15. Soap Operas for Change

Some of the world's most difficult problems – like poor reproductive health and violence against women – are now being addressed through the medium of prime-time serialized dramas also known as: Soap operas and Telenovelas. Population Media Center (PMC) uses a special type of serialized melodrama for changing behavior on such issues as family planning, elevation of women's status, girls' education, stopping child marriage, protection of children, and protection of the environment. Characters in locally written and produced programs on radio, television, and social media evolve into positive role models for the audience and, in the process, lead to population-wide changes in behavior. Bill Ryerson is founder and president of Population Media Center (PMC). He has a 52-year history of working in the field of reproductive health, including four decades of experience adapting the Sabido methodology of entertainment-education for behavior change communications to various cultural settings worldwide. PMC has broadcast its programs in 57 countries in Africa, Asia, Latin America, and the U.S. Bill will speak about the importance and effectiveness of PMC's work, including that of the shows. Bill is Founder and President of Population Media Center (PMC) (www.populationmedia.org), an organization that strives to improve the health and wellbeing of people around the world through the use of entertainment-education strategies. He also serves as Chair of The Population Institute in Washington, DC (www.populationinstitute.org), which works in partnership with Population Media Center. PMC creates long-running serialized dramas on radio and television, in which characters evolve into role models for the audience resulting in positive behavior change. The emphasis of the organization's work is to educate people about the benefits of small families, encourage the use of effective family planning methods, elevate women's status, prevent exploitation of children, promote avoidance of HIV infection, and promote environmentally sustainable behaviors. He received a B.A. in Biology (Magna Cum Laude) from Amherst College and an M.Phil. in Biology from Yale University (with specialization in Ecology and Evolution). He served as Director of the Population Institute's Youth and Student Division, Development Director of Planned Parenthood Southeastern Pennsylvania, Associate Director of Planned Parenthood of Northern New England and Executive Vice President of Population Communications International before founding Population Media Center in 1998. To learn more, go to: https://www.populationmedia.org/ Bill's slides: https://tinyurl.com/2fp82fpd