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Component 4

EDIFAM has designed and is carrying out a media campaign meant to increase general awareness of the importance of appropriate child rearing skills. The campaign features Lola and Elmo of Plaza Sésamo; it consists of three television public service announcements (PSAs) as well as print materials including a short book (La Piscucha), a poster, and a pamphlet (Aventuras) that supports the messages in the PSAs.

Based on an educational themes seminar held in San Salvador in May, 2004, three main subjects were identified: literacy, the importance of play, and science. In addition, there are several implicit themes present in all the materials of the campaign including gender, special needs, the role of the grandmother in care giving situations and the representation of the rural area.

During filming, which occurred in early August, Lola was in El Salvador and attended the EDIFAM presentation event with the First Lady. All three PSAs have been filmed by a local production company and the materials have been created by a local artist.