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Should We Use Entertainment Media to Shape Norms and Behaviors at Scale?

Should We Use Entertainment Media to Shape Norms and Behaviors at Scale?

Length: 
'80"32
Year of Production: 
Wednesday, October 30, 2019

"Is engagement in behavior change through partnerships with entertainment media a cost-effective way to improve attitudes and behaviors at scale? What are the ethical concerns of changing cultures and norms? What contributions can we make to the Sustainable Development Goals 2030 (SDG) targets?"

The World Bank (WB)'s Development Impact Evaluation (DIME) department has been testing use of mass entertainment media in Latin America, Sub-Saharan Africa, and South Asia to change social norms and behaviour  for better development outcomes. This video shares the proceedings of a DIME event that aimed at increasing awareness about the potential of using edutainment to reach the SDGs and exploring whether and how the approach can be scaled.

Contacts (user reference): 
Source: 

Email from Victor Orozco-Olvera to The Communication Initiative on December 18 2019; and "Using Entertainment Media to Reach the SDGs", World Bank, November 12 2019 - accessed on January 8 2020. Image credit: MTV

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