Harnessing the Power of Entertainment to Improve Reproductive Health Globally

777 United Nations Plaza, 5th Floor

New York, NY 10017-3521

www.population.org

PCI Methodology• Formative Research

• Values Grid

• Creative and Technical Training

• Scriptwriting - Pilot Episodes

• Listener Groups - Feedback

• On-air Monitoring - Feedback

• Impact Evaluation

• Sustainability

Literature Review

Public Health Data

Service Providers

Broadcast Opportunities

PCI Worldwide

China

Africa

UshikwapUshikwapo o

ShikamanShikamanaa

(If Assisted, Assist Yourself)

The Caribbean

Does It Work?• September 1999 “Studies in Family Planning”

– Tanzania serial radio drama Twende Na Wakati

– 2-year national field study

Does It Work?• Married women who listened were more likely to

adopt family planning than those who didn’t listen

• Self-efficacy increased related to

– family size

– ideal age for marriage

– approval of contraceptive use

– spousal communication about family planning

– knowledge of current methods

• 79 family planning centers reported a 25% increase in new clients

• Contraceptive prevalence increased from 10% to 18% over the 2-year period

• Knowledge of HIV/AIDS and prevention increased dramatically

India

360 Degree○ Social Marketing

Soap Opera

Music Events

Ad Campaigns

Billboards

PSAs

ServiceProvider

Relationships

Listener GroupInteraction

Street Theater

Talk Shows

Comic Strips

PCI