PCI-MEDIA IMPACT INC
777 UNITED NATIONS PLAZA5TH FLOOR, NEW YORK, NY 10017 www.pcimedia.org

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Organizations Filed Purposes: WE USE THE PRINCIPLES OF SOCIAL BEHAVIOR CHANGE COMMUNICATION (SBCC) TO CRAFT A MESSAGE WHICH INSPIRES PEOPLE TO LEAD CHANGE IN THEIR OWN LIVES AND COMMUNITIES. SBCC IDENTIFIES WAYS IN WHICH PEOPLE CAN MAKE A DIFFERENCE THROUGH MODIFYING THEIR BEHAVIOR OR HABITS. THIS COULD BE ON AN INDIVIDUAL SCALE: FOR EXAMPLE, IMPROVING THEIR HEALTH THROUGH BETTER NUTRITION. OR IT COULD BE ON A GLOBAL SCALE: FOR EXAMPLE, PLEDGING TO MOVE TOWARDS A LESS RESOURCE-INTENSIVE LIFESTYLE FOR THE SAKE OF THE PLANET.- STRENGTHEN THE CAPACITY OF OUR LOCAL PARTNERS TO EFFECTIVELY USE COMMUNICATIONS TO CATALYZE CHANGE; - CREATE A COMMUNITY OF CONSTITUENTS WHO SUPPORT OUR COLLABORATIVE WORK; AND - PROMOTE POSITIVE CHANGES IN AUDIENCE KNOWLEDGE, ATTITUDES AND BEHAVIORS AROUND TARGET ISSUES. AS A RESULT, WE ARE PROMOTING A NEW GENERATION OF CHANGE-LEADERS USING COMMUNICATIONS TO EFFECTIVELY TURN UP THE VOLUME ON THEIR IMPORTANT WORK.

PCI-MEDIA IMPACT (PCI MEDIA) EMPOWERS COMMUNITIES WORLDWIDE TO INSPIRE ENDURING CHANGE THROUGH CREATIVE STORYTELLING. PCI-MEDIA IS A LEADER IN ENTERTAINMENT, EDUCATION AND SOCIAL CHANGE COMMUNICATIONS. FOR OVER A QUARTER CENTURY, WE HAVE WORKED WITH LOCAL PARTNERS TO PRODUCE PROGRAMS THAT ADDRESS THE MOST PRESSING SOCIAL AND ENVIRONMENTAL ISSUES. USING OUR UNIQUE MY COMMUNITY METHODOLOGY, WE ENGAGE AND EMPOWER AUDIENCES AROUND THE WORLD TO IMPROVE THEIR OWN LIVES. WORKING WITH LOCAL PARTNERS, WE HAVE PRODUCED MORE THAN 3,000 EPISODES OF 100 TV AND RADIO PRODUCTIONS. TOGETHER, THESE PROGRAMS HAVE REACHED MORE THAN 1 BILLION PEOPLE IN 34 COUNTRIES.

