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

October 29, 2019

MC C2-350

  • Join us for a debate on the use of entertainment media to change social norms and behaviors.  Arianna Legovini will moderate the debate between Discovery, ITVS and MTV and senior managers from External and Corporate Relations and the Health and Gender GPs. Victor Orozco will present impact evaluation evidence from the World Bank’s Development Impact Evaluation (DIME) Department that challenges common wisdom and debate how best to incorporate tested innovations in Bank investments.
    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 are the challenges in partnering with mainstream entertainment media for behavior change? What contributions can we make to SDG 2030 targets if we do?
    Join us to:

    • 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.

    This event is brought to you by the Development Impact Evaluation Department (DIME) and  the Gender and Health Global Practices

  • We will show three video clips from a TV drama, Cartoon and Documentary

    Moderated by: Arianna Legovini, Manager, DIME, The World Bank

    Short Presentation: Victor Orozco, Economist and Program-Lead, DIME Narrating Behavior Change program, The World Bank 


  • DIME is a World Bank-wide program to generate knowledge on the effectiveness of development policies. Working across 18 thematic areas, DIME collaborates with 300 agencies in 72 countries to improve the effectiveness of policies and programs and strengthen country capacity for real-time evidence-based policy-making. More »


  • TIME: 12:30 PM - 02:00 PM
  • LOCATION: MC C2-350 (where the WB clinic was formerly located)
  • CONTACT: Silvia Velez Caroco