InMobi and United Nations Sanctioned Non-profit PCI-Media Impact to Leverage Mobile Technology for Global Social Change

Partnership Promotes Mobile Entertainment Education on the Concerns of Global Sustainability and Prevention of Violence Against Women
May 12, 2011 11:43 AM ET

(3BL Media / theCSRfeed) May 12, 2011 - InMobi, the world's largest independent mobile ad network, and PCI-Media Impact, a leader in producing Entertainment-Education and social change communications and a U.N. sanctioned non-profit, announced on Tuesday a global partnership to bring mobile Entertainment-Education awareness to the over 300 million consumers touching the InMobi network each month. The partnership will initially focus on Media Impact’s launch of Callaloo, a new 12-country Caribbean radio drama that promotes community-based adaptation to climate change, biodiversity conservation, health and regional integration. Powered by InMobi, the promotion of Callaloo through mobile advertising is an example of how mobile technology is a powerful instrument for social change in the 21st century. The premier of the first episode of Callaloo was heard by partners and press last night at the “My Island – My Caribbean” Launch Fiesta located at the United Nations Plaza, New York. 

Media Impact empowers communities worldwide to inspire enduring change through the use of creative storytelling. InMobi partners with Media Impact to provide the mobile technology to build Entertainment-Education programs that increase the organization’s reach and fulfill its mission in target communities, communities whose main source of information is most often the mobile device. The first co-production is My Island – My Community, which promotes sustainable development and resilience in 12 Caribbean countries through 208 episodes of a radio drama, Callaloo, and complementary call-in shows over a period of two years. The organizations will also join The Red Hot Organization and artist Angelique Kidjo to launch Soaps, Songs and Mobiles later this year. Soaps, Songs and Mobiles, will use multi-media to empower women and communities to combat violence against women throughout Liberia. Future community programs may target the conservation of the coast of Ghana and family planning issues in Peru.   “Based on our careful research, Callaloo is an authentic portrayal of the people of the Caribbean nations. Each character is designed to be representative of the values and culture of the 12 countries,” said Alleyne Regis, program manager, Media Impact. "We are grateful for the efforts of InMobi to carry such important messages across the Caribbean on mobile devices; which is clearly now the primary means of receiving reliable information and promoting the program.”   InMobi will run mobile advertising messages during Callaloo, the regional radio drama produced as part of My Island – My Community, to Caribbean media inventory to engage the show’s audience and spread messages about conservation and climate change. InMobi will create Caribbean audience engagement through three levels of mobile messaging: 1. Generate awareness for the radio show during the first four to six weeks; 2. Give users the ability to call a phone number to put them in contact with Media Impact local partner organizations, and 3. Capture leads (users who click on links) and send them regular update messages.   In support of Soaps, Songs and Mobiles in Liberia, InMobi will provide mobile advertising support in Africa and co-organize two fundraising events – one in New York City and one in Silicon Valley – in Q3 2011. 100% of the proceeds of the events will contribute to the program and the gatherings will focus on the intersection of the arts and mobile technology for social change. Dates and locations of the fundraising events will be announced in the coming weeks.   Commenting on the program, James Lamberti, VP Global Research & Marketing at InMobi, says: "InMobi is truly passionate about the positive social change mobile technology will bring to the world. We are proud to partner with Media Impact to use our mobile advertising technology to promote goodwill and understanding through educational entertainment programs."   About PCI-Media Impact PCI-Media Impact (Media Impact) empowers communities worldwide to inspire enduring change through creative storytelling. Media Impact is a leader in Entertainment- Education and social change communications. For 25 years, we have worked with local partners to produce programs that address the most pressing social and environmental issues. Using our unique My Community approach to social change communications, we engage and empower audiences around the world to improve their own lives. Working with local partners, we have produced more than 3,000 episodes of 100 TV and radio productions. Together, these programs have reached more than 1 billion people in 34 countries.   About InMobi InMobi is the world's largest independent mobile advertising network. With offices on four continents we provide advertisers, publishers and developers with a uniquely global solution for advertising. Our network is growing fast and we now deliver the unprecedented ability to reach 220 million consumers, in over 125 countries, through more than 31.9 billion mobile ad impressions monthly. We recently were selected as the 2010 AlwaysOn Global 250 Company to Watch in Silicon Valley. InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore, Tokyo, and Singapore. To learn more, please visit, follow us on Twitter @InMobi, or read our blog at   PCI13775