The Entertaining Way to Behavioral Change : Fighting HIV with MTV
This paper tests the effectiveness of an entertainment education television series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model, the paper shows that “edutainment” can wor...
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| Format: | Working Paper |
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World Bank, Washington, DC
2019
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| Online Access: | http://documents.worldbank.org/curated/en/518151568049461993/The-Entertaining-Way-to-Behavioral-Change-Fighting-HIV-with-MTV http://hdl.handle.net/10986/32372 |
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okr-10986-323722022-09-20T00:13:43Z The Entertaining Way to Behavioral Change : Fighting HIV with MTV Banerjee, Abhijit La Ferrara, Eliana Orozco-Olvera, Victor H. RISKY SEXUAL BEHAVIOR RANDOMIZED CONTROL TRIAL HIV AIDS MTV SEXUALLY TRANSMITTED DISEASE This paper tests the effectiveness of an entertainment education television series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model, the paper shows that “edutainment” can work through an individual or a social channel. This study is a randomized controlled trial conducted in urban Nigeria, where young viewers were exposed to MTV Shuga or a placebo television series. Among those exposed to MTV Shuga, the trial created additional variation in the social messages they received and the people with whom they watched the show. The study finds significant improvements in knowledge and attitudes toward HIV and risky sexual behavior. Treated subjects are twice as likely to get tested for HIV eight months after the intervention. The study also finds reductions in sexually transmitted diseases among women. These effects are stronger for viewers who reported being more involved with the narrative, consistent with the psychological underpinnings of edutainment. The trial’s experimental manipulations of the social norm component did not produce significantly different results from the main treatment. The individual effect of edutainment thus seems to have prevailed in the context of this study. 2019-09-12T14:39:06Z 2019-09-12T14:39:06Z 2019-09 Working Paper http://documents.worldbank.org/curated/en/518151568049461993/The-Entertaining-Way-to-Behavioral-Change-Fighting-HIV-with-MTV http://hdl.handle.net/10986/32372 English Policy Research Working Paper;No. 8998 CC BY 3.0 IGO http://creativecommons.org/licenses/by/3.0/igo World Bank World Bank, Washington, DC Publications & Research Publications & Research :: Policy Research Working Paper Africa Nigeria |
| repository_type |
Digital Repository |
| institution_category |
Foreign Institution |
| institution |
Digital Repositories |
| building |
World Bank Open Knowledge Repository |
| collection |
World Bank |
| language |
English |
| topic |
RISKY SEXUAL BEHAVIOR RANDOMIZED CONTROL TRIAL HIV AIDS MTV SEXUALLY TRANSMITTED DISEASE |
| spellingShingle |
RISKY SEXUAL BEHAVIOR RANDOMIZED CONTROL TRIAL HIV AIDS MTV SEXUALLY TRANSMITTED DISEASE Banerjee, Abhijit La Ferrara, Eliana Orozco-Olvera, Victor H. The Entertaining Way to Behavioral Change : Fighting HIV with MTV |
| geographic_facet |
Africa Nigeria |
| relation |
Policy Research Working Paper;No. 8998 |
| description |
This paper tests the effectiveness of an
entertainment education television series, MTV Shuga, aimed
at providing information and changing attitudes and
behaviors related to HIV/AIDS. Using a simple model, the
paper shows that “edutainment” can work through an
individual or a social channel. This study is a randomized
controlled trial conducted in urban Nigeria, where young
viewers were exposed to MTV Shuga or a placebo television
series. Among those exposed to MTV Shuga, the trial created
additional variation in the social messages they received
and the people with whom they watched the show. The study
finds significant improvements in knowledge and attitudes
toward HIV and risky sexual behavior. Treated subjects are
twice as likely to get tested for HIV eight months after the
intervention. The study also finds reductions in sexually
transmitted diseases among women. These effects are stronger
for viewers who reported being more involved with the
narrative, consistent with the psychological underpinnings
of edutainment. The trial’s experimental manipulations of
the social norm component did not produce significantly
different results from the main treatment. The individual
effect of edutainment thus seems to have prevailed in the
context of this study. |
| format |
Working Paper |
| author |
Banerjee, Abhijit La Ferrara, Eliana Orozco-Olvera, Victor H. |
| author_facet |
Banerjee, Abhijit La Ferrara, Eliana Orozco-Olvera, Victor H. |
| author_sort |
Banerjee, Abhijit |
| title |
The Entertaining Way to Behavioral Change : Fighting HIV with MTV |
| title_short |
The Entertaining Way to Behavioral Change : Fighting HIV with MTV |
| title_full |
The Entertaining Way to Behavioral Change : Fighting HIV with MTV |
| title_fullStr |
The Entertaining Way to Behavioral Change : Fighting HIV with MTV |
| title_full_unstemmed |
The Entertaining Way to Behavioral Change : Fighting HIV with MTV |
| title_sort |
entertaining way to behavioral change : fighting hiv with mtv |
| publisher |
World Bank, Washington, DC |
| publishDate |
2019 |
| url |
http://documents.worldbank.org/curated/en/518151568049461993/The-Entertaining-Way-to-Behavioral-Change-Fighting-HIV-with-MTV http://hdl.handle.net/10986/32372 |
| _version_ |
1764476404721778688 |