Bringing our media interventions to the hardest to reach populations is at the core of PVI’s mission. But how to deliver social change and advocacy content to rural and remote populations with no access to traditional media?
Uganda’s population has one of the lowest access to electricity on the continent. With the national non-grid electrification rate estimated at 19%, the vast majority of the population does not have power in their homes. But they do watch television. TVs in public venues, such as video halls (informal local cinemas), bars, restaurant, shops, buses and beauty salons form a vast ‘para-broadcast’ network of ambient screens, accessible to all. Those channels are however reserved for entertainment and social interactions.
PVI discovered the potential of this distribution platform and developed an unparalleled tactic for delivering social change messaging to public screens nationwide. Between 2011 and 2020, our signature edutainment program CrowdPullerz featured the latest music videos by Uganda’s top artists combined with Public Service Announcements, advocacy and news clips. New episodes came out every two weeks, and were distributed on DVD free of charge to over 4,000 locations across 24 districts.
Our real time digital database maps tracked where each individually-numbered disc was distributed using a customized phone app, that allowed our field team to geo-tag, photograph, and upload survey information on each business in our distribution network.
Between 2011 and 2020 we distributed close to 150 episodes and partnered with 40+ organizations to feature their messaging in the show.
While we have discontinued the ongoing Crowdpullerz program, this ad hoc service is available to partner NGOs working on campaigns that could benefit from this platform. Contact us to find out more.