ABSTRACT
William Ryerson has a 32-year history of work in reproductive health, including 17 years of experience adapting the Sabido methodology for entertainment-education communication to various cultural settings. Previously, as Executive Vice President of Population Communications International, Ryerson designed and implemented projects in a number of countries, including Tanzania, China, Brazil, and India. Here, with his colleague, Dr. Negussie Teffera, he discusses the organization of an Ethiopian E-E campaign.
