Can a Radio Series Change Attitudes and Norms on Violence Against Women?

Overview

Edutainment is the combination of entertainment—often television or radio soap operas—with educational messages that aim to mobilise and promote positive changes in attitudes, behaviours and social norms. According to the World Bank’s 2015 Development Report, edutainment has the potential to achieve large-scale behaviour change, and many other studies have noted similarly positive results. However, rigorously-gathered evidence of edutainment’s impact on behaviour change is still lacking. Oxfam has implemented edutainment programmes in 14 countries and is constantly seeking to better understand its impact. In 2015, Oxfam Novib’s impact measurement unit conducted a rigorous (randomised) evaluation of an edutainment pilot project in Tunisia.