A Spoonful of Sugar: Promoting WEE Through Edutainment Approaches

Sep 12, 2018 | by The SEEP Network

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Entertainment-Education or “Edutainment” represents an unprecedented opportunity to reach large audiences and those who may turn away from other types of behavior change communication. When motivated by characters, storylines, and issues that they can identify with, people are more receptive to new information that can influence behaviors, beliefs, and practices. Stories and characters conveyed through edutainment have the power to be role models, inspire audiences to reflect on their lives and engage in new thinking about “what is possible," and change the perception of what is “normal” and socially acceptable behavior.

Edutainment has been used across the world as a high-impact tool for measurable social and behavior change across a wide range of sectors. Yet, examples of edutainment approach to specifically promote women’s economic empowerment are scarce. Join the SEEP Women’s Economic Empowerment Working Group for a webinar highlighting successful pilots and promising approaches to promote WEE through television, radio, and web-based educational entertainment. Moderated by PCI Media Impact, Women’s World Banking, Kashf, and The Womanity foundation shared case studies, good practices, and lessons learned from edutainment campaigns in Kenya, Pakistan, and the Dominican Republic, across the Middle East and North Africa region to promote women’s economic empowerment, financial inclusion, and broader gender equality outcomes.

Moderator

Sean Southey, Chief Executive Officer, PCI Media

Sean Southey is CEO of PCI Media. With over 30 years’ experience in international development and communications, Sean leads PCI Media’s programs and campaigns on the environment, health and social justice. Under Sean’s leadership, PCI Media has expanded its portfolio of work on women’s empowerment and financial literacy. PCI has worked with microfinance institutions to develop messaging in media such as soap operas, and tools such as apps women can use to gain access to financial knowledge and services. Sean previously worked for the United Nations Development Program and the Canadian government. He was Secretary-General of the sustainability organization ICLEI and vice-president of Rare. Sean chairs the International Union for the Conservation on Nature’s Commission on Education and Communication. Sean has an MSC from the London School of Economics and a BA from the University of British Columbia.

Speakers

Cathleen Tobin, Director of Consumer Insights & Engagement, Women's World Banking

Cathleen Tobin is the Director of Consumer Insights & Engagement at Women’s World Banking, the global nonprofit devoted to giving more low-income women access to the financial tools and resources they require to achieve security and prosperity. In this role, she leads Women’s World Banking’s qualitative consumer research to identify insights that can be applied to developing financial solutions for women at scale. She works with financial service providers to deepen their understanding of their customers and develop solutions that target un- and under-banked segments, especially women. Prior to joining Women’s World Banking, Cathleen designed and led marketing and branding efforts for Unilever, Revlon, and Johnson & Johnson. She holds a B.A. in Sociology from the College of the Holy Cross and an MBA from the Johnson Graduate School of Management at Cornell University.

Roshaneh Zafar, Founder & Managing Director, Kashf Foundation

Roshaneh Zafar is the founder and Managing Director of Kashf Foundation, which is Pakistan’s first specialized microfinance institution that focuses on serving the financial and non-financial needs of low-income households especially women. After completing her Masters degree in Development Economics from Yale University, USA, Roshaneh moved back to Pakistan and worked with the World Bank. She set up Kashf foundation in 1996 to cater to the needs of women micro-entrepreneurs, and enable them to improve their standard of living. Over the past 22 years, the Foundation has reached millions of poverty stricken families across Pakistan. Roshaneh has been representing Kashf and Pakistan on many international forums including the World Economic Forum and has been the recipient of many international and national awards, including Tamgha-i-Imtiaz, one of Pakistan’s highest civilian awards.

Asmaa Guedira, Program Manager, Womanity Foundation

Asmaa Guedira is a gender advocate, new economy and digitalization consultant, speaker, writer, and facilitator. She leads an innovative edutainment program in the MENA region for the Womanity Foundation. Asmaa has spent the last 5 years consulting on various projects, mainly exploring the links between gender, social innovation, digital transformation and collective intelligence. She founded the Hyper-Gender project and is involved in various global networks like OuiShare, Amanitas, Global Innovation Gathering, The Crazy Toads or Emerging Leaders OCP. She also consults for the UNDP, UN Women, MitOst, or the EU, and co-authored 2 books (in French): Société Collaborative and Le Manifeste des Crapauds Fous. Asmaa grew up in Rabat, and graduated in management from EM Lyon and in international relations in Koç University. She started her career as a business consultant for PwC Paris for 3 years.