Effects of Entertainment-Education Radio Soap Opera on Family Planning Behavior in Tanzania

Nationally broadcast soap operas can be an effective awareness campaign to influence fertility-related behavior and increase the use of family planning measures.

Introduction

Education through entertainment can be an effective awareness campaign for influencing fertility-related behavior, as it broadcasts public health information embedded in popular storylines. Previous research has demonstrated that mass communication interventions have a positive impact on family planning. However, much of the evidence is based on non-experimental studies, which inadequately address concerns about data collection, self-selection, and causation. To generate measureable evidence, the authors studied the effects of a national entertainment-education radio program broadcast in Tanzania called "Twende na Wakati," a phrase that means, "let's be modern.” The radio program focused on major themes identified in formative research including misperceptions regarding contraceptive use and HIV/AIDs, economic empowerment, and gender-based violence. The study looks at changes in family planning and HIV-preventative behavior as a result of exposure to the soap opera.

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