Tom Denford and Stef White from ID Comms: the power of media to do good

On this week’s #MediaSnack Tom and head of operations Stef White devote the Christmas episode to sharing the amazing story of Population Media Center (PMC), an NGO that we work with at ID Comms.

PMC is a truly amazing organisation, leveraging the power of media to tackle some of the world’s most acute challenges, improving education and rights for women and girls, empowering them with family planning and thereby reducing the impact of population growth and the strain on the environment.

PMC creates TV and radio shows, serialized dramas, that embed positive role models into primetime entertainment to drive behavioural and societal change. PMC has been able to demonstrate to governments around the world how effective its programmes are when compared with traditional public-service communications. They are also showing marketers what true effectiveness means for media investment and how compelling content changes minds and changes lives.

Tom and Stef explain how ID Comms is partnering with PMC, which was founded in 1998, to help it reach more people around the world, providing 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 is designed to bring together ID Comms’ expertise, connections and understanding of the media landscape with PMC’s skill at creating compelling entertainment that inspires behavioural change.

To date, PMC’s entertainment programming has promoted social and cultural change and helped 500 million people in more than 50 countries.

The East Los High TV Series in the United States, for example, broadcast via Hulu, resulted in almost 30,000 people using the Planned Parenthood widgets on in the first month of broadcast. Via this widget they were able to determine their risk for sexually transmitted diseases or pregnancy, and 76 per cent of viewers who accessed resources on East Los High’s website also shared those resources with friends.

Please donate to PMC here now and support their amazing work.

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