WEBINAR 3: Leveraging the power of narratives to change complex behaviours
Persuasive advertising alone is not enough to create motivation at scale, especially when behaviours are complex, rooted in mental models and inhibited by social norms. In this case, longer-format entertainment education (EE) or edutainment in which messages are embedded in entertaining content are more likely to persuade and change behaviour by increasing engagement of the audience and reducing counter-arguing.
EE has been employed globally in various formats to address a variety of issues from family planning to financial inclusion. Soap operas have been found to reduce fertility and teen pregnancies, as well as encourage financial inclusion and testing for HIV. At CSBC we are focused on creating a systematic learning agenda around edutainment to understand “what works” and “why” in the Indian context.
In this seminar, we will be looking to discuss a few key questions:
- How does EE support shifts in knowledge, beliefs, social norms, intent and actual behaviour?
- How does EE resonate with the lives of the people we want to impact? What does the pathway to change look like?
- Does the choice of media platform/vehicle matter vis-a-vis specific EE content, audience being targeted and achieving desired impact?
- Finally given the complex media environment of today, how do we set the right expectations on the boundaries of EE interventions?
- Eliana La Ferrara, Keynote Speaker, Professor, Department of Economics, University of Bocconi
- Archna Vyas, Deputy Director of Communications, Bill & Melinda Gates Foundation
- Saugata Mukherjee, Head, Original Content, SonyLiv, Sony Pictures Networks India
- Siddhartha Swarup, India Lead, Social Impact, Education and Communities, Facebook
- Suruchi Sood, Associate Professor, Community Health And Prevention, Drexel University
- Purnima Mehrotra, Associate Director, Centre for Social and Behaviour Change
- Sandhya Iyer, Programme Manager, Centre for Social and Behaviour Change