PMC TRANSFORMING LIVES THROUGH MEDIA REVOLUTION 

By Daily News Reporter 

Misinformation and sensationalism have dominated the media landscape through digital age,  and Population Media Center ( PMC ) has harnessed the power of storytelling using the media platforms such as radio, Social media, and entertainment education to challenge deep rooted cultural norms and tackle some of the country's most pressing health and social issues such as Sexual and Gender-Based Violence (  SGBV ) Family Planning and HIV/AIDS Treatment.

Speaking during at the stakeholders meeting under the theme "Innovative Communication For Impact" Population Media Center Country Director Charles Kalonga stated that PMC is empowering individuals to make decisions that improve their lives through creative and engaging storytelling programs under Population Media Center which has taken advantage of social media platforms to educate the communities.

Mr. Kalonga also added that this initiative has helped reduce teenage pregnancies, early marriages, increase update of long-term reversible contraceptive methods, and improve adherence to HIV treatment and prevention strategies.

He further stated that they is need to engage all stakeholders to fight this challenge affecting the communities among women and girls.

And Minister of Health Permanent Secretary Technical Services Dr. Kennedy Lishimpi stated that this initiative need to be used to demonstrate the power of mass media to shape public health outcomes.

Dr. Lishimpi added that health services are essential in the communities to reduce teenage pregnancies and health challenges by the community.

Meanwhile Population Media Center (PMC) President and CEO Margot Fahnestock added that PMC it's mission is to have a media which can inspire people to make choices that lead to healthier families and communities to be stronger through entertainment education content and addressing critical issues like population growth, gender equality and sustainable development and ensuring survivors receive the support they need.

She further urged all organisations to support the movement for social change through media driven advocacy and action.

And one of the beneficiaries of PMC's programs by the name of Kathrine Phiri a Grade 12 of Zamba Day School in Chadiza district of Zambia thanked the PMC program for supporting interms of education skills and knowledge.

Phiri who got pregnant when she was in grade 10 highlighted how PMC helped achieve her goal to equare quality education.

Through PMC Katherine released that education is key life despite financial status free education uplifted her life.

"People started laughing at me coz of my childhood pregnancy and stopped going to school but PMC program helped me to go back to school and acquire quality education so that I can support my child." Kathrine said.

Kathrine also urged other girls who have left out school to use these programs by PMC so that it can empower them.

And according to Ministry of Health's report shows that approximately 11% of adults aged 15 - 49 are living with HIV, with women affected at 14% compared to 7.5% of men. This prevalence is significantly higher in the urban areas at 15.9% than rural areas at 7.1% .

Meanwhile nearly 18% of women and 27% of men have been exposed to family planning messages through PMC media platforms demonstrating the power of mass media to shape public health outcomes.