La Caldera is a 21-episode radio drama that first went live in Bolivia in October 2012. Through relatable stories and plotlines, the drama addresses sexual and commercial exploitation and trafficking while serving as a platform for dialogue on these issues. Coalition members from target regions were chosen based on the high prevalence of recruitment, trafficking and exploitation in these areas. Our target audience are lower middle-class youth and their families, especially girls and women aged 11 to 22 who have been identified as most vulnerable to trafficking and sexual exploitation.

The incredible reception to the production and messaging of La Caldera has drawn the attention of radio stations, the press and civil society organizations.

Today, La Caldera is being broadcast on over 155 stations across Bolivia. Furthermore, PCI Media Impact and our local partner, Pastoral de Movilidad Humana, have joined the “Mesa Contra la Violencia Sexual Comercial,” a roundtable intended to unite forces against commercial sexual violence. The purpose of this coalition is to bring together local actors to defend, protect and provide support for girls, boys and adolescents who have suffered or are at risk of suffering from sexual or commercial exploitation.

La Caldera has been recognized as a centerpiece for discussion and action on trafficking nationally and internationally, which is driving enduring social change on an individual and policy level.

To listen to La Caldera and to view the promotional videos and materials, please visit the “Productions” section

of our website:

www.mediaimpact.org

Newsletter

Spring 2014

Boiling Over with La Caldera

In late January, we launched two new weekly radio serial dramas with supporting call-in shows in Sierra Leone and Guinea. Framed around our academically rigorous Entertainment-Education methodology, these dramas integrate key forest protection themes into an engaging storyline to educate and encourage discussion among listeners.

Gbengbeh Soyama airs in Krio (the de-facto national language of Sierra Leone, spoken by about 97 percent of the population) and Yete Kane broadcasts in Sousou (a local Guinean language), but the titles of both dramas roughly translate to “getting pepper in your own eye,” a common regional saying similar to “shooting yourself in the foot.”

Set in a forest community, both programs follow the saga of characters who must overcome the challenges of unsustainable forest practices and unhygienic living conditions to improve their health and future livelihoods.

Following the broadcast of each episode, a radio DJ hosts a talk show to discuss the issues facing the characters and interview expert guests. Listeners are encouraged to call in to ask questions and share their opinions.

These programs are designed to reach some of the most remote communities living in the Upper Guinean Forest ecosystem, many of which have limited access to radio and mobile technology.

In order to reach this vulnerable population, we established 10 listener groups in each broadcast region and have provided them with a radio and a cell phone to ensure their participation with the drama and call-in show.

Gbengbeh Soyama first broadcast on January 31st during a launch event in chiefdom Fintonia, in Northern Sierra Leone, with over 100 community members from 10 different villages in attendance. Local celebrity and well-known creative personality, Battuta ARD Kamara, hosted the event. He welcomed guests, introduced the drama and facilitated a discussion amongst attendees about their reactions to the characters and the stories. Kamara also introduced town chiefs, who

New Dramas Hit Airwaves in West Africa

enthusiastically expressed their support for the drama and reiterated how special it is that for the first time there is a drama based on life in their communities.

Yete Kane launched during a similar event in the chiefdom of Madina Oula, in Western Guinea, on February 1st, with 100 diverse villagers attending. Each event included traditional music and dancing as well as a performance by a local theater troupe that centered on the importance of protecting the forest and endangered chimpanzees.

Later this spring, three more dramas of this kind will begin broadcasting in additional languages across Guinea, Ivory Coast and Liberia. Stay tuned!

The launch event for Gbengbeh Soyama was filled with music, performances and presentations.

Today, 25 percent of all of Africa’s elephants reside in Tanzania. However, if unsustainable poaching practices continue at their current rates, it is projected that no elephants will call Tanzania home after 2020. The country is losing 30 elephants a day, or nearly 11,000 a year. Nearly half of the country’s elephants have been shot, speared or poisoned since 2007, which means that, sadly, only 60,000 remain.

Poaching is a significant health and safety risk for poachers and their communities. Not only does poaching bring crime into a village, but the poachers become susceptible to accidental injuries from their weapons and the pursuit of wild animals, and they are more likely to contract malaria. Law enforcement officers also face greater risks while trying to bring offenders to justice. Moreover, as animal populations diminish, so does wildlife-related tourism, which has traditionally provided major sources of income as well

as crucial tax revenue for education and the maintenance of roads and buildings across the region. In short, poaching robs future generations of their heritage and national pride.

