Tom Denford
By Tom Denford
Jan 4, 2017 2:56:55 PM

Media For The Power Of Good


On this episode of #MediaSnack we consider what a challenging year its been for the global media industry and devote our Christmas episode to sharing with you the amazing story of Population Media Center (PMC), an NGO that we work with at ID Comms.

Please donate to PMC directly here and support their amazing work

We think PMC is a truly amazing organisation, leveraging the power of media to tackle some of the world’s most acute challenges, improving education and rights for woman and girls, empowering them with family planning which reduces the impact of population growth and thereby the impact and strain on the environment.

PMC creates TV and radio shows, serialized dramas, that embed positive role models into prime time entertainment to drive behavioural and societal change. By thorough pre-post testing, PMC has been able to demonstrate to governments around the world how effective their programmes are when compared with traditional public-service communications. PMC are showing the world (and marketers) what true effectiveness means for media investment and how compelling content changes minds and changes lives.


The goal of the partnership with ID Comms is to help PMC, which was founded in 1998, reach more people around the world.

ID Comms will provide marketing advice, training and brand introductions for PMC, dedicating more than 40-days of employee time for the first year of the initiatives.

The partnership will bring together ID Comms’ expertise, connections and understanding of the media landscape with PMC’s skill at creating compelling entertainment that inspires behavioural change.

Elements of the partnership include:

  • Helping PMC find new sources of funding from major global advertisers;
  • Advising PMC on digital marketing techniques;
  • Providing local media landscape intelligence in the markets where PMC seeks content distribution partners; and
  • Media research and analysis to evaluate media partnership opportunities.
“We are very excited to be working with Population Media Center, which is making a real difference in the lives of women and girls in some of the most hard-to-reach communities across the globe,” said Tom Denford, Co-Founder of ID Comms. “The way PMC tackles these behavioural issues through media exposure is really easy for us to get excited about. The team at ID Comms act as trusted advisors to some of the world's leading brands, helping them compete in a fast-changing media landscape. We are therefore hugely excited to be supporting PMC’s incredible work, applying the same knowledge and skills to drive real change in the world through media. ”
“We are delighted to be working with the team at ID Comms to help us analyse new markets and connect with more of the world’s major brands,” said Bill Ryerson, Founder and President of Population Media Center. “There is no more cost-effective use of charitable dollars than in preventing unplanned and unwanted births and reducing birth rates worldwide through information and empowerment,” said Ryerson. “The work of PMC is helping empower women and girls and prevent the needless suffering of millions of people. ID Comms is helping us expand this work. With their help, we’re going to reach more people, which is desperately needed.”

Population Media Center is a nonprofit leader in entertainment-education dedicated to women’s rights and empowerment, population stabilization, and the environment. For the past two decades, PMC’s entertainment programming has promoted social and cultural change and has helped 500 million people in more than 50 countries.PMC’s efforts span the globe, continually targeting underserved audiences. The East Los High TV Series in the United States, broadcast via Hulu, resulted in almost 30,000 people using the Planned Parenthood widgets on in the first month of broadcast. Via this widget they were able to determine their risk for sexually transmitted diseases or pregnancy, and 76% of viewers who accessed resources on East Los High’s website also shared those resources with friends.


Please donate to PMC directly here and support their amazing work

Global Population "Speak Out”