2. Table of Contents
Letter from the Executive Director, Sean Southey
Mission and Vision of Media Impact
Map of our current programs
Stories from our 2011 programs
Corazon de Mujer (Mexico)
Mucho Corazon (Mexico)
My Island – My Community (regional, Caribbean)
My School – My Community (New York City) Strong Voices (Peru, Colombia and Bolivia My Health
Hen Biribireba/Our Coast (Ghana) (USA)
Voces Nuestras/Our Voices (Bolivia) My Gorilla – My Community (Nigeria and Cameroon)
Youth and Sexual Reproductive Health (Peru) Youth My Tiger – My Community (Laos)
Empowerment & Civic Participation (Colombia) My Water - My Community (Peru)
My Chimpanzee – My Community (Rwanda)
My Western Chimpanzee – My Community (Sierra Leone
and Liberia)
Outlook for 2012 and programs in development
Staff and Board
2010 – 2011 partners
Donors
Financials

3. NOTE FROM OUR EXECUTIVE DIRECTOR
Dear friends,
2011 has been an eventful year! Fueled by the same passion that has inspired millions of people around the world to tell their story, our own story has evolved
and has been guided by transition and innovation. Thanks to the invaluable support of our friends, PCI-Media Impact continues to reach more people in more
countries with vital life-changing access to information on some of the most pressing issues of our time, including family planning, reproductive health,
HIV/AIDS, sustainable development, biodiversity conservation, climate change, gender and human rights, and democracy.
2011 was also a year marked with success. In Mexico, for example, what started as a radio drama Corazón de Mujer, has now expanded into a television drama,
Mucho Corazón, which broadcasts on 24 stations throughout Latin America and the United States. Moreover, My Island - My Community alone has united 50
Caribbean agencies to work together on a common problem: a threatened environment with increased vulnerability to the effects of climate change. We have
highlighted more successful stories throughout this report, in the hope that you will appreciate how much your support has enabled us to accomplish.
I have the privilege of working with an exceptional staff and Board of Directors, all of whom share my deeply-committed mandate to engage in our work with a
rigorous approach, focusing on three areas: delivering excellent programs, telling our stories and developing innovative new programs.
Our methodology, My Community, continues to be the cornerstone of our work, empowering people to improve their lives. This approach is designed with three
overarching goals in mind – our “3C’s” – capacity, community, changes. Though each of our programs is heavily contextualized and adapted to the appropriate
culture, we aim to strengthen the capacity of local partners to effectively use communications to catalyze change in their communities. We measure this change
based on three salient shifts in knowledge, attitudes and behaviors around targeted social and environmental issues.
While this methodology continues to drive our programs, we have been digging deeper this past year, discussing what else we could do to bring about social
change through storytelling and creative communication. In this spirit, we have expanded the breadth of our work to act as a trusted Communications for
Development advisor to a number of citizens and organizations all over the world – groups that want to tell their own important story to attain social progress.
Just as it is paramount to empower our partners, whose support is indispensable to the quality and sustainability of our work, it is vital to understand and
leverage our increasing number of media platforms. As a media organization, it is imperative that we stay relevant in this growing field in order to be best-
positioned to maximize our impact. Therefore, in addition to integrating our methodology into the various social media platforms, we have also been exploring
new ways to deliver our programs and services using sports, music and other entertaining mediums.
Furthermore, we are looking to harness the use of mobile phones and integrating this medium into our community-driven methodology Listeners are already
contributing to talk shows via text messaging, while in n the Caribbean, for example, we have been using smart phones to project our work. In the future, cell-
phone users will be able to upload and watch short E-E programs directly from their phones and will be able to participate in and contribute to talk shows via
text messaging. These messages will then be tracked and used for program monitoring and evaluation. These are just a few of many developments that will
allow us to continue to impact more people in more countries – delivering excellent programs, telling our stories and developing innovative new programs.
In retrospect, it has indeed been an important year of transition and innovation. The passion that ignites our work shines brighter than ever before! With your
ongoing support, we look forward to continue to change the world, one story at a time.
Warm regards,
Sean Southey
Executive Director

