PCI-Media Impact (formerly Population Communications International) is a New York-based Non-Governmental Organization founded in 1985, focusing on improving health, promoting human rights and bringing social advancement through the use of creative media. The organization changed its name to PCI-Media Impact in 2007. The group's budget is financed by private donations, foundation grants and occasional donations from the United Nations.[1]
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Focus
The organization's specific program focus includes: sexual and reproductive health, HIV/AIDS, women’s empowerment, human rights, environmental conservation and economic opportunity. PCI-Media Impact attempts to help produce culturally relevant, research grounded entertainment-education programs to address these issues.[2]
History
Social awareness conferences
In 1992, PCI-Media Impact co-sponsored a program called DREAM, or Development Rehabilitation of the Environment through Arts and Media, in conjunction with the Philippine Earth Savers Movement. The purpose of the program was to encourage young people to get involved in the Earth Summit via artistic and media projects.[3]
In 1995, the organization hosted a forum in New York City, in which they invited talk show hosts and executives, to discuss their responsibilities to the public in discussing social issues. Thirteen of the nineteen national talk shows sent production executives to the conference, and talk show hosts Montel Williams, Rolonda Watts, Jerry Springer and Mark Wahlberg attended. Donna Shalala also was present at the conference, and gave the key note address.[4]
PCI-Media Impact has also hosted an annual Soap Summit Conference to educate daytime soap opera writers, producers, and network executives about social and health issues that can be incorporated in future story lines to help educate viewers. During the conference the Sentinel Award is presented, for notable portrayals in daytime soap operas that inform, educate, and motivate viewers to live safer and healthier lives. The awards are a result of a partnership between the Centers for Disease Control and Prevention (CDC) and the USC Annenberg Norman Lear Center. In 2001, as a result of this conference, the television drama The Bold and the Beautiful decided to begin airing a storyline in which one of its characters dealt with being diagnosed with HIV, along with airing a toll-free number for the CDC National AIDS Hotline after the show. The program's producers later revealed that after one scene, the toll-free number received over 5,000 calls. The actor who played the role of the HIV-positive individual received the Sentinel Award in 2002.[5][6]
In 2005, the organization hosted a conference in Washington D.C. for discussion of how television programs of all types can provide accurate health information, such as on the topic of HIV/AIDS, while also entertaining the public.[7]
Radio and television programs
In recent years, PCI-Media Impact has helped produce over 75 radio dramas and television soap operas in countries around the world, dealing with education and awareness of various social issues.[1] These countries include India[8], Kenya, Tanzania, Rwanda[8] Pakistan[1], China[9], Mexico, Peru, Guatemala, and Honduras.
In 2004, PCI-Media Impact launched a new program designed to build capacity in local grassroots organizations dedicated to promoting improved health and local economic sustainability. The program called "My Community" enabled local coalitions of radio broadcasters, NGOs, government agencies and service providers to create and sustain radio and entertainment-education campaigns that educate and drive demand for local services.
In 2005, PCI trained more than 20 coalitions across Latin America, helping these groups to develop media programs. By 2006, those groups had broadcast nine original, locally-produced radio projects in various local languages. In 2007, PCI announced plans to have 31 radio programs on the air, reaching a potential audience of 40 million listeners.
References
- ^ a b c "With Hint of Scandal, New Social Values Are Sold". The New York times. 1993-01-05. http://query.nytimes.com/gst/fullpage.html?res=9F0CE7DF1E39F936A35752C0A965958260.
- ^ Yvonne Shinhoster Lamb (2006-02-14). "Minister Rodney Shaw, 88; Population Control Activist". The Washington Post. http://www.washingtonpost.com/wp-dyn/content/article/2006/02/13/AR2006021302008.html.
- ^ Marvine Howe (1992-02-17). "Chronicle". The New York Times. http://query.nytimes.com/gst/fullpage.html?res=9E0CE1D61039F934A25751C0A964958260.
- ^ Lawrie Mifflin (1995-10-28). "Aim Higher, Forum Urges Talk Shows". The New York Times. http://query.nytimes.com/gst/fullpage.html?res=990CE7D9143AF93BA15753C1A963958260.
- ^ "Judith Light illuminates women's health". USA Today. 2002-11-01. http://www.usatoday.com/news/health/spotlight/2002-11-01-light-women_x.htm.
- ^ David Wainer (2008-04-01). "What TV can teach us". The Jerusalem Post. http://www.jpost.com/servlet/Satellite?cid=1206632383707&pagename=JPost%2FJPArticle%2FPrinter.
- ^ Greg Simmons (2005-12-15). "Health-Conscious Programming Takes Gov't. Cues". Fox News. http://www.foxnews.com/story/0,2933,178871,00.html.
- ^ a b Franziska von Scheven (2008-01-06). "Rwanda radio soap opera casts a healing spell". International Herald Tribune. http://www.iht.com/articles/2008/01/04/business/radio07.php.
- ^ "TV soaps a champion for reform in poor countries". The Taipei Times. 2003-11-20. http://www.taipeitimes.com/News/world/archives/2003/11/20/2003076566/print.
External links
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