Broadcasting Corporation’s country in October 2000. Three missions to Zimbabwe (ZBC) Radio Two, which broad- Among the meetings organized in 2000 led to a plan and budget casts nationwide. ZBC has agreed by WHO was a meeting with for a serial drama project dealing to air the program. approximately 20 members of with family planning, AIDS the technical working group on avoidance and related reproduc- Project Exploration AIDS, including UNAIDS, tive health issues. During these in Africa UNICEF, UNFPA, The Na- three trips, Bill Ryerson met with In February 2000, Bill Ryerson tional AIDS Control key stakeholder agencies, includ- was accompanied by Dr. Chris- Programme, the ECAIDS ing representatives of the Minis- tine Galavotti, of the CDC’s Di- Project, the Ministry of Health, try of Health, the National AIDS vision of Reproductive Health, the Ministry of Information, for- Commission, UN agencies and on a trip to Africa. In addition eign government representatives, NGOs, all of whom expressed to a stop in Ethiopia, exploratory and various broadcasters and strong support for the project. visits were made to Kenya and NGOs. The group strongly en- Zimbabwe’s CDC office, Uganda regarding the possibility dorsed the concept of a Sabido- which invited PMC to undertake of developing PMC projects in style soap opera on radio to ad- these missions, participated in those countries. dress issues of AIDS and repro- most of the meetings, along with Meetings were held with gov- ductive health. Dr. Christine Galavotti of CDC’s ernment officials, UN agency Poindexter also held meetings Division of Reproductive Health. representatives, broadcasters, and with the Honorable J. Malewezi, A total of seven representatives research institutions to assess cur- Vice President of Malawi, and the from Zimbabwe attended the rent communications projects on Honorable Mr. A. Banda, Minster methodology workshop PMC population issues and to deter- of Health. Both endorsed the conducted in Johannesburg in mine the feasibility of undertak- Annual Report 2000 9 ing a PMC project. Spanish, throughout the region. Lacos de Familia (“Family In both Kenya and Uganda, In 2000, Population Media Ties”). They were broadcast na- there are strong indications of Center partnered with tionwide in Brazil and exported interest in a PMC entertain- Comunicarte, a non-govern- to 122 countries worldwide, ment-education program. As mental organization in Rio de dubbed into various languages. PMC expands its staff over the Janeiro, to influence the prime In 2000, these four soaps in- coming year, we anticipate fur- time programs of TV Globo. The serted 580 socio-educational ther developments in one or both staff of this project meets regu- scenes — referred to as “social of these countries. larly with the writers of the prime product placement” — dealing with issues of interest to PMC. These issues include reproductive health, gender relations and the rights of children and adolescents. The project focuses on bringing in themes that relate to contemporary issues in Brazilian society.

