Bill Ryerson

Founder and president of the Population Media Center, has a 37-year history of working in the field of reproductive health, including two decades adapting the Sabido methodology for behavior change communications to various cultural settings worldwide. He has also been involved in the design of research to measure the effects of such projects in a number of countries, one of which led to a series of publications regarding a serialized radio drama in Tanzania and its effects on HIV/AIDS avoidance and family planning use.
 
In the effort to engage the public and encourage change, how do we reach past the rational brain to touch down in the mammalian and, especially, reptilian brain?