Key Social Norms Take-aways This study illustrates how transmedia Entertainment-Education (EE) can shift perceptions around child marriage by engaging viewers across multiple social-ecological levels. Exposure to the Icchedana programme was associated with greater disapproval of child marriage, particularly in interpersonal and societal domains. Despite education being a key determinant of child marriage, social norms persist that devalue girls’ education, showing that structural and cultural shifts must complement media interventions. The findings emphasize the importance of early engagement and targeting youth to disrupt the intergenerational transmission of social norms.

Objectives The study aimed to evaluate whether exposure to Icchedana, a transmedia EE programme, influenced knowledge, attitudes, and beliefs around child marriage in Bangladesh. It also explored how these perceptions varied across demographics and within the levels of the Social-Ecological Model (SEM).

Methods A purposive sample was drawn from rural and urban districts with high child marriage prevalence. Surveys were conducted with 3,905 participants across 1,102 households that met specific media access criteria. Data were collected using questionnaires capturing socio-demographics and perceptions about child marriage. Ten SEM-aligned items measured individual, interpersonal, organisational, community, and societal determinants. Data were analyzed using chi-square tests, Kruskal-Wallis tests, and multiple linear regression.

Intervention Details The Icchedana initiative included a 26-episode transmedia television programme addressing child marriage and related issues (e.g., gender, education, violence). It was supported by public service announcements and community engagement efforts with key stakeholders, as well as policy advocacy. The programme aimed to reshape community norms by depicting relatable adolescent characters facing challenges linked to early marriage and broader gender inequities.

Results Participants who watched Icchedana had significantly higher disapproval of child marriage compared to non-viewers, with the largest perception shifts at the interpersonal and societal levels. However, no significant change was observed in perceptions tied to education, suggesting persistent norms around girls’ schooling. Viewers were more likely to be students and have higher education levels. Regression analysis showed a 0.87-point higher disapproval score among viewers after controlling for demographic variables.

Conclusions Icchedana demonstrates the promise of EE programmes in shifting social norms around child marriage, especially among younger, more educated audiences. However, deep-rooted norms—particularly around girls’ education—remain resistant to change through media alone. Future interventions should focus on longer-term exposure, integrate structural changes, and target underserved and less-educated rural populations to more effectively challenge entrenched norms.