Population Media Center (PMC) Nepal has been at the forefront of social change, utilizing the power of media to address critical issues such as gender norms, child marriage, educational disparities, and the essential need for sexual and reproductive rights. PMC-Nepal has been working in Nepal since 2015 among Nepali and Maithili-speaking communities with targeted communication interventions in Madhesh, Karnali, and Sudurpaschim Provinces. In collaboration with the Association of Community Radio Broadcasters Nepal (ACORAB), PMC-Nepal has amplified its impact, reaching deep into communities across the nation through the Community Information Network (CIN), the largest community media network in Nepal.
PMC-Nepal has been working in Nepal since 2015 among Nepali and Maithili-speaking communities with targeted communication interventions in Madhesh, Karnali, and Sudurpaschim Provinces.
Strategic Broadcasting for Social Change
ACORAB’s Community Information Network, managed by a dedicated team in Kathmandu, produces and distributes the influential national news bulletin Sajha Khabar daily. This platform prioritizes the well-being of children and marginalized groups, making it a perfect partner for PMC-Nepal. PMC partnered with ACORAB for the broadcast of Mai Sari Sunakhari in Karnali and Sudurpaschim Provinces and aired the audio drama series, Junimayako Katha, on the Community Information network. These dramas, carefully timed for maximum listenership, go beyond entertainment to educate and spark critical conversations on societal issues.
Changing Attitudes Towards Child Marriage and Menstrual Stigma
In Gothichaur Municipality, local leaders have taken bold steps against child marriage, inspired by the messages conveyed in PMC Nepal’s radio dramas. Tika Dutta Neupane, Ward Chairperson of Ward No. 4, has spearheaded a “child marriage-free campaign,” emphasizing education and strict legal actions against violators. Similarly, in Ward No. 1, led by Arjun Kumar Mahatara, an anti-child marriage campaign urges residents to report instances of child marriage within their communities. These initiatives are crucial in eliminating child marriage and safeguarding children’s rights.
Furthermore, the harmful tradition of Chhaupadi, which involves the segregation of menstruating women, continues to subject them to discrimination. Activists like Sunita Gaire, along with local leaders in Navadurga Rural Municipality, are raising awareness and promoting cultural change. Efforts such as distributing sanitary pads and implementing hygiene programs in schools are essential steps toward addressing menstrual stigma and ensuring the dignity and health of women and girls.
The Power of Storytelling
The transformative power of PMC-Nepal’s radio dramas is evident in the stories of listeners like Prem Prasad Pandey and Singh Rawal. Pandey, a resident of Guthichaur Village Municipality, finds the drama compelling and has reconsidered his stance on child marriage after listening to the series. He believes these dramas are crucial for educating adolescents and fostering positive societal change. Rawal, from Chandannath Municipality, uses the lessons from the dramas to educate his children and community about the harmful effects of child marriage.
Comprehensive Community Engagement
PMC Nepal’s impact extends beyond radio dramas. The CIN news bulletin has featured over 15 news reports highlighting the programs’ focus and relevance, demonstrating a comprehensive strategy to disseminate information and raise awareness. Moving forward, continued collaboration with radio stations and intensified promotional activities will be crucial in sustaining and enhancing the programs’ impact on the target audience. The community radio stations have been organizing discussions among change makers who have put an effort to reduce child marriage, support girls’ education, and end gender-based violence within families and communities.
The community radio stations have been organizing discussions among change makers who have put an effort to reduce child marriage, support girls’ education, and end gender-based violence within families and communities.
Significant Reach and Future Directions
The reach of these initiatives is substantial. Mai Sari Sunakhari has engaged 10,000 students, inspiring them to rally against child marriage and establish school clubs in 17 previously underserved schools. Population Media Center Nepal’s YouTube channel boasts 900,000 followers, showcasing the wide appeal and influence of their content. However, Junimayako Katha needs further strategic efforts, as it has garnered 100,000 views. Training the team and implementing new promotional strategies will be essential to increase its impact.
The listening sessions for Junimayako Katha were particularly impactful. Over five months, 188 listening sessions were held across 30 target schools, engaging 8,549 students in vibrant discussions about the drama and its themes. These sessions served as a springboard for activities aimed at cementing the messaging and igniting engaging dialogue around the pivotal issue of child marriage.
The partnership between Population Media Center Nepal and ACORAB exemplifies the transformative power of media in driving social change. By leveraging the extensive reach and influence of community radios, these organizations are tackling critical issues such as child marriage, gender norms, and educational disparities. Through strategic broadcasting, compelling storytelling, and comprehensive community engagement, PMC Nepal and ACORAB are empowering communities and fostering positive societal transformation. Continued support and collaboration will be essential to sustain and enhance these impactful initiatives, ensuring a brighter future for Nepal’s children and communities.
By changing attitudes, beliefs, and behaviors, Mai Sari Sunakhari (“Orchid, Like Me”) helped to ensure that girls get to be girls instead of child brides. This nation-wide broadcast reached millions of listeners, young and old, to address entrenched gender norms, child marriage, inequity in education, and needed sexual and reproductive rights.
This 104-episode radio show will air through 2022 across Nepal. Rope Guna Fal will be the third project collaboration between PMC and Antenna Foundation Nepal (AFN). Acting together with UNICEF and The Kendeda Foundation, this year-long radio program will address parenting practices, child marriage, sexual reproductive health, child marriage, and other social issues. Nepal has committed to eliminating child marriage by 2030 as part of the UN Sustainable Development Goals. According to research by Girls Not Brides, 40% of Nepalese girls are married before they turn 18. By incorporating parent education and child marriage storylines into Rope Guna Fal, PMC and other contributing partners will move the needle on the attitudes and actions that contribute to the harmful practice. As with all PMC radio shows, Rope Guna Falwas created using PMC’s radio show methodology.
This 104-episode radio show aired from April 2016 to April 2017 in the Maithili language. PMC partnered with the Antenna Foundation (AFN) to broadcast Hilkorand another PMC radio show,Mai Sari Sunakhari (“Orchid, Like Me”), in the Nepalilanguage.TheAntenna Foundation has established itself as one of Nepal’s premier communication and production houses with a team of 50 professionals and a network that spreads across the most remote corners of Nepal. The broadcast network for Hilkor andMai Sari Sunakhari included Radio Nepal, Kantipur FM, and 40 stations nationwide through Ujyaalo 90 Network. Hilkor is currently being aired to adolescent girls in street theater workshops organized by PMC and Janaki Women Awareness Society (JWAS).The goal is to motivate positive behaviors and normative change regarding child marriage, girls’ education, and gender-based violence. As with all PMC radio shows, Hilkorwas createdusing PMC’s radio show methodology.
