Population Media Center (PMC)

Population Media Center works worldwide using entertainment-education for social change. PMC’s programs encourage positive behavior change among the audience.   Wht PMC is Unique We use a Whole Society Strategy and sophisticated audience research methods We use multiple media to target the message exactly to local and regional audiences We focus our efforts in countries and regions with the highest need We support local producers and writers to create indigenous programs We work with national and local broadcasters to air locally-produced programs   Population Media Center was founded in 1998 by William Ryerson, with the intention of using the extensive experience of experts in entertainment-education to spread the application of the Sabido methodology in addressing population and reproductive health issues. In the fourteen years since PMC’s inception, the organization has been a pioneer in the use of new methodologies for informing people about reproductive health issues and promoting behavior change.   What we do Population Media Center (PMC) strives to improve the health and well-being of people around the world through the use of entertainment-education strategies, like serialized dramas on radio and television, in which characters evolve into role models for the audience for positive behavior change.   In each country in which it works, PMC builds a collaborative process between radio and/or television broadcasters, appropriate government ministries, and nongovernmental organizations to design and implement a comprehensive media strategy for addressing family and reproductive health issues. This involves:   Identifying the various cultural issues and prevailing attitudes affecting decision making about sexual risk behaviors within the country Analyzing barriers and opportunities for effective use of the mass media for promoting reproductive health Developing an action plan that incorporates as much of the broadcast media as possible in a concerted campaign designed to promote sexual and reproductive health