RELIEF

In addition to regular meetings with the

WORLD writers of the prime time soaps, project staff de-

LUTHERAN veloped a “writer’s In 2000, four soap operas broadcast nationally in Brazil book,” a reference text included nearly 600 socio-educational scenes dealing with containing a series of reproductive health, gender relations and the rights of briefings on the various children and adolescents. and social and health issues that might be ap- propriate for that pro- Brazil time soap operas of TV Globo gram, plus references to experts Marcio Schiavo, to suggest themes and storylines and institutions, articles on en- Country Representative dealing with reproductive health tertainment-education, and a ret- Brazil is the largest country in and related social issues that can rospective of the author’s previ- Latin America, with a popula- be incorporated into these pro- ous television writing, with an tion of 170 million people. grams. The staff monitors the emphasis on the social issues ad- While its population doubling programs to evaluate the num- dressed in his or her work. The time has slowed to 45 years, it is ber of social and health themes writer’s book also includes a pro- increasingly important as a that are incorporated. spective calendar that provides source of television program- The four soap operas in- the author with concise informa- ming for the rest of Latin cluded in the project were tion 60 days in advance of im- America. TV Globo exports it Malhacao (“Working Out”), portant dates or events that programs, expertly dubbed into Vila Madalena, Uga Uga, and might serve as “hooks” for enter- 10 Population Media Center tainment-education scenes (such also covered the concept of so- (CONAPO). These states lag as the International Day for cial product placement in exist- behind the rest of the country Women, the International Day ing entertainment programs. in what has been a remarkable for the Environment, and World The focus of that article was on demographic transition, from Population Day). the degree to which people were an average family size of 6.2 In 2000, PMC and talking about these programs children per couple in 1978 to Comunicarte consolidated the strategic alliance established with the Ayrton Senna Institute in 1999. The Senna Institute is collaborating in the monitoring, recording and analyzing of social product placement scenes in the TV Globo soap operas, as well as in the development of the writer’s book. PMC and Comunicarte have also formed a partnership with the Children’s Rights News Ser- vice, which uses monthly reports by Comunicarte on coverage of children’s issues in the media in PMC Mexico Country Representative Dra. Anameli its three publications: Newsclip Monroy speaks at a PMC workshop for journalists on Analysis, Free Radicals and Young coverage of adolescent reproductive health issues. Media. Of particular interest to the Children’s Rights News Ser- vice are the socio-educational and the issues that they covered the current fertility rate of 2.4 scenes related to childhood and throughout Brazilian society. children per woman. One of adolescent issues, especially those The magazine Marketing also the reasons for the higher fer- related to the rights of children carried a story about this work, tility rates in the five priority and adolescents. including an interview with states is that they have largely Brazilian print media have Marcio Schiavo. been bypassed by television (in- taken great interest in the work cluding the family planning of Comunicarte and PMC in Mexico soap operas of Miguel Sabido), Brazil. The Journal da Tarde Anameli Monroy, Country both because of lack of owner- (Afternoon Newspaper) carried Representative ship of TVs and, in some re- a story on the launching of the Mexico is a country of 100 mil- gions, use of indigenous lan- writer’s book entitled, “An lion people, with a doubling guages instead of Spanish as the NGO Helps TV Bring Reality time of 36 years. Most of its primary spoken language. to Fiction.” The article intro- growth comes from five high- Together with Mexico’s duced social product placement fertility states that have been CONAPO, PMC and its NGO as an innovative form of distance identified as priority states by partner in Mexico, CORA (Ado- learning. The February issue of the government’s National lescent Orientation Center) have Voce S. A. (You, Inc.) magazine Population Council designed a plan for use of radio Annual Report 2000 11 programs to reach the priority state (one of the priority states). for creating a television serial states. The programs will meld In addition, PMC carried drama for African American several communication strategies out workshops to sensitize me- youth took a leap forward in successfully applied elsewhere in dia professionals about adoles- 2000 when the US Centers for Mexico with young people and cent reproductive health issues Disease Control and Prevention will be designed to promote re- in three states. Each one was at- (CDC) awarded $244,000 to placement level fertility and de- tended by approximately 50 cover the research expenses. layed parenthood. The project journalists and other media PMC was instrumental in ar- provides for treatment of a vari- professionals. ranging the contract with Mo- ety of fertility and family plan- Population Media Center also tivational Educational Enter- ning related topics during weekly helped send a group of young tainment (MEE), a company hour-long broadcasts. Each topic people to Guerrero State to specializing in social and health will be covered by four broad- research related to African casts, the first and third of which American youth. will include melodramas written The research plan calls for and produced by young people holding focus group discussions and aimed at a youthful audi- in Washington, DC, New York ence. The second and fourth City, Los Angeles, Chicago, broadcasts on each topic will be Houston, and Atlanta. Indi- utilized for radio forums to bring vidual interviews will then be together youth and professionals conducted with trendsetters to discuss the drama’s message identified from these groups. and the impact of the issue on PMC will be assembling an the lives of adolescents. As part advisory committee for the of these forums, open telephone project, with high-level repre- lines will allow audience mem- sentatives from the African- bers to join in the process. American community. In The target audience will be Miguel Sabido 2000, Population Media Cen- 15-25 year-olds, but the pro- ter received support for the grams will also appeal to par- project from the Vital Spark ents, teachers, health profes- present role-plays on issues related Foundation. sionals and other adults inter- to adolescent reproductive health New Urban Entertainment ested in young people. The during Adolescent Health Week. Television (NUE-TV) — the project’s strategy includes train- The broadcast media carried cable company that has stated ing institutions to which the interviews with Anameli Monroy its intention to run the result- youth can turn for effective and focused on adolescent reproduc- ing TV serial drama — began high-quality services. tive health issues numerous times broadcasting via AT&T In 2000, Anameli Monroy during the year. She participated Broadband in several markets developed this plan and obtained in four TV shows on Channel 11 in the US and Caribbean in commitments from state radio as well as three radio interviews July 2000. stations in three of the states to on The Children’s Hour. provide free airtime for the pro- India grams. She also successfully pi- The United States India is a high priority country lot-tested the model in Puebla The formative research required for Population Media Center. 12 Population Media Center visit, Ryerson and preparations, including engaging Poindexter met with a planning team, for a summit government officials, meeting of soap opera producers broadcasters, produc- and writers planned for Febru- ers and researchers. ary, 2001. Soap operas are a way Roger Pereira, whose of life in The Philippines, with last family planning se- almost 30 of them televised rial, Humraahi, had a nearly every day. Bringing to- regular audience of gether the producers and writers 230 million viewers of these programs is a cost-effec- and was the top rated tive way to encourage them to in- program on the air, corporate social and health issues agreed to produce the affecting population trends into

