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URC uses popular theater, puppetry, music, dance, pageants, radio, magazines, film, and television to weave educational content into entertaining and engaging platforms that promote behavior change. Our edu-entertainment programs are local drawn from the traditions and popular culture in the communities and countries where we work.
Edu-entertainment at Work
For the Promoting Malaria Prevention and Treatment (ProMPT) project, URC piloted a community drama program in six districts in Ghana to urge villagers to practice malaria-preventive behaviors. Professional cultural groups and community drama troupes performed in 78 communities, reaching more than 85,000 men, women, and children. ProMPT developed scripts in collaboration with national governmental partners, local NGOs, and actors to ensure that content was appropriate and effective. The actors invited audience participation at key points to reinforce the educational themes. As part of a continuous improvement process, we used feedback from exit surveys to improve the program. To ensure our partners would sustain ProMPT’s work, our team trained NGOs to use community drama as a social mobilization tool in their health improvement efforts.
For USAID’s Health Promotion and Communication Project (HealthPRO), we supported the Philippines’ Department of Health in presenting community theater as a health education channel to reach poor, underserved areas with behavior change messages for family health. Through the play, “Ikaw at Ako ay Tayo” ("You and I Make Us”), URC and its partners reinforced behavior change concepts, reaching some 47,000 men, women, and children in four months.