NATIONAL BUREAU OF ECONOMIC RESEARCH
NATIONAL BUREAU OF ECONOMIC RESEARCH
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Victor H. Orozco-Olvera

World Bank
Development Impact Evaluation Department (DIME)
1818 H Street
Washington, DC 20433

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Institutional Affiliation: World Bank-DIME

NBER Working Papers and Publications

July 2019The Entertaining Way to Behavioral Change: Fighting HIV with MTV
with Abhijit Banerjee, Eliana La Ferrara: w26096
We test the effectiveness of an entertainment education TV series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model we show that "edutainment" can work through an individual or a social channel. We conducted a randomized controlled trial in urban Nigeria where young viewers were exposed to MTV Shuga or to a placebo TV series. Among those exposed to MTV Shuga, we created additional variation in the social messages they received and in the people with whom they watched the show. We find significant improvements in knowledge and attitudes towards HIV and risky sexual behavior. Treated subjects are twice as likely to get tested for HIV eight months after the intervention. We also find reductions in STDs among women. These...
 
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