4. Mission and Vision of Media
Impact
PCI-Media Impact empowers communities worldwide to
inspire social and environmental change through storytelling
and creative communications.
PCI-Media Impact (Media Impact) is a leader in Entertainment-Education and
communications for social change. For more than 25 years, we have advanced the well-
being of vulnerable populations by improving knowledge, shifting attitudes and
changing behaviors with regard to critical social issues, allowing millions to live healthier
lives, sustainably, and in harmony with their natural world.
Media Impact creates social change through comprehensive Communications for
Behavior Change campaigns, drawing on over 40 years of social science theory and
applied practice. We do so within a capacity-building model through our My Community
approach, training and mentoring in-country organizations to lead program
implementation. Media Impact programs leave behind a lasting footprint of local
capacity and sustainability. Together with our partners around the world, Media
Impact has produced more than 3,000 episodes of 80 television and radio productions,
reaching more than one billion people in over 40 countries.

5. Map of Our Current Programs

6. Promoting women’s access to government
health services and legal rights.
The state government of Chiapas was the first in the world to base its constitution on the
The Story
United Nation’s Millennium Development Goals (MDGs), a bold move for one of the poorest The three Paz Villa women -- a grandmother,
states in the country. Fundamental to the MDGs, and ultimately to both local and international her daughter and her grand-daughter --
development, is the empowerment of women, together portray half a century’s worth of
struggles for dignity and women’s rights in
Corazón de Mujer. Their story takes us on a
With these objectives in mind, in 2011, the State Governor and First Lady of Chiapas called on journey through the pains and pleasures of
PCI-Media Impact to develop an Entertainment- Education (E-E) radio serial drama, Corazón being a woman. Each episode is like a
heartbeat that races each time a woman faces
de Mujer (The Heart of a Woman), that conveys the nature and promise of new state programs pain, fear, misunderstanding and injustice; and
aimed at achieving these goals. in each episode, too, they gain strength
through love, solidarity, joy and faith.
First aired aired in Chiapas from March to December 2011,
Corazón de Mujer became an instant hit and has since IMPACT OF
spread into rebroadcast on 51 radio stations in six countries. CORAZóN DE MUJER “I saw myself in all the characters. I visualized
my mother’s life story. I come from a broken
16% increase in number family, but my mom suffered the most. She
Specifically, the drama encourages listeners to of hospitals and was abandoned. I am a taxi driver and I cried
when I listened to the radio drama. My mom
• take advantage of new laws enabling women to own medical personnel able lost two sons. She buried both sons after they
property to attend to female died of the measles. From that point I started
to personally live what was happening in the
• fortify rights of women to live free of domestic abuse victims of violence radio drama.”
– Male Focus Group Participant
• adopt farming practices that are environmentally 6% increase in trust of
sound, government services
profitable, and sustainable available for mistreated
• respect Indigenous peoples, integrate them into the
society and agricultural economy
women
• educate children—particularly girls—more extensively 51% of women surveyed
• settle in locations that have electricity, potable water, that knew the right
plumbing, hospitals, and adequate schools. number to call in case
of gender-based
―Everyone can identify with different characters. I identified with violence learnt this in
Rosita and was reminded of my mother because she left my father.
My father was a drunk and came home and beat her. We had to Corazón de Mujer
leave and stay with neighbors.‖
– Female Focus Group Participant

7. Enhancing knowledge sharing and engaging the public to bring
about positive social change and community development
Mucho Corazón is an extension of the partnerships Topics identified in a baseline survey as important to
and work done with Corazón de Mujer (The Heart citizens and incorporated into the storyline:
of a Woman), which promotes women’s access to  All boys and girls have the right to and
government health services and legal rights. should attend school
 Discimination against, mistreatment
Mucho Corazón tells the story of Maruch, a young and abuse of indigenous people
indigenous woman from a rural Chiapas who RECONVERSIÓN PRODUCTIVA
suffers from harassment, corruption, racial and In 2012, Women’s World Banking Treatment of Others
gender discrimination and a lack of opportunities donated $30,000 for the  Alcoholism
because of her social class. In the absence of her inclusion of financial literacy
mother, Maruch supports her alcoholic father and messaging in the program
tries to help him overcome the disease.
Determined to see her father get better and for her
own life to improve, Maruch takes advantage of What people are saying:
government programs for women and empowers ―I saw myself in all the characters. I visualized my mother’s life story. I
other women in her community to start their own come from a broken family, but it was my mom who suffered the most.
She was abandoned. I am a taxi driver and I cried when I listened to the
tomato farm. Through her struggles which include a radio drama. My mom lost two sons. She buried them after they died of
forced marriage to Don Justo, the town’s leader, the measles. From that point I started to personally live what was
Maruch is confronted by several dangerous happening in the radio drama.‖ – Male Focus Group Participant
situations and falls victim of injustice before
overcoming it all. ―My Mother did not give me any land for the simple reason that I am a
woman. She only gave it to my brothers because a woman does not
know how to the work the land and produce food while a man does.‖
The weekly 30-minute episode was first aired on (Fernanda Jimenez Escobar, 59, Copoya)
Chiapas Radio and complimented by a weekly
television talk show. Additional agreements have
expanded the program’s reach to 23 stations
throughout Latin America, and one for Mexican
immigrants in the United States

