Popular Tanzanian musician, Mrisho Mpoto has produced a song entitled "A Debt of Courtesy" in partnership with PCI Media Impact to encourage fellow Tanzanians to protect elephants from illegal poaching practices. Along with this music video, the My Wildlife My Community project aired a 25-episode radio drama entitled "Temboni," which encourages the end of poaching for more sustainable livelihoods through entertainment and dialogue.
Tanzania is home to nearly 25 percent of all African elephants. Statistics show that more than 11,000 elephants are killed every year (30 per day) in Tanzania because of the ivory trade. It is estimated that a third of elephant tusks that are confiscated in Asia pass through Tanzania. It is estimated that one elephant is killed for its tusks every 15 minutes and, at this rate, they could disappear from the wild by 2025.
Poaching is a cultural problem that requires a cultural solution. Shifts in attitudes are necessary and result only from community-driven discussion. Mpoto is a trusted figure and big celebrity in the country and his music generates dialogue around the needed behavior changes. The radio drama emphasizes the importance of wildlife and models positive behavioral change.
PCI Media Impact's work is rooted in advancing social change and dialogue between community partners, local leaders, and wildlife protection organizations, and government officials doing work to end poaching in the region. The music video and the radio drama series reach wider audiences through call-in shows, advocacy campaign initiatives with local musicians, and music festivals; thereby garnering community engagement and international attention.
Mrisho Mpoto's Facebook page
PCI Media Impact's Facebook page
PCI Media Impact's Twitter
Learn more about this project!