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SUMMARY:The Entertaining Way to Behavioral Change: Fighting HIV with MTV -
  Abhijit Banerjee (Massachusetts Institute of Technology)
DTSTART;VALUE=DATE-TIME:20180522T123000
DTEND;VALUE=DATE-TIME:20180522T140000
UID:https://talks.ox.ac.uk/talks/id/b26d7765-34b5-45c4-895a-a91270fcc706/
DESCRIPTION:We test the effectiveness of an entertainment education TV ser
 ies\, MTV Shuga\, aimed at providing information and changing attitudes an
 d behaviors related to HIV/AIDS. Using a simple model we show that “edut
 ainment” can work through an information or through a conformity channel
 . We conducted a randomized controlled trial in urban Nigeria where young 
 viewers were exposed to Shuga or to a placebo TV series. Among those who w
 atched Shuga\, we created additional variation in the “social messages
 ” they received and in the people with whom they watched the show. We fi
 nd significant improvements in knowledge and attitudes towards HIV and ris
 ky sexual behavior. Treated subjects are twice as likely to get tested for
  HIV 8 months after the intervention. We also found reductions in STDs amo
 ng women. Our experimental manipulations of the social norm component did 
 not produce significantly different results from the main treatment. The 
 “information” effect of edutainment thus seems to have prevailed in th
 e context of our study.\nSpeakers:\nAbhijit Banerjee (Massachusetts Instit
 ute of Technology)
LOCATION:Manor Road Building (Lecture Theatre)\, Manor Road OX1 3UQ
TZID:Europe/London
URL:https://talks.ox.ac.uk/talks/id/b26d7765-34b5-45c4-895a-a91270fcc706/
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DESCRIPTION:Talk:The Entertaining Way to Behavioral Change: Fighting HIV w
 ith MTV - Abhijit Banerjee (Massachusetts Institute of Technology)
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