ID Comms partners with Population Media Center to boost charity’s media reach

Global media management consultancy ID Comms has announced a worldwide partnership with Population Media Center (PMC), a non-governmental organisation that uses mass media to promote the health and rights of women and girls and protect the environment.

ID Comms will provide marketing advice, training and brand introductions for PMC, dedicating more than 40 days of employee time for the first year of the initiatives.

The partnership will bring together ID Comms’ expertise, connections and understanding of the media landscape with PMC’s skill at creating compelling entertainment that inspires behavioural change.
Elements of the partnership include:
* Helping PMC find new sources of funding from major global advertisers;
* Advising PMC on digital marketing techniques;
* Providing local media landscape intelligence in the markets where PMC seeks content distribution partners; and
* Media research and analysis to evaluate media partnership opportunities.


PMC creates TV and radio shows, serialized dramas that aim to embed positive role models into prime time entertainment to drive behavioural and societal change. The goal of the partnership is to help PMC, which was founded in 1998, reach more people around the world.

ID co-founder Tom Denford says:“We are very excited to be working with Population Media Center, which is making a real difference in the lives of women and girls in some of the most hard-to-reach communities across the globe. The way PMC tackles these behavioural issues through media exposure is really easy for us to get excited about. The team at ID Comms are trusted advisors to some of the world’s leading brands, helping them compete in a fast changing media landscape. We are therefore hugely excited to be supporting PMC’s incredible work, applying the same knowledge and skills to drive real change in the world through media. ”

PMC’s radio series Ruwan Dare (Midnight Rain) in Nigeria ran for two years and encouraged listeners to use their local health clinics. More than two-thirds of new health clinic clients reported that they sought services because of the show. Ruwan Dare listeners were 1.7 times more likely than non-listeners to say “yes” when asked if “couples should share responsibility for making decisions about family size.”

PMC founder and president Bill Ryerson says: “There is no more cost-effective use of charitable dollars than in preventing unplanned and unwanted births and reducing birth rates worldwide through information and empowerment. The work of PMC is helping empower women and girls and prevent the needless suffering of millions of people. ID Comms is helping us expand this work. With their help we’re going to reach more people, which is desperately needed.”

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