August 8, 2007 - PCI-Media Impact, a global not-for-profit producer of TV and radio shows in over 25 countries, announced today its newest radio show currently on-air in Ecuador. Co-produced through PCI-Media Impact's innovative My Community initiative with its Quito-based partner, Colectivo Pro Derechos Humanos (PRODH), Domingo 7 (Knocked Up) empowers and informs at-risk Ecuadorian youth.

A young girl's struggle to resist social pressures - drugs, gangs and unprotected sex - and the journey she takes to reclaim her life lies at the heart of the weekly radio drama. Maria, faced with an unexpected pregnancy, poverty and loneliness, decides to cultivate self-esteem and move forward with her life. She becomes a role model for others her age facing the same challenges, embodying the every-day hardships that young people living in Manabi, Ecuador face.

The storyline involves characters that closely resemble the hopes and fears of Manabi's youth. There's Maria, 15, distracted, doubtful and pretty, but poor. Pepe, 18 and Gloria, 16, both middle class, the former is an orphan while Gloria, impulsive and tyrannical, gets involved with a gang. Finally, nineteen-year old Mauricio, a romantic at heart, works in a car shop and longs for Maria's love.

The radio drama takes place in Manabi and focuses on the experiences of young people struggling to survive in an environment of material and emotional scarcity. Moved by peer pressure or by lack of affection at home, several join a gang. Maria, a transitional character in the story, is invited by her good friend, Gloria, to become a gang member. At first, Maria considers the offer, but quickly learns of the cruel fate awaiting her if she does. Instead, she establishes a loving relationship with Mauricio, one of the show's positive characters, and the two begin an open dialogue about the best way to care for themselves.

Manabi, known for its beautiful beaches and quaint fishing villages, is also extremely poor. 74.8% of the population is impoverished and 50% are classified as living in extreme poverty. Family disintegration, domestic violence, underemployment, low education levels and school drop out are widespread. Poverty leads to early pregnancies: Between 1998 and 2006, Manabi's rate of adolescent pregnancy increased from 9.8% to 18%. One out of every five children is born to an adolescent mother under eighteen years of age. Adding to the already high rate of early pregnancy, over 30% of Manabi's youth claim their first sexual encounter before [the age of] 17 years of age.

"This is about young people banding together to do something positive," said PCI Executive Director, Michael Castlen. "Youth have always embraced messages when they're delivered creatively. Manabi is a place where our programming can have a real impact. Despite overwhelming odds, lack of opportunity and access to basic public health information, these kids have found an outlet to express their creativity and vent their frustrations."

Broadcast in Spanish by Radio Alfaro, the drama is part of a lively, mixed format audience call-in show - De Pies a Cabeza (From Head to Toe) that features expert interviews, reports, music and contests. The radio program is a safe-haven for youth who want to take control of their lives and make informed sexual and reproductive health decisions. Currently the program is broadcast on two radio stations and targets adolescents between the ages of ten through nineteen in urban settlement communities. The show has over 10,000 listeners. Sixteen episodes will air through August, 2007

"A lot of people said that they'd love to be part of the production team, although they're a little embarrased to talk about sexuality," said Gregorio Perez, one of the shows young producers. "They like the fact that this is a project for young people and that everybody can freely express their thoughts and feelings."

PCI-Media Impact's My Community initiative builds on the organization's relationship with partners and partner organizations throughout Mexico and Central and South America. The initiative helps us develop new relationships in the region and helps PCI-Media Impact create a formal network of mutually supportive grass-roots organizations advocating for greater rights and better health through the use of communications. To learn more about PCI-Media Impact and My Community go to www.pci-mediaimpact.org.

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

About Colectivo Pro Derechos Humanos (PRODH)

Since 1993 "Colectivo Pro Derechos Humanos" has promoted the understanding of Human Rights and supported citizens to take actions by warning against human rights violations in Ecuador and in the world. In addition, it facilitates communication among organizations and public spaces to promote Human Rights information.

PCI-Media Impact

PCI-Media Impact

PCI-Media Impact is at the forefront of innovative social change communications programming. Its pioneering approach uses creative media, the power of storytelling and the reach of broadcast media to mobilize individual, community and political action in the areas of sexual and reproductive health, HIV/AIDS, environmental conservation and sustainable development, human rights and democracy.

For over twenty years, its programming has captured people's imagination. Media Impact has trained hundreds of organizations and community leaders in the effective use of media. Working with media professionals, it has completed more than 242 productions, including radio and television serial dramas, comic books, documentaries and public service announcements reaching hundreds of millions of people in 27 countries around the world.

From Mexico to India, Kenya to China, Media Impact has been: "Telling Stories, Saving Lives." For more information, please visit the website at www.mediaimpact.org.

PCI Media Impact Videos:

Click here to watch Who is Media Impact?
Click here to watch Behind the Scenes of PCI Media Impact
Click here to watch Taru Has Changed My Life: Educational Radio Soap Opera

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