The Power of this approach was pioneered by Miguel Sabido, a vice president of Televis, Mexico's national television network, when he did a series of soap opera segments on illiteracy. The day after one of the characters in his soap opera visited a literacy office wanting to learn how to read and write, a quarter-million people showed up at these offices in Mexico City. Eventually 840,000 Mexicans enrolled in literacy courses after watching the series.
Sabido dealt with contraception in a soap opera entitled Acompaname, which translates as Come With Me. Over the span of a decade this drama series helped reduce Mexico's birth rate by 34%.
Other groups outside Mexico quickly picked up this approach. The U.S.-based Population Media Center (PMC) headed by William Ryerson, has initiated projects in some 15 countries and is planning launches in several others. The PMC's work in Ethiopia over the last several years provides a telling example. Their radio serial dramas broadcast in Amharic and Oromiffa have addressed issues of reproductive health and gender equity, such as HIV/AIDS, family planning, and the education of girls. A survey two years after the broadcasts began in 2002 found that 63% of new clients seeking reproductive health care at Ethiopia's 48 service centers had listened to one of PMC's dramas.
Among married women in the Amhara region of Ethiopia who listened to the dramas, there was a 55-percent increase in those using family planning. Male listeners sought HIV tests at a rate four times that of non-listeners, while female listeners were tested at three times the rate of female non-listeners. The average number of children per woman in the region dropped from 5.4 to 4.3. And demand for Contraceptives increased 157 percent."
