The Entertaining Way to Behavioral Change : Fighting HIV with MTV (English)

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...

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Author

Banerjee,Abhijit;

La Ferrara,Eliana;

Orozco Olvera,Victor Hugo;
Document Date
2019/09/09
Document Type
Policy Research Working Paper
Report Number
WPS8998
Volume No
1
Total Volume(s)
1
Country
World,
Region
Other,
Disclosure Date
2019/09/09
Disclosure Status
Disclosed
Doc Name
The Entertaining Way to Behavioral Change : Fighting HIV with MTV
Keywords
risky sexual behavior

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Citation

Banerjee,Abhijit; La Ferrara,Eliana; Orozco Olvera,Victor Hugo.

The Entertaining Way to Behavioral Change : Fighting HIV with MTV (English). Policy Research working paper|no. WPS 8998 Washington, D.C. : World Bank Group. http://documents.worldbank.org/curated/en/518151568049461993

The Entertaining Way to Behavioral Change : Fighting HIV with MTV (English)

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