Christina Guérin: A Lifetime of Storytelling for Social Good

Step into the vibrant world of Christina Guérin, a woman whose heart has always belonged to the enchanting realm of radio. From a tender age, radio coursed through her veins, leaving an impression on her spirit. Life unfolded in exciting ways, and Guérin’s path led her to Population Media Center (PMC), a beacon of hope and change. Here, she now stands as the Country Director in Haiti, a role that intertwines her love for radio and her unwavering dedication to making a difference.

In Haiti, a place rich with culture and resilience, Guérin found solace and inspiration at her mother’s side within the walls of the local radio station. Mona Guérin, the late and beloved matriarch, hosted a captivating show called Roye les Voila (“Here They Come”). Guérin flourished as a part of her mother’s show, being given the opportunity to portray various characters in the family drama.  

Life unfolded in exciting ways, and Guérin’s path led her to Population Media Center (PMC), a beacon of hope and change. Here, she now stands as the Country Director in Haiti, a role that intertwines her love for radio and her unwavering dedication to making a difference.  

In 2013, now as a member of the PMC global team, Guérin created the awe-inspiring radio show Zoukoutap (“To Limp”). The 78-episode radio show delved into the harrowing topics of child slavery, reproductive health, and family planning, resonating deeply with the hearts of the Haitian people. The program was so popular, PMC produced two sequels, Zoukoutap 2 and Zoukoutap 3, captivating large audiences and achieving significant impact – solidifying Guérin’s faith in PMC’s transformative methodology. 

“I was very impressed with PMC’s methodology and its success. PMC took my basic knowledge of social radio-drama writing and production to a whole new level,” Guérin says. “I needed a methodology to work with to make sure there were measurable results. PMC’s methodology gave me exactly what I was looking for: an extraordinary tool for behavior change.” 

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From Airwaves to Action: How PMC’s Radio Shows Transformed Zambia’s Future

In the heart of Zambia, a revolution was brewing, not on the streets, but across the airwaves. From May 2021 to September 2022, two riveting radio shows – Kwishilya ("Over the Horizon") in the Bemba language and Siñalamba  ("Breaking the Barrier") in the Lozi language – struck a chord with millions. This groundbreaking venture was the brainchild of Population Media Center – Zambia (PMC-Zambia), crafted hand-in-hand with the United States Agency for International Development (USAID)

Imagine the people of Central, Luapula, Muchinga, Northern, and Western Provinces eagerly tuning into 156 compelling 15-minute episodes, week after week. With each show, they navigated an intricately woven tapestry of storylines, shedding light on the pressing issues of our time – from the urgency of family planning to the relentless fight against gender-based violence, and from preventing teen sexually transmitted diseases like HIV to the battles against early marriages, poor maternal and child health, and malnutrition.

Every week, more than half a million listeners, men and women from teenagers to older adults, tuned in. Their lives subtly or remarkably transformed by the potent narratives of Kwishilya and Siñalamba. This extensive outreach, sustained with constant contact for well over a year, was achieved at a remarkably efficient average cost per listener of $1.11 for Kwishilya and $4.70 for Siñalamba.

Charles Kalonga, the inspiring Country Director of PMC-Zambia, attributes much of the success of the shows to the strength of PMC’s storylines. “Listeners see themselves in the story, and a bond between the characters and the listeners is formed,” Kalonga says. 

His words encapsulate the profound impact of these shows, far transcending the realm of mere entertainment, to serve as a beacon of societal change. As you navigate this report, you’ll witness the power of storytelling, the resonance of Kwishilya and Siñalamba, and their pivotal role in transforming health, education, and social norms in Zambia.

PMC in the Spotlight: Shortlisted for the Esteemed Digital Communication Awards 2023

We are thrilled to announce that PMC has been shortlisted for the prestigious Digital Communication Awards – a recognition honoring excellence in online campaigns and projects since 2011. We invite you to explore the contestants and stay connected for more updates as we continue on this journey and celebrate this remarkable recognition together! Thank you for your continued support and belief in PMC's vision.

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