Adelaida Trujillo
Publication Date
November 8, 2011

Fundación Imaginario

Edutainment +Mobilization = Social Change is a communication and mobilisation process, based in Colombia and on a multimedia edutainment platform, aimed at facilitating dialogue and behaviour change about sexual and reproductive rights (SRR) amongst adolescents and youth 12-19  years of age, with emphasis on the 15-19 age group. Lessons gained in the field of edutainment and social change - including the use of entertainment media formats to attract mass audiences, stimulate reflection about social realities, and mobilise individuals, communities, and organisations - have been gleaned from such organisations as Fundacion Imaginario, Soul City Institute for Health and Development Communication in South Africa, and Puntos de Encuentro in Nicaragua.

The strategy is promoted by: the National Program for the Promotion of Rights and Social Networks for Peace (PPRSNP) of the Presidential Council for Special Programs; Fundacion Imaginario;  The Communication Initiative; Universidad del Norte and the  Universidad de los Andes; the Ministry of Social Protection (MPS); the National TV Commission; the Ministry of Education (MEN); and the United Nations Population Fund (UNFPA), in collaboration with the Intersectorial Comission  for Adolescents and Youth.

The strategy uses edutainment, social mobilisation, and other communication components to enhance SRR efforts at department and local municipal levels through social networks (Redes Sociales de Apoyo)  that the PPRNSP has formed and supported across 8 departments and 240+ municipalities in Colombia, as well as Imaginario's partnerships and experience in training regional public channels and producers in public interest television for children and adolescents.

The strategy focuses on the following themes:

  • Decision making on sexual and reproductive health with emphasis on adolescent pregnancy
  • Gender-based violence
  • Respect for sexual diversity

Components include: social mobilisation, edutainment, strengthening of local capacity, advocacy, interpersonal communication, and monitoring and evaluation.

Implementation at the national, regional, and local level includes the following:

"National level:

  • Strategic partnerships with government institutions, media, OSC [OSC TELECOMS & SECURITY S.A.S.], academia and technical cooperation agencies;
  • Design, training and production of an edutainment TV drama (15 min.) for the 20 x one-hour TV show [Revelados - desde todas las posiciones];
  • Design, training and production of the non-fiction component of the TV programme - Revelados - desde todas las posiciones (animation, documentary and live public dialogue);
  • Design training and production of the outreach support materials to use the TV series in the school and with social networks;
  • Design, training and production of the knowledge management and systematization component of the strategy, thru The Communication Initiative;
  • Design of the web component and outreach material for schools' outreach package.

Regional level:

a. Broadcast of a one hour edutainment TV programme (15 min. drama) through:

  • Regional Public TV channel 'CANAL 13', which reaches nine departments across the country. 
  • At least four regional channels (Telecaribe; Teleantioquia; TRO (Televisión Regional de Occidente); and Telepacífico), with a potential audience of 9,769,134 people in 270 municipalities of the four departments that have been prioritized.
  • capacity building and networking with regional channels for local broadcast and dialogue - live sections of the programme during 2011

b. Media advocacy with influential newspapers such as EL MUNDO, EL COLOMBIANO, and QUEHUBO, in Antioquia, VANGUARDIA LIBERAL in Santander, DIARIO DEL SUR in Putumayo, and EL UNIVERSAL in Bolívar, with the aim of positioning the themes of the strategy in the media and public agenda.

c. Strategic partnerships with regional /department government institutions, media ( TV, radio, press), OSCs, regional universities and NGOs [non-governmental organisations];

d. Strategic partnerships with the regional education departments for the production of outreach materials and the use of the TV programme , as part of the key schools' television component.

Local level:

Processes of social participation through multiple community activities such as artistic expressions and community radio broadcasts that involve adolescents, youth, parents, and other social actors. These are aimed to facilitate an enabling environment that encourages full exercise of human, sexual and reproductive health rights. Some of these processes and activities include:

a. Theater (and other youth artistic expressions) for development aimed at creating spaces for participation, dialogue and reflection among adolescents, youth and other actors with a focus on the themes of the strategy.

b. Community radio broadcasts that includes the production of radio magazines and radio debates for youth in order to facilitate public dialogue about human, sexual and reproductive rights. Eight (8) community radio series (20-25 episodes) were produced and broadcast in 37 municipalities of the four prioritized departments (10 in Antioquia, 10 in Santander, 10 in Bolívar and 7 in Putumayo).

c. Healthy talks, public conversations that seek to facilitate an enabling environment for dialogue among the various audiences that the strategy aims to reach with a focus on the themes of the strategy.

d. Educational sessions on sexuality at those educational institutions that are already working on sexuality issues under the guidelines of the Ministry of Education. These include the Olympics on sexuality, the 'sexuality tunnels', other initiatives that seek to promote dialogue and learning about sexual and reproductive health, and the production of outreach , educational materials that will articulate the content of the TV drama series with activities that take place within the educational institutions.

e. Interpersonal communication through activities that will facilitate dialogue between health and social services providers and youth and adolescents users, in order to strengthen supply and demand of sexual and reproductive health services.

f. Social mobilization of local networks, triggered by the strategy in the four prioritized municipalities: San Gil (Santander), Barbosa (Antioquia), El Carmen de Bolívar (Bolívar) and Valle del Guamuez (Putumayo).

g. Monitoring and evaluation of local activities, in collaboration with the local networks in the prioritized municipalities. Monitoring activities will track implementation of planned activities and early feedback on various communication components. The evaluation of the strategy will be contingent upon availability of resources and might range from a focused evaluation in the four prioritized municipalities to a larger sample of municipalities across the various departments that the edutainment component of the strategy will reach. However, because of the nature of the strategy the focus of the evaluation will be on how the various communicative components have sparked dialogue and debate, involve various social actors, mobilize communities and institutions, and challenge existing social norms. Eight regional and national universities have agreed to become partners in this component of the Strategy, led by UNINORTE and Ohio University."

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Editor's note: This describes the first phase of this communication project's strategic planning. Please see Related Summaries below for the phase 2 documentation and for a description of the resulting Revela2 communication platform.


Email from Adelaida Trujillo to The Communication Initiative on September 11 2014.