Key Social Norms Take-aways The evaluation of Kyunki… Jeena Isi Ka Naam Hai illustrates that long-running entertainment-education programs can contribute to shifts in social norms and health behaviors at scale, particularly when built on a robust theoretical foundation and broadcast consistently over time. The show significantly influenced collective perceptions around key reproductive, maternal, newborn, and child health (RMNCH) topics, including spousal communication, gender equity, and sanitation. Findings highlight that repeated exposure and emotionally resonant storytelling can effectively nudge both individual behaviors and perceived social expectations in large, diverse populations.
Objectives To assess the impact of Kyunki… Jeena Isi Ka Naam Hai on health-related knowledge, attitudes, behaviors, and perceived social norms across key RMNCH outcomes among rural audiences in India.
Methods The study used a quasi-experimental design with mixed methods. Data were collected through baseline (2010) and endline (2015) household surveys in six high-focus states, capturing responses from over 9,000 women. A comparison was made between regular viewers and non-viewers. Quantitative measures were complemented by qualitative interviews and focus groups to explore mechanisms of impact. Propensity score matching helped control for observable differences between groups.
Intervention Details Kyunki… Jeena Isi Ka Naam Hai (“Because… that’s what life is”) was a 501-episode television drama broadcast on India’s national public broadcaster (Doordarshan) from 2008 to 2013. The program used the Sabido method and was produced by UNICEF in collaboration with the Ministry of Health and Family Welfare. The show featured characters grappling with real-life dilemmas around maternal health, gender roles, immunization, child nutrition, and sanitation. It aimed to model positive behaviors and challenge harmful social norms through relatable narratives.
Results Viewers of Kyunki were significantly more likely to report knowledge and use of modern contraceptives, discuss family planning with their spouse, and understand the importance of skilled birth attendance and institutional delivery. The program also contributed to increased handwashing behaviors, improved child feeding practices, and greater awareness of harmful gender norms. Notably, perceived descriptive and injunctive norms—what people believe others do and approve of—shifted more favorably among viewers, particularly in relation to spousal communication and equitable roles for women.
Conclusions The evaluation demonstrates that long-term, emotionally engaging entertainment media can effectively shift not just individual knowledge and behaviors, but also the social expectations that sustain or inhibit change. Kyunki’s success was tied to its sustained presence, narrative credibility, and resonance with rural audiences. Scaling similar interventions requires attention to production quality, rigorous audience research, and strong partnerships with national platforms. Importantly, norm-shifting media should be paired with community engagement and systems-level support to deepen and sustain impact.