Programs and Activities of Population Media Center

In March 2005, PMC received USAID funding to implement a 2-year radio serial drama project in Niger to address similar issues to those addressed in Mali, Côte d’Ivoire, and Burkina Faso. The program, entitled Gobe da Haske (“Tomorrow Will Be a Brighter Day”) was on the air from February 2006 to January 2007, distributed by First Voice International via WorldSpace satellite to community radio stations in Niger. USAID provided PMC with a no-cost extension through December 2007, to allow for re-broadcast of the program throughout Niger.

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  Of all households surveyed, 67.2% were familiar with the serial drama program.
  
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  The vast majority of the listeners (94%) had no education or only primary education.
  
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  39% of listeners could identify at least three methods of family planning, compared to 10% of non-listeners.
  
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  67% of listeners had heard about exploitative child labor, compared to 28% of non-listeners.
  
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  55% of listeners had heard of child trafficking, compared to 28% of non-listeners.
  
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  23% of listeners knew the link between use of family planning and reducing exploitative child labor, compared to 6% of non-listeners.
  
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  40% of listeners had discussed exploitative child labor during the past 12 months, compared to 19% of non-listeners.
  
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  34% of listeners could cite at least three practices that lead to exploitative child labor, compared to 15% of non-listeners.
  
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  29% of listeners could cite at least three practices that lead to child trafficking, compared to 14% of non-listeners.
  

PMC has completed its second serial drama project in northern Nigeria, with support from the David and Lucile Packard Foundation, the Conservation, Food and Health Foundation and an individual contributor. The 208-episode drama program, Ruwan Dare (“Midnight Rain”), was broadcast in Kano, Kaduna, Katsina, and Sokoto states from July 2007 to June 2009. The program was a hit, with 72% of the population aged 15-59 reporting they listened at least every week. The endline survey in 2009 showed significant differences between listeners and non-listeners on key programmatic indicators. The program was rebroadcast three times per week from July 2009 through November 2010. Following is data from the endline survey and clinic monitoring.

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  The likelihood of respondents saying they “currently use something to delay or avoid pregnancy” was 5.6* times greater at endline compared to baseline.  (*Adjusted odds ratio with highly significant p=.0001 controlling for sex, urban/rural location, education, age, marital status, and state).
  
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    On this indicator, listeners were 2.4* times as likely as nonlisteners to say they “currently use something to delay or avoid pregnancy.”  (*Adjusted odds ratio with p=.01 when controlling for sex, urban/rural location, education, age, marital status, and state).
    

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  To monitor the effects of the program on listeners’ behaviors, PMC established 11 clinic research sites in the four states.  Four rounds of client exit interviews were conducted during the broadcast period.  The survey data was analyzed to determine motivating factors for new clients seeking reproductive health and family planning services.  The results showed that Ruwan Dare achieved significant success with increasingly higher percentages of new clients reporting seeking services because of listening to Ruwan Dare. (See Table 1).
  

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  The likelihood of respondents saying they had talked with their spouse or partner “once or twice” or “more often” about family planning in the last three months was 4.5* times greater at endline compared to baseline. By sex there were notable differences regarding this indicator: for males there was a notable relative increase of 48% from baseline to endline; however for females there was a sharp relative increase from baseline to endline of 172%.  (*Adjusted odds ratio with highly significant p=.0001 controlling for sex, urban/rural location, education, age, marital status, and state). This result shows that the program strongly benefited both females and males in increasing the amount of discussion of reproductive health with their partner.
  

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  On this indicator, listeners were 1.7* times more likely than non listeners to say they talked to their spouse or partner “once or twice” or “more often” about family planning in the last three months (*Adjusted odds ratio with p=.04 controlling for age, urban/rural location, education, marital status, and state).
  

The likelihood of respondents saying they “discussed the practice of family planning with family, friends, or neighbors” in the past three months was 2.7* times greater at endline compared to baseline. (*Adjusted odds ratio with p=.0001 controlling for age, education, state, and marital status).

On this indicator, listeners were more 1.9* times more likely than nonlisteners to say they “discussed the practice of family planning with family, friends, or neighbors” in the past three months. (*Adjusted odds ratio with p=.0002 controlling for age, education, and marital status).

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  The likelihood of respondents thinking that “couples should space children 2.5 to 3 years apart” was 1.5* times greater at endline compared to baseline. (*Adjusted odds ratio with p=.0009 controlling for sex, urban/rural location, education, age marital status, and state).
  
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    On this indicator, listeners were 1.9* times more likely than nonlisteners to think that “couples should space children 2.5 to 3 years apart.” (*Adjusted odds ratio with p=.0003 controlling for sex, urban/rural location, education, age marital status, and state).
    

Listeners were 1.7* times more likely than nonlisteners to say “yes” when asked if “couples should share responsibility for making decisions about family size.” (*Adjusted odds ratio with p=.00001 controlling for sex, urban/rural location, education, age marital status, and state).

