Edutainment: Experimental Evidence from Egypt (Study 2)

In Egyptian society, issues such as Female Genital Mutilation (FGM), domestic violence, and family planning significantly impact the wellbeing of women and families. Although FGM rates are trending downward, Egypt has one of the highest rates worldwide, underscoring the urgency for continued intervention. Early marriage and a lack of family planning are similarly pervasive, perpetuating cycles of abuse and deepening social inequalities. These challenges have severe consequences: FGM poses critical health risks, limited access to family planning exacerbates reproductive health concerns and entrenches generational poverty, and early marriage fosters trauma and instability.. In this context, the media plays a crucial role in increasing knowledge and awareness, challenging harmful norms, and possibly driving meaningful change. We evaluate one such approach: a soap opera aiming at shifting knowledge, social norms, and preferences The TV drama series (Berry Leaves) attempts to address critical issues related to gender relations in Egypt including Female Genital Mutilation (FGM), family planning, and early marriage, among other gender-related themes.