Key Findings: Behaviour change communication has been widely used in health education, and much of the literature included in this report is related to the health sector. Initially, communication initiatives adopted a diffusion approach, aimed at changing individual attitudes and behaviour. More recently, attention has also been paid to face-to-face and participatory approaches.
Entertainment education (‘edutainment’) has been shown to be a powerful change mechanism. It enables the modelling of positive norms, attitudes and behaviours in a way that audiences can relate to. Group education is also considered effective. This aims to promote critical reflection on how gender norms are social constructed.
Studies of communication initiatives addressing gender issues have found positive outcomes. Key lessons include the importance of conducting formative research when conceptualising communication strategies, of building on tradition and popular culture, and of reaching out to community leaders. In addition, mixed methods are considered to be especially effective.