RELIEF next TV program. In their programs.

WORLD

collaboration with As a result of PMC’s visit, the Pereira, PMC devel- following groups agreed to co- oped a plan for a two- sponsor the event: EarthSavers

LUTHERAN / language serial in (an organization dealing with Hindi and Tamil, de- environmental issues that fea-

THIEMANN signed to reach the tures a performing group of

GENE largest potential televi- street children and disabled chil- India has a population of more sion audience. dren founded by PMC partner than one billion people, and adds Population Media Cecile Alvarez); The GLOBE the largest increment of any Center developed Parliamentarians (Global Legis- country to the world’s population terms of reference for lators Organized for a Balanced each year: approximately 18 the formative research, Environment); the Philippine million people. and Pereira obtained Legislative Committee on Popu- proposals from re- lation and Development; the search institutions for that Commission on Population With a population of over one work. The formative research (POPCOM); The Philippine billion people, it adds the largest will be used to shape characters NGO Council on Population, increment of any country to the and storylines. Health and Welfare; the world’s population each year, government’s Commission on approximately 18 million people The Philippines Human Rights; the — or a new Mumbai (Bombay) Cecile Alvarez, government’s Department of every year. Country Representative Social Welfare and Develop- In November, 2000, Bill The Philippines is a largely ment; the UN Development Ryerson and David Poindexter Catholic country with a popu- Program; the Advertising Foun- visited New Delhi and Mumbai lation of 80 million people, and dation of The Philippines; and to assess the feasibility of a tele- a population doubling time of various NGOs. vision serialized drama dealing 31 years. Ryerson and Poindexter were with family planning, family In November, 2000, Bill interviewed by several broad- size, AIDS avoidance and the Ryerson and David Poindexter cast and print media during status of women. During the visited Manila to make final their trip. PMC Annual Report 2000 13 Financial Analysis Support from Institutional Donors

