Research for Global Development

Inside Story Evaluation for Discovery Channel Global Education Partnership


Countries: Kenya, Nigeria, Zambia

Challenge

The Discovery Channel Global Education Partnership (DCGEP) has created a feature-length film using a creative approach that combines a fictional dramatic story with non-fiction, animated sequences that demystify HIV inside the human body. Inside Story: the Science of AIDS is designed to reach and engage a broad audience, mainly in sub-Saharan Africa, aged 16 and older. InterMedia has been hired to assess the reach, as well as the impact, of the film on young people who have viewed it, with a special focus on knowledge acquisition and self-reported behavior and attitude changes towards HIV/AIDS. Assessing the specific impact of the feature film becomes even more challenging given the abundance of HIV/AIDS-related preventative and educational material in sub-Saharan Africa.

Approach

The research has been divided into two quantitative phases:

  • Mobile phone surveys – Using this approach for the first time, InterMedia will survey young people via their mobile phones in three countries (Kenya, Nigeria, and Zambia) prior to the airing of Inside Story. This survey will establish the self-assessment of young people’s knowledge, attitudes and practices regarding key HIV/AIDS measures. The same young people will be surveyed after the airing of Inside Story to establish the reach and exposure of the film, as well as knowledge acquisition, self-reported attitude changes and behaviour intentions as a result of seeing the film. In addition, a matched group will be surveyed via mobile phones post airing in each country to control for any influences of prior surveying.
  • Exit Interviews – To further gather comparative information on Inside Story, InterMedia will conduct interviews immediately after film screenings in the same countries. These face-to-face interviews will gather information on the content, messaging and format of the Inside Story, in addition to the knowledge acquired, attitudes and behavioural intentions as a result of viewing the film. Using mobile phone surveys will provide InterMedia with a fast and cost-effective way of gathering broad-based quantitative data across three markets, while local screening exit interviews will allow a more in-depth examination of character, narrative and formatting effectiveness.

Insight

Fieldwork is currently underway, and insights will be available at a later date.

InterMedia

Inside Story Evaluation for Discovery Channel Global Education Partnership


Countries: Kenya, Nigeria, Zambia

Challenge

The Discovery Channel Global Education Partnership (DCGEP) has created a feature-length film using a creative approach that combines a fictional dramatic story with non-fiction, animated sequences that demystify HIV inside the human body. Inside Story: the Science of AIDS is designed to reach and engage a broad audience, mainly in sub-Saharan Africa, aged 16 and older. InterMedia has been hired to assess the reach, as well as the impact, of the film on young people who have viewed it, with a special focus on knowledge acquisition and self-reported behavior and attitude changes towards HIV/AIDS. Assessing the specific impact of the feature film becomes even more challenging given the abundance of HIV/AIDS-related preventative and educational material in sub-Saharan Africa.

Approach

The research has been divided into two quantitative phases:

  • Mobile phone surveys – Using this approach for the first time, InterMedia will survey young people via their mobile phones in three countries (Kenya, Nigeria, and Zambia) prior to the airing of Inside Story. This survey will establish the self-assessment of young people’s knowledge, attitudes and practices regarding key HIV/AIDS measures. The same young people will be surveyed after the airing of Inside Story to establish the reach and exposure of the film, as well as knowledge acquisition, self-reported attitude changes and behaviour intentions as a result of seeing the film. In addition, a matched group will be surveyed via mobile phones post airing in each country to control for any influences of prior surveying.
  • Exit Interviews – To further gather comparative information on Inside Story, InterMedia will conduct interviews immediately after film screenings in the same countries. These face-to-face interviews will gather information on the content, messaging and format of the Inside Story, in addition to the knowledge acquired, attitudes and behavioural intentions as a result of viewing the film. Using mobile phone surveys will provide InterMedia with a fast and cost-effective way of gathering broad-based quantitative data across three markets, while local screening exit interviews will allow a more in-depth examination of character, narrative and formatting effectiveness.

Insight

Fieldwork is currently underway, and insights will be available at a later date.

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