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  Respondents who were not married or in a union were asked if they would “ever use contraceptives if married;” the likelihood of answering “yes” was 1.9* times greater at endline compared to baseline. (*Adjusted odds ratio with significant p=.01controlling for sex, urban/rural location, education, age, marital status and state).
  

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  Listeners were 1.6* times as likely as nonlisteners to think that “children 12-14 should be taught about using condoms to avoid AIDS.” (*Adjusted odds ration with significant p=.04 controlling for marital status, state, and education).
  

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  The likelihood of respondents thinking that “people should plan how many children they have” was 1.4* times greater at endline compared to baseline. (*Adjusted odds ratio with significant p=.01 controlling for sex, urban/rural location, education, age, marital status and state).
  

On this indicator, listeners were nearly two times as likely as nonlisteners to think that “people should plan how many children they have.” (Adjusted odds ratio (1.9) with significant p=.01 controlling for sex, urban/rural location, education, age, marital status and state).

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  On this indicator, listeners were 1.5* times more likely than nonlisteners to say that using contraceptives is not “against the will of Allah.” (*Adjusted odds ratio with highly significant p=.04 controlling for sex, location, education, age, marital status and state).
  

Listeners were 1.7* times more likely than nonlisteners to “know a place to obtain a method of family planning.” (*Adjusted odds ratio with highly significant p=.01 controlling for sex, location, education, age, marital status and state).

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  When asked their opinion as to whether “a woman with fistula should be part of the community like everyone else,” more male listeners (32.1%) “strongly agreed” with this statement than did non-listeners (17.6%).
  
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  When asked if they or someone they knew had “ever sought treatment for fistula,” more female listeners (59.7%) said “yes” than non-listeners (48.5%).
  
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  A significant difference was found between male listeners (92.8%) reporting knowing of a place to get a male condom compared to non-listeners (75.0%). A significantly larger percentage of female listeners (96%) also knew of a place to get condoms than did female non-listeners (64.4%).
  
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  When asked if a condom was used the last time they had heterosexual intercourse in the last 12 months, significantly more female listeners (79.5%) said “yes” compared to female non-listeners (35.6%).
  
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  When asked if it is “acceptable or not for information on condoms to be provided,” significantly more female listeners (87.2%) compared to female non-listeners (49.1%) said it is “acceptable.”
  

A post-broadcast qualitative evaluation, which consisted of participatory sketching and photography with avid listeners of Gugar Goge, demonstrated the personal impact of the obstetric fistula story line. Many listeners, both in their sketches and photos, fo­cused on the interrelated themes of early marriage and pregnancies, the development of obstetric fistula, and the debilitating (and often fatal) consequences of such practices.

PMC has completed its first project in Rwanda. The 312-episode program, Umurage Urukwiye (“Rwanda’s Brighter Future”), was broadcast nationwide from July 2007 to August 2009 on Contact FM and Radio Salus. It addressed a combination of issues, including reproductive health, prevention of HIV/AIDS, preservation of wildlife habitat, preservation of natural resources, land conservation, sustainable farming practices, and promotion of civil harmony. PMC carried out this project with support from UNFPA, the Flora L. Thornton Foundation, the Mulago Foundation, the Arcus Foundation, the U.S. Fish & Wildlife Service, and USAID.

Results from the final evaluation show that 37% of respondents listened to the broadcast one or more times. Listenership for males (44%) was higher than for females (32%). Unmarried respondents (40%) were more likely to listen to the program than married respondents (35%). Listenership levels found in both clinic monitoring (57%) and monitoring at tree seedling distribution points (52%) confirmed the popularity of the broadcast.

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  More than half of all listeners (females 52%, males 58%) said they talked to someone about the drama.
  

Population Media Center’s program had significant effects in changing desired family size among those who were listening. At the time of the baseline survey the mean desired number of children for all respondents was 3.61 (females 3.73, males 3.44), and this decreased significantly* to 2.94 by the endline survey, with both females and males showing similarly significant decreases (females 3.02, males 2.81). (*Non-parametric t-test with p<.0001).  

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  On this indicator, listeners were 1.5* times more likely than nonlisteners to desire three or fewer children, as opposed to four or more. (*Adjusted odds ratio with p=.0159 controlling for age, sex, and urban/rural location).
  

Clinic exit interviews showed that 15% of new reproductive health clients cited the PMC drama as their reason for seeking services. Of those seeking family planning, 9% cited the program as their source of motivation. The analysis of the survey data showed:

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  The likelihood of respondents saying they “currently use something to delay or avoid pregnancy” was 1.6* times greater at endline compared to baseline. (*Adjusted odds ratio with p=.0083 controlling for age and marital status).
  

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  Listeners were 1.6* times more likely than nonlisteners to say they talked to their spouse or partner “once or twice” or “more often” about family planning in the last three months. (*Adjusted odds ratio with p=.0506 controlling for age, sex, urban/rural location, education, and marital status).
  

