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

October 29, 2019

MC C2-350, World Bank Headquarters, Washington, D.C.

This Event has Concluded.

Read the comments below!

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.


Global Director, Health, Nutrition and Population of the World Bank and Director of the Global Financing Facility for Women, Children and Adolescents (GFF)

Head of Development Impact Evaluation (DIME) department at the World Bank Group

Economist, Development Impact Evaluation (DIME) unit at the World Bank Group

Global Director, Gender, World Bank Group

Director, Corporate Communications, World Bank Group

MTV Staying Alive Foundation, Executive Director and Founder

President & Executive Producer Impact(Ed) International

Senior Strategist at ITVS, ( Independent Television Service)