Gender and Reproductive Outcomes: The Effect of a Radio Serial Drama in Northern Nigeria

A large body of evidence has documented the effectiveness of mass media entertainment-education programs in increasing family planning use and changing reproductive behavior. But the potential impact of these programs on the mediating role of gender norms has not been systematically assessed in Nigeria. Baseline and endline representative data collected for the evaluation of a family planning radio serial drama intervention program aired in Northern Nigeria are examined for program effects on both reproductive and gender outcomes. Results show that 70% of the sample listened to the program. On all reproductive outcomes, respondents were more likely at endline than at baseline to report positive changes, especially on behavioural outcomes. Comparison of listeners and non-listeners found positive program impact only on two of these outcomes. The same pattern of effects is seen for the gender outcomes with impact stronger at endline than in listenership. Implications for both sets of outcomes are discussed.