Amy Henderson Riley, Farren Rodrigues, Suruchi Sood
This chapter starts by defining social norms in entertainment-education (EE) and provides an overview of social norms constructs and theories. The chapter next presents social norms case studies from the authors’ work as EE researchers in four countries. The first case study measures changes in soci...
Suruchi Sood, Astha Ramaiya
This paper examines the relationship between exposure to a transmedia entertainment-education (EE) social and behavior change communication (SBCC) initiative with shifting child marriage-related social norms. Districts were selected purposively, whereas households were selected randomly. A total of ...
Ami Sengupta, Suruchi Sood, Neha Kapil, Tania Sultana
The Government of Bangladesh with UNICEF and partners launched a multi-phase trans-media campaign to end child marriage in 2017. At the heart of the initiative was an award-winning social norm-driven entertainment-education-based television series Icchedana (On the Wings of Wishes), which focused on...
Michael Hauer, Suruchi Sood
Despite widespread condemnation of child marriage in Bangladesh, the practice is still deeply ingrained in Bangladeshi society. Multiple initiatives have been developed to end child marriage, yet prevalence rates have only been decreasing slowly. In 2017, the United Nations Children’s Fund (UNICEF),...