Proof of Concept in Rwanda
In September 2024, we launched our Proof of Concept study in Rwanda. From September to March, we researched, produced, evaluated, and broadcast our first six-episode radio drama. Each 20-minute episode was designed to entertain while promoting positive behavior change.​​​
The first season of Twubakane
Twubakane (“Let's build together”) is a radio drama that follows Kazimiri and Jeanine as they raise their family and navigate the challenges of making decisions together. With the support of friends and advisors, they explore themes such as communication, respect, equality—and how to respond to domestic violence.
​
At the heart of the drama is Kazimiri’s transformation. As a transitional character, he gradually changes how he makes decisions at home and takes responsibility for his past use of domestic abuse. His journey is grounded in formative research, which identified the most promising mechanisms of change—such as evolving views on gender equality, improved communication, and shared decision-making—that motivate his shift towards a healthier relationship.
​
A four-step process
To design a season, we first research and iterate with the audience, and then broadcast and evaluate. Read more below on how we did it in 2024 for our first season.
1. FORMATIVE RESEARCH
This step included in-depth interviews and focus groups, designed to inform both the storylines and the most effective mechanism of change for the transitional character in the radio drama.
​
​​
Read about the findings.
2. ITERATIVE SCRIPTWRITING
A team of scriptwriters developed different storylines, which were reviewed by experts and government officials. Three mechanisms of change were then A/B tested with focus groups to identify the most promising storyline.
​
Read about the A/B test.
3. QUALITATIVE EVALUATION
Once produced, the 6 episodes were played to an audience of dozens of couples. Post interviews were then conducted to assess changes in beliefs, attitudes, and behaviors. Additionally, focus groups helped evaluate the quality of the scripts and storylines.
​
Read about the results.
4. BROADCASTING
As no concerns arose from the evaluation (risk of backlash, for example), the content was aired on a community radio, and a survey was conducted with listeners to measure audience and engagement.
​​
​
​
Promising results
The drama led to increased gender equity, stronger communication, and healthier relationships.
​
⟶ 70% of male participants reported increased shared decision-making
​​​
“Before, she knew that even if we discussed something, I would make the final decision if we didn’t agree.” (male participant)
​​​
⟶ 60% of female participants reported increased willingness to seek help
​​​
“Before, I thought if someone mistreated me, I would make a scene and run back to my family. But now, I feel motivated to handle it the way Jeanine did.” (female participant)
​​​
⟶ 90% of male and female participants reported relationship improvements (notably better communication)
​
“There are things we now discuss that we didn’t talk about before because we now make time to understand each other better.” (male participant)
Explore the key findings in the infographic below, or dive deeper in our full evaluation report.
Stay up to date
We are now working on a second season of Twubakane. Want to stay updated on our progress? Sign up for our quarterly newsletter!