Corporate Social Responsibility Press Release
provided by 
8.25.2008 - 08:43am ET
News from:
PCI-Media Impact
PCI-Media Impact Wins Interaction's Outstanding Photograph Prize
Jach b'al Re Loq' b’al K'u'x (The Love Recycle)
(CSRwire) - August 25, 2008 - PCI-Media Impact, a not-for-profit organization
that produces social change television and radio programs around the
world, was recently awarded Outstanding Photograph by InterAction for
James Rodriguez's snapshot of Guatemalan children participating in a
clean-up of their neighborhood in San Pedro, Guatemala.
To address the unhealthy waste management practices in rural Mayan-Quiche
speaking Guatemala, PCI-Media Impact partnered with local radio
stations and local organization La Asociacion Juventud Kiche to
produce the radio serial drama Jach b'al Re Loq' b'al K'u'x (The
Love Recycle). The drama featured two of PCI-Media Impact's
most recognizable character types: Chelly, an 18 year old woman who wants
to improve the earning potential of her father's farm, and Don Tavo,
Chelly's father who become ill after struggling to make the farm a
success. The drama unfolds as the Tavo family attempts and fails in
attempt after attempt to raise different crops. With no success, the
family starts recycling inorganic materials and finally establishes a
secure income for the family.
The drama was at the core of the radio magazine, Uj Mox pero Uj saq
(Crazy but Clean), which featured not only the radio drama, but
also call-in discussions with experts in environmental protection and
conversation and recycling. From the radio program, the local communities
of El Quiche, Totonicapan, Quetzaltenango, Huehuetenango, San Marcos and
Coban changed their attitudes toward the environment. The program
mobilized local youth, who listened to the program in school each day, to
organize a clean up of their towns. The award-winning photograph captures
one of those initiatives.
"Rodriguez's photograph depicts PCI-Media Impact's work to build
grassroots social movements around some the greatest issues facing the
world. Through this innovative program, we have energized a new
generation of youth leaders and environmentalists. Most importantly, the
message that environmental stewardship can be a fun, social activity for
children is coming through loud in clear in this amazing photograph,"
explains Michael Castlen, Executive Director of PCI-Media
Impact.
Jach b'al Re Loq b'al K'u'x is just one of the 46 radio
serial dramas PCI-Media Impact has produced in Latin America in the
last four years through its My Community program. My Community empowers
underserved communities through PCI-Media Impact's communication for
social change methodology. The design of My Community allows each
community to establish sustainable public awareness campaigns around
health and economic development. Currently, PCI-Media Impact has 11 radio
serial dramas being broadcast throughout Latin America.
About PCI-Media Impact
Since 1985, PCI-Media Impact's programs have addressed the root causes of
poverty and have encouraged people to make choices that lead to better
health and sustainable development. Working with local partners worldwide,
PCI-Media Impact produces carefully researched and culturally sensitive
radio and television dramas that combine the power of storytelling with
the reach of broadcast media. For more information, please visit PCI-Media
Impact's website at www.pci-mediaimpact.org
For more information contact: Michael Castlen mcastlen@pci-mediaimpact.org
or at +1 (212) 687-3366
For more information please contact:
Michael Castlen, Executive Director
PCI-Media Impact
212-687-3366
www.mediaimpact.org
www.pci-mediaimpact.org
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