Overview
Edutainment (entertainment-education) refers to the use of entertainment media for educational and developmental objectives. It includes various forms of media like movies, TV shows, documentaries, social media campaigns, music, and games.
Today, global crises in development, security, and the environment are impacting billions of people, particularly in emerging markets and developing economies. Traditional methods of social and behavior change communications have shown limited effectiveness. The internet and mobile revolution present an unparalleled opportunity to use edutainment for the positive transformation of billions of lives. According to World Bank research, establishing emotional connections with fictional characters and immersing audiences in programs can not only capture people’s attention but also instigate significant attitudinal and behavioral changes on a large scale.
The 2015 and 2016 World Development Reports (World Bank 2015, 2016) highlighted the untapped potential of entertainment education and mass media in development practice. However, the evidence base regarding the effectiveness of entertainment media remains thin, especially to inform its scale-up as a development tool across different sectors.
Themes
Bringing Experimentation to Entertainment Media
This program spans multiple sectors, aligning with various Sustainable Development Goals (SDGs). Research initiatives include edutainment designed to promote girls' education, the adoption of solar lanterns in rural communities, and combatting hate speech online. A notable study evaluates the impact of the TV drama MTV Shuga, aired across sub-Saharan Africa. Co-authored by Professor Abhijit Banerjee, the 2019 Nobel Laureate in Economics, this Development Impact group study unveiled the drama's effectiveness in doubling HIV testing rates, halving the incidence of sexually transmitted infections, and reducing instances of sexual violence. Such findings underscore the significant cost-effectiveness of edutainment in combatting global challenges such as HIV and gender-based violence.
Global Collaborations and Global Forums
The Development Impact group Edutainment program engages in partnerships with diverse World Bank units, development partners, and prominent media and edtech organizations, including MTV, Discovery, Facebook, Population Foundation of India, BBC Media Action, Curious Learning, and more. Research findings have been showcased at leading gatherings such as the American Economic Association Meetings, the United Nations General Assembly, and the International AIDS Conference. In a bid to enhance its policy influence, the program has hosted workshops and forums in pivotal policy and entertainment cities like Washington DC, Mexico City, Lagos, Mumbai, and Los Angeles.
Policy Impact
The program has had a significant impact on policy, prompting increased support from key organizations such as the World Bank Group, GIZ, and the Bill and Melinda Gates Foundation for global edutainment initiatives. For example, the Development Impact group's research findings spurred renewed investments in Nigeria’s MTV Shuga, leading to the production of multiple seasons across various countries in sub-Sahara Africa, India, and more recently, the United States.
Partnerships
The Development Impact group Edutainment program is bolstering partnerships with the entertainment industry in the United States as well as with international entertainment hubs to enhance investments in entertainment education. For example, through its collaboration with the former Hollywood Foreign Press Association, the World Bank spearheaded global forums to address the challenges and opportunities in edutainment worldwide.
As more and more individuals are connected to devices and content in emerging markets, edutainment holds even greater potential to contribute to the achievement of the SDGs.
Additionally, the team’s Narrating Behavior Change program has received funding from esteemed organizations such as The Bill and Melinda Gates Foundation, the Norwegian Agency for Development Cooperation, the UK Foreign & Commonwealth Office, the German Corporation for International Cooperation, and the European Commission.
