The weekly radio drama “El Faro: Luz y Sombra del Amor” is the core discussion in the magazine live show: “Chispas, encendiendo tus sentidos …descubriendo tu sexualidad” ( Sparks, turn on your senses… discover yoursexuality), the show is run by 8 energetic adolescents.

Our partner in this project is Servicio Educación Sexualidad y Salud A.C. (SEEDSSA), which is a Mexican NGO focused on youth sexual and reproductive health and works in Cancun, Mexico. PCI-Media Impact provides them training, funding and technical assistance in order to tell stories and save lives.

Social Economic Reality: Cancun , Mexico

When most people think of Cancun, Mexico, they think of the sun, beautiful beaches, five star resorts and lots of tourists. While the economy is most certainly centered around the tourism industry, Cancun is not just tourists. The Island of Cancun has around 350,000 local residents. Local residents, especially youth people are faced with many social and economic difficulties, among these are:

• High suicide rates among youth in the country and has the second highest rate of female homicides linked to gang activity.

• The tourism industry leads to prostitution as a means of income.

• Addiction and family violence are reaching alarming levels in the area. Source: INEGI:2005

The goal of the broadcast program developed by PCI-Media Impact and SEEDSSA was promote responsible sexual behavior using language that resonates with youth, through a call-in radio show about youth sexual and reproductive health.

Broadcast Details:

Broadcast Period: From April 28, 2007 to September 22, 2007
Broadcast Reach: Radio Cultural Ayuntamiento to the following towns: Cancun, Puerto Juarez, Isla Mujeres and Puerto Morelos

Target Audience: Over 1,274,000 listeners, youth ages 10-19.

 The Magazine Show:

20 Episodes, 60 minutes each, featuring the radio drama, health news, interview with health experts, contests, debates, and testimonials.

 The Serial Drama:

Radio drama: 20 Episodes, 10 minutes each incorporated into the 60 minute magazine show. The main characters in the drama include:
Marina :
A 16 years old, average looking, honest, analytic, withdrawn.
Comes from a divorced family, her father is a taxi driver.
Her sister, Tere who is 15, is a problematic girl.
Luis:
18 years old, handsome, dates lots of girls; he is selfish and a liar. Discovers strong feelings for Marina.
He has a turning point after the death of his best friend.

The Stories Plot: Marina ’s family just arrived to the town. She and her sister will start a new life with their father. Luis introduced Marina to school and to a new world, facing issues such as:

• Friendship and relationships between classmates
• Sex relationships and risky practices
• Contraceptive methods, prevention of unplanned pregnancy
• STD’s and HIV/AIDS prevention
• Prostitution, violence and suicide
• Sexual preference

Reported Program Impact:

PCI-Media Impact and SEEDSSA developed a robust methodology to monitor the impact of this program, which will be available after September 2007. Besides the capacity building workshops, many achievements have been reached:

• Baseline survey conducted with 493 adolescents and youth.
• Promotes the services provided by CHISPAS, SEEDSSA’s and local government health entities, and projects focused on sexual and reproductive health rights for youth.
• Media Connections: Publications in local media, web-site, 12 spots and informational capsules, two press conferences, among others.
• Focus groups and post-test surveys.

PRE-BROADCAST RESEARCH:  

Can a person become HIV positive by a mosquito sting?
Teenager responses:
 

Capacity Building and Participation: We ensure the program sustainability by increasing broadcasting skills sets within the community. During this program:

• Seven capacity building workshops were attended by 10 participants.
• Several forums and fairs.
• 31 adolescents from diverse socio-economic background are part of the project team.

In addition, participants identify their own needs, which create credibility among listeners.

• The title of the show and scripts stories were developed by youth.
• Sex-workers participated in the story development sessions.
• E-mails, letters and telephone calls are a way to ensure new content and feedback.

Cost – Effectiveness: To ensure program sustainability the project also requires cost-sharing. PCI-Media Impact provides 21% of the project cost and our partners provide the remaining 79%, often through in-kind, contribution, volunteers, and sponsorship. Some of the local inputs are:

• Script writers and announcers
• Pilot program, pre-test and impact analysis
• Infrastructure (offices rent, radio studio)

About Program Partners:

We work with public and private sector partners to promote social development.

• Local media: Radio Cultural Ayuntamiento, Radio Chetumal FM, Colectivo Identidades, Revista Naurona
• Health Service providers: CHISPAS, SEEDSSA
• Government: Department of Education and Culture, State Department of Health, State Human Rights Commission
• Others: Local schools and local businesses