8. Raising awareness on and supporting public engagement
for climate change, biodiversity and environmental
conservation
Centering around the radio drama Callaloo, the My Island-
Callaloo is on the air on 11 radio stations in 10 countries. My Community program aims to expand the capacity of
Posters, banners and other promotions materials are on display regional partners to effectively and sustainably use
across the target communities raising awareness about the contemporary communications to heighten awareness,
drama, but more importantly about the issues they address. stimulate discussions, and support public engagement
Additional online Callaloo banner ads are being pushed to smart regarding climate change, biodiversity and
phones across the region. environmental conservation.
We provide a broad-based Participating countries:
Anguilla
Media Impact has welcomed a range of partners to the communication platform and Antigua and Barbuda
The Bahamas
program, allowing us to broaden the base of our technical action plan that unites 50 Barbados
expertise, delve into trans-media Entertainment Education and Caribbean agencies with the Belize
The British Virgin Islands
secure necessary financial resources to continue broadcast. everyday citizen to work together Dominica
on a common problem: a Grenada
Jamaica
threatened environment and Montserrat
increased vulnerability to the Saint Kitts and Nevis
Saint Lucia
effects of climate change. St. Maarten
By the end of 2012, My Island – My Saint Vincent and the Grenadines
Trinidad & Tobago.
Community aims to
• Broadcast 104 of the 208
episodes of Callaloo in all 15
participating countries.
• Launch Community Action
Campaigns in 5 countries
• Broadcast locally-produced
radio call-in shows, with local
WHAT PEOPLE ARE SAYING: messaging and information
“The very rich oral tradition of storytelling really brought in all the
related to the regional radio
issues and connected the world to me. I see the world not just as a
place I live now but as my house. And if I can have my house clean then
drama, in 15 countries.
I’ll be a better person. I’ll be a happier person. I’ll be more tolerant” • Stimulate behavior change
- Willfred (Willy) Noel, Broadcaster, Grenada around targeted areas.

9. Giving New York City students and teachers a
voice in their education
My School – My Community works in New York City
schools to promote Issues students chose to
youth civic engagement
community engagement in school communities address in their campaigns:
youth voices in school processes Homophobia
The long-term goal of My School – My Community
is to generate broad, systemic change in the Cyber bullying
educational change, by working first with students Teenage pregnancy
and then through policy change.
Gossip
Teen violence
My School – My Community builds student and
teacher capacity to research their own schools,
identify critical issues in their school community,
write serial dramas that model the positive behavior WHAT PEOPLE ARE SAYING
they want to see in their school community, host “I’ve seen them go from being disruptive to being
talk shows to lead discussions about the issues the incredibly productive and love that they can
express themselves and use their voice to direct
drama addresses as well as the behavior of drama other kids in the class and take on that leadership
characters as they interact with these issues, and role. Students really flourish when they’re given
lead school-wide campaigns to spark action. that kind of opportunity and they start to discover
things about themselves that they may not
otherwise have known…” --Brooke Gassel (Past
lead teacher at UA School of Business for Young
Participating Schools: Women)
Urban Assembly School of Business for Young Women
Urban Assembly School for the Performing Arts
Urban Assembly Academy for Civic Engagement
Urban Assembly School for Green Careers