The following institutions asari Pal, writing in City of Joy, said, “All provided support to PMC that is not given is lost.” A number of during calendar year 2000: donors have said that they regretted not giving more to PMC in early 2000 when Bancker-Williams Foundation the stock market was at its peak. That said, The Belmont Foundation PMC’s donors — individuals, foundations, corporations and H Alexander H. Bright organizations — gave generously to the organization Charitable Trust throughout the year despite market conditions. L. P. Brown Foundation The growth in Population Media Center’s volume of pro- Bushrod H. Campbell and gram activities — from four countries to ten in one year — Adah F. Hall Charity Fund bespeaks tremendous faith in PMC’s entertainment-educa- The Cart Foundation tion strategy and its highly experienced personnel. Numer- Jane and Worth B. Daniels, ous requests have been received from countries — includ- Jr. Fund of the Baltimore ing Nigeria, Mozambique, Sierra Leone, Rwanda, Liberia, Community Foundation and Indonesia — that want PMC to develop projects that Do Good Fund of Fidelity address their specific population problems and related health Charitable Gift Fund and social issues. PMC’s ability to respond depends upon The Eucalyptus Foundation continued support from donors. Joan Inman Fund of the A review of the financial statements that follow reveals Vanguard Public that 89% of expenditures in 2000 directly supported pro- Foundation gram activities, an improvement over last year’s 81%. Sup- International Monetary Fund port and revenue grew from $616,484 in 1999 to $1,888,487 Nirvana Manana Institute in 2000, a 77% increase. The very generous support of the The Ogburn Family Fund of David and Lucile Packard Foundation for the project in the Vanguard Charitable Ethiopia accounts for much of this increase. While this grant Endowment Program is actually payable over three years, for accounting purposes, David & Lucile Packard it must be counted in the year the grant is started. Foundation Last year, the world’s population grew by almost 85 mil- Rinehart Family Foundation lion people, exacerbating already critical situations with re- of Fidelity Charitable gard to fresh water shortages, energy demands, climate change Gift Fund and extinction of plants and animal species. The world is fac- Round Hill Fund of Fidelity ing serious environmental stress, and much of what we value Charitable Gift Fund about the earth is in danger of being lost. Supporting Popula- Schneider Foundation tion Media Center is one of the most cost-effective ways to Snoeyenbos Foundation bring about the massive changes in attitudes and behavior Troy Annual Conference of necessary for achieving a sustainable world. the United Methodist The 2000 financial statements on the following pages Church are a summary of PMC’s audited financial statements. Vital Spark Foundation Copies of the complete audited statements are available The Wollenberg Foundation upon request. PMC 14 Population Media Center Population Media Center, Inc. STATEMENT OF FINANCIAL POSITION December 31, 2000 (With Summarized Information for 1999)

2000 1999 ASSETS

Cash and cash equivalents $377,946 $496,646 Expense reimbursement receivable 29,997 — Expense advances 31,438 700 Prepaid rent 8,840 — Grant receivable, net of discount 487,500 — Equipment, net of accumulated depreciation 57,657 —

TOTAL ASSETS $993,378 $497,346

LIABILITIES AND NET ASSETS

Liabilities: Accounts payable $5,495 $5,958 Accrued expenses 38,692 30,788 Total Liabilities 44,187 36,746

Net Assets: Unrestricted 293,745 430,600 Temporarily restricted 655,446 30,000 Permanently restricted — — Total Net Assets 949,191 460,600

TOTAL LIABILITIES AND NET ASSETS $993,378 $497,346

Annual Report 2000 15 Population Media Center, Inc. STATEMENT OF ACTIVITIES For the Year Ended December 31, 2000 (With Summarized Information for 1999)

Temporarily 2000 1999 Unrestricted Restricted Total Total

Support and revenue: Contributions $285,638 $782,500 $1,068,138 $608,990 Interest income 20,349 — 20,349 7,494 Net assets released from restrictions: Transfers to fulfill purpose restrictions 157,054 (157,054) — — Total support and revenue 463,041 625,446 1,088,487 616,484

Expenses: Program services: General program development 218,265 — 218,265 283,561 National initiatives 314,413 — 314,413 71,753 Supporting services: Management and general 41,879 — 41,879 59,640 Fundraising 25,339 — 25,339 24,890 Total expenses 599,896 — 599,896 439,844

