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PCI-Media Impact Wins Interaction's Outstanding Photograph Prize

NEW YORK.- 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.

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