Can mass media videos encourage reading in children?

Robert Nyaga, Jaspreet Singh, Steve Wendel

The Aha! Moment Cover_IG 13

SECTOR

Education

PROJECT TYPE

Content review and behavioral audit

Location

Jordan

BEHAVIORAL THEME

Social Behavior Change Communication
OVERVIEW

Queen Rania Foundation (QRF) is rolling out an ambitious program to encourage parents in Jordan to improve early childhood literacy through shared reading practices with their children. . This program includes videos for social media messaging aimed at parents. Busara was engaged to review the video scripts through a behavioral lens, then work with QRF through January 2024 to tailor its rollout plan to facilitate iterative and rigorous learning about the impact of the program.

THEMATIC AREAS

The aim of this engagement was to provide recommendations for:

  • Messaging content and strategy based on social and behavioral change communication best practices
  • Testing options for video and social media efforts among the target population
  • Contextualizing the plan for broader rollout