What is Entertainment-Education?

Simply put, Entertainment-Education is designed to both entertain and educate, intentionally weaving important health and social issues into powerful storytelling that draw in viewers by the millions.

At CCP, we use Entertainment-Education as a catalyst for behavior change. We know that telling a truly engaging story can resonate with people, prompting them to reflect on their own lives and make healthier choices. A global leader in the field of Entertainment-Education, CCP has combined the science of analysis and theory with the art of storytelling. The result is a large collection of compelling narratives that encourage audiences to identify with characters and situations that help them to make positive changes in their own lives. It’s a model that has allowed us to create award-winning programming for more than 30 years.

CCP infuses its work with messaging and modeling of key behaviors related to urgent health and social topics such family planning, gender equity, HIV, nutrition, malaria, and more. Where possible, projects take a transmedia approach, which uses popular characters across multiple platforms to reinforce messages and inspire change. This can include interactive features such as social media, video blogs, games, listeners’ clubs, call-in shows and in-person community activities.

The 2018 International Social and Behavior Change Summit featuring Entertainment-Education

The Summit, held from April 16-20 in Nusa Dua, Indonesia, brought together practitioners from around the world to learn from one another and share the newest developments in SBCC and Entertainment-Education.

The Reach and Impact of Entertainment-Education:


Sammi, a scripted television drama in Pakistan, drew an average of 3.5 million viewers per airing

Smart Client

The number of women using contraception more than doubled after exposure to the Smart Client phone-in tool.

Get It Together

Listening to the Get It Together radio program was linked to increased use of contraceptives.

Bhanchhin Aama

Women who heard the radio call-in program were more likely to breastfeed exclusively until 6 months.

Get It Together

Those who heard the song or saw the music video said they were significantly more likely to use a modern family planning method in the near future. The video has been viewed more than 5.3 million times.

Seeds of Change

The video series contributed to family and community transformation in Guatemala.

Newman Street

People who watched Newman Street television series reported a higher intention to use modern family planning methods and to sleep under a treated bed net than those who didn’t see the show.


The use of more than 600,000 condoms and 1.6 million conversations about HIV testing were attributed to the South African television drama.


Aiisseee!, a television and radio game show designed to improve couple communication, increased HIV prevention knowledge.

Pakistan E-E course

In 2017, CCP experts provided technical support to universities across Pakistan to develop the country’s first course on E-E for Social and Behavior Change.

Young Life

The fictional character Mr. Query generates debate and discussions around adolescent and youth issues in Bangladesh.

Moyo ndi Mpamba, Usamalireni!

In addition to increasing knowledge levels, the malaria comic book stimulated prevention and control behaviors among young students in Malawi.

FP INFOcus Guide

The guide encourages youth-led organizations to create short family planning mobile phone videos.