skip over navigation

Volume 8 – Winter 2015

From awareness-generation to changing norms: implications for entertainment education.,

Suruchi Sood, PhD,1 Amy Henderson Riley, MA,1 Paramita Dasgupta Mazumdar, MSc, MTP,2 Narendranath Choudary, MPhil,3 Alka Malhotra, MSc,4 Naysan Sahba, MA.5
Cases in Public Health Communication & Marketing. 2015;8:3-26.

Author Affiliations

1 Drexel University School of Public Health, Philadelphia, PA., USA.
2 Center for Media Studies, New Dehli, India.
3 UNICEF, Abuja, Nigeria.
4 UNICEF India Country Office, New Delhi, India.
5 UNEP, Nairobi, Kenya.


Background: UNICEFs Facts for Life (FFL) Communication Initiative utilizes convergent strategies for engendering behavior and social change by providing parents and other caregivers with the information they need to save and improve children’s and mother’s lives. FFL’s flagship activity is an entertainment-education television drama serial titled Kyunki… Jeena Issi Ka Naam Hai (Because… That’s What Life Is). This case study describes and analyzes findings from an evaluation of Kyunki.

Methods: The research design for Kyunki consisted of 3 cross-sectional evaluation studies: a baseline (conducted before the show aired in 2008), midline (after approximately 260 episodes in 2009), and an endline (after the conclusion of the serial and 501 episodes in 2011), all utilizing the same sampling design. The primary objectives were to: 1) compare exposed and unexposed respondents at midline and endline, and 2) to measure changes in knowledge, beliefs, attitudes, self-efficacy, social norms, interpersonal communication, practices, and behaviors related to FFL topics by comparing the baseline, midline, and endline responses.

Results: Results indicated that Kyunki elicited high levels of exposure, message, and story recall. The program appears to have had an impact over time with results making the case that longer exposure (ie, endline) was associated with higher results than shorter exposure (ie, midline).

Conclusion: In the future, entertainment-education should move beyond the awareness-generation model and design programs and evaluations from the beginning that target not only changes in knowledge, but also attitudes, efficacy perceptions, and social norms. In addition, an enabling environment is needed that nurtures program messages and translates them into reality. (Full-text PDF)


  • • Social norms
  • • Mass media
  • • Education
  • • Health communication
  • • Health behavior
  • • Child health

Available at:
Copyright © 2015 by the Cases in Public Health Communication & Marketing journal.

PHC&MLegacyIQ SolutionsNOVA Research
site maintained by | last updated 18 November 2016 | Site Map