Behavior change campaigns are all around us. By providing information and invoking socially acceptable norms, these campaigns aim to guide us towards positive behavior change. Governments and development agencies invest millions of dollars every year in behavior change campaigns, including handwashing, safe sex, and gender-based violence. However, many of these campaigns are unconvincing, lack inspiring narratives, and are communicated through outmoded and uninteresting outlets such as billboards and leaflets. Systematic reviews of these campaigns from risky sexual behavior to handwashing persistently show little or no effect on behavior.
Storytellers, behavioral scientists can make behavior change campaigns more effective. The World Bank’s 2015 World Development Report “Mind, Society and Behavior” notes that entertainment-education or the purposeful use of mass media entertainment provide role models that could improve audiences’ sense of self efficacy. Mass media campaigns have the power to update audience views of what is “normal” and socially acceptable behavior, especially among poor and less educated populations.
The objective of this workshop is to provide participants with tools that would help them design effective mass media behavior change campaigns and impact evaluations for their own projects. The workshop will introduce cutting-edge techniques of impact evaluation and new measurement instruments, will build an understanding of their importance for policymaking and program design, and, using a hands-on approach, will equip participants with skills like constructing a results chain and applying impact evaluation and measurement techniques to their own projects. The workshop invites projects planning to conduct entertainment education or mass media behavior change campaigns, especially in the areas of Water, Health, and Gender Empowerment. The workshop is designed for teams composed of government policymakers, technical staff, and World Bank task team leaders, as well as for development partners, all working on projects with a component of media behavior change campaigns.
Last Updated: Jul 27, 2016