10. Changing Attitudes and Behaviors of Coastal
Communities Towards Sustainable Fisheries and
Ecosystem
In Ghana a survey showed that The Hen Biribireba program aims to increase knowledge, and change attitudes and behaviors of
91.5% of the population gets their coastal communities towards sustainable fisheries and ecosystem management practices to
support a more viable and sustainable future for the Western Region. Media Impact’s main role has
most trusted from the radio,
been to mentor and build the capacity of the communication team and local partners in the
88.1% from television and production of the E-E program.
32.2% from Newspaper Prioritized at the community level were identified as:
1. Sustainable fishery: Community members, in particular fishermen, understand the
93% of the target audience listen to radio consequences of illegal fishing practices, plan for the future and voluntarily comply with
> 80% do not practice family planning fisheries regulations: Stop using dynamite or light fishing
57% see no problem eating endangered/ 2. Responses to climate change vulnerability: Coastal communities understand their
protected sea turtles. vulnerability to climate change, adopt preventive measures such as stopping erosion, stopping
new developments by the shore and planning for future resettlement.
3. Protection of Wetlands and Coastal Biodiversity (Ecosystems): Coastal communities
understand the importance of mangroves and wetlands, and protect them (stop degrading and
dumping refuse on mangroves and wetlands)
4. Need for Integrated Management Under a Nested Systems of Governance: Coastal
communities understand their role in governance and participate in the district subcommittees.
5. Population, Health , Environment (PHE):
a) Community members understand the benefits of family planning and access products and
services to reduce the number of children they have
b) Parents understand the benefits of – and provide a protein/vitamin diet to their children.

11. Promoting understanding of the importance of
democracy and greater civic participation.
Voces Nuestras (Our Voices) is a national four-year program in Bolivia which seeks to strengthen the capacity of
community radio stations to produce relevant programs and engage listeners. These capacities encourage the stations’
role in promoting access to communication and increasing tolerance in a multicultural society.
Central to the program is the serial drama, Dark City, which has been adapted for Quechua and Aymara audiences. It
reflects society’s prejudices and unhealthy relationships, while also shedding light on the need for civic participation,
communication and diversity. Drawing on stories gathered in meetings with audiences in cities throughout Bolivia, Dark
City captures and represents the real life experiences and stories of its listeners and how they survive in a climate of
political corruption, exclusion and intolerance. Because of this process, the audience identifies with the characters and
adopts the behavior changes promoted in the drama.
Now in the second phase of implementation, Our Voices is working with 6 of the initial 30 participants who are serving as
mentors to support the new participating radio stations as they develop talk shows to accompany the drama. These six
mentors are also working to support regional campaigns to promote citizen engagement in the issues addressed through
the drama.
WHAT PEOPLE ARE SAYING:
The radio drama contains deep messages. It should be analyzed by and
distributed to the entire population. It is important to let the audience
know about their rights, and to learn about discrimination,
homophobia, xenophobia, and thousands of other issues that are part Program Objectives
of our society and that we need to eradicate.
• Promote understanding of the importance of democracy and
- Guest at Radio Pataju, a participating station
greater civic participation.
• Strengthen capacity and professionalism of local radio stations
• Promote networks among community radio stations.
• Increase access of Bolivian citizens to independent media.

12. Teenage Pregnancy and Reproductive Health
primary audience
59,000 adolescents and young people, aged 14 to 18 years.
secondary audience
450,000 fathers, mothers, teachers and adults in general.
objectives
 Strengthen capacities of public impact of the Advisory
Councils of adolescents and young people to the EAP
Promote positive changes in knowledge, perceptions and
attitudes of adolescents and the general population to
promote the prevention of teenage pregnancy and respect for
the sexual and reproductive rights of adolescents.
Surveys conducted on students pre and post-broadcast showed
conclusive evidence that the radio broadcasts had a positive impact on
students’ knowledge of sexual and reproductive health. More specifically,
o 32% more students had heard of ESI, an initiative for Integral Sexual
Education
o 89% more knew of the regional project in favor of safe environments
provided by reproductive health services for teens
o 121% more were aware of the safe environment provided by the
sexual and reproductive health services at their local hospital

