Bringing Behavioral Science to “Edutainment”

Edutainment is a huge field in international development; the U.S. Agency for International Development pumps millions of dollars into its programs each year. As its name suggests, edutainment uses entertaining programs to disseminate social messages, and it has proven popular; here in Kenya, TV programs like “Shamba Shape Up” and “Makutano Junction” have been huge hits. And perhaps more importantly, it’s been shown to work; “MTV Shuga,” a hugely popular program following the lives and sexual adventures of young Africans, has been shown in experimental evaluation to increase HIV testing by 35 percent. ….[READ]