Watch the replay

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

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?

Join top experts of the World Bank Group, MTV, Independent Television Service (ITVS), Impact(Ed) International  (formerly Discovery Learning Alliance) in a debate on the use of entertainment media to change social norms and behaviors.

Discover how development projects with a behavior change objective have partnered with entertainment media to reach large segments of a country and a region, review the results of communication and evaluation research on how it works.

Debate how traditional interventions can incorporate entertainment media, from community sensitization campaigns to social media.