Change in net assets (136,855) 625,446 488,591 176,640

Net assets, beginning of the year 430,600 30,000 460,600 283,960

Net assets, end of the year $293,745 $655,446 $949,191 $460,600

16 Population Media Center Population Media Center, Inc. STATEMENT OF FUNCTIONAL EXPENSES For the Year Ended December 31, 2000 (With Summarized Information for 1999)

Program Expenses Total Manage- Program National Program ment Fund 2000 1999 Develop. Initiatives Expenses & General raising TOTAL TOTAL

Salaries $135,074 $47,278 $182,352 $20,299 $22,558 $225,209 $189,705 Payroll taxes 8,342 2,920 11,262 1,044 1,139 13,445 12,932 Benefits 8,920 4,015 12,935 894 721 14,550 12,331 Computer and website 7,788 1,638 9,426 249 — 9,675 6,087 Conferences — 3,094 3,094 — — 3,094 — Contractual services 11,507 119,795 131,302 1,949 433 133,684 101,717 Depreciation — 28,828 28,828 — — 28,828 — Dues & publications 1,445 1,739 3,184 — 220 3,404 1,180 Insurance 4,042 666 4,708 2,315 — 7,023 5,945 Legal & accounting — 8,271 8,271 8,525 — 16,796 5,070 Miscellaneous — 132 132 907 — 1,039 915 Office supplies 2,486 3,455 5,941 745 8 6,694 2,014 Postage & shipping 1,873 1,844 3,717 186 260 4,163 2,538 Printing & copying 8,905 1,176 10,081 376 — 10,457 6,039 Registration & fees 1,609 2,853 4,462 1,249 — 5,711 1,337 Rent — 4,105 4,105 — — 4,105 — Telephone & internet 8,658 3,279 11,937 1,248 — 13,185 8,948 Travel 17,616 79,325 96,941 1,893 — 98,834 83,086

$218,265 $314,413 $532,678 $41,879 $25,339 $599,896 $439,844

Annual Report 2000 17 Population Media Center, Inc. STATEMENT OF CASH FLOWS For the Year Ended December 31, 2000 (With Summarized Information for 1999)

2000 1999 CASH FLOWS FROM OPERATING ACTIVITIES: Change in net assets $488,591 $176,640 Adjustments to reconcile change in net assets to net cash from operating activities: Depreciation 28,828 — (Increase) / decrease in operating assets: Expense reimbursements and advances (60,735) (300) Prepaid rent (8,840) — Grant receivable (487,500) — Increase / (decrease) in operating liabilities: Accounts payable (463) 3,206 Accrued expenses 7,904 4,697

NET CASH PROVIDED BY OPERATING ACTIVITIES (32,215) 184,243

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

CASH FLOWS FROM FINANCING ACTIVITIES None — —

NET INCREASE / (DECREASE) IN CASH AND CASH EQUIVALENTS (118,700) 184,243

CASH AND CASH EQUIVALENTS: Beginning of year 496,646 312,403

End of year $377,946 $496,646

18 Population Media Center POPULATION MEDIA CENTER BOARD OF DIRECTORS Virginia Carter, William N. Ryerson, Phillip Thorson, Redondo Beach, Shelburne, Bethesda, California Vermont Maryland Former Senior Vice-President PMC founder, with 30 years of Retired Director of and head of drama for TV experience as a professional in Administration of the producer Norman Lear and the population field, including International Monetary Fund trainer of developing-country 12 years as Executive Vice- broadcasters in development President of Population of social-content soap operas. Communications International

