Peripheral Vision International (PVI) was formed in 2011 with the mission to transform East Africa’s media landscape in a way that promotes human rights, increases access to information, and empowers marginalized communities. PVI partners with nongovernmental organizations (NGOs) and grassroots civil society organizations (CSOs) to expand media literacy and media access in countries such as Uganda – the primary base of operation – and Tanzania. PVI’s innovative programs help build capacity for civil society to communicate effectively and facilitate behavior change.
Peripheral Vision International is a 501(c) (3) nonprofit organization
For profit organizations play a role in East Africa’s development. They shape the market, but are equally shaped by it. Companies require a social license to operate and must communicate their brand and messaging to the right people in the right way. We look for opportunities to collaborate that align with our mission through meaningful CSR campaigns, community investment initiatives, or brand promotion for responsible companies.
Few local NGOs, international NGOs, development and aid organizations have the know-how, reach or capacity to engage audiences in significant ways. PVI partners with nonprofits working to affect positive social change in Uganda by strengthening their communication and expanding their reach.
PVI works quickly, tactically and dynamically, using sound research methods.
Much of Ugandan civil society is far removed from the average citizen and the monitoring and evaluation research conducted by NGOs in Uganda is often rife with biases and fails to adhere to basic principles of external and internal validity. PVI partners with top researchers from the Public Health sector and renowned academic institutions to test the reach and effectiveness of its campaigns. This research focuses on audience consumption of media, locating untapped potential that other firms miss.
PVI works quickly, tactically and dynamically, using sound research methods and overlooked technologies, such as simple SMS, audiotapes, VCDs, and surveys of on-the-ground sellers who understand consumer demand, to identify and develop data-driven programming. Another proven resource has been digital database maps through which each individually numbered disc is distributed using a customized phone app that allows the field team to geo-tag, photograph and upload survey information on each business in a distribution network. PVI shapes this programming around research results and distribution opportunities.
PVI specializes in bridging the communication gap between nonprofits and their target audiences. It partners with organizations in Uganda to produce media that showcases their work and that develops creative solutions for publicizing important issues. To date, PVI has produced Public Service Announcements on disability rights, family planning, gender-based violence, entrepreneurship and land rights.
PVI specializes in bridging the communication gap between nonprofits and their target audiences.
PVI’s spot was shown in Ugandan video halls conveying the message that although people should take precautions to avoid contracting the disease, they shouldn’t become hysterical…
Since 2012, PVI has partnered with more than 30 NGOs working in Uganda to communicate with their target audiences.
In the majority of Ugandan villages and towns, video halls – known as “bibanda” – are the only places where visual entertainment is readily available. Patrons of bibanda pay a few cents to watch Hollywood movies, sporting events, popular television shows and even news programs on DVD, while many more villagers gather outside to listen, play cards, or take advantage of overhead lighting in one of the few places with reliable electricity. Between movies or other programming, video hall owners present the “Crowd Puller” – an “intermission” in which music videos or other short and catchy productions are played, attracting audiences and signaling that the next show will soon begin.
Although the video hall’s form is humble, its reach is broad. These thousands of independently owned businesses are estimated to reach millions of Ugandans every month. Although this assessment may seem far-fetched, these halls have a wider audience reach than television and newspapers combined. And they have been virtually ignored by the NGO community.
Since 2012, PVI has partnered with more than 30 NGOs working in Uganda to communicate with their target audience in ways that are smarter, more powerful and more cost-effective than traditional methods. PVI’s custom media strategies draw on an unparalleled media distribution network, which extends over an estimated 25,000 public screens in areas with limited access to traditional media. That adds up to 2,591,000 estimated monthly impression per 2,000 DVD/outlets.
Using its innovative research capabilities, PVI helped the United Nations Population Fund (UNFPA) and the Uganda Health Marketing Group (UHMG) locate a wide audience with limited access to traditional media to test creative edutainment programming centered on reproductive health…
Many Ugandan NGOs do not have the capacity to produce or distribute media that reaches the people they wish to serve. In addition to providing production and distribution services, PVI empowers partner organizations with access to media skills and networks. PVI doesn’t just participate in the struggles of our partner organizations; its goal is to build a platform for local civil society and marginalized populations to improve their own capacity to shape social norms.
Our innovative approach centers around four key components:
PVI goes beyond traditional NGO media platforms, using channels normally reserved exclusively for entertainment.
PVI uses popular culture to attract audiences and make knowledge meaningful and easily accessible.
Our research focuses on how audiences already consume media, locating untapped potential for information dissemination.
PVI works quickly, strategically and dynamically, to identify and take advantage of opportunities that have the greatest impact.
PVI empowers partner organizations with access to media skills and networks.
Some villages in Uganda are so remote, not even Kibandas (Video halls) are available. Enter the Kibanda Boda, otherwise known as a Cinema on Wheels…