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Sonny Fox Senior Vice President, Population Communications International (PCI) (http://www.population.org/index.shtml) March 10, 2004
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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