PCI-Media Impact’s award-winning radio program,
Ombligos al Sol (Belly-buttons
to the Sun), aired its final episode In January 2005 after
a remarkable three-season run. The radio series aired weekly
in Mexico City on Radio
Educación and followed a radio magazine format
that delivered a refreshing look at life through youthful
eyes. With key input from
a
lively crew of teens and young adults, Ombligos
mixed national and international news with music, guest
speakers, testimonials from other teens, and mini-dramas
examining
social
problems such as STD/HIV prevention and transmission, teen
pregnancy, and substance abuse.
The program was written, produced, and
hosted by youth for youth. The innovative format was conceived
based on in-country
research showing a need for programs aimed at an adolescent
audience and providing accurate, culturally sensitive information
on sexual health, disease prevention, and other psychosocial
issues of urgent concern to teenagers and young adults.
Team
members incorporated these topics into the various segments
of the program and used PCI's methodology to design the
mini-dramas.
Each week’s program focused on one topic and explores
it by combining the approaches of talk, music, drama, and
audience participation.
Program Format
Each episode discussed pertinent topics
regarding health and social interests. The mini-dramas used
familiar characters that encounter a typical troubling situation
that is facing many Mexican youths. The open discussion
of
often taboo topics allowed the show to educate and inspire
its listeners to change their attitudes. Recent episodes
had
discussed crucial issues like drug abuse, domestic violence,
adolescent pregnancy and sexuality - including an emphasis
on HIV/AIDS prevention and education.
Call-ins to the program were an important
component, allowing the audience to ask specific questions
and receive answers from the guest speakers or referrals
so they would know where to go for additional information
and help.
Monitoring of the calls to the program was vital to measuring
audience response and the information that listeners want
to know. Every call to the station was monitored and used
in the evaluation process to see how the show connects with
the
audience. The interest level determined which topics are
explored in future programs. The call-in aspect of the show
also proved
the popularity of the program with its target audience.
Program Impact
In 2004 the Secretariat for Public Education
(SEP) agreed to use the mini dramas to supplement
classroom
discussions of adolescent issues in Mexico City high schools.
Ombligos
was also selected by the Population Institute in Washington,
DC as the winner of the 2003 Global Media Awards for Excellence
in Population Reporting in the Best Radio Program category.
“The Population Institute Media Awards are devoted to
drawing attention to worldwide population issues. The awards
recognize those who have contributed to creating awareness
of population problems through their journalistic endeavors
in a meritorious manner.” Mexico now joins Kenya and
Tanzania as a recipient of this prestigious award.
In addition, Ombligos was
awarded best radio program in the category of journalism
and reproductive health by the Center for Latin
American Health & Women. (CELSAM). CELSAM is an organization
working throughout Latin America that provides information,
orientation and education to women and their partners about
critical issues such as reproductive health, sexual education,
contraception, STDs and menopause.
PCI-Media Impact’s award-winning radio program,
The program was written, produced, and
hosted by youth for youth. The innovative format was conceived
based on in-country
research showing a need for programs aimed at an adolescent
audience and providing accurate, culturally sensitive information
on sexual health, disease prevention, and other psychosocial
issues of urgent concern to teenagers and young adults.
Team
members incorporated these topics into the various segments
of the program and used PCI's methodology to design the
mini-dramas.
Each week’s program focused on one topic and explores
it by combining the approaches of talk, music, drama, and
audience participation.
Call-ins to the program were an important
component, allowing the audience to ask specific questions
and receive answers from the guest speakers or referrals
so they would know where to go for additional information
and help.
Monitoring of the calls to the program was vital to measuring
audience response and the information that listeners want
to know. Every call to the station was monitored and used
in the evaluation process to see how the show connects with
the
audience. The interest level determined which topics are
explored in future programs. The call-in aspect of the show
also proved
the popularity of the program with its target audience.
Ombligos
