Promote conservation in 15 Caribbean islands!

by PCI-Media Impact
Musicians perform for students
Musicians perform for students

Primary schools across Saint Lucia are bubbling with excitement after being visited by a White-breasted Thrasher, an Iguana, a piece of Coral and “Tin Tin” as part of a series of activities that are being led by PCI Media Impact as part of My Island-My Community.  

The primary school students had a chance to play, interact, sing and ask questions with the mascots that visited the schools as part of a campaign to raise awareness about the important role that nature plays in protecting the community from a changing climate as well as the actions that students can take.

The colorful mascots and students danced to a specially produced theme song and the visiting representatives shared information about the importance of protecting local mangrove and watershed areas, with particular attention to the benefits of the Mankòtè Mangrove, one of two RAMSAR sites on Saint Lucia, to the surrounding community.

Secondary school students were also in awe when popular recording artistes from Saint Lucia performed as their schools. The musicians performed their popular songs in a outdoor concert with the themes in the music addressing climate change and biodiversity.

During the secondary school activities, students were engaged in discussion on climate change, biodiversity conservation and the role of mangroves in eco-system function, with professionals from the coalition, as well as with the visiting local artistes. Students were also treated to various memorabilia, promotional material on climate change.

The school visits will culminate in a community cleanup of the Mankòtè Mangrove on the 25th March 2013. This activity will bring together the students, friends and family together to take action to protect this precious natural resources. The cleanup will also include a number of local musicians, the mascots and promote behavior change towards climate change and biodiversity conservation.

Characters engage students
Characters engage students



Dear My Island My Community Partners,

The past few months have been rewarding and challenging for Media Impact. Our New York office has been reminded that we all face increased dangers from a changing climate with the impacts of post-tropical Hurricane Sandy. It serves also to remind us how critical it is for us all to take urgent action to adapt to climate change.We were fortunate that none of our staff were injured or had houses badly damaged however our NYC office was offline for a full week with some staff still without heat and hot water. We do hope that all your friends and families in the Caribbean and USA are safe.On brighter notes, here are some of the highlights from the past few months: We are getting very close to our 100th episode with Callaloo now broadcasting episodes 80 to 91!

Our team and partners in St Lucia have been full steam ahead engaging school groups in activities to promote awareness of climate change adaptation and biodiversity conservation in our first My Island Community Action Campaign.

HIV/AIDS story lines have been integrated into prime time TV broadcast across the Caribbean. 8 radio magazines were produced and broadcast in Grenada and St Vincent & the Grenadines to raise awareness around climate change and ecosystem based adaptation as part of the The Nature Conservancy’s At The Water’s Edge (AWE) program.

HIV/AIDS radio call-in shows have been hosted in Grenada and will be rolled out in another five OECS countries in the lead up to World AIDS Day in December 2012.

A significant My Island mid-term evaluation is in progress including an evaluation survey, in-depth interviews, focus groups and clinic-exit interviews. These results will be the basis of the final report for the CARISMA II project initiated in late 2011.Our team would like to sincerely Will Banham for his time and commitment to My Island My Community and programs of Media Impact and we wish him well in his future endeavors. Brenda Campos will now be responsible for oversight of the My Island program with the support of Alleyne Regis (Caribbean Regional Manager) and Jessica Robbins (Islands Communications Manager).

Please see the attached document for more on the latest achievements for My Island My CommunityCommunity Action Campaigns on the Ground!

Many thanks for your ongoing support!

Media Impact


Realizing the 3 C’s: capacity strengthening, building community and promoting positive change


“The very rich oral tradition of storytelling really brought in all the issues and connected the world to me. I see the world not just as a place I live now but as my house. And if I can have my house clean then I’ll be a better person. I’ll be a happier person. I’ll be more tolerant”

-       Willfred (Willy) Noel, Broadcaster, Grenada

Callaloo continues to be a great success, with its steamy storyline now being broadcasted twice a week in ten countries across the Caribbean. With 104 episodes already broadcasted, Callaloo is now entering its second season and becoming even more popular as it expands its broadcast reach to Barbados, Belize, St Martin and Trinidad. .

Media Impact will be launching a series of  radio talk show in participating countries which allows listeners to engage in discussions with local leaders and experts on HIV/AIDS issues raised throughout the drama. Completing the three-part My Community approach are the community mobilization campaigns focus on climate change adaptation and environmental conservation.  These campaigns galvanize community members and directly engage the public in activities related to each issue such as beach clean-up and mangrove rehabilitation.

Callaloo is now entering its second season, for which scriptwriting guides have been developed to focus each storyline on the most pressing issues that have been highlighted by the results of a thorough knowledge, attitude and behavior change (KAB) baseline survey conducted earlier this year. By incorporating these results, as well as in-depth research analysis undertaken by key partners, each episode will include relevant messages and actions to address knowledge, attitude and behavior changes in the three key results areas of the My Island – My Community project (HIV/AIDS, climate change and biodiversity conservation).

In the area of HIV prevention, Callaloo will address stigma, erroneous beliefs of the risk of contracting HIV and low prevalence of efficacious behavior still seen in the KAB survey results. By role modeling supportive “peer networks” – a tactic that has proved successful in driving consistent condom use with partners – the team hopes to improve attitudes and behavior towards sex, HIV and reduce domestic violence.

To reduce vulnerability to climate change for coastal communities, Callaloo is focused on increasing understanding and awareness of the adverse effects of climate change in island communities and promoting cost-effective, nature-based adaptation activities.

In the area of biodiversity conservation, Callaloo addresses poor waste management and its adverse effects on public health and the environment.

