Our “My Community” Approach
How it Works
Phase One: Coalition Building & Formative Research
PCI Media Impact identifies and recruits a diverse group of coalition members who are critical for understanding the context, culture, language and needs of local communities. Coalitions drive formative research, which includes a review of legal frameworks, existing research and literature as well as an evaluation of compatible programs and partners.
Phase Two: Training and Program Design
PCI Media Impact hosts in-country workshops, bringing together coalition partners such as thematic experts, media professionals and community members. The workshops include analysis of the formative research, training in using communications for social change and Entertainment-Education processes, development of a communications strategy for the program as well as tools for effective community engagement and mobilization.
Phase Three: Mentoring and Production
PCI Media Impact mentors coalition partners, supporting the creative development and revision of scripts and other media materials, to produce Entertainment-Education serial dramas using the media resources available in radio, television and digital media.
Phase Four: Broadcast and Community Mobilization
PCI Media Impact provides both on-site and distance mentoring during broadcast and implementation of all components of the My Community program. This support typically includes training, design and implementation of interactive radio and TV call-in shows as well as community action campaigns.
What A Typical Program Looks Like
E-E Serial Drama:
The core of a program is the production and broadcast of a serial drama addressing critical social and environmental issues, using the most appropriate media platform to reach target audiences. Key messages are developed carefully through formative research and are integrated into an entertaining product. With a content mix of 70% entertainment and 30% education, the drama tackles the most sensitive subjects in a non-threatening manner, which stimulates discussion in communities, promoting attitude and behavior change and reaching millions of people including geographically dispersed, illiterate and other marginalized segments of the population.
Radio or TV Call-In Show (Magazine):
Interactive call-in shows contextualize the issues presented in the drama and provide opportunities for listeners to engage in discussion. These call-in shows include interviews with experts, information about locally available resources, reports on local activities, public service announcements, audience opinion, the opportunity to ask questions and other interactive components. The shows use music, competitions and prize giveaways to energize community-wide dialogue, influence public policy and connect a diverse audience.
Community Mobilization Campaigns:
Community Mobilization Campaigns provide audience members opportunities to directly engage in the behavior change promoted in the drama and interactive call-in show. Whether it’s a community fair, a school visit or the distribution of promotional materials, these locally-driven activities are integral in engaging the community and inspiring behavioral change. Leveraging the resources of community networks, such as academic, religious, governmental institutions and mobile and online platforms, these campaigns seek policy support and engagement of service providers. Campaigns catalyse action at the community level.