PCI-Media Impact

My Community: Capacity, Community and Change We work with partners around the world to produce Entertainment-Education (E-E) programs rooted in our three-pronged My Community approach to communications for social change. Using a combination of serial dramas, talk shows and community mobilization, we: 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 vo...
Mar 21, 2016

Guardians of the Mist play reaches communities.

Jaguara Interacts with the audience
Jaguara Interacts with the audience

The El Triunfo biosphere reserve is known for the dense fog that creates a permanent cloud over the hills of Chiapas, Mexico. Within this rare Cloud Forest are thousands of endangered species, as well as villages of people currently being affected by biodiversity loss and climate change. In an effort to promote sustainable practices among different villages that reside within and around El Triunfo, Jaguara, Tapirgo, Mr. Ceiba and Quetzalo, the visually enchanting characters of the Guardians of the Mist theater performance toured eight communities during the month of February.  

The main characters of the play captivated the populations of the communities of Escuintla, 3 de Mayo, Nuevo Paraiso, Jaltenango, Mapastepec, Vergel, Puerto Rico, and Montecristo. Some people needed to walk an hour to reach the town squares, schools or basketball courts where the production took place. Each production was wildly successful, reaching an average of 200 people per show.  

According to Hector Moguel, the Communication Coordinator at the Fondo de Conservacion el Triunfo, the purpose was to bring isolated communities together and begin the conversation about sustainability, especially amongst children, and show them how important it is to preserve one of the world's most endangered ecosystems. 

Sustainable practices benefit not only the life of the ecosystem, but the people as well. In Chiapas, where hills cover the landscape, many villages rely on agriculture for food production. If the land is not farmed using specific sustainable techniques, the soil can deteriorate, making it unusable in two years. This leads to cutting down trees to farm new soil. The trees in El Triunfo are extremely valuable as they hold the trademark fog. Without the trees, the fog turns to rain, causing flooding and mudslides in lower communities. "That is why it is important to take this Entertainment-Education approach, so that children can grow up having a different mentality than that of their parents," Hector said. 

The animals and plant species are the protagonists in the Guardians of the Mist play. Although the people live within the biosphere, they do not see the animals depicted in the production. Enamored with the realistic costumes, the children were eager to know more about the characters. "It is a world of conservation, but it is a fascinating world like a comic book," Hector beamed. He went on to explain when the children see the animals in their home as heroes, those animals are incorporated into their lives. When the children play, they will want to be the Jaguar, the Quetzal or the Tapir. The animals will become important parts of their lives they want to protect. “Taking the theater play Guardians of the Mist to more communities of the sierra [of Chiapas] is taking the messages on conservation to the true guardians of the mist that are the children that live there… touch their hearts at the right time…"  

Guardians of the Mist has since received multiple messages from various communities asking when they are going to visit. In an area where the people only come together for soap operas or football matches, pushing alternate activities is extremely difficult. The success of Guardians of the Mist is significant because it shows that this type of Entertainment-Education works. Hector hopes to continue taking the play to more communities and expand, adding workshops and other conservation activities.  

Children wear Quetzalo
Children wear Quetzalo's mask
Drama surrounded by mountains
Drama surrounded by mountains
Mr. Ceiba and school children
Mr. Ceiba and school children
Everyone wants to be part of the story
Everyone wants to be part of the story
No one wants to miss a moment of the play
No one wants to miss a moment of the play

Links:

Jan 20, 2016

#ISurvivedEbola Campaign Wins International Awards

Our pioneering work with Ebola survivors in the #ISurvivedEbola campaign, has achieved a level of success far beyond our expectations. With Ebola survivors taking the lead, we are beginning to move to a strategy of long-term prevention.

Exciting News To Share

We are honored that our #ISurvivedEbola Campagin has recently been awarded several prestigious awards. We won the Silver Davey Award for excellence in Web, Design, Video, Advertising, Mobile & Social. We received an Honorable Mention Award from #Cynopsis Model D Awards for multiplatform marketing campaign strategies, up against media giants like MTV, Nickelodeon, Turner Entertainment Networks, Univision Communications and VH1.

And, most recently we learned that our work to stop Ebola has also won six Awards for Excellence from The IndieFEST Film Awards Ceremony:

  • Contemporary Issues and Awareness Raising
  • Documentary Program or Series
  • Public Service Programming or Public Service Annoucement
  • Health, Medicine and Science
  • Use of Film or Video for Social Change
  • Dramatic Impact

As part of our global response to Ebola, PCI Media Impact undertook a multi-country campaign that highlighted and promoted media stories of Ebola survivorship in Liberia, Sierra Leone, and Guinea in West Africa. The key goals of this campaign were threefold:

  1. Protect People: Inform the West African public about Ebola and how they can protect themselves from it.
  2. Shift Perceptions: Reduce stigmatization and promote reintegration of Ebola survivors into their communities.
  3. Change Conversations: Move the international narrative around Ebola away from fear and despair toward resilience and hope.

Three core strategies were employed to achieve the campaign’s goals:

  1. Produce content: Compelling stories of Ebola survivors were developed and told through short-form videos, as well as audio and print content. Songs and music videos were created to support this storytelling.
  2. Broadcast content: Ebola-focused radio dramas were created and broadcast throughout the three countries. The programs included listener call-in sections where people could speak with Ebola survivors and make a personal connection to them.
  3. Build community: Social media was utilized to create connections between and build community among Ebola survivors and the general public. Press releases and earned media were intended to help sway the international conversation around Ebola.

We continue to work with four Survivor Associations to build their capacity to strengthen their role as spokespersons for public health prevention and to position them for rapid response should new outbreaks occur.

We thank you for your support and continued encouragement as we continue these heroic efforts.

Links:

Dec 21, 2015

After two successful seasons...

Student visitors at the ZooMAT
Student visitors at the ZooMAT

After the astonishing success of its first two seasons, the Guardians of the Mist theater play is back at the world renowned Zoomat in Chiapas, Mexico. More than 3,000 people have come to watch it. Spectators have traveled from different cities in Chiapas, and even from neighboring states and foreign countries. 

Guardians of the Mist conveys strong social messages around the conservation of the environment and the devastating effects of deforestation on climate change. Its characters bring some of the most endangered species of Chiapas to life, inviting the audience to engage through concrete calls-to-action. Its profound impact is exemplified in the following comment from a young male spectator: “The play makes you feel something special, that you have the responsibility to take care of the environment, or else we won’t be able to survive.” 

Theater is a communication tool that bears the power to mirror our daily lives. The dramatic representation of real stories brings pressing social issues to people’s awareness. It also helps the audience draw an emotional connection between the issues at stake and the solutions they have in their own hands. “The play sends a great message to take care of the ecosystem, the animals and not to cut trees…It is great, and we highly recommend it.”  [Spectator]

The third season of the play will open in early 2016. Cheers for another successful season!

Children interact with Jaguara
Children interact with Jaguara
Guardians of the Mist on stage
Guardians of the Mist on stage
Guardians of the Mist promotional poster
Guardians of the Mist promotional poster

Links:

 
   

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