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Corporate Social ResponsibilityNews
3.06.2007 - 11:00pm ET
PCI Youth Radio Shows Change Lives in Central AmericaPopular Dramas Teach Youth about HIV/AIDS and Sexual Health
(CSRwire) March 7, 2007 – PCI, a global not-for-profit producer of TV and radio
shows in over 25 countries, celebrates the impressive first-year results
of two of its youth radio programs: "Que Ondas con tu Vida" (What’s
Up with Your Life?) and "La Ruleta: Donde las Emociones se Funden"
(The Roulette – Where Emotions Melt) produced and broadcast in
Honduras and Guatemala, respectively. "IPPF’s partnership with PCI has been extremely valuable to the institution and the affiliate organizations we work with in Latin America," said River Finlay, IPPF’s Youth/HIV Program Coordinator for the Western Hemisphere Region. "As reproductive health program and service providers, it’s critical that these organizations improve their capacity to promote their services, develop effective health messages, and transmit them through creative ways tailored to specific target audiences." In Peten, Guatemala, the NGO Asociacion Tan Ux’il registered an increase in young clients and demand for contraceptive products as a result of "La Ruleta," the radio drama they co-produced with PCI. Tan Ux’il promotes a wide range of family planning products available at their own pharmacy and has even launched a broad-based social marketing campaign for youth with posters, fliers and t-shirts. Even the NGO’s "Emergency Combo Packs" – which include two condoms and a course of emergency contraception pills – carry the radio drama’s name and logo. Tan Ux’il’s peer educators report that approximately 60% of new clients gained during the broadcast period referenced the radio drama as a main source of their motivation for seeking contraception. In addition: "We saw great potential in both programs and we were excited to provide support at the earliest stages," said PCI Executive Director, Michael Castlen. "However, we were surprised to see the impact these shows were having so soon after broadcast. It confirms our belief that PCI’s model is working, that it’s effective, and that our life-saving messages are reaching the people most in need of them." About PCI PCI is at the forefront of innovative social change communications programming. Working with local partners worldwide, we produce carefully researched and culturally sensitive radio and television shows that combine the power of storytelling with the reach of broadcast media. Our programs spark individual and community action on health, environmental and human rights issues. PCI is also a leading technical assistance provider to governments, NGOs and foundations. Since our founding in 1985, we have worked with local partners around the world to produce more than 45 radio and television programs in 25 countries. From Mexico to India and to Kenya to China, PCI has been: "Telling Stories, Saving Lives." For more information, please visit PCI’s website at www.population.org About "My Community" PCI's "My Community" Program fosters social and behavior change communications programs throughout Latin America through an intensive program of training, seed grants, and technical assistance. For more information about "My Community" - Latin America, please click here. For more information please contact:
Michael Castlen, Executive Director
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