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, produced by MTV Staying Alive Foundation and filmed in Nigeria. Shuga 3 consists of eight episodes of 22 minutes each. While the main focus of the series is HIV, a subplot involves a married couple with a violent husband.
In this paper, we focus on this theme and assess the impact of Shuga on attitudes toward domestic violence. We find broadly positive effects. Moreover, the effect seems to be concentrated among people who recall the show and the narrative around the characters well, consistent with the idea of edutainment.
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The main aim of the manual is to provide those responsible for MHPSS in emergencies with a reference document that can help them in the practical implementation of their activities with a community-based approach. Some of the activities aimed at strengthening the social fabric and helping people overcome their distress described in the manual include sociocultural, artistic, and educational programs and workshops, sport and play, rituals and celebrations, counselling and clinical and social support for those with severe mental disorders. The manual describes ways to integrate mental health and psychosocial support in other activities, like livelihood support, protection of vulnerable cases, and conflict transformation.