UNEP PROJECT - THE #WILDFORLIFE CAMPAIGN WAS LARGELY A DIGITAL "SOCIAL FIRM" STRATEGY WITH THE PRIMARY INTENTION OF BUILDING AWARENESS ABOUT THE ISSUE; POSITIONING UN ENVIRONMENT AS A MAJOR "PLAYER" ON ILLEGAL TRADE IN WILDLIFE (ITW) ISSUES; STARTING TO BUILD A PUBLICALLY CONNECTED COMMUNITY; AND LAUNCHING A RECOGNIZABLY BRANDED PROGRAM WHICH UN ENVIRONMENT AND KEY PARTNERS COULD BUILD UPON. THIS WAS DELIVERED THROUGH A RANGE OF DIFFERENT CHANNELS WHICH INCLUDED:1. UN ENVIRONMENT POSTS2. #WILDFORLIFE PARTNER POSTS3. GOODWILL AMBASSADOR (GWA) POSTS (CELEBRITIES)THIS OUTREACH WAS SUPPORTED BY A ROBUST WEBSITE; CREATION OF ORIGINAL VIDEO ASSETS FOR EACH GWA AND KEY PARTNERS IN MULTIPLE LANGUAGES; AND PSA-LIKE ASSETS TO PROMOTE THE OVERALL CAMPAIGN. THE CAMPAIGN SHOWCASES SPECIES AT THE FOREFRONT OF THE ENDANGERED LIST: TIGERS, SEA TURTLES, ROSEWOOD TREES, PANGOLINS, ELEPHANTS, RHINOS, ORANGUTANS, AND HORNBILLS.WILD FOR LIFE SAW DRAMATIC SUCCESS. OVER 30 MINISTRIES AND POLITICIANS PROMOTED THE CAMPAIGN; ITS DIRECT SOCIAL MEDIA OUTPUT HAD 2.5 MILLION TOTAL LIKES, COMMENTS AND SHARES; 10,000 INDIVIDUALS MADE EXPLICIT ONLINE PLEDGES TO ACT; AND 25,000 PEOPLE CHOSE A SPECIES TO CHAMPION AND SHARED THEIR MORPHS.ITS EARLY SUCCESS WAS LARGELY THANKS TO THE SOCIAL-FIRST STRATEGY THAT DREW IN NEW AUDIENCES THROUGH A GAMIFIED QUIZ AND MORPH TOOL, AS WELL AS THROUGH THE FOLLOWING OF INDIVIDUAL UNEP GOODWILL AMBASSADORS.GISELE BUNDCHEN'S ONLINE SHOW OF SUPPORT IS JUST ONE EXAMPLE OF THE ROLE MODELING WHICH DREW SUCH A FAN FOLLOWING:"TODAY I'M JOINING THE FIGHT TO SAVE THESE ENDANGERED SPECIES EVERYWHERE. PLEASE JOIN ME, FIND YOUR KINDRED SPECIES ON HTTPS://WILDFOR.LIFE/QUIZ AND HELP ME TO END THE CRIMINAL TRADE OF POACHING THAT IS PUSHING SPECIES TO THE BRINK OF EXTINCTION." [POST ON FACEBOOK SUPPORTING THE UNEP WILD FOR LIFE CAMPAIGN.]

MOZAMBIQUE - BLACK GOLD SYNOPSIS: TRADITION AND MODERNITY, FORCED TO TEAM UP TO DISCOVER NEW TRUTHS. BLACK GOLD IS THE STORY OF THE VILLAGE OF JAMBOLANE, A TRADITIONAL AFRICAN COMMUNITY, CONFRONTED WITH THE ARRIVAL OF A FOREIGN MINING COMPANY WHICH MUST NEGOTIATE THE RESETTLEMENT OF THE COMMUNITY AND THEIR ANCESTRAL SPIRITS IN ORDER TO EXTRACT COAL FROM THEIR LAND. TARGET AUDIENCE: WOMEN AGED 15-35 AND FRONT-LINE SERVICE PROVIDERS SUCH AS COMMUNITY HEALTH WORKERS, NURSES, TEACHERS, MAIDS AND POLICE OFFICERS.THE ISSUE: EACH YEAR, AROUND 6 MILLION CHILDREN DIE FROM PREVENTABLE AND TREATABLE ILLNESSES BEFORE REACHING THEIR FIFTH BIRTHDAY. THOSE WHO DO LIVE ARE AT