POPULATION MEDIA CENTER PROGRAM ADVISORY BOARD

Qutubuddin Aziz, Dr. Norman Borlaug, Karachi, Pakistan Mexico City, Mexico Former Chairman of the National Press Trust of Awarded the Nobel Peace Prize for his work Pakistan (which owns nine dailies, five weeklies in developing high-yield wheat that led to and two monthlies) and Director of the United the Green Revolution in the 1970s. Founder Press of Pakistan news service. He also held the of CIMMYT, an agricultural research station post of Minister for Information at the Embassy in Mexico City. Professor with the Depart- of Pakistan in London from 1978 to 1986. ment of Soil and Crop Sciences at Texas A&M University. Dr. Albert Bandura, Stanford, California Chester Burger, Professor of Psychology at Stanford University. New York, New York Developed social learning theory, which pos- Retired public relations and advertising tulates that people acquire attitudes, values executive. Past President of Communications and styles of behavior through social model- Counselors, a public relations firm. Founded ing. Often testifies before Congress on the the nation’s first communications manage- effects of television programming on the ment consulting firm. Was the nation’s first behavior of viewers. television news reporter (at CBS in 1946). Played a leadership role in the civil rights Dr. Albert Allen Bartlett, campaigns. Boulder, Colorado Professor Emeritus of Physics at the University Fred Cohen, of Colorado, Boulder. Frequent speaker on the New York, New York meaning of exponential growth. President of King World International, han- dling worldwide distribution of “The Oprah Ted Bookstaver, Winfrey Show” and numerous other shows. New York, New York Former director of cultural affairs, PBS. Director of International Sales, King World International Annual Report 2000 19 Deecie McNelly Denison, Richard S. Halpern, Ph.D., Fairlee, Vermont Atlanta, Georgia An organizational and education consultant with Independent consultant in strategic marketing extensive experience in teaching communication and opinion research. Adjunct Professor of courses at the college level and experience with Mass Communications at Georgia Institute of international and cross-cultural issues. Technology. Retired Global Director of Adver- tising Research of Coca-Cola Company. Lucy Lee Grimes Evans, New Canaan, Connecticut Maisha L. Hazzard, Ph.D., A columnist with the Stamford Advocate. Also Inglewood, California a district representative for Zero Population Former Professor of Telecommunications and Growth and a longtime population stabiliza- co-founder of Communication and Develop- tion advocate. ment Studies at Ohio University; served as special advisor, trainer, strategic communica- Lindsey Grant, tion specialist, and/or head writer/producer Santa Fe, New Mexico for communication and development projects A writer and former Deputy Assistant Secretary for governments, media entities, universities, of State for Population and Environment. His and social service agencies in the Caribbean, books include Juggernaut: Growth on a Finite Africa, India, and the USA; currently, Presi- Planet, How Many Americans?, Elephants in the dent of SpiritWorks Communications and Vice Volkswagen, and Foresight, National Decisions: President of Strategic Developments at The Horseman and the Bureaucrat, and Too BreakAway Technologies in Los Angeles. Many People: The Case for Reversing Growth. Marilyn Hempel, Hope S. Green, Claremont, California Burlington, Vermont Executive Director of the Population Coalition Consultant to public broadcasting companies of the League of Women Voters and a member and others, founding board member of World of the Executive Committee of the U.S. Sus- Radio and Television Council, formerly both tainable Population Policy Project. president of Vermont Public Television and vice chair of the PBS Board. Dr. Tony Johnston, Nairobi, Kenya Lynn Gutstadt, Executive Director, Population Communication San Anselmo, California Africa. Previously Director, UNFPA Program for Former Vice President of Audience Research Population IEC Research Training, Eastern and for the CNN News Group. Founded and built Southern Africa. department, overseeing all programming and consumer marketing research for the Shiv Khare, CNN television networks and Internet sites. Bangkok, Thailand Currently independent consultant in media Executive Director of the Asian Forum of and marketing research, based in northern Parliamentarians on Population and Develop- California.

