Skip to content
Tom DenfordSep 19, 20163 min read

ID Comms Announces Global CSR Partnership With Population Media Center


ID Comms, the global media management consultancy, has announced a global partnership with Population Media Center (PMC), a non-governmental organisation that uses mass media to promote the health and rights of women and girls and protect the environment.

ID Comms will provide marketing advice, training and brand introductions for PMC, dedicating more than 40-days of employee time for the first year of the initiatives.

The partnership will bring together ID Comms’ expertise, connections and understanding of the media landscape with PMC’s skill at creating compelling entertainment that inspires behavioural change.

Elements of the partnership include:

  • Helping PMC find new sources of funding from major global advertisers;
  • Advising PMC on digital marketing techniques;
  • Providing local media landscape intelligence in the markets where PMC seeks content distribution partners; and
  • Media research and analysis to evaluate media partnership opportunities.

Population Media Center(PMC) creates TV and radio shows, serialized dramas, that embed positive role models into prime time entertainment to drive behavioural and societal change. The goal of the partnership is to help PMC, which was founded in 1998, reach more people around the world.

“We are very excited to be working with Population Media Center, which is making a real difference in the lives of women and girls in some of the most hard-to-reach communities across the globe,” said Tom Denford, Co-Founder of ID Comms. “The way PMC tackles these behavioural issues through media exposure is really easy for us to get excited about. The team at ID Comms are trusted advisors to some of the world's leading brands, helping them compete in a fast changing media landscape. We are therefore hugely excited to be supporting PMC’s incredible work, applying the same knowledge and skills to drive real change in the world through media. ”

For example, PMC’s radio series Ruwan Dare (“Midnight Rain”) in Nigeria ran for two years and encouraged listeners to use their local health clinics. More than two-thirds of new health clinic clients reported that they sought services because of the show. Ruwan Dare listeners were 1.7 times more likely than non-listeners to say “yes” when asked if “couples should share responsibility for making decisions about family size.” In Nigeria, as in many places, this represents a huge societal shift. Women are seen as inferior, and often the number of children in a family is determined solely by the husband. 

Bill Ryerson_Population Media Center

 Bill Ryerson - Population Media Center

“We are delighted to be working with the team at ID Comms to help us analyse new markets and connect with more of the world’s major brands,” said Bill Ryerson, Founder and President of Population Media Center.

PMC’s efforts span the globe, continually targeting underserved audiences. The East Los High TV Series in the United States, broadcast via Hulu, resulted in almost 30,000 people using the Planned Parenthood widgets on in the first month of broadcast. Via this widget they were able to determine their risk for sexually transmitted diseases or pregnancy, and 76% of viewers who accessed resources on East Los High’s website also shared those resources with friends. 

“There is no more cost-effective use of charitable dollars than in preventing unplanned and unwanted births and reducing birth rates worldwide through information and empowerment,” said Ryerson. “The work of PMC is helping empower women and girls and prevent the needless suffering of millions of people. ID Comms is helping us expand this work. With their help, we’re going to reach more people, which is desperately needed.”

About Population Media Center:
Population Media Center is a nonprofit leader in entertainment-education dedicated to women’s rights and empowerment, population stabilization, and the environment. For the past two decades, PMC’s entertainment programming has promoted social and cultural change and has helped 500 million people in more than 50 countries.

For more information about Population Media Center please visit: 



Tom Denford

Tom Denford is one of the world’s most trusted advisors to senior marketing and procurement leaders on navigating media and digital transformation. With 20 years’ experience in the marketing industry, which covers senior global roles in creative and media agencies, Tom co-founded ID Comms in 2009, with ambition for the company to be the world experts in maximising media value and performance.