13. Youth, Citizenship, Intercultural and Intergenerational
dialogue, participatory community development planning,
coexistence and peaceful conflict resolution
A 2003 quality of life survey lead by Colombia’s DANE (Departamento Administrativo de Estadistica), the
National Administrative Department of Statistics, showed that 66% of the country’s youth (0 to 26 years)
lives in extreme poverty. These youth receive no assistance from the government and also face
―temptations‖ offered by drug dealers, guerillas and gangs.
To counteract these negative influences on Colombia’s youth, Media Impact and Fundación Social
partnered to train youth community-based organizations and Fundación Social’s staff in Entertainment-
Education methodology for and communication for social change strategies. Using this approach, the
program addressed issues of youth and Citizenship, intercultural and intergenerational dialogue,
participatory community development planning, coexistence and peaceful conflict resolution.
An estimated 100,000 listeners
are reached in the four areas of
Bogota, Ibagué, Barbosa and
Pasto (which have a combined
total population of 2,220,000).
WHAT PEOPLE ARE SAYING:
“we were born to fight, but
we instead of using stones
we decided to use ideas and
create great projects”
– final workshop participant

14. Ending violence against women, and promoting political
and public health care services, and reproductive health
Media Impact, Diakonia and a number of local partners in Bolivia, Bolivia
Colombia and Peru are working together to mobilize citizen action, In El Alto, a migrant neighborhood
strengthen civil society and influence cultural norms of violence to plagued by drug-trade violence,
improve gender-based violence in the Andes. Each series is inspired by overpopulation, poverty, inadequate water
and sanitation women suffer the most.
its cultural context (Aymara, Quechua, Afro-Colombian) and using local
Public services aimed at addressing
languages ​and dialects of Castilian.
violence against women are few and fail to
address the urgent needs of the
community.
Colombia
In Chocó women suffer sexual abuse as a
combat strategy at the hands of guerillas
and paramilitary forces. While grassroots
organizations are working to bring these
issues to the forefront and promote
women’s rights, they recognize the need
Target Audiences This regional program to incorporate a communications
creates a knowledge-sharing component to increase their reach and
Bolivia: 250,000 adolescents and youth aged 10 –
network for organizations to encourage wide-spread change.
24 in El Alto
share their experiences and
Colombia: teachers, municipal authorities, strategies in this field, and Peru
communications and media professionals in 19 seeks to empower NGOs and 38.8% of women in Peru have suffered
municipalities in the state of Chocó grassroots organizations to physical violence at the hands of their
husbands or partners. Women’s rights
Peru: 453,323 men and women who are strengthen their capacity to
activists have been successful in securing
married/living together, and their families as well use communications to
the enactment of a series of related laws
as community leaders, government authorities, influence and mobilize public in the 1990s, but much work remains to be
and individuals working in service agencies in opinion, change policy and done. Gender-based violence has serious
Cusco and the 9 surrounding districts. promote access to health consequences for health, the economy
services. and social development.

15. Promoting Healthy Behavior, Fostering a Healthy Living
Environment and Increasing Quality of Life
In 2012, Media Impact acquired Media for Health and its programs targeting populations in the southern states. The partnership
holds the promise to empower communities in need, helping them develop and deliver creative health promotion messages
based on the principles of Entertainment-Education.
Both organizations understand the critical need to respond to the most pressing health issues in the United States. These
include heart disease, cancer, stroke, and diabetes, all caused by major risk factors of obesity and unhealthy lifestyle choices.
Alabama has the highest rate of diabetes in the United States In Iowa 44% of all pregnancies are unintended.
and is the second most obese state.
Of Alabama’s residents: 79% are mistimed
13.2% are diagnosed with diabetes 21% are unwanted
70% are obese or overweight 60% lead to birth
22% are cigarette smokers 27% lead to abortion
Compared to the national average, Alabama has: Queen Street and its Spanish version La Noche te da Sorpresas address
~ a lower per capita income these issues and promote family planning, the use of affordable clinical
~ a lower percentage of residents with a higher education services
~ more people living below the poverty level
All these factors are negatively correlated to the health status, and access to prevention and health care.
African Americans and Hispanics experience a higher vulnerability regarding health risk factors, such as diabetes or obesity. Body Love,
Camberwell and its Spanish equivalent Promesas y Traiciones address these concerns and promote healthier lifestyle choices and
improved health-seeking behavior.