20 Population Media Center ment. Previously was Secretary-General of the Dr. Charles L. Remington, World Assembly of Youth in Copenhagen and New Haven, Connecticut Executive Director of the Youth and Family Professor of biology (emeritus) at Yale Univer- Planning Program Council of India. sity. Program Chair of the first national Con- gress on Optimum Population and Environ- Richard D. Lamm, ment in 1970. Co-founder with Paul Ehrlich of Denver, Colorado Zero Population Growth and past Chair of the Director of the Center for Public Policy and ZPG Foundation. Teaches an interdisciplinary Contemporary Issues and a professor at Denver course at Yale entitled “World Population and University. Member of the board of the Federa- Environmental Issues.” tion for American Immigration Reform. Former three-term governor of Colorado, and past Dr. Everett Rogers, president of Zero Population Growth. Albuquerque, New Mexico Professor of Communication and Journalism at Vincent Maduka, the University of New Mexico and leading Lagos, Nigeria researcher on the effects of entertainment- Past Director-General of the Nigerian Televi- education soap operas in developing coun- sion Authority (until 1986); now heads his tries. Co-author of Entertainment-Education: A own private sector broadcasting organization. Communication Strategy for Social Change.

Leopoldo Peralta, Hon. Tom Sawyer, Queretaro, Mexico Washington, DC President of the Mexican Population and Cultural Congressman from Ohio and Co-Chair of the Foundation and a regional director of the Na- Population Task Force of the U.S. Congress. tional Institute on Migration in the Secretaria de Gobernacion of the government of Mexico. Jerri Lea Shaw, Former congressman in the Mexican Congress. Bethesda, Maryland Also an industrialist with operations in Mexico Founder and President of a consulting firm City, Morelia and San Juan del Rio, Mexico. focused on strengthening health care policy, financing and service delivery. Roger Pereira, Bombay, India O. J. Sikes, Head of Burson-Marstellar Roger Pereira Com- New York, New York munications and past producer of Humraahi, Deputy Director of the Latin America and an Indian family planning soap opera. Caribbean Division, U.N. Population Fund (UNFPA). Formerly Chief of UNFPA’s Educa- Dr. David Pimentel, tion, Communication & Youth Branch; devel- Ithaca, New York oped UNESCO’s population education pro- Professor of Ecology and Agricultural Sciences gram in the early 1970s; designed innova- at Cornell University and a prolific author and tive approaches to population communica- speaker about population issues. Member of tion and education with the Carolina Popu- the Executive Committee of the U.S. Sustain- lation Center in the 1960s. Work experience able Population Policy Project. in 40 countries. Annual Report 2000 21 KEY PERSONNEL OF Dr. Arvind Singhal, POPULATION MEDIA CENTER Athens, Ohio Professor of Communications at the School of William Ryerson — William Ryerson, PMC’s Communications at Ohio University and a founder and President, has a 30-year history of researcher of the effects of entertainment- working in the field of population, including 15 education programs. Co-author of Entertain- years of experience in adapting the Sabido ment-Education: A Communication Strategy for methodology for behavior change communica- Social Change. tions to various cultural settings worldwide. He has also been involved in the design of research Monique Tilford, to measure the effects of such projects in a Takoma Park, Maryland number of countries, one of which has led to a Development Director of the Center for a New series of publications regarding a serialized radio American Dream. Former Executive Director of drama in Tanzania and its effects on HIV/AIDS Wild Earth and previous Executive Director of avoidance and family planning use. Mr. Ryerson the Carrying Capacity Network. is listed in several editions of Who’s Who in the World, Who’s Who in America and Who’s Who in Peter C. Vesey, the East. Atlanta, Georgia Peter Ames — Executive Vice President Peter An international broadcasting consultant who Ames has been active in the population field works with clients in the developing world. for 30 years, both professionally and as a Previously, at CNN, developed the CNN Inter- volunteer. He has worked as a researcher at national networks. the Population Council and as Director of Finance and Administration with the Associa- Dr. Charles Westoff, tion for Voluntary Surgical Contraception. He Princeton, New Jersey holds a J.D. in International Law and Business Maurice P. During ’22 Professor of Demo- from Harvard Law School, and has studied graphic Studies and Sociology at Princeton development economics, international organi- University, specializing in population policy zations and languages at Johns