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.
Radio has unparalleled reach: In East Africa, over 60% of people tune in daily.
Our goal: reach listeners for less than 0.3$ per campaign
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”
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.
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Being research based means our work is grounded in evidence, using findings from behavioral science to shape the stories we tell. It also works the other way around: our own evaluations produce new insights that others working in the field can build on.​​​
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