16. Conserving the Cross River gorilla
OBJECTIONS OF MY GORILLA – MY COMMUNITY
1. Develop the capacity of WCS and local organizations in Once thought to be
Nigeria and Cameroon to better use communications
extinct, the Cross
to effectively enhance community protections
activities and motivate long-term social change in River gorilla is a
favor of the Cross River Gorillas unique subspecies
2. Build a community of coalitions and well-informed of gorilla that
constituencies that understand and support ―resurfaced‖ in the
protection of the Cross River gorilla
1980s and is only
3. Positively change community knowledge, attitudes and
behaviors related to the Cross River gorillas. found along the
southern section of
the Nigeria-
Cameroon border.
Preferring habitats of
low and mid-
elevation rainforest
and montane forest,
the remaining Cross
River gorillas live in
roughly 11
subgroups dispersed
amongst the region’s
highland areas. One
What people are saying: of the four known
“Working with Media Impact has been really
exciting for us and has added fresh impetus and subspecies of
drive to our existing conservation education gorilla, Cross River
program. Collaboration is great and I really feel gorillas most closely
a part of Media Impact, we have one project resemble western
rather than two NGOs. Working with them has lowland gorillas but
also encouraged us to start looking more
critically at monitoring and evaluation.” differ particularly in
– Andrew Dunn, Wildlife Conservation Society, Nigeria the dimensions of
their skulls and teeth

17. Supporting Tiger conservation efforts in Indochina
Target audiences:
hunters and traders
farmers and community members
government officials
Nam Et-Phou Louey National Protected Area (NEPL
NPA) in Laos is home to the most viable population of
tigers in all of Indochina. This protected area
represents one of the few remaining areas in Laos
large enough to serve as a breeding sanctuary for
tigers, but increased human activity, especially
poaching and hunting, endangers the future of this
sanctuary.
To address the behaviors threatening Indochinese
tiger survival, Media Impact has partnered with the
Wildlife Conservation Society (WCS) Laos Country
Program in the NEPL NPA and surrounding
communities to launch a Communications for Change
campaign to support the conservation of Indochinese
tigers and reduce the human-caused threats to their
survival. The My Tiger-My Community program
aims to raise awareness on existing conservation
efforts and motivate lasting social change by using a
multi-faceted communication approach that builds on
Social Marketing and Entertainment-Education (E-E).

18. Improving access to water and sanitation
Peru Water
24% of Peruvian households Program Objectives
• Develop the capacity of 4 local coalitions,
(60% in rural areas) do not have supporting an additional 8 satellite efforts,
access to safe water and sanitation across Peru to use communications to
effectively promote water and sanitation
activities and motivate long-term social
change
To address this situation, the United States Agency for • Build a community of coalitions and well-
International Development (USAID), (Media Impact), and a informed constituencies that understand
number of national and regional partners came together to and support water and sanitation activities
launch My Community, My Water: The Story of Our Water. • Positively change community knowledge,
The program aims to raise awareness about and motivate attitudes and behaviors related to safe
social change in the areas of sanitation, hygiene and water water consumption, sanitation and hygiene.
resource management. Additionally, the story addresses
gender equality, especially with regard to water resources.
The My Community, My Water program team will also
produce 10 mini-programs broadcast in Quechua to allow
Indigenous People to benefit from the program. Each of
these four coalitions will implement Community Action
Campaigns with community members and volunteers to
reinforce the messages and themes addressed in the radio
drama episodes. Each regional coalition node will support
rebroadcast efforts in two additional locations, for a total of
twelve broadcast locations.

