Download Using Entertainment to Improve Lives

Using Entertainment to Improve Lives:
Results from Sierra Leone
World Population Growth
12,000,000,000
Actual Numbers
8,000,000,000
6,000,000,000
4,000,000,000
2,000,000,000
0
1
150
300
450
600
750
900
1050
1200
1350
1500
1650
1800
1950
2050
Population Numbers
10,000,000,000
Year (AD)
“Human population reduction is not a quick
fix for environmental problems.”
- Corey Bradshaw and Barry Brook
“Slowing population
growth could provide
16-29% of the
emissions reductions
suggested to be
necessary by 2050 to
avoid dangerous
climate change.”
- Brian O’Neill, PNAS in
2010
“Each child adds about
9,441 metric tons of
carbon dioxide to the
carbon legacy of an
average female, which is
5.7 times her lifetime
emissions. A person’s
reproductive choices
must be considered
along with his day-today activities when
assessing his ultimate
impact on the global
environment.”
- Paul Murtaugh and Michael
Schlax
“Rapid population growth
exacerbates vulnerability
to the negative
consequences of climate
change, and exposes
growing numbers of
people to climate risk.
Population growth is also
one of the drivers of the
growth in greenhouse
gases that contribute to
climate change.”
- Kathleen Mogelgaard
Saving a gigaton of
carbon by reducing our
2050 population by 1
billion, through
education for women
and family planning
information and
services, would cost
1,000 times less than
any of the other
technical options nuclear power,
renewables, or
increased car
efficiency.
Use of Family Planning
• Since 1960, the contraceptive use rate
increased from 10% to 56%
• Total World Population: 7.0 billion
• Total Reproductive Age Population Married
or in Union: 2.3 billion
• Total Users of Modern Contraceptives: 1.3
billion
• Total Non-Users of Modern Contraceptives:
1.0 billion
• Total Unmet Need for Modern Family
Planning Methods: 0.4 billion
• Net Non-Users Who Don’t Want to Space
or Limit Childbearing: 600 million
• Top Reason for Non-Use:
Want More Children
Why are women pregnant if they
don’t want to be?
• Gender Inequality
• Lack of education
• Lack of control/male or family
opposition
• Fear of side effects of birth control
• Fatalism
• Religious Opposition
PMC Overview
• Population Media Center (PMC)
uses entertainment-education
• Works globally with broadcast
media (radio, TV, online, print)
• Non-profit, non-governmental
organization, 501(c)(3)
Some of the Issues We Address
Human Health
• Family Planning
• HIV/AIDS/STIs
• Reproductive Health
• Maternal & Child Health
• Nutrition
• Female Genital Mutilation
Human Rights
• Gender Equality
• Access to Education
• Domestic & Other Violence
• Child Marriage
Environment
• Climate Change
• Reforestation
Proven To Work Around World
Impacted more than 50 countries worldwide.
PMC Entertains!
Character-Driven: 3 Types
Positive Characters
Negative Characters
Transitional Characters
• Guided by remarkable
morality and embody the
positive values in the
“values grid”
• Are icons (an ideal to
which the audience can
aspire)
• Are constantly rewarded
for their positive deeds
• Embody the negative
values in the values grid
• Negative behavior is
slightly exaggerated
• Are regularly punished
for their bad behavior
• Occasionally suffer
internally and regret their
actions but DO NOT
CHANGE
• Most similar to target
audience
• Faced with real-life dilemmas
• Are rewarded or punished for
good or bad actions (oscillate)
•Struggle to change their
behavior
• Eventually move toward
positive behaviors and are
rewarded
Photo by Tom Getting
Photo by Ellen Morgan
Photo by Mark Pelleiter
Soap Operas for Social Good
PMC Rules: Entertaining & Dramatic
• Keep the audience
wanting more
• Focus on emotion
because it influences
behavior more than
cognitive
• Aim to be the top-rated
show on the air
Soap Operas for Social Good
PMC Rules: All Local
• Hire all local writers,
producers, and actors
• Choose best language
for that area/audience
• Test pilot episodes with
local audiences
Soap Operas for Social Good
PMC Rules: Long Running
• 208 episodes over two
years is ideal
• Characters to evolve at
believable pace
• Time for audience to
evolve
• Time for emotional
bonding with characters
Soap Operas for Social Good
PMC Rules: Research, Research, Research
• Formative research
• Monitoring and
evaluation during
broadcast
• Post-broadcast
evaluation
Soap Operas for Social Good
PMC Rules: Theory-Based
• Communication Theory
(Shannon & Weaver)
• Dramatic Theory (Bentley)
• Theory of the Collective
Unconscious: Archetypes
Stereotypes (Jung)
• Social Learning/Social
Cognitive Theory (Bandura)
• Triune Brain Theory (MacLean)
• Tonal Theory (Sabido)
Entertaining, but…
does it work?
Saliwansai
(“Puppet On A String”)
Saliwansai in Sierra Leone
• Radio serial drama
• 208 episodes
• Broadcast for 2 years
(April 2012 -- April 2014)
• Produced in Krio, a language
that 95% of the country speaks
or can understand
3 million listeners
In the nationally representative survey at the end
of the drama, 50% of the respondents said they
listened to the drama one or more times per week
while 40% said listening made them think about
their own behavior and 42% discussed the drama
with someone else.
