The use of entertainment as a strategy for social change is a practice that dates back to the beginnings of organised societies. Life-saving information, shared values and beliefs, and socially acceptable practices have been passed down from generation to generation through the art of storytelling.

Motivating behaviour change is difficult. While knowledge is important, other social and psychological factors are at play. Our work purposely designs characters and storylines in dramas that provide viewers with relatable models, that connect with them on a personal and emotional level, rather than through information alone. Dramas may help viewers become more receptive to new ways of thinking, as ideas are no longer abstract concepts but are experiences lived by individuals, through the dramas’ characters.