Each element of the My Island My Community program is targeted towards specific segments of the community and its most pressing needs.  The program both role models conversations around sensitive issues and also allows community members to engage in a dialogue or get help. . Getting people talking about these topics is a pivotal step in addressing these important issues and laying the groundwork to significantly improve each issue in each island.


2012 has been a busy start to the year for the Media Impact team!  

Callaloo is now on the air in 10 countries, with as many as 40 episodes (depending on the station) having aired thus far.  Negotiations are continuing to get Callaloo on-air in Trinidad, Belize, Barbados, Bahamas and St. Maarten by the end of the summer. The letters of agreement with the partner stations in these additional locations will ensure that Callaloo is on-air 3 to 5 times per week, and will guarantee each station hosts radio call-in shows to promote dialogue about the issues in each episode of the drama.

The My Island - My Community Team met in New York City from April 2nd to 6th. Our Caribbean team members joined the New York City-based team for a week to revise the program's twelve month work plan to achieve the program goals and commitments. This meeting was highly successful and provided an opportunity to refine our approaches to ensuring a high quality and impactful program as well as strengthen the team overall. The meeting allowed for the team to review preliminary results from the baseline survey and draft a plan to roll out of radio call-in shows and campaigns.

The preliminary results from the Knowledge Attitude and Behavior (KAB) Baseline Survey, conducted in St. Lucia, Tobago and St. Vincent and the Grenadines, indicate that listenership to Callaloo is 9% overall, a promising start since the radio show had only been on-air for a few months. The My Island team created a revised marketing plan to continue to increase listenership over the coming months based on the successes from our first marketing and promotions campaign.

The team is presently focused on development of scriptwriter guides to focus storylines and messages based on the KAB survey results. For example, 89% of respondents have heard of climate change and of these, nearly all believe the climate is changing now; however, only 17% have done something to protect themselves from impacts of climate change. Therefore the program will thread storylines highlighting the impacts of climate change on individuals and actions that they can do to protect themselves – overall demonstrating how easy it is to take action. In relation to HIV/AIDS, the results indicate that only about one-third of sexually-active respondents report having talked about condoms or family-planning with their partner. Therefore storylines in the drama will role-model such conversations.

Your support enables us to strengthen our efforts to deliver an impactful program that will help the more than 6 million residents of the Caribbean prepare for, and adapt to, the changes brought by climate change.  Thank you for partnering with us in this important work!  


My Island - My Community National Coalition training launched officially at a workshop in Grenada just prior to the holidays.  The workshop was attended by 14 people representing 13 organizations. This meeting is the first in a series of coalition meetings that will happen in all 15 participating countries over the next few months.  The outcome of the planning workshop is a country program implementation plan that will guide local coalitions of partners as they use Entertainment-Education to promote sustainability across the Caribbean. 

The workshop was jointly facilitated by MI Team members Alleyne Regis and Tyrone Buckmire. The workshop goals were:

  • To establish a diverse, engaged and motivated coalition to engage in activities to promote the actions encouraged in the Callaloo radio drama,
  • To strengthen the capacity of partner organizations to effectively use communications to address priority issues and build resilience, and
  • To commence design of the community action plan.

Throughout the two days of the workshop, the participants were quite upbeat and participated very actively in discussions, they were all fully in support of the coalition and expressed enthusiastic commitment to working together to take on the problems identified and discussed. The facilitation team was able to tease out the issues of major concern to the participants and the coalition was accepted as the best way of collaboratively addressing the concerns.

The experience and skills represented by the participants also made for easy identification of the issues and potential solutions for dealing with them.


After very rich and in depth discussion about a number of the current issues affecting our islands and populations, and a number of participatory activities, the following were agreed upon as possible campaigns for calendar year 2012.


Target Audience/s: Young Girls 15 to 24 years old and men 25 and over


  • Street Theatre and Interaction on HIV
  •  Health Fair, in collaboration with NAP and SGU
  •  Distribution of condoms and care packs



Target Audience/s: Passengers on public transportation, School children, Burners


  • Production and distribution of Anti-litter stickers
  • School visit to do presentations on the problem
  •  Development of anti-litter skits with/for school children
  •  Media discussions on health impacts of improper waste disposal, PSAs
  •  Placement of garbage receptacles



Target Audience/s: Children (up to 18 years old)


  • School visits to discuss and make presentations on the issue
  • Media activities to raise awareness and propose solutions – TV discussions and airing of relevant documentaries, radio shows and newspapers articles.



Target Audience/s: Young women up to 18 years old, parents


  • Media discussions on the value of women and the importance of motherhood
  • Targeted school-based discussions with young girls about the future
  • Puppet shows to highlight the issue
  • Contraceptive education



Target Audience/s: General Public


  • Puppet shows to introduce the information and initiate discussion
  • Showing of popular, relevant documentaries (Inconvenient Truth, The Home Project) etc, on national television and in community settings)
  • Mangrove and Forests replanting projects
  • Beach and community clean-up events



Target Audience/s: General Public, especially Hunters, Fishermen, Farmers, Buyers,


  • Awareness days and Exhibitions about endangered species
  • Widespread distribution of information about endangered species
  • School and community presentations and discussions about endangered species



Target Audience/s: Farmers, Buyers and Police


  • Public awareness activities, media, about the laws and penalties re praedial larceny
  • Highlighting, using media, billboards, etc, the dangers associated with  praedial larceny
  • Promotion of farm watch and community policing initiatives

Stay tuned for updates from all of the 15 national coalitions participating in the program! 


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Organization Information

PCI-Media Impact

Location: New York - USA
Website: http:/​/​
Project Leader:
Anthony Scala
Chief Financial Officer
New York City, New York United States

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