Hopkins and in fertility and family planning research School of Advanced International Studies in in developing countries. From 1974 to 1992, Italy. He has worked in 25 countries and is he was Director of the Office of Population the author of many articles, including a chap- Research at Princeton University. A specialist ter on “Laws Relating to Contraception, Abor- in demographic research in Africa. tion and Sterilization” for the report of the President’s Commission on Population Growth David Yount, and the American Future. Duluth, Minnesota Rose Haji — Rose Haji is a producer for Radio Research ecologist with the U.S. Environmen- Tanzania and oversaw production of the serial- tal Protection Agency from 1972 to 1999; ized radio drama Twende na Wakati, which, current research in human carrying capacity as from 1993 to 1997, was successful in chang- an indicator of regional sustainability. PMC ing behavior with regard to HIV/AIDS prevention and reproductive health on a population- wide level in Tanzania. 22 Population Media Center on a theoretical framework in which Dramatic Tom Kazungu — Director of Top-Com Produc- Theory, the Social Learning Theory of Profes- tions of Nairobi, Tom Kazungu has produced sor Albert Bandura of Stanford University, three radio serial dramas in Kenya using the Communication Theory and Sabido’s own Sabido methodology to promote avoidance of Theory of the Tone interact), is serving as a HIV/AIDS and family planning use, starting in consultant to Population Media Center and 1986. In addition, he has provided training other institutions in several countries. For and technical assistance to radio producers over 17 years, he served as Vice President for and writers for application of this methodol- Research for the Mexican network, Televisa, ogy in Tanzania, Botswana, and India. He where he created his now famous serial dra- serves as Director of Radio Production Training mas or telenovellas, and then took his enter- for Population Media Center. tainment-education concept to the Internet, Dra. Anameli Monroy — Dra. Monroy is PMC’s in a new endeavor called “web-novella”. His Country Representative in Mexico. A practicing work has been recognized around the world. psychologist, she is a leader in the field of He is President of the World Association of adolescent pregnancy prevention. She founded Producers of Entertainment-Education. and runs the Adolescent Orientation Center of Marcio Schiavo — Marcio Schiavo is PMC’s Mexico and has served as a youth advisor to Country Representative in Brazil. He is also numerous organizations, including the World director of Comunicarte of Brazil, which to- Health Organization, the United Nations gether with PMC, works to influence the Population Fund and the Kellogg Foundation. content of prime time entertainment program- Dr. Negussie Teffera — Dr Negussie is PMC’s ming on the most popular programs on televi- Country Representative in Ethiopia. He is the sion with regard to population and reproduc- former Director of the National Office of Popu- tive health issues. lation. In that role over a seven-year period, he Rodney Shaw — Rodney Shaw is founder and wrote the country’s population policy and past president of The Population Institute and oversaw its adoption and implementation. Dr. has been a leader in the population field for 30 Negussie holds a Ph.D. in Communications from years. He also started the Methodist Depart- Cardiff University in Wales and has extensive ment of Population Problems and the Religious experience in radio production. Coalition on Abortion Rights. He is past Senior David Poindexter — David Poindexter has 30 Vice President of Population Communications years of experience in communications strate- International. He serves as Senior Vice Presi- gies related to family planning and reproduc- dent of PMC from Washington, DC. tive health worldwide, including 23 years of Ramadhan Swalehe — Ramadhan Swalehe applying the Sabido methodology in various oversaw the formative and evaluative research cultural settings in Asia, Africa and Latin process for the radio serial drama, Twende na America. He was founder and President of Wakati, in Tanzania that was successful in Population Communications International. He changing behavior with regard to HIV/AIDS serves as a program consultant and as Honor- avoidance and family planning use. He currently ary Chair to Population Media Center. serves as an information, education & communi- Miguel Sabido — Miguel Sabido of Mexico, cation specialist with the Tanzania Social Action who pioneered in the use of commercial serial Fund, in addition to his work as Research Trainer dramas to achieve positive social goals (based for Population Media Center. PMC Annual Report 2000 23 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]

Edited by: Larissa Vigue