According to PMC, the programme aims to raise awareness and encourage behaviour change by modeling behaviour that will prevent obstetric fistula, reduce stigma, and encourage fistula victims to seek help for the treatable problem. Obstetric fistula is a condition commonly resulting from adolescent childbirth that makes its victims chronically incontinent. The programme was created in Hausa, the most widely spoken language in northern Nigeria and neighbouring countries, and was aired in Kano and Kaduna states. on Radio Nigeria-Hausa Service and FM 96.5. Click here to listen to a selection of the episodes online.
According to PMC, entertainment-education is at the heart of all of its work, including this programme. This methodology involves creating serial soap operas that are customised for the needs and circumstances of specific regions. Organisers believe that the concept of social learning means that humans adopt many of their values and learn much of their behaviour from role models. Long-running serial dramas contain plots and sub-plots that unfold over many months, with "good" and "bad" role models through whom audience members can gradually learn the consequences of decisions they may make.
PMC uses what they call the Whole Society Strategy, which is a technique that combines audience research with as many channels of communication as possible in order to reach an entire society with messages and role models that promote positive behaviour.
Health, Reproductive Health, Women.
In order to evaluate the effects of the serial drama, PMC partnered with Planned Parenthood Federation of Nigeria to conduct a preliminary monitoring report based on client exit interviews at three clinics, one hospital, and one basic health post in Kano and Kaduna states. The purpose of the study was to assess the effects of the serial drama on demand for reproductive health services. By mid-September of 2006, 47% of new reproductive health clients indicated they were listening to the programme. Clinic monitoring data indicated that "Gugar Goge" served as the primary motivation to seek health care services for 33% of family planning/reproductive health clients and 54% of fistula clients.
PMC is an international nonprofit organisation with headquarters in Shelburne, Vermont, US. The organisation uses entertainment broadcasting to change cultural attitudes and individual behaviour with regard to health and social issues in various developing countries. "PMC has completed projects in Burkina Faso, Ethiopia, Ivory Coast, Mali, Niger, the Philippines, and Sudan with very impressive results and currently has programmes either broadcasting or developing in Democratic Republic of the Congo, Egypt, Ethiopia, Guatemala, Honduras, Kenya, Madagascar, Morocco, Mozambique, Niger, Nigeria, Rwanda, Sudan, Tanzania, Brazil, Jamaica, Mexico, China, Vietnam and the US."
PMC, RFPD, the David and Lucile Packard Foundation, and the Conservation, Food and Health Foundation.