Corazón de Mujer
(Mexico)

The three Paz Villa women–a grandmother, her daughter and her grand-daughter–together portray half a century’s worth of struggles for dignity and women’s rights in “The Heart of a Woman”. Their story takes us on a journey through the pains and pleasures of being a woman. Each episode is like a heartbeat that races each time a woman faces pain, fear, misunderstanding and injustice; and in each episode, too, they gain strength through love, solidarity, joy and faith.

Isabel Juárez and Petrona de la Cruz are the writers of the 40 episode radio novella, Corazón de Mujer, which aired in Chiapas, Nuevo Leon, Coahuila, Zacatecas, Tlaxcala, Queretaro, Estado de Mexico, Colima, Jalisco, Torreon and Aguascalientes on Radio Villaflores from March to December 2011. An instant hit, it sped into rebroadcast on 51 radio stations in Argentina, El Salvador, Spain, Panama, the Dominican Republic and Peru and was translated into Tsotsil and Tseltal. The audience reached nearly 2,000,000 women and men throughout Mexico and nearly 1,000,000 in the state of Chiapas. After the show, listeners could call in through a 1-800 number and a 30 minute discussion unfolded, led by columnists Susana Solis and Candelaria Rodriguez.  In addition, the radio drama Corazon de Mujer accompanied a complex social marketing campaign. Promotional material, such as mugs and T-shirts were distributed at festivals and concerts. Press conferences and classical advertising tools increased the public awareness for the program and for the targeted social issues. Local taxi driver became advocates of women rights. Newsletters, billboards, and broadcasted Public Service Announcements focused on women’s quality of life.

 

 

Coordinación General de Gabinetes
Titular de la Secretaría para el Desarrollo y Empoderamiento de las Mujeres
Titular de la Procuraduría General de Justicia del Estado
Titular de la Secretaría de Gobierno
Titular de la Secretaría de Seguridad Pública y Protección Ciudadana
Titular de la Secretaría de Educación
Titular de la Secretaría de Salud
Titular de la Secretaría de Desarrollo y Participación Social
Titular de la Secretaría de Pueblos Indios
Titular del Sistema para el DIF del Estado
Titular del Sistema Chiapaneco de Radio, Televisión y Cinematografía
Colectivo de Atención para la Salud Integral de la Familia, A.C.
Titular de la Comisión de Derechos Humanos
Representante del Poder Judicial
Representante del Poder Legislativo
Universidad Autónoma de Chiapas
Kinal Ansetik

The drama encourages listeners to take advantage of new laws enabling women to own property and fortifying their right to live free of domestic abuse, adopt farming practices that are profitable, environmentally sound and sustainable, respect indigenous people, educate their children, especially girls and settle in locations that will have access to electricity, potable water, plumbing, hospitals and adequate schools nearby. Listed are surveys which show the attitude change of people towards respect and gender equality:

  • 99% of participants considered it violent for a partner to break or destroy something belonging to their partner out of anger, compared to 82% from the baseline survey.
  • 98% of participants considered it violent for someone to throw something at their partner that could cause physical harm, compared to 80% from the baseline survey.
  • 85% of survey participants considered it violent for a husband or wife to do whatever he/she wants as long as it makes him/her happy, compared to 65% from the baseline survey.
  • 91% of participants considered it violent when they feared the reaction of their partner after they did something wrong, compared to 70% from the baseline survey.

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