The Reproductive Health Dialogue Continues: Piel de Luna Addresses Adolescent Sexuality

Project Dates: 1997-1998

• Overview
• Results
• Institutional Support
• Press Coverage

Overview

In May 1996, the first TV gender series, Dialogo al Desnudo, came to an end, having opened a space on Bolivian prime time for discussion, debate, and dialogue about human sexuality from a gender perspective. An evaluation of the series conducted by Encuestas & Estudios demonstrated that, after viewing the series, 42 percent of the intended audience thought it was good to talk about sexuality. An overwhelming 96 percent of the audience also said they would like to see more shows like the gender series, which they described as educational, interesting, and pleasant.

Following the successful production of the first series, CIES and JHU/PCS, in conjunction with FOCUS, IPPF and the Sub-Secretary for Gender Affairs, coordinated the production of a second set of television programs on gender and sexuality entitled Piel de Luna (Moon Skin). Intended for urban women, men, and couples ages 15 to 19, the second TV series continued to provide a space for dialogue and debate on issues related to gender and human sexuality.

Piel de Luna premiered in Bolivia in October of 1997. The fourteen shows were broadcast weekly during prime-time on the "Red ATB" TV station. The series followed the adventures of four friends during their senior year in high school. Their typical adolescent growing pains provided a fertile creative foundation on which to address couple communication, family planning, reproductive health, infidelity, sexuality and gender, sexuality and violence, women's self-esteem, and homosexuality. Each 20-minute episode was followed by a 10-minute debate with adolescents from around the country.

Results

Ratings

• Piel de Luna was ranked second in viewership from 9/22 to 9/26 and again from 9/29 to 10/3. The mini series was only second to a Mexican soap opera!
• The mini series was viewed by 1,045,480 people in La Paz, Cochabamba, and Santa Cruz.
• Average rating in the major cities was 19.9 points.
• 46.5% of adolescents between the ages of fifteen and nineteen (the intended audience) saw the series.

Message Recall

• 91.5% of those polled were able to identify the mini series themes.
• 95% of the audience specifically recalled the need to use contraceptive methods.

What the Intended Audience Liked Most About Piel de Luna

• 82% thought the most valuable outcome of the mini series was "talking about sexuality."
• 45% said the topics addressed in the mini series were relevant to their lives.

Institutional Support

• IPPF/RHO, CIES, FOCUS, and the Sub-Secretary for Gender Affairs financed 64% of the production and broadcasting costs.
• "Red ATB" fully absorbed the cost of promoting Piel de Luna. The promotion amount exceeded $200,000.

Press Coverage

• The mini series had intense press coverage nationwide. Over 25 articles were published in national and local daily newspapers between May and December 1997.