PERIPHERAL VISION INTERNATIONAL INC
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Mission Statement
Peripheral Vision International (PVI) is an award-winning nongovernmental organization which innovates media, technology, and popular culture to catalyze social change in East Africa and beyond. Since 2011, PVI has helped our partners’ messages be seen, read or heard more than 1 billion times across 40+ countries. Our work has been featured in many news outlets, including the Guardian, BBC, Al Jazeera, El Pais, and The New Yorker.
About This Cause
PVI reaches a mass audience that has limited access to traditional media by using appropriate technology and designing engaging content through iteration and adaptation. Traditional development interventions often fail to reach communities at the last mile, limiting their access to critical information on rights, livelihoods, and pro-democratic norms. Interventions often do not account for lack of infrastructure, electricity and the internet, and the high cost of smartphones. Too often, outreach is reliant on workshops that are limited in scope and teaching methods which do not engage. Combatting this gap in access for last mile populations is at the heart of PVI’s work. PVI goes where other media doesn’t and provides information on rights and livelihoods to communities which would otherwise not be reached. We know that to impact social norms, communication must engage, educate, and entertain. We use these tools to reach people where they are, with the tools they have, and in ways that speak to them, motivating more meaningful involvement of communities in creating social change. PVI has leveraged human centered design and relevant technologies to achieve maximum impact. Our Wanji Games platform, winner of the 2018 Massachusetts Institute of Technology (MIT) SOLVE prize, uses gamified ‘choose your own adventure’ style narratives delivered on basic mobile phones free of charge and leveraging Interactive Voice Response technology which allows users to navigate a suite of options. Since 2017 Wanji has scaled to fourteen countries and received calls from over 1.4 million people. Our solar powered, micro-mobile cinema, Village Video (ViVi), can be tied to the back of a motorcycle and provides access to remote areas inaccessible with other media. ViVi was a key platform in the biggest solar energy campaign in Tanzania in partnership with the World Bank. PVI has also created a unique distribution platform: despite the majority of Ugandans not having electricity, they do have access to public screens in local informal cinemas and businesses, forming a ‘para-broadcast’ network of ambient screens accessible to all. PVI discovered the potential of this distribution platform and developed an unparallelled tactic for delivering social change messaging to public screens nationwide. Our signature edutainment program CrowdPullerz features the latest music videos by Uganda’s top artists combined with Public Service Announcements, advocacy and news clips produced in partnership with local content experts, and are distributed to 4000 screens across the country. PVI creates content that encourages pro-social norms. We don’t just tap into culture, we co-create it. In the four years our rap news show “Newz Beat” ran on Uganda’s most popular broadcaster, the show cumulatively attracted 695 million views. Engaging and informing, the show raised consciousness and promoted democratic norms to crucial segments of the population that would not be reached otherwise. In only six months in 2019, our e-comic, “Passionfruit Island”, which models positive gender norms and emphasizes family planning, was viewed 300,000 times across 6 continents on an external partner’s platform which provides free e-books in the developing world. Our latest innovation, “Love and Wealth”, is a rescripted, remixed, and redubbed telenovela featuring positive gender norms/family planning and adapted for an East African audience. The show, recently featured in the Guardian, has the potential to reach millions across sub-Saharan Africa by distributing content to broadcasters for free.