Empower Communities to Fight Climate Change

by PCI-Media Impact
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change
Empower Communities to Fight Climate Change

Thank you for your continued support of our work to empower communities to build mitigation and resilience strategies to climate change. 

In this audio clip, we hear how scientifically-backed lessons, such as why farmers should not burn their crop fields before planting season, are weaved into dramatic storytelling. This approach to behavior change is central to our work, and it is effective because it can be linked to the emotional bonds created between audiences and media characters or personas. Over two decades of research indicate that there is a strong correlation between emotional connections to personas and lasting behavior change. 70% of surveyed listeners have already reported adopting sustainable practices! 

“With Our Feet on the Soil” (“Con los pies a la tierra”) is a radio drama that delivers critical sustainable farming education—like not burning crops—through family tensions between the younger and older generations of the Rodríguez family. The family lives inLas Cruces, a small agricultural community in a fictional country in Central America.  

Central America faces increased food insecurity due to the impact of the climate crisis. Droughts and hurricanes have caused crops to fail in a region where a majority of people rely on agriculture for food and livelihoods. PCI Media connects farmers to information and resources that improve their yields while protecting the soil through a partnership with Catholic Relief Services—who have been actively working on the issue in the region since 2015. So far, the radio drama has reached 4.2 million listeners in El Salvador, Guatemala, Honduras, and Nicaragua.  

In our next update, we’ll explore a brand-new initiative we launched in the Philippines to engage youth in climate adaptation, helping them adopt climate-smart lifestyles.  

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Safely recording "Feet on the Ground"
Safely recording "Feet on the Ground"

Thank you for your continued support of our work to empower communities to build mitigation and resilience strategies to climate change.

In Central America, our radio drama, “Feet on the Ground,” 70% of listeners have already reported adopting sustainable practices! The radio drama has so far reached 4.2 million listeners in 4 dialects, across 4 countries.

The radio drama will continue to entertain and informs farmers about sustainable practices through the story of two young people in love, torn between rural and city life.

In 2022, we'll be working on a new program that engages youth in climate adaptation in the Philippines! We're excited to share our progress in our next report.

Until then, have a happy and safe New Year!

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Live Radio Call-in Show Advert
Live Radio Call-in Show Advert

Our communications initiatives help communities build climate resilience across the globe. Climate change threatens vulnerable food systems in Central America. But sustainable farming can help mitigate the loss of crops due to droughts and hurricanes and save farmers’ livelihoods.  In Central America, we're partnering with Catholic Relief Services (CRS)—whose agricultural program Agua y Suelo para la Agricultura (ASA) has been active in the region since 2015—on COVID-19 prevention and sustainable farming practices to continue to empower audiences with information to take informed action on these two issues. 

The second season of the radio drama, Feet on the Ground, is already underway!

In the second season, two young characters, Keyla Rodriguez and Adalberto (her boyfriend), are the protagonists. Adalberto is not a farmer and wants to leave the country for the city. As he gets more emotionally involved with Keyla, he knows that if he wants to marry her, he needs to learn about farming as she is pretty rooted in her community and tied to her family life. Adalberto begins his journey and with the support from Keyla and his brother-in-law, Nelson, he starts to realize that by implementing modern farming practices, having a prosperous, sustainable and profitable crop is possible. And thus, life on the farm becomes a feasible and even appealing alternative to life on the city.

Call-in shows with local guest speakers reinforce information in the drama. Learn more about how we leverage radio to create positive impact and build local capacity to climate resilience: https://bit.ly/33jKbvy

What our listeners say: “With the challenges imposed by the COVID 19 pandemic, we were able to reach farmers and collaborate with them to reactivate agricultural practices in our areas of work.”(Tegucigalpa, Honduras, 67 years old).



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Our work with USAID, Tetra Tech, and 5 other partners in West Africa aimed to improve conservation and climate-resilient, low-emissions growth across the region. The program worked to increase coastal communities’ resilience to the impacts of climate change, reduce deforestation and forest degradation, and reduce wildlife trafficking. PCI Media led the social and behavior change communications activities, a key strategy of the program.  

Our research found that radio was the dominant form of mass media consumed by our key audience groups (local communities living in coastal areas and around/in forest landscapes).   

PCI Media produced two 24-episode radio dramas; this entailed organizing and facilitating radio drama workshops that included a diversity of stakeholders, from community leaders to regional policymakers, in the identification of priority themes, reviewing of the knowledge, attitudes, and behaviors matrix, developing characters and storylines that reflect the local context, and providing other important information for the successful broadcast and uptake of the radio drama. We also managed the relationship with radio hosts and provided discussion guides to facilitate discussions during the call-in show.  

Aside from the radio dramas, PCI facilitated and advised the crafting of key messages and developed appropriate communication strategy materials for important key audiences. To ensure the programs' effectiveness, we monitored activities through data collected by radio stations, focused on group discussions and key informant interviews with target audiences. 

We look forward to continuing our climate work in West Africa.


We're excited about a new program that addresses climate-related disaster risks in the Caribbean. 

PCI will be working with the French Red Cross’ READY Together Programme to design and implement a regional public awareness campaign on disaster risk reduction and climate change adaptation. The campaign will be implemented across six countries: St Vincent and the Grenadines, St. Lucia, Dominica, Antigua and Barbuda, Guadeloupe, and Martinique. The campaign’s objectives are to: 

  • Increase public awareness of climate-related disaster risks and the importance of preparing for natural disasters;  
  • Increase the general public’s, and small and medium businesses' inclination to actively prepare for natural disasters by appealing to their values and concerns; and  
  • Increase interpersonal communication/social dialogue around natural disaster preparedness, particularly as it relates to climate change. This is critical in normalizing new behaviors, knowledge, and attitudes.

Your support makes changing knowledge, attitudes, and behaviors around climate action possible. Thank you for supporting media that makes change!

Check out an interview with Felix Dodds, Sustainability Development Expert and PCI Media President, Meesha Brown!

Sign up for our newsletter and follow us on social media for more updates and opportunities to engage!





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Sustainable Mangrove Harvesting
Sustainable Mangrove Harvesting

 “The only way Liberia's forest [becomes a valuable resource] is when we, the community members, get to know the importance of our forest...so we want more education on the radio for the people.”-Alice G. (Farmer and "Forest Blessings" listener), Grand Gedeh County, Liberia.

Producing powerful media across a variety of platforms to raise public awareness, shift social norms, and generate action is a crucial component in driving change.

Our West Africa based radio drama Forest Blessings includes characters and plotlines that demonstrate sustainable livelihoods that foster forest and biodiversity conservation. Characters like Gbolu, who was a local charcoal producer before she realized the damaging effect of greenhouse gas emissions and finds a more fulfilling career as a Community Ecoguard.  To-date, the program has reached over two million people, has over 3 million digital impressions and has mobilized more than 45,000. 

In September, we digitally released a second comic book focused on the impact wildlife trafficking has on ecosystems. Early data on the "Forest Blessings" radio indicates an appreciation of the drama while raising important considerations about the availability of alternative livelihoods that enable people to shift away from deforestation, poaching, and mining. 

We continue to produce media that meets people where they are, empowers them, and inspires changes that ensure a life-sustaining planet.  

Learn more about our Life-Sustaining Planet programs: https://www.pcimedia.org/programs/environment/




Digital Reach Infographic
Digital Reach Infographic


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Organization Information

PCI-Media Impact

Location: New York - USA
Facebook: Facebook Page
Twitter: @PCIMedia1
Project Leader:
Meesha Brown
New York, New York United States
$1,937 raised of $15,000 goal
17 donations
$13,063 to go
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