Working towards a future where women are safe at home
Radio shows to change behaviors and prevent domestic violence before it happens.
Empowering couples to build healthy and balanced relationships
Last year in East Africa, 1 in 4 women was physically abused and/or raped by her partner. Beyond the violence itself, domestic abuse causes a wide range of physical and mental health issues and has long-lasting effects on children.
Our radio shows portray alternative behaviors for healthier relationship, empowering listeners to reflect and change. They are carefully crafted based on extensive research to make them both entertaining and educational, an approach known as edutainment.
What listeners are saying
“Our relationship has changed, and now no one gets upset at the other” (male listener)
“Before, my husband was like Kazimiri, he would make decisions without consulting me. But now he’s becoming like Murihano because we sit down and make decisions together”
“My husband has come to understand that women also have a voice”
Reaching thousands of communities with one broadcast
Radio has unparalleled reach: in East Africa, over 60% of people tune in daily, offering nationwide coverage at a fraction of TV's cost.
​
Our goal: reach each listener for less than $0.3 per campaign.
The research behind our work
Edutainment combines education with entertainment, using engaging shows like drama to propose alternative behaviors. Listeners identify with the main characters and the challenges they face, they are encouraged to reflect on their own behaviors by listening to the advice the characters receive.
​​
The method is rooted in behavioral science and has been shown to shift norms, increase knowledge, and change behaviors across a wide range of topics. A recent academic meta-review found that edutainment led to a decrease in actual experience of violence in 64% of the 13 rigorous studies identified.
They recommend edutainment to prevent violence against women
The first-ever meta-review on using edutainment to prevent domestic violence was featured by:
Sign up for our newsletter to receive updates about our progress, and job opportunities. You can read previous communications here.