Entertainment-Education Behind the Scenes: Case Studies for Theory and Practice

January 21, 2022

We wrote “When Your Audience Is Your Channel: Facebook for Behavior Change” in 2020. It appears in the book Entertainment-Education Behind the Scenes: Case Studies for Theory and Practice.

The chapter shows how Facebook can help researchers understand their audiences, why people share content with friends and family, and what that means for the health content that works on Facebook. Its main case study is the Black Dog, an online graphic novel about depression. The chapter sets out three findings from research on why people share entertainment-education campaigns like the Black Dog on social media.

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More Resources & Training

October 19, 2020

Facebook-Fueled Behavior Change Campaigns: A Strategic and Tactical Guide

A guide to designing and running behavior change campaigns for public health on Facebook, organized around eight keys to success.

April 10, 2023

Content Library: Santé Pour Tous 2023

Social media content from a COVID-19 vaccination campaign in Côte d'Ivoire, run with FHI 360, VillageReach and local Ministries of Health.

January 1, 2023

Announcing the launch of the Behavioral Insights Lab

The Behavioral Insights Lab aims to make behavioral science research cheaper, faster and immediately actionable for people who run public health campaigns, by pairing social and digital platforms with evidence-based behavior models. It plans to launch its first cohort community of practice, which will help social change practitioners use behavioral science to reach program goals.