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Corporate Social Responsibility
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6.26.2008 - 12:44pm ET
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PCI-Media Impact Launches Radio Soap Opera in California
(CSRwire) - June 26, 2008 - PCI-Media Impact, a global not-for-profit producer
of TV and radio shows in over 27 countries, announced the U.S. premier of
the first of four radio serial dramas to be broadcast by the Radio
Bilingue network. Radio Bilingue, the Spanish language radio network, will
air the programs on six radio stations in California and one in Arizona
during the month of June. The program will also be available through its
web stream.
The first series will focus on migration issues, with subsequent
broadcasts to focus on sexual and reproductive health issues,
masculinity/gender roles, and women's health. The series was co-produced
by PCI-Media Impact and El Centro Universitario del Sur (CUSUR) of
the University of Guadalajara in Jalisco, Mexico.
The first drama, Al Otro Lado: Alla esta el Dinero, Aqui la Vida
(The other side: There is the money, here is life), focuses on a
group of women in the twilight of their lives, some who have lived and
worked in the US when they were younger. The women have started a
cooperative-farm at home in Mexico and are asking the government with
assistance in building greenhouses. Finally, without government support,
they build the greenhouses themselves, with not a single man involved, as
they are all working in the United States. The story provides practical
information on government services for Mexican migrants and their
families. The show was inspired by, written by and performed by a group
of women working in one such cooperative.
The second series to be broadcasts is the 16-episode radio serial drama
De 10 a 19 (10 to 19). The show includes characters such as savvy
Pildorina (Little Pill), Don Falopio (Mr. Fallopian) and gossipy Doña
Herpes (Mrs. Herpes) who together mix humor with straight talk, creating a
drama that teaches young people about sex, birth control, and sexually
transmitted diseases. At every plot turn, Pildorina is quick with a
well-informed answer.
Maria Erana from Radio Bilingue, is excited about the broadcasts and
believes that the dramas are relevant to the immigrant communities
listening to the network.Radio Bilingue's audience is 95% Latino, with
more than 50% low-income families.
"Both radio novellas are produced with the Entertainment-Education
methodology that promotes social change motivating behavioral change of
listeners. Although, both dramas were created in Mexico, and based on the
lives of youth and adults in this country, we know that daily life drama
has a strong empathy with other Latin-American populations because of the
shared ideological and cultural backgrounds," says producer and long-time
PCI-Media Impact collaborator, Enriqueta Valdez from University of
Guadalajara. "We have the certainty that we will touch the emotional
fabric and the conscience of the audience in California, since most of the
Latin-American population comes from Mexico."
Youth educated in sexual and reproductive health, entertainment-education
methodology, and radio production produce the show and promote the
services of the fictional University’s health clinic. The team makes
appearances at high schools, answers questions, and gives away condoms,
prizes, and information to young fans.
"This show talks about sex and sexual health as it matters to young
people," said PCI Media-Impact Executive Director, Michael Castlen. "It's
done in an honest, direct and humorous way because we want to engage young
people and make sex education approachable and fun. We want young people to
take charge of their lives, to be responsible, and that's what this show
conveys."
An impact evaluation study will be conducted to gauge De 10 a 19's
impact.
About PCI-Media Impact
Since 1985, PCI-Media Impact's programs have addressed the root
causes of poverty and have encouraged people to make choices that lead to
better health and sustainable development. Working with local partners
worldwide, PCI-Media Impact produces carefully researched and
culturally sensitive radio and television dramas that combine the power of
storytelling with the reach of broadcast media. For more information,
please visit PCI-Media Impact's website at www.pci-mediaimpact.org
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