Sonny Fox Senior Vice President, Population Communications International (PCI) (http://www.population.org/index.shtml) March 10, 2004

1. 777 United Nations Plaza, 5th Floor
New York, NY 10017-3521
www.population.org

2. PCI Methodology
• Formative Research
• Values Grid
• Creative and Technical Training
• Scriptwriting - Pilot Episodes
• Listener Groups - Feedback
• On-air Monitoring - Feedback
• Impact Evaluation
• Sustainability
Literature Review
Public Health Data
Service Providers
Broadcast Opportunities

3. PCI Worldwide

4. China

5. Africa
UshikwapoUshikwapo
ShikamanaShikamana
(If Assisted,
Assist Yourself)

6. The Caribbean

7. Does It Work?
• September 1999 “Studies in Family Planning”
– Tanzania serial radio drama Twende Na Wakati
– 2-year national field study

8. Does It Work?
• Married women who listened were more likely to
adopt family planning than those who didn’t listen
• Self-efficacy increased related to
– family size
– ideal age for marriage
– approval of contraceptive use
– spousal communication about family planning
– knowledge of current methods
• 79 family planning centers reported a 25% increase in
new clients
• Contraceptive prevalence increased from 10% to 18%
over the 2-year period
• Knowledge of HIV/AIDS and prevention increased
dramatically

9. India

10. 360 Degree○
Social Marketing
Soap
Opera
Music Events
Ad Campaigns
Billboards
PSAs
Service
Provider
Relationships
Listener Group
Interaction
Street Theater
Talk Shows
Comic Strips

11. PCI