May 22, 2009 - The PCI-Media Impact produced radio drama, "Toque Magico (Magic Touch)", premieres as a weekly serial drama on both YouTube and Facebook starting on Wednesday, May 20, 2009. Follow the weekly updates by visiting PCI Media Impact's YouTube Channel or by joining our FB Causes page.

Magic Touch was first broadcast in Ecuador in partnership with PRODH, a community organization specializing in human rights in 2008. The show promotes youth awareness of gender equality and contribute to the formation of a culture based on the elimination of all forms of discrimination and the prevention of violence against women.

The story begins with the Spider and her helper, the Dictionary, telling the story of the “School of Magic and Wizardry.” The school is known to host the most distinguished sorcerers and witches in the universe, yet gender discrimination inhibits the witches from participating in certain activities such as, reading the great book of magic, taming beasts or hunting for ghosts. Micala, a young witch, is tired of being confined to flying her broom and cooking caldrons of food. With the help of her mother and her teacher, Sol, she fights for witches to have the same opportunities and rights as sorcerers.

On February 29, 2009, Ximena Gudiño, the show's local producer, was awarded the Journalism Mention of Honor in the category of Communication for Development by the National Union of Journalists of Ecuador (UNP). The award recognized the collaborated effort of PRODH, UNFPA and PCI-Media Impact for the production and broadcast of Magic Touch.[an error occurred while processing this directive]