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Showrunning for Social Impact Entertainment: The Collaborative System of Rosy Ocampo & El Instituto
Deep Insights
Coyoacán, Mexico, DF: Instituto de Investigaciones Sociales; Population Media Center (2025), 580 pp.
"In our years of working with producers, we at El Instituto have seen a consistent industry demand for insights into what makes content resonate with audiences. This book, Showrunning for Social Impact Entertainment: The Collaborative System of Rosy Ocampo & El Instituto, explores the career and pro
...
Edutainment and the prevention of under-age marriages: The evaluation of a television series designed to promote positive role models in Bangladesh
Journal of Development Effectiveness, volume 16, issue 2 (2024), pp. 159-186
"Edutainment intervention is a popular and inexpensive behavioural change communication toolkit to raise positive social norms through broadcast media. We evaluated a 26-episode nationally broadcasted television series targeted to improve attitudes towards preventing child marriage in Bangladesh. We
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Evaluating Use of Mass-Media Communication Intervention ‘MTV-Shuga’ on Increased Awareness and Demand for HIV and Sexual Health Services by Adolescent Girls and Young Women in South Africa: An Observational Study
BMJ Open, volume 13, issue e062804 (2023), 12 pp.
"Objective: To investigate the effect of exposure to 'MTV Shuga:Down South’ (MTVShuga-DS) during the scale-up of combination HIV-prevention interventions on awareness and uptake of sexual reproductive health (SRH) and HIV-prevention services by adolescent girls and young women (AGYW) [...] Conclus
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Educación política: Debates de una historia por construir
Bogotá: Centro de Investigación y Educación Popular (2023), 232 pp.
"El presente libro pretende arrojar luz sobre la importancia de la educación política a partir de hallazgos por parte de una academia crítica y comprometida con la democracia y la paz y desarrollar recomendaciones prácticas para el diseño de la educación política en Colombia. También pretend
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‘It is Guiding Us to Protect Ourselves’: A Qualitative Investigation Into Why Young People Engage with a Mass-Media HIV Education Campaign
Culture, Health & Sexuality, volume 25, issue 7 (2023), pp. 803-817
"This study explores how and why young people engage with MTV Shuga, a popular mass media campaign in South Africa, to understand what makes effective HIV edutainment. Young MTV Shuga viewers from the Eastern Cape, South Africa and their parents participated in remote individual interviews and focus
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"Die kenianische, auch mit deutschem Geld produzierte Serie "Country Queen" läuft auf Arte und weltweit auf Netflix. Sie ist raffiniert erzählt - und ein Glücksfall für das globale Lagerfeuer." (Einleitung)
Climate Change: New Evidence on How Media Can Engage Youth to Take Action
BBC Media Action (2022), 12 pp.
"In sum, this evaluation provides evidence that the Kembali ke Hutan (Return to the forest) project through drama, discussion show, and social media output can engage young Indonesians in topics that they previously were not interested in by breaking down the issues of deforestation in climate chang
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Measuring Impact of Storyline Engagement on Health Knowledge, Attitudes, and Norms: A Digital Evaluation of an Online Health-Focused Serial Drama in West Africa
Journal of Global Health, volume 12, issue 4039 (2022), 10 pp.
"Cest la Vie!" (CLV) is a serial drama that entertains, educates, and promotes positive health behaviors and social change for West African audiences. The purpose of this study was to evaluate if watching the CLV Season 2 series online had an impact on people’s health knowledge, attitudes, and nor
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A Qualitative Exploration of the Salience of MTV-Shuga, an Edutainment Programme, and Adolescents’ Engagement with Sexual and Reproductive Health Information in Rural KwaZulu-Natal, South Africa
Sexual and Reproductive Health Matters, volume 30, issue 1 (2022), pp. 1-12
"This paper examines the extent to which an edutainment programme, MTV-Shuga, was reported to influence young people’s engagement with sexual and reproductive health (SRH) information in rural KwaZulu-Natal, South Africa. In 2019 we conducted eight community-based screenings of MTV-Shuga episodes
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Romper el Silencio: Historias Para no Repetir la Historia. Una estrategia de eduentretenimiento basada en la Realidad colombiana, Para cambiar Lla Realidad colombiana
Bogotá: Fundación Imaginario (2022), 8 pp.
"A través de historias que nos conmueven y nos tocan emocionalmente, Romper el Silencio tiene como objetivo enseñarnos a escuchar a otras personas con apertura y empatía, aunque piensen distinto; a reconocer sus argumentos aunque no sean los nuestros; a respetar sus ideas sin señalamientos y al
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Overcome the Fear (Vencer El Miedo): Using Entertainment Education to Impact Adolescent Sexual and Reproductive Health and Parent-Child Communication in Mexico
BMC Public Health, volume 22, issue 2366 (2022), 12 pp.
"Adolescents in Mexico experience high pregnancy and birth rates. A collaboration with Grupo Televisa led to the development of an entertainment-education telenovela intervention, Overcome the Fear (OTF), which aired in 2020 to a national audience and addressed adolescent sexual and reproductive hea
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Using Markers for Digital Engagement and Social Change: Tracking Meaningful Narrative Exchange in Transmedia Edutainment with Text Analytics Techniques
Digital Health, volume 8 (2022), pp. 1-18
"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar
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Starting Conversations to Tackle Sanitation in India Through TV Drama: Evaluation of Navrangi Re!
Journal of Development Communication, volume 32, issue 2 (2021), pp. 45-58
"There is a growing body of evidence from rigorous evaluations demonstrating the effectiveness of education entertainment – ‘edutainment’– interventions in achieving development outcomes. Building on this research, this study presents the results of a pioneering quasi-experimental evaluation
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Entertainment-Education Behind the Scenes: Case Studies for Theory and Practice
Deep Insights
Cham: Palgrave Macmillan (2021), xxxiii, 354 pp.
"This book lays out the history of entertainment-education and discusses the boundaries of what counts as entertainment-education and narrative persuasion, includes both authors who work within academia and authors who are practitioners, and chapters focusing on developed and developing countries; d
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Entertainment-Education Versus Extremism: Examining Parasocial Interaction Among Arab Viewers of Anti-ISIS TV Drama
Deep Insights
Journal for Deradicalization, issue 24 (2020), pp. 40-77
"Recent reports indicate that over 20,000 Arab fighters traveled to join ISIS in Iraq and Syria and another 5-15 percent of millennials across seven Arab countries consider some violent extremist groups to be on the right path. In response, Arab countries have experimented with entertainment-educati
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In Full View: Creatively Tackling Sanitation in India
London: BBC Media Action (2020), 14 pp.
"Navrangi Re! (Nine To A Shade), a 26–episode television drama series was created to take the discussion on e Faecal Sludge Management (FSM) to mainstream audiences, beyond the domain of infrastructure and technology. It was the result of a unique partnership between a donor (the Bill & Melinda Ga
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Entertainment, Education, and Attitudes Toward Domestic Violence
AEA Papers and Proceedings, issue 109 (2019), pp. 133-137
"Entertainment education (“edutainment”) is a communication strategy that works through mass entertainment media with the aim of promoting a better context for behavior change than the delivery of information alone. We experimentally evaluate season 3 of the edutainment TV series MTV Shuga, prod
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The Entertaining Way to Behavioral Change: Fighting HIV with MTV
Washington, DC: World Bank Group (2019), 45 pp.
"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. Th
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