Experimental Evaluation of MTV Shuga: Changing Social Norms and Behaviors with Entertainment Education
This study provides experimental evidence that the MTV Shuga series improved knowledge and attitudes of viewers, as well as increased HIV testing and reduced risky sexual behaviors of Nigerian youth. The show substantially reduced new infections of Chlamydia, a common sexually transmitted infection in the study population.
The preliminary results of MTV Shuga offer an encouraging message on the potential to use entertainment education as a development tool.
Source: MTV Staying Alive Foundation
Date of Publication: March 25, 2019
SIMILIAR RESOURCES
Tools
Examples
- Engager les Communautes pour explorer les normes sociales - Engaging Communities in Exploring Social Norms: Learnings from the Social Norms Exploration Tool
- Should We Use Entertainment Media to Shape Norms and Behaviors at Scale?
- Using Social Media to Change Norms and Behaviors at Scale
- Guidance for the Prevention of Sexually Transmitted HIV Infections
- Map of Social Norms-focused Projects and Measurement Approaches
- Promoting the Health of Men who Have Sex with Men Worldwide: A Training Curriculum for Providers
- Participation Guide: Involving Those Directly Affected in Health and Development Communication Programs
- Joint WHO/ILO Guidelines on Post-Exposure Prophylaxis (PEP) to Prevent HIV Infection
- Community Communication MNCH e-Manual: Participatory Health Promotion Sessions
- Integrating Gender into HIV/AIDS Programmes in the Health Sector