19. Protecting endangers chimpanzees from
human activity
The Nyungwe-Kibira forest landscape in Rwanda and
Burundi, is one of the last remaining patches of high
altitude forest in Africa. Rich in biodiversity, the forest is
home to an amazing 13 species of primates, including the
highly endangered chimpanzee. The flagship Nyungwe-
Kibira chimpanzee species represents the best hope for
the development of ecotourism in the region. Despite
their importance, these chimpanzees are currently at risk Direct Threats to Chimpanzees
due to human activity from both locals and tourists.
Incidental Poaching by poachers’ snares
To address the factors threatening the survival of Habitat Destruction by fires
chimpanzees, Media Impact will partner with the WCS Disease Transmission from tourism or
Rwanda Country Program and local partners to build on inadequate waste disposal by locals
existing conservation efforts and motivate long-lasting
social change through the My Chimpanzee – My
Community,program in the five districts bordering
Nyungwe National Park.
Target audience:
1,508,000 individuals in five districts
surrounding Nyungwe National Park in Rwanda
(two of the Southern Province: Nyamagabe,
Nyaruguru and three of the Western Province:
Rusizi, Nyamasheke and Karongi) and thousands
more living around the Kibira Forest in Burundi.
The radio programs will reach up to 2 million
listeners.

20. Conservation of Western Chimpanzee Habitats
Working in Sierra Leone and Liberia, an Entertainment-Education
radio serial drama was created under the My Western
Chimpanzee – My Community program. Weaving together
relevant information on this species with a compelling story
modeling desired attitudes and behaviors the program aims to
reduce threats to Western Chimpanzees and their environment.
Specifically this means reducing the
hunting and killing of chimpanzees and
the destruction of their forest habitat.
Ultimately, the goal is to stop the decline
in chimpanzee numbers and contribute
to the conditions necessary for a
population recovery.
What People Are Saying:
“The case for chimpanzee conservation is based on both
economic self-interest as well as an ethical perspective on
sharing this world with a species that is our closest relative.
With this program, we hope to empower people in Sierra
Leone and Liberia to first imagine a future of co-existence with
chimpanzees and then to support conservation efforts which
benefit both their own communities and the chimpanzees.”
– Dr. William Banham, Program Director, PCI-Media Impact

21. Statement of Financial Position > 12.31.11
Assets 12/31/11 12/31/10
Cash and cash equivalents $208,748 $129,448
Contributions receivable 31,289 291,672
Prepaid expenses and other assets 41,927 37,110
Investments 1,349,155 1,433,959
Beneficial interest in charitable remainder trust 14,833 14,833
Leasehold improvements and equipment, net 36,550 23,949
Total assets $1,682,502 $1,930,971
Liabilities and Net Assets
Capital Lease Obligations $12,867
Advances payable 159,326
Accounts payable and accrued expenses 63,280 40,849
Annuities payable 48,641 51,310
Total liabilities $284,114 $92,159
Net assets
Operating $ 54,208 $ 105,349
Designated for long term investments 1,322,648 1,684,463
Unrestricted $1,376,856 $1,789,812
Temporarily restricted 21,532 49,000
Total net assets $1,398,388 $1,838,812
Total liabilities and net assets $1,682,502 $1,930,971

22. Statement of Activities
and Changes in Net Assets > 12.31.11
Temporarily
Operating revenue Unrestricted Restricted 12/31/11 12/31/10
Contributions and grants $961,890 $437,037 $1,398,927 $1,121,197
Investment return applied to operations (1,723) 0 (1,723) 9,920
Other income 61,439 0 61,439 64,941
1,021,606 437,037 1,458,643 1,196,058
Net assets released from restrictions 464,505 (464,505) 0 0
Total operating revenue $1,486,111 $(27,468) $1,458,643 $1,196,058
Operating expenses
Program services $1,486,434 $0 $1,486,434 $1,478,168
Administration 237,167 0 237,167 181,356
Fundraising 209,246 0 209,246 315,235
Total operating expenses $1,932,847 $0 $1,932,847 $1,974,759
Change in net assets from operations $(446,736) $(27,468) $(474,204) $(778,701)
Non-operating changes
Bequests $38,130 $0 $38,130 $315,338
Changes in the value of split-interest agreements (4,350) 0 (4,350) (4,565)
Non-operating changes $33,780 $0 $33,780 $310,773
Change in net assets (412,956) (27,468) (440,424) (467,928)
Net assets, beginning of year 1,789,812 49,000 1,838,812 2,306,740
Net assets, 12/31/2011 $1,376,856 $21,532 $1,398,388 $1,838,812
PCI-Media Impact, Inc. is an independent, non-profit organization with tax exempt status under Section 501(c)(3) of the Internal
Revenue Code. A copy of the complete audited financial statements represented here and/or a copy of the IRS form 990 may be
obtained by writing to PCI-Media Impact, Inc. 777 United nations Plaza, 5th Floor, New York, New York 10017-3521 or to the
Office of the Attorney General, New York State Department of Law, Charities Bureau, 120 Broadway, NY 10271.

