Population Media Center Celebrates 25 Years of Impact in Ethiopia, Driving Positive Change through Media
Addis Ababa, June 24, 2023-Population Media Center (PMC), a renowned organization dedicated to mass media initiatives, recently celebrated its momentous twenty-fifth anniversary in Ethiopia. The capital city was abuzz with excitement as PMC’s founder and president, Bill William Ryerson, along with Wame Jallow, Vice President of International Programs and David Walker, Executive Vice president joined directors from various countries to commemorate the organization’s remarkable contributions to societal transformation.
The participants of the historic event were warmly welcomed by Bill William Ryerson, the founder and president of PMC. He expressed his gratitude for their presence and support for PMC’s mission of creating positive social change through entertainment-education. He also recounted PMC’s 25-year journey of partnering with donors such as UNFPA, NORAD, UNICEF, Save the Children International and others in many countries. He mentioned that PMC has been registered as an economic and social council with the UN, which reflects its long-standing commitment to addressing population issues and reaching hundreds of millions of individuals worldwide. He added that PMC has been recognized by various governmental and non-governmental organizations for its successful impacts on society. Mr. Bill said, “We achieved this recognition by working on social affairs using educative and entertainment approach and impacted many individuals world-wide. I want to give recognition to all the PMC staff including Vice presidents, Head Quarter staff, country directors and all the staff for their contribution to PMC’s success. Congratulations!”
Hailegnaw Eshete, PMC Ethiopian country director, shared profound insights into the organization’s profound impact within the country. Over the past two decades, PMC has implemented over twenty-two impactful projects, driven by the urgent need to address prevalent issues such as HIV/AIDS, sexual harassment, and child labor and other harmful practices. PMC’s initiatives have been instrumental in raising awareness and fostering positive social behavioral changes, empowering communities across Ethiopia.
One of PMC’s notable achievements lies in its captivating and educational radio programs, which have proven highly effective in reaching rural communities. Dr. Hailegnaw emphasized the strategic choice of radio as the primary medium due to its extensive listenership in rural areas. Among PMC’s acclaimed radio dramas are “Yeken Kignit“, “Maleda” “Sibrat,” and the recent released and aired, “Nikakat.” These programs aim to combat harmful practices such as female genital mutilation and child marriage, acting as powerful tools in safeguarding the rights of women and children.
One of PMC’s notable achievements lies in its captivating and educational radio programs, which have proven highly effective in reaching rural communities. Dr. Hailegnaw emphasized the strategic choice of radio as the primary medium due to its extensive listenership in rural areas. Among PMC’s acclaimed radio dramas are “Yeken Kignit“, “Maleda” “Sibrat,” and the recent released and aired, “Nikakat.” These programs aim to combat harmful practices such as female genital mutilation and child marriage, acting as powerful tools in safeguarding the rights of women and children.
At the core of PMC’s success lies its commitment to community involvement, garnering support from both governmental and non-governmental institutions. Through fruitful collaborations with these stakeholders, PMC has achieved tangible results in addressing critical issues like child marriage, female circumcision, and gender harassment. Dr. Hailegnaw expressed deep appreciation for the invaluable support received from relevant government bodies, partner organizations, and international institutions, acknowledging their pivotal roles in driving positive change alongside PMC.
PMC’s impact extends beyond the airwaves, with extensive research conducted across various regions. The uninterrupted radio dramas, broadcasted in multiple languages, have left a profound mark on communities over the past two decades. A recent survey conducted in the Somali region revealed a consensus among religious and tribal leaders, as well as community representatives, to combat female genital mutilation. Recognizing the absence of religious or cultural significance in the practice, they wholeheartedly committed to preventing its continuation. Similarly, in the southern region, PMC’s entertaining and educational radio dramas have contributed to a decline in child marriage, making a tangible difference in the lives of young girls.
The success of PMC’s endeavors can be attributed to its effective collaboration with governmental and non-governmental institutions, as well as the unwavering participation of communities. Dr. Hailegnaw extended sincere gratitude to all stakeholders involved, acknowledging their crucial support. Organizations such as the United Nations Children’s Fund (UNICEF), the United Nations Population Fund (UNFPA), and Save the Children International received special thanks for their invaluable financial support. The partnerships forged by PMC at the regional level with health bureaus, women and children’s affairs bureaus, education bureaus, and water energy bureaus have further ensured the effective implementation of its initiatives. The event also featured a presentation by Dr. Nigusie Teffera, who served former country representative of PMC-Ethiopia for several years. He shared the achievements and successes of PMC’s work in Ethiopia, where it produced popular radio dramas that addressed issues such as family planning, gender equality, and environmental conservation. He highlighted the impact of PMC’s entertainment-education approach on changing social norms and behaviors among millions of listeners. He also discussed how PMC collaborates with local partners, media outlets, and communities to ensure the quality and sustainability of its interventions.
In addition, three other country directors of PMC presented the best practices of their respective programs. Charles Calonga from Zambia, Rajan Parajuli from Nepal, and Christina Guerin from Haiti showcased how PMC creates engaging and culturally relevant media content that tackles various challenges such as child marriage, maternal health, and disaster resilience.
The event attracted a host of distinguished guests, including funding institutions, partner organizations, and representatives from relevant institutions, all eager to participate in the celebration. The program featured captivating presentations and engaging discussions that shed light on the twenty-five years journey and notable achievements of the Ethiopian Population Media Center. Attendees were also treated to a thought-provoking Q &A session with President Bill William Ryerson, and international Panelists providing insights into the challenges and successes that have defined PMC’s inspiring twenty-five-year tenure.
As PMC celebrates 25 years of impact in Ethiopia, its dedication to harnessing the power of media for positive change continues to transform lives and inspire hope for a better future. Over the last 25 years, PMC has worked in 57 countries worldwide.
