Transformedia commissioned by Oxfam to conduct an Entertainment-Education (“Edutainment”) Scoping Study to inform the charity’s global partnership.
The overarching objective was to assess the needs, demands, opportunities and challenges that exist for an Entertainment-Education or ‘Edutainment’ strategies in partnership countries. It achieved five core objectives: 1) To map gender justice, education and peace/nation-building challenges and understand their underlying socio-cultural causes; 2) To assess the context and any potential challenges that face an E-E strategy; 3) To assess the different mass media vehicles available and to map existing E-E initiatives; 4) To consider the funding environment; and 5) To outline potential risks.
• To map gender justice, gender-based-violence, educational and other pressing challenges; to understand relevant underlying causes, interests and actors; and to understand the vision for change held by different stakeholders.
• To assess the scope of mass media including audience analysis and consumption (including underground habits where possible).
• To conduct a summary skills and capacity audit of available expertise in mass media, TV, radio, print, music, and online media.
• To assess the extent of existing entertainment initiatives and any lessons learned.
• To map NGOs working in relevant issue areas and/or social change communication; to assess their interest and capacity for involvement in an edutainment strategy; and to assess the potential for coordination and collaboration in an edutainment strategy.
• To assess the donor environment for any proposed edutainment strategy.
• To provide a preliminary risk analysis for an edutainment strategy.
• To produce key findings and conclusions.
• To produce practical recommendations for the edutainment strategy.