Key Social Norms Take-aways The evaluation of Impano n’Impamba demonstrates that entertainment-education can be a powerful vehicle for shifting knowledge and initiating dialogue around fertility awareness and family planning. While the drama increased fertility awareness and intermediate outcomes (like self-efficacy and discussion), it did not lead to statistically significant increases in modern contraceptive use. This suggests that increased knowledge and shifts in perceived norms do not automatically translate into behavior change, particularly without supportive structural and social environments. The study underscores the importance of message repetition, clear focus on priority themes, and multi-pronged interventions to amplify and sustain norm change.
Objectives To assess whether exposure to the serial radio drama Impano n’Impamba improved fertility awareness and influenced family planning knowledge, attitudes, norms, self-efficacy, and communication among reproductive-age men and women in Rwanda.
Methods The study used a mixed-methods approach. Quantitative data were collected through a nationally representative post-intervention household survey (n = 1,477). Qualitative data included 32 in-depth interviews and observations from 9 community discussion groups. The analysis compared “listeners” (standard and engaged) with non-listeners using logistic regression to identify significant associations between exposure and key outcomes.
Intervention Details Impano n’Impamba (“A gift for today that will last a long time”) was a 104-episode serial radio drama produced using the Sabido methodology and broadcast nationally in Rwanda from October 2014 to November 2015. Developed by Population Media Center in collaboration with the FACT Project, the drama featured storylines addressing fertility awareness, family planning, gender-based violence, and reproductive health. Scripts were reviewed for technical accuracy, but narrative priorities were shared across multiple organizations.
Results Listenership was associated with significantly higher odds of correct knowledge on several fertility awareness concepts (e.g., signs of fertility onset, postpartum fertility). Engaged listeners (who could name characters) had notably higher awareness than standard listeners. There was no significant difference in contraceptive use between listeners and non-listeners. However, listeners reported greater knowledge of family planning methods, more positive social norms, higher self-efficacy, and more frequent discussions about family planning. These associations were stronger among women than men.
Conclusions The drama effectively shifted knowledge and catalyzed interpersonal discussion, particularly among women. However, limitations such as passive listenership, lack of repetition of key messages, and minimal community engagement may have blunted its impact on behavior. Future interventions should prioritize stronger integration of technical content into scripts, reinforcement through discussion groups and other channels, and sufficient exposure duration. Defining and measuring active engagement—not just listenership—is also critical. Behavior change around fertility and contraception requires time, clarity, and multi-level support structures beyond media alone.