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  Listeners were 1.4* times more likely than nonlisteners to agree that “having fewer children reduces the health risk to the mother.” (*Adjusted odds ratio with p=.0181 controlling for sex, education, and marital status).
  

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  Listeners were 2.9* times more likely than nonlisteners to say “yes” when asked if they could obtain a condom themselves and would not need to rely on someone else. (*Adjusted odds ratio with p=.0009 controlling for sex).
  

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  Listeners were two* times more likely than nonlisteners to know of a place to get a male condom. (*Adjusted odds ratio with p=.0007 controlling for sex, age, education, and urban/rural location).
  

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  Listeners were 2.1* times more likely than nonlisteners to know of a place to get a female condom. (*Adjusted odds ratio with p=.0052 controlling for sex, education, and urban/rural location).
  

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  The likelihood of respondents knowing that a female condom can prevent pregnancy was 1.4* times greater at endline compared to baseline. (*Adjusted odds ratio with p=.0007 controlling for sex, urban/rural location, education, age, and marital status).
  

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  On this indicator, listeners were 2.3* times more likely than nonlisteners to know that a female condom can prevent pregnancy. (*Adjusted odds ratio with p<.0001 controlling for sex, urban/rural location, education, age, and marital status).
  

Clinic exit interviews showed that, of those seeking voluntary counseling and testing (VCT) for HIV/AIDS, 17% cited the program as their source of motivation. Of clients seeking help with preventing mother to child transmission of HIV, 24% cited the program as their reason. The analysis of the survey data showed the following:

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  Listeners were two* times more likely than nonlisteners to have heard about a medication mothers can take to prevent transmission of HIV/AIDS to a baby. (*Adjusted odds ratio with p=.0319 controlling for age and education).
  

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  Listeners were 2.7* times more likely than nonlisteners to want to know their HIV status by getting a blood test. (*Adjusted odds ratio with p=.0030 controlling for education).
  

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  The likelihood of respondents saying “yes” when asked “apart from AIDS, have you heard of sexually transmitted infections?” was 2.6* times greater at endline compared to baseline. (*Adjusted odds ratio with p<.0001 controlling for age, education, marital status, and urban/rural location).
  

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  On this indicator, listeners were 2.2* times more likely than nonlisteners to say “yes” when asked “apart from AIDS have you heard of sexually transmitted infections?” (*Adjusted odds ratio with p=.0027 controlling for sex, age, and urban/rural location).
  

In an effort to reverse the problem of erosion of farmland, the government of Rwanda sponsors a reforestation program. Tree seedlings are made available at nurseries throughout the country, and there is a designated national tree seedling planting day. PMC’s drama capitalized on that effort and featured characters that planted trees to stabilize farmland and encouraged others to do the same. An independent survey found that 11% of those buying tree seedlings were motivated by the program. In addition:

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  Listeners were 1.5* times more likely than nonlisteners to cite population growth as the primary cause of environmental degradation and loss of gorilla habitat. (*Adjusted odds ratio with p=.0013 controlling for sex, education, and urban/rural location).
  

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  The likelihood of respondents knowing that protection of gorillas and their habitat can reduce poverty and bring tourists was 3.4* times greater at endline compared to baseline. (*Adjusted odds ratio with p=.0471 controlling for sex, age, education, and urban/rural location).
  

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  On this indicator, listeners were 1.6* times more likely than nonlisteners to know that protection of gorillas and their habitat can reduce poverty and bring tourists. (*Adjusted odds ratio with p=.0167 controlling for sex, age, education, and urban/rural location).
  

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  Listeners were 1.5* times more likely than nonlisteners to have talked with their spouse or partner in the past three months about the connection between family planning and conservation of natural resources. (*Adjusted odds ratio with p=.0196 controlling for sex, age, education, marital status and urban/rural location).
  

Population Media Center received funding from USAID and UNFPA-Senegal for two radio serial dramas that went on the air in October and November 2008. One serial drama, funded by USAID, was written in the Wolof language was broadcast nationwide throughout Senegal in 168 episodes through June 2011. This program, Ngelawu Nawet (“Winds of Hope”), addressed USAID/Senegal’s core themes of family planning, reproductive health, HIV/AIDS, child survival, and malaria prevention. The second serial drama, Coñal Keele (“The Harvest of the Seeds of Life”), completed its broadcast in 2010. It was funded by UNFPA and was written in the Pulaar language for broadcast in the UNFPA target region of Matam. This 58-episode program targeted youth and focused on HIV and STI prevention, and sexual and reproductive health. The Matam region has been identified by UNFPA as a priority region, having a high need for youth health interventions. For the USAID program, PMC was a subcontractor to the Agence pour le Développement de Marketing Social (ADEMAS), which implements USAID-Senegal’s health social marketing activities. For both programs, PMC worked in coordination with RAES (Réseau Africain de l’Education pour la Santé) based in Dakar, Senegal and the University of California, Los Angeles, School of Public Health.