C’est la Vie!: Mixed Impacts of an Edutainment Television Series in West Africa
Outcomes: Gender‑Based Violence, Sexual and Reproductive Health
View SourceKey Social Norms Take-aways The study finds that edutainment programming like C’est La Vie! (CLV) can shift social norms around contraception and gender equity, particularly when exposure is sustained and integrated across media. It highlights that norms are more likely to shift when multiple layers of influence—media messages, interpersonal discussions, and community attitudes—align. Social norms change was strongest for topics directly addressed in relatable and localized storytelling formats.
Objectives To assess the impact of C’est La Vie! Season 2 on viewers’ contraceptive knowledge, attitudes, and norms (KAN) in Senegal, Burkina Faso, Niger, and Côte d’Ivoire.
Methods The study employed a randomized controlled trial (RCT) design embedded within a longitudinal digital cohort of 2,147 participants across four West African countries. Participants were assigned to treatment (exposed to CLV) and control (not exposed) arms. Surveys were conducted at baseline, midline, and endline to measure changes in reproductive health KAN, particularly focused on family planning and gender roles. Social norms were assessed using direct attitude questions and descriptive/injunctive norm indicators.
Intervention Details C’est La Vie! is a French-language TV and web-based drama designed to educate viewers on reproductive health, gender-based violence, and health system access. The intervention tested the impact of this content by exposing treatment participants to curated episodes and then measuring behavioral and normative shifts over time. Participants accessed the content via Facebook and YouTube.
Results The intervention increased contraceptive knowledge, particularly around emergency contraception and family planning methods. Attitudinal change was more modest but evident in support for women’s reproductive autonomy. Social norms shifted significantly only for emergency contraception, suggesting that while CLV improved individual awareness, broader community norm change may require more sustained and multi-platform engagement. Dose-response analysis showed that higher engagement was linked to more positive outcomes.
Conclusions Digital edutainment can improve reproductive health knowledge and modestly shift norms when designed for cultural relevance and emotional resonance. The strongest changes were seen in knowledge and descriptive norms for topics like emergency contraception. For sustained social norms change, interventions may need broader reach and deeper community embedding.
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