23. PCI-Media Impact is extremely
grateful to all partners and donors .
Albright, Adam Department of State Lemons, David and Nancy Steele, Anne
Allen, George Djalilova, Durdona Lyndgoh, Bremely Steele, Richard and Elizabeth
Anonymous Estate of Benjamin Stein Magintie, Walter and Ruth Sustaina Metrix
Anson, Sally Estate of Charles Wolter McBean, Edith Sutter, John H.
Arntz Foundation Estate of Jan McMillian Montgomery McBride, John The New Land Foundation
The Price Foundation, (Douglas
B.T. Rocca Foundation Estate of Jean Winchell McDougal, Christopher
Schofield)
Bailey Christine D. Estate of Mildred Lillis Media For Health The Urban Assembly
Forrest C. and Frances L. Lattner
Barber, Ruth N. Moses Feldman Family Foundation The World Bank
Foundation
Bartels, Erin Katie Fundacion Social Murdock, Dr. K.C. and Mrs. Martha, Theil, Mark J.
Ralph and Lois Silver Family
Beek, Alan and Jean Grossman, Hannah K. Timpson, Sally
Foundation
Brown, Betty Dabney Helm, Susan and Nelson Ridgley, Barbara Tomkins Tjepkema, John and Schwintzer, Christa
Bryan Cave, LLP Henderson, Kenneth and Kathryn Robison, James E. Torres, Sylvia C.
Calkins, Glenn (Willis) Henning, Theodore Salzman, Rita Trull Foundation
Campbell and Hall Fund Hildreth, William Scala, Anthony M. UNDP CANCUN
Campos, Brenda Hoblit, Fred and Iris Schildge, Jane B. UNFPA (Peru)
Canari INMOBI Serving The Spirit Foundation USAID (Peru)
US Fish and Wildlife Federation
Ceres, Michele Clarke Jensen ,Joel Sharpe, Deborah
(Nigeria)
Clayton Fund Kantrow, Louise Shendandoah Foundation Walhstrom, Lindsey
KFW , Options, German Development
Cohen, Fred Simon Edison Foundation Watson, Alexander
Bank
Conservation Food and Health
Kitatani, Kenji Singhal, Dr. Arvind Yeannakis, Lynne
Foundation
Court, Alan Koldinger, Dr. Ruth and Majorie Southey, Sean Young-Yoon, Soon
Cunningham, Jerry and Diane Kumawu, Noble Spears, Pricillia

24. Partners
BirdLife International Panos Caribbean
Buccocco ReefTurst PSI
Calandria (Peru) Radio Cutivalu (Peru)
Caribbean Environmental Health Institute SeaWeb
Catholic University of Bolivia SECRAD
CECOPI (Centro de Educación y Comunicación para
Comunidades y Pueblos Indígenas) Secretariat for the Convention on Biological Diversity
Coastal Resource Center (Ghana) Secretariat of Eastern Caribbean States
Sistema Chiapaneco de Radio, Televisión y
Convention on Biological Diversity Cinematografía
Society for the Conservation and Study of Caribbean
Cross River National Park (Nigeria) Birds
Cross River State Forestry Commission (Nigeria) St. Lucia Folk Research Center SustainaMetrix
Diakonia State Government of Chiapas, Mexico
DIF Chiapas SustainaMetrix
Durrell Wildlife Conservation Trust UNDP
EHO CARICOM UNFPA
Environment Foundation for Africa Uni Norte
Firends of the Nation (Ghana) Urban Assembly
Fundacion Social U.S. Fish and Wildlife Service
GEF Small Grants Program USAID
Global Island Partnership Water and Sanitation Program of the World Bank
Got It? Get It. Wildlife Conservation Society Cameroon
InMobi Wildlife Conservation Society Nigeria
Kallpa (Peru) Wildlife Conservation Society Rwanda
Media for Health Wildlife Conservation Society Laos
Ministry of Forestry and Wildlife (Cameroon) Women's World Banking
Nature Conservancy