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Background <p>Community-level interventions to prevent violence against women (VAW), though potentially efficacious, are challenging to implement at scale, requiring intensive long-term engagement. There is thus interest in the potential for mass-media strategies, including ‘edutainment’, to complement and extend the reach of in-person community programming. While edutainment interventions can demonstrably reach large audiences at relatively low cost, little is known about who they reach/exclude, nor about barriers/facilitators to engagement. This paper describes the extent to which ‘Together with Gloria!’ (TWG), a 33-episode radio-drama, expanded the reach of <i>SASA! Together,</i> a community-level VAW prevention intervention in Western Uganda.</p> Methods <p>As part of a broader mixed-methods evaluation, we conducted two cross-sectional community surveys: baseline (6-weeks into broadcasting); and endline (6-weeks after final broadcast). Qualitative data collection included focus group discussions and in-depth interviews with community members, local leaders and <i>SASA! Together</i> Community Activists. We present descriptive data on TWG’s reach, and the extent to which people listened/discussed TWG with others. We use logistic regression to explore variation in reach by socio-demographic characteristics. Barriers/facilitators to engagement are explored using survey and qualitative data.</p> Results <p>At endline (<i>n</i> = 1018), 52% of survey respondents reported having listened to TWG. Across all demographic sub-groups, exposure to TWG considerably exceeded exposure to in-person <i>SASA! Together</i> programming, with TWG listening more uniformly spread across villages. Among men, listening was positively associated with increasing age, having a partner and children, and radio ownership. Among women, listening was positively associated with secondary education, being childless, and owning a radio. Most listeners (74% men; 64% women) reported usually listening with others (most commonly a partner), and 41% had discussed TWG with other community members. Communal listening and multiple broadcast stations/timeslots were noted to facilitate listening. Barriers included lack of radio access (particularly among women), and lack of time.</p> Conclusions <p>TWG expanded overall reach of in-person <i>SASA! Together</i> programming, and reduced geographical disparities in access. Use of multiple radio-stations/broadcasting timeslots allowed many to listen despite competing time-commitments. Future revisions to broaden access and appeal could include communal broadcasts in public places, and the incorporation of characters and storylines to resonate with younger childless men.</p>

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To what extent does Together with Gloria! expand the reach of SASA! Together community programming? A mixed methods evaluation of an edutainment intervention in Kasese, Uganda

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  • 发表日期：

    2025年9月29日

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  • Tanya Abramsky,
  • Shaffa Hameed,
  • Junior Brian Musenze,
  • Alice Witt,
  • Herbert Mugooda,
  • Dan Opito,
  • Esther Awino,
  • Gabriella Pinto,
  • Sophie Namy,
  • Janet Nakuti,
  • Ana Maria Buller

摘要

Background

Community-level interventions to prevent violence against women (VAW), though potentially efficacious, are challenging to implement at scale, requiring intensive long-term engagement. There is thus interest in the potential for mass-media strategies, including ‘edutainment’, to complement and extend the reach of in-person community programming. While edutainment interventions can demonstrably reach large audiences at relatively low cost, little is known about who they reach/exclude, nor about barriers/facilitators to engagement. This paper describes the extent to which ‘Together with Gloria!’ (TWG), a 33-episode radio-drama, expanded the reach of SASA! Together, a community-level VAW prevention intervention in Western Uganda.

Methods

As part of a broader mixed-methods evaluation, we conducted two cross-sectional community surveys: baseline (6-weeks into broadcasting); and endline (6-weeks after final broadcast). Qualitative data collection included focus group discussions and in-depth interviews with community members, local leaders and SASA! Together Community Activists. We present descriptive data on TWG’s reach, and the extent to which people listened/discussed TWG with others. We use logistic regression to explore variation in reach by socio-demographic characteristics. Barriers/facilitators to engagement are explored using survey and qualitative data.

Results

At endline (n = 1018), 52% of survey respondents reported having listened to TWG. Across all demographic sub-groups, exposure to TWG considerably exceeded exposure to in-person SASA! Together programming, with TWG listening more uniformly spread across villages. Among men, listening was positively associated with increasing age, having a partner and children, and radio ownership. Among women, listening was positively associated with secondary education, being childless, and owning a radio. Most listeners (74% men; 64% women) reported usually listening with others (most commonly a partner), and 41% had discussed TWG with other community members. Communal listening and multiple broadcast stations/timeslots were noted to facilitate listening. Barriers included lack of radio access (particularly among women), and lack of time.

Conclusions

TWG expanded overall reach of in-person SASA! Together programming, and reduced geographical disparities in access. Use of multiple radio-stations/broadcasting timeslots allowed many to listen despite competing time-commitments. Future revisions to broaden access and appeal could include communal broadcasts in public places, and the incorporation of characters and storylines to resonate with younger childless men.