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Investments in Entertainment Education as a way to catalyse and sustain social and behavioural change

Posted on July 26, 2016

The Population Foundation of India and the Rockefeller Foundation in collaboration with the Bill & Melinda Gates Foundation, the Ford Foundation, UNICEF and UNFPA invited a diverse community of cross-sectoral experts and professionals for a discussion on “Investments in Entertainment Education as a way to catalyse and sustain social and behavioural change” on 12 July 2016 in New York. The meeting saw participation from US-based foundations,

UN agencies, communication professionals and researchers and evaluation experts from across the world. The discussions revolved around three critical pillars: the sharing of successful global case studies demonstrating the potential and impact of EE; critical explorations on evidence and evaluation; and deliberation on the sustainability of EE initiatives.

Three transcontinental case studies, Main Kuch Bhi Kar Sakti Hoon (MKBKSH) – I, A Woman Can Achieve Anything, from India; East Los High, a web series broadcast via Hulu in the United States; and Soul City, a long-running programme in South Africa, formed the pivot for the eclectic discussion. The three case studies explored the EE landscape; and examined the hallmarks of successful EE interventions, with particular emphasis on gathering evidence, building strategic partnerships, sharing successes and failures with attention to emerging best practices.

At the end of the discussion, there was a strong articulation on the need for increased investments, stronger partnerships, match funding, PPP and collaborations in order to find sustainable solutions to meet the needs of social change through EE.

Lakshmi Puri, Assistant Secretary-General of the United Nations and Deputy Executive Director of UN Women expressed the need for an EE initiative to address gender equality and violence against women.

She spoke about the power of the media to change stereotypes and the need to change the narrative for women and girls.


Opening Remarks by Poonam Muttreja, Executive Director, PFI

Jill Sheffield, Founder and President , Women Deliver moderating a panel discussion on Making Entertainment Education Sustainable The Way Forward.

Prof. Arvind Singhal, Director, Social Justice Initiative, The University of Texas at El Paso virtually joining for a session on Measurement and Evaluation of Entertainment Education


Mr. Feroz Abbas Khan, Creative Director, Main Kuch Bhi Kar Sakti Hoon (MKBKSH) sharing the 360 Degree Approach in the TV series

Dr Pramath Sinha, Founder and Managing Director, 9dot9 Media in conversation with Rafael Obregon, Chief, Communication for Development Section, UNICEF and Dr. Helen Wang, University of Buffalo

Kavita Ramdas, Ford Foundation and Lebo Ramafoko, CEO, Soul City discussing on sustainability of Entertainment Education


Group discussion on Evidence, Replication and Scaling-up

Lakshmi Puri, Assistant Secretary-General of the United Nations and Deputy Executive Director of UN Women giving the concluding remarks.

From L to R- Rafael Obregon, Chief, Communication for Development Section, UNICEF; Kavita Ramdas, Senior Advisor, Global Strategy, The Ford Foundation; Poonam Muttreja, Executive Director, PFI; Archna Vyas, Deputy Director – Communications, Bill & Melinda Gates Foundation; Nancy MacPherson, Managing Director, Evaluation Office, The Rockefeller Foundation


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