RISK TO HEALTH ISSUES, SUCH AS STUNTING, WHICH 43% OF CHILDREN EXPERIENCE DUE TO MALNUTRITION. PCI MEDIA IMPACT PARTNERED WITH THE WORLD FOOD PROGRAMME, RADIO MOZAMBIQUE, AND UNICEF TO CREATE OURO NEGRO (BLACK GOLD), A RADIO DRAMA AIMED AT DISCUSSING ISSUES FACING MOZAMBIQUE WHILE OPENING A SPACE FOR DIALOGUE.OURO NEGRO WAS CONCEIVED AS THE FLAGSHIP PROGRAM FOR UNICEF'S FACTS FOR LIFE (FFL) INITIATIVE TARGETING WOMEN AGED 15-35. THE FACT'S FOR LIFE PROGRAM UTILIZES A SOCIAL AND BEHAVIOR CHANGE COMMUNICATION, THE USE OF COMMUNICATION TOOLS TO CHANGE BEHAVIORS, STRATEGY IN THE FORM OF A HANDBOOK. OURO NEGRO PULLS FROM THE FFL AND BEHAVIOR CHANGE INITIATIVE BRINGING IT TO LIFE VIA STORYTELLING IN AN EFFORT TO CONNECT WITH THE AUDIENCE. STORYTELLING IS SHARING OUR EXPERIENCES AND LIFE LESSONS. DOING SO CREATES AN AVENUE TO DISCUSS IMPORTANT ISSUES AFFECTING COMMUNITIES, CONFLICTING DIALOGUE CAN THEN IMPLEMENT CHANGE. THE DRAMA DISCUSSES THE FOLLOWING TOPICS THAT ARE IMPACTING THE NATION: NUTRITION, WITH A FOCUS ON IYCF; HIV/AIDS PREVENTION; HYGIENE AND SANITATION; MATERNAL AND CHILD HEALTH; AND PREVENTION OF VIOLENCE AND CHILD MARRIAGE.FOLLOWING EVERY BROADCAST ARE INTERACTIVE CALL IN SHOWS DESIGNED TO SPIKE DEBATE IN ORDER TO INITIATE CHANGE. ONLY WHEN INDIVIDUALS RECOGNIZE THAT CHANGE WILL POSITIVELY AFFECT THEIR LIVES WILL THEY FEEL THE NEED TO ACTIVELY CHANGE. THIS IS WHEN LASTING CHANGE OCCURS. OURO NEGRO'S STRENGTH IS THE ABILITY TO IDENTIFY WITH THE AUDIENCE. THE STORYTELLING ENTERTAINMENT-EDUCATION METHOD CREATES AN EMOTIONAL LINK BETWEEN AUDIENCE MEMBERS AND THE CHARACTERS. WITH THIS IN MIND, THE DEBATE AMONG AUDIENCE MEMBERS IS MORE LIKELY TO OCCUR BECAUSE THE AUDIENCE IS INVESTED IN, AND CAN RELATE TO, THE CHARACTERS.OVER 250 EPISODES OF THE OURO NEGRO RADIO DRAMA HAVE BEEN BROADCAST ON MORE THAN 70 RADIO STATIONS, REACHING UP TO 4 MILLION LISTENERS PER SHOW. THE DRAMA AIRS TWO NEW EPISODES PER WEEK AT 6:30PM, AND REBROADCASTS AT 2:30PM THE NEXT DAY. THEY FEATURE INTERACTIVE TALK SHOWS AND LOCAL LANGUAGE ADAPTATIONS.THEATER GROUPS ALSO TURN THE RADIO DRAMA SCRIPTS INTO PLAYS IN 14 LOCAL LANGUAGES AND PERFORM THE STORIES IN RURAL COMMUNITIES, FOLLOWED BY A DISCUSSION. A PEER-MONITORING APP ALLOWS GROUPS TO STAY CONNECTED, SHARE LESSONS LEARNED, AND IMPROVE EACH OTHER'S WORK. IN TURN, THE THEATER GROUPS RECORD THEIR PERFORMANCE AND PROVIDE RADIO STATIONS A STORY OF CHANGE TOLD IN LOCAL LANGUAGES. RADIO HOSTS ARE TRAINED TO ENGAGE LISTENERS VIA A POST-SHOW CALL-IN PROGRAM.

