How media and communication drive social change: Evidence from BBC Media Action

Media and communication are powerful tools for social and behaviour change. Don’t believe me? Let this two-and-a-half minute video from BBC Media Action explain, with evidence to boot.

This video explains how BBC Media Action expects media and communication to lead to healthier practices by influencing factors that drive behaviour, such as knowledge, discussion, attitudes and social norms. To illustrate this ‘theory of change’, research and data from Bangladesh and Ethiopia are presented.