The impacts of an entertainment-education radio serial drama in Botswana on outcomes related to HIV prevention goals in the President’s Emergency Plan for AIDS Relief

This study examines the effectiveness of an entertainment education (EE) programme, Makgabaneng, in reducing the spread of HIV/AIDS in Botswana. If successful, this communication intervention should result in greater self-report of attitudes, actions and knowledge related to risk reduction goals among those who listen to Makgabaneng more often than among those who listen less often. This article begins by describing the general orientation of Makgabaneng as EE and its specific theoretical model: the MARCH model of behaviour change. Through a survey of Batswana living in and around the capital of Gabarone, we assess whether Makgabaneng is effective in promoting knowledge, attitudinal and behavioural change. Findings reveal successes in some areas, but lack of success in other areas of prevention-supportive messages. We offer some conclusion for improving this form of EE.