Proof of Concept in Rwanda
In September 2024, we launched our Proof of Concept study in Rwanda. From September to March, we researched, produced, evaluated, and broadcast our first six-episode radio drama. Each 15-minute episode was designed to entertain while promoting positive behavior change.​​​
About the radio drama
Twubakane is a radio drama that follows Kazimiri and Jeanine as they raise their family and navigate the challenges of making decisions together. With the support of friends and advisors, they explore themes such as communication, respect, equality—and how to respond to domestic violence.
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At the heart of the drama is Kazimiri’s transformation. As a transitional character, he gradually changes how he makes decisions at home and takes responsibility for his past use of domestic abuse. His journey is grounded in formative research, which identified the most promising mechanisms of change—such as evolving views on gender equality, improved communication, and shared decision-making—that motivate his shift towards a healthier relationship.
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A four-step process
1. FORMATIVE RESEARCH
This step included in-depth interviews and focus groups, designed to inform both the storylines and the most effective mechanism of change for the transitional character in the radio drama.
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Read about the findings.
2. ITERATIVE SCRIPTWRITING
A team of scriptwriters developed different storylines, which were reviewed by experts and government officials. Three mechanisms of change were then A/B tested with focus groups to identify the most promising storyline.
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Read about the A/B test.
3. QUALITATIVE EVALUATION
The 6 episodes were played to an audience of dozens of couples. To assess changes in beliefs and attitudes, pre-interviews and post-interviews were conducted. Additionally, focus groups helped evaluate the quality of the scripts and storylines.
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Read about the results.
4. BROADCASTING
As no concerns arose from the evaluation (risk of backlash, for example), the content was aired on a community radio, and a mini-survey with listeners was conducted with listeners to rate the radio drama.
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Promising results
The drama led to increased gender equity, stronger communication, and healthier relationships. Explore the key findings in the infographic below, or dive deeper in our full evaluation report.
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