WA BICC - THE WEST AFRICA BIODIVERSITY AND CLIMATE CHANGE (WA BICC) PROGRAM IS A FIVE-YEAR INITIATIVE FUNDED BY THE U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT (USAID). IT BEGAN IN 2015, AND AIMS TO IMPROVE CONSERVATION AND RESILIENCE TO CLIMATE CHANGE IN WEST AFRICA. THE ISSUE: WEST AFRICA FACES WILDLIFE TRAFFICKING, LOW COASTAL RESILIENCE, AND DEFORESTATION. WITHOUT CAREFUL EFFORTS, THE RAPIDLY CHANGING REGION IS ILL-EQUIPPED TO DEAL WITH A SHIFTING CLIMATE, PUTTING ITS FUTURE AT RISK. OUR RESPONSE: WA BICC IS A 15-COUNTRY PROGRAM THAT IS SET UP TO TEST POTENTIAL ENVIRONMENTAL SOLUTIONS. IT IS IMPLEMENTED BY SIX PARTNERS, LED BY TETRATECH ARD. IT UTILIZES SUCCESSFUL RESULTS TO ADVOCATE FOR POLICY CHANGE AND BUILD CAPACITY ACROSS THE REGION. PCI MEDIA HAS DEVELOPED STRATEGIC PROGRAMS AND SOCIAL AND BEHAVIORAL CHANGE COMMUNICATIONS PRODUCTS THAT SHOWCASE OUTCOMES AND SHIFT SOCIAL NORMS. THESE INCLUDE RADIO DRAMAS, FILMS, SOCIAL MEDIA, AND TRADITIONAL ADVOCACY. BACKGROUND: THE UPLAND FORESTS, COASTAL RESOURCES AND WILDLIFE THAT SUPPORT THE SOCIAL, ECOLOGICAL AND ECONOMIC RESILIENCE OF WEST AFRICA ARE AT RISK. COMPLEX FORCES THAT DRIVE RESOURCE DEGRADATION ILLEGAL AND UNSUSTAINABLE LOGGING, WILDLIFE POACHING AND TRAFFICKING, POVERTY, POPULATION GROWTH AND WEAK GOVERNANCE THREATEN THE SUSTAINABILITY OF KEY TRANSBOUNDARY RESOURCES AND UNDERMINE THE ABILITY OF THE HUMAN AND NATURAL SYSTEMS TO RESPOND AND ADAPT TO CLIMATE CHANGE SHOCKS AND STRESSES. PROJECTED CHANGES IN THE WEST AFRICAN CLIMATE TEMPERATURE INCREASES ON THE ORDER OF 2-3 DEGREES CENTIGRADE, UNPREDICTABLE RAINFALL, AND THE GREATER FREQUENCY OF DROUGHTS AND FLOODS COULD AFFECT LIVELIHOODS AND CHALLENGE ECONOMIC GROWTH AND RESILIENCE ACROSS THE REGION.IMPACT: WA-BICC ADDRESSES BOTH DIRECT AND INDIRECT DRIVERS OF NATURAL RESOURCE DEGRADATION TO IMPROVE LIVELIHOODS AND NATURAL ECOSYSTEMS ACROSS THE REGION. THE PROJECT HAS WORK WITH PARTNERS AT THE COMMUNITY, NATIONAL AND REGIONAL LEVELS TO STRENGTHEN POLICIES AND SYSTEMS THAT IMPROVE NATURAL RESOURCE MANAGEMENT AND THE HEALTH AND RESILIENCE OF SELECTED COASTAL AND UPLAND FOREST ECOSYSTEMS. SOME OF THE OBJECTIVES OF THE PROGRAM ARE TO COMBAT WILDLIFE TRAFFICKING, IMPROVE COASTAL RESILIENCE IN WEST AFRICA, AND REDUCE DEFORESTATION AND FOREST DEGRADATION.

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