'C’est la Vie!': An impact evaluation of a Senegalese edutainment series to influence gender and violence outcomes

“It’s through the show that you understand what’s going on in the world. For teenagers, it’s by watching the show that they will understand the problems of a 15-year-old girl who is married and pregnant. You can always talk to them, but by watching the show, the images, they will realize that it’s real and they will be careful. Even women who don’t have children yet, like me, will understand how childbirth happens and will take lessons for tomorrow” ~ Married woman in Kolda

Everyone loves a good TV show—one that captivates, elicits strong emotions, makes you reflect on your life and leaves you wanting more. Using the power of media to educate is the hallmark of the “edutainment for development” approach—embedding diverse behavior change messages in drama reaching key audiences via TV, radio, and social media. Social scientists have increasingly studied how edutainment can be used to improve gender and health-related outcomes in Africa, including programming to change HIV and risky sex in Nigeria, early and forced marriage in Tanzania, and violence against women in Egypt. Understanding if edutainment is effective, through what mechanisms, and among which populations, can help improve overall development outcomes—while contributing to viewers’ enjoyment and quality of life.