Clinic monitoring at the mid-point found
50% of clients cited Saliwansai as their
primary motivation for seeking
family planning and reproductive health
services.
Saliwansai Family Planning
Listeners compared to nonlisteners were:
• 3.9 times more likely to have
heard about obstetric fistula
• 2.4 times more likely to
know that having more than
four children can put the
health of the mother at risk
• 2.2 times more likely to
believe that access to
contraception would not
encourage infidelity
Saliwansai Family Planning
Listeners compared to nonlisteners were:
• 1.8 times more likely to say that
they intend to use a family
planning method to delay or
avoid pregnancy in the future
• 1.6 times more likely to say
they talked to their family,
friends, or neighbors about
family planning in the last three
months
Saliwansai Sexual Health
Listeners compared to nonlisteners were:
• 4.1 times more likely to think
it is acceptable to provide
information on condoms on
the radio
• 3.7 times more likely to know
that it is possible for a healthy
looking person to have AIDS
• 3.1 times more likely to know
that consistent use of condom
can reduce risk of getting AIDS
Saliwansai Sexual Health
Listeners compared to non-listeners
were:
• 2.9 times more likely to say they
could get a male condom if wanted
• 2.8 times more likely to say they
could get a female condom if wanted
• 2.2 times more likely to know that
AIDS can be transmitted from to
mother to baby during pregnancy
• 1.7 times more likely to indicate that
it was 2 years or less when they were
last tested for AIDS
Yeken Kignit (“Looking Over One’s Daily Life”)
Ethiopian radio serial
drama in Amharic, the
national language.
257 episodes, 2.5 years
46% of Ethiopians
listened to the
drama.
Yeken Kignit Results
18% of new clients seeking RH
services named one of PMC’s
programs by name as the
reason for seeking services.
63% of new clients seeking
reproductive health services
said they were listening to
one of PMC dramas.
Photo by Monique Jansen
Yeken Kignit Results
Listeners were more likely to have used family planning than non-listeners.
Yeken Kignit
Ever Use of FP (Any Method): Differences
between Baseline and Post-Intervention for
Listeners and Non-Listeners
79
Percent
80.0
69.6
60.0
40.0
47.4
44.4
28.3
23.9
20.0
0.0
Married Women
Baseline
Married Men
Non-Listeners
Listeners
Yeken Kignit Results
Listeners were more likely to have been tested for HIV.
Y e k e n Kignit
R e s po nde nt s Who H a d B lo o d T e s t f o r
H IV / A ID S
35
28.8
30
28.4
Percent
25
20
15
9.1
10
7.1
6.6
7.4
5
0
Wo m e n
B asel i ne
M en
N o n- Li st ener s
Li st ener s
Real Results: Girls’ Education
In Cote d’Ivoire and Mali, listeners of PMC
dramas were half as likely as non-listeners
to prioritize educating boys over girls.
In Ethiopia, Dhimbiba (“Getting the Best
Out of Life”) and Yeken Kignit (“Looking
Over One’s Daily Life”) contributed to a
51.7 percentage point increase among men
and 20.8 percentage point increase among
women who recognized the importance of
girls’ education.
Real Results: Child Marriage
In Senegal, Ngelawu Nawet (“Winds of Hope”),
listeners were 6.3 times more likely to state
that women should be 18 years old or older
before marriage.
In Nigeria, Ruwan Dare (“Midnight Rain”)
resulted in listeners being twice as likely as
non-listeners to say that a woman should delay
getting married for the first time until she is
aged 19 or older.
A Few Other PMC Projects
Gugar Goge (“Tell It To Me Straight”)
Radio Serial Drama – Nigeria
• 33% of reproductive health clients cited
Gugar Goge as their main motivation for
seeking services
• 54% of fistula clients cited Gugar Goge as
their main motivation for seeking services
East Los High: United States
• Research revealed that
more than 50% of Latinas
give birth before 18
• Research showed that
finishing high school very
difficult
East Los High: Results
• In the first month, East Los High rose to be one of the top five shows on
Hulu, and also the top show for Hulu’s Latino viewers.
• In the first month, more than
27,000 people used Planned
Parenthood’s “The Check”
widget available on
eastloshigh.com to explore
their risk and need to get
tested for STDs, HIV, or pregnancy.
• Of the more than 27,000 people,
55% were new visits to Planned
Parenthood
Additional PMC Projects
Brazil
Eastern
Caribbean
Haiti
Harlem, NY
Jamaica
Mexico and Latin
America
Botswana
Burkina Faso
Burundi
D.R. Congo
Niger
Rwanda
South Africa
Sudan
Swaziland
Zimbabwe
Kyrgyzstan
Nepal
Papua New
Guinea
Philippines
Vietnam
PMC Projects in Development
D.R.
Congo
Ethiopia
Nigeria
Rwanda
USA
Burkina Faso
India
Mexico
Niger
Philippines
Senegal
Sierra Leone
Kenya
Pakistan
Uganda
Zambia
Population Media Center
[email protected]
www.populationmedia.org
+1-802-985-8156
[email protected]