In an effort to bring an end to these poaching practices, we’ve partnered with Mrisho Mpoto, Tanzanian musician, activist and storyteller, to produce Deni La Hisani (A Debt of Courtesy), to change behaviors on this important issue. Mrisho seeks to promote the traditional African reverence for animals while raising awareness about the long-term effects of poaching. True to our Entertainment-Education methodology, this song, which has been adapted into a compelling music video, reminds Tanzanians of their deep love for African animals and how closely the futures of humans and wildlife are correlated.

Deni La Hisani is part of our larger My Wildlife – My Community countrywide

initiative that seeks to combat poaching practices through dialogue-based awarness. In addition to Mrisho’s music, the program includes a 25-episode serial drama (Temboni), call-in radio shows and community activities that allow listeners to engage with all sides of the issue.

Since wildlife sustainability is a complex issue, we are using communications-based approaches to motivate community members and to inspire long term changes in individual and collective behaviors.

Moving forward, we plan to launch a countrywide campaign, with Mrisho as the Ambassador. This will include concerts, TV and radio broadcasts and community discussions that center around poaching, bushmeat consumption and the important role wildlife plays in ensuring the long-term prosperity of Tanzania. Stay tuned for more on this exciting new program!

To listen to Temboni, watch the music video or donate to this project, please visist our website:

www.mediaimpact.org

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From Poland to Thailand, by way of Ethiopia, Peru and Haiti, we’ve been on the road over the past few months, helping a number of organizations “turn up the volume” on their communications work.

• Warsaw, Poland: In November, for the second year in a row, we partnered with the United Nations Framework Convention on Climate Change, to teach a Communications for Development (C4D) workshop, coaching a group of community members from around the world who were being recognized for their innovative work in the field of climate change adaptation and mitigation.

• Addis Ababa, Ethiopia: In January, we taught an intensive C4D workshop for the First Ladies Initiative, a coalition of African First Ladies – the Presidents’ wives – working on diverse health and social issues across the continent.

• Arequipa, Peru: In February, we partnered with Women’s World Banking to produce a short documentary on women’s microfinance in rural South America.

• Bangkok, Thailand: In February, we taught a week long course, at the Rotary Peace Center in Bangkok, on strategic communications to a diverse and vibrant group of international “Peace Fellows” – professionals working in the field of conflict resolution and peacebuilding.

• Haiti: In March, we spent a week with Oxfam’s program staff in Haiti, guiding them through their C4D initiatives in Port au Prince and in Cap Haitien.

To learn more, donate or get involved, visit our website www.mediaimpact.org

PCI Media Impact 777 United Nations Plaza, 5th Floor, New York, NY, 10017 USA T +1.212.687.3366

For more information contact Director of Partnerships, Alex Cottin at acottin@mediaimpact.org

As part of our ongoing initiative to learn and apply new ways to communicate more successfully, staff, Board members, partners and guests received tips on how to increase productivity while creating a stronger culture of innovation and communication in the workplace. Board Member, Author and C4D Expert Arvind Singhal came in to lead two interactive and thought-provoking workshops on Liberating Structures and Positive Deviance. Thanks Arvind!

To learn more about Liberating Structures and Positive Deviance, please visit: www.liberatingstructures.com.

From “Liberating Structures” to “Positive Deviance”

“Turning Up the Volume” around the World

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Vanessa Crowley Program Officer, New York

Alex Grigor Senior Communications Advisor, Gabon

Abdul Jueh Jalloh STEWARD Campaign Manager, Sierra Leone

Graciela LealMonitoring & Evaluation Manager, New York

Kingsley MaduekeCampaign Manager, Nigeria

Francesca de Maria Message Design Manager, Mozambique

Pedro MuiamboScriptwriter, Mozambique

Faya Malaya OuendenoSTEWARD Communications Officer, Guinea

Jose SanchezProgram Officer, Belize

Tom SkeeleChief Operating Officer, New York

Kemoh YendaSTEWARD E-E Coordinator, Sierra Leone

Welcome Aboard!We’re delighted to announce the following additions to our team:

Whether it’s through a direct contribution to one of our

productions, a matching employer giving program, a gift of stock, an

honorarium or our bequest, “planned giving” program, there are many ways

in which you can support our work.

Support PCI Media impact in many ways...