Entertainment Education as a Community Development Strategy
Entertainment-education is a development communication strategy that involves strategic placement of educational messages in entertainment texts to increase knowledge, change attitudes, affect social norms or change overt behavior. This approach is called prosocial because it promotes positive behaviors and goals deemed desirable by a large part of society. With a few exceptions, this strategy has not been used for faith-based community development initiatives. This study documents audience involvement with an African film, Yellow Card, designed to reduce unwanted pregnancies and the spread of sexually transmitted diseases among African youth. It highlights the potential of communication campaigns in holistic development, especially those that utilize proven entertainment education strategies in promoting individual and community change.