Entertainment Education: A Solution for Cost Effective, High Impact Development Communication | World Bank Institute (WBI)

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Entertainment Education: A Solution for Cost Effective, High Impact Development Communication

Monday, June 20, 2011  9:00am - 5:00pm
World Bank H Building Black Auditorium  600 19th St. NW, Washington, DC 20006

RSVP is required with name and affiliation by June 15, 2011
Send RSVP to: WBEE@worldbank.org 

Live Webstreaming

Flash Media


Special Guests

Mahmoud Mohieldin, Managing Director, World Bank Group

Rahul Bose, Indian Actor, Screenwriter, Director, and Social Activist

Miguel Sabido, Mexican Dramatist and Pioneer in Entertainment Education

Arvind Singhal, Marston Endowed Professor, U of Texas at El Paso, and William J Clinton Distinguished Fellow

Fred Cohen, Chairman, International Academy of Television Arts and Sciences

Tilman Ehrbeck, CEO, CGAP

Martine Bouman, Director, Center for Media and Health, The Netherlands

Sandra de Castro Buffington, Director, Hollywood, Health & Society

Usha Bhasin, Additional Deputy Director, Doordarshan TV Corporation, India

Rob Burnet, Director, Well Told Story / ShujaazFM, Kenya


Organized by
Financial and Private Sector Development Network
World Bank Institute
Russia Trust Fund for Financial Literacy

For more information, please contact:
Margaret J. Miller - mmiller5@worldbank.org
Rocio Schmunis - rschmunis@worldbank.org
Shweta Banerjee - sbanerjee1@worldbank.org

Apple devices (iPhone, iPod Touch, iPad)

Blackberry devices (9700 and 9800 models only)

Apple devices (iPhone, iPod Touch, iPad)

Blackberry devices (9700 and 9800 models only)

Mahmoud Mohieldin,

Managing Director, World Bank Group


The conference will be followed by a invitation-only workshop on "Evaluation of Entertainment Education Programs: Evaluation Methods, Experience and Evidence" to be held Tuesday, June 21.

World Bank staff are welcome to attend in MC 2-800.

For more information contact Florentina Mulaj at fmulaj@worldbank.org

June 20, 2011
Black Auditorium, H Building
- The World Bank, 600 19th Street, NW, Washington, D.C.

9:00 – 9:05  Video Introduction to Entertainment Education

9:05 – 9:10  Introductory Remarks
Tilman Ehrbeck, CEO, CGAP

9:10 – 9:45  Keynote Addresses
Rahul Bose, Actor, Director, Screenwriter, Social Activist, India
Miguel Sabido, Dramatist, Screenwriter, Pioneer in Entertainment Education, Mexico

9:45 – 11:15  Panel 1:  Transmedia and 360o Communications Strategies:
This panel will explore the use of transmedia and 360o solutions in entertainment education, where new media (cell phone apps, SMS, social networks, internet) are used in combination with traditional mass media (radio, TV, film) to increase impact in financial literacy, entrepreneurship, HIV/AIDS, agriculture and other issues.

Moderator: Jim Rosenberg, Head of Social Media, World Bank

Nancy Lee, Founder and President, Social Marketing Services, US
Rob Burnet, Director, Well Told Story / ShujaazFM, Kenya
Mauricio Mota, Chief Storytelling Officer and Founder of The Alchemists, Brazil/US
Ketty Esquivel, Vice President, Ogilvy Public Relations Worldwide, 360o Digital Influence

11:15-11:30  Coffee Break

11:30 – 1:00  Panel 2:  Alternative Approaches to Entertainment Education

How to make entertainment education a systematic, sustainable and scalable way to reach mass audiences, including those at the base of the pyramid? This panel will explore a range of approaches to entertainment education, from influencing storylines and embedding content into existing, commercially successful programming to producing new content explicitly for development communication, to hybrids that blend multiple strategies.

Moderator: Marcelo Giugale, Sector Director, PREM, Africa Region, World Bank
Fred Cohen
, Chairman, International Academy of Television Arts and Sciences and Chairman of the Board, PCI Media Impact, US
Sandra de Castro Buffington, Director, Hollywood, Health and Society, US
Usha Bhasin, Additional Deputy Director, Doordarshan TV Corporation, India
Martine Bouman, Director, Center for Media and Health, The Netherlands
Margaret Miller, Senior Economist, CGAP and World Bank

1:00 – 2:00  Buffet Luncheon outside Black Auditorium      

2:00 – 3:30  Panel 3:  Experiences From the Field – How Entertainment Education Supports Development Impact
Entertainment education can be an integral part of effective development interventions, increasing impact on the ground.  Panelists will share their experiences of how entertainment education was instrumental in achieving their development goals ranging from behavior change in poor and marginalized communities to spurring legal and policy reforms in government.  Topics discussed will include financial literacy, entrepreneurship, HIV/AIDS stigma reduction and prevention, health maintenance, hand washing and sanitation and human trafficking.

Moderator: Ian Solomon, U.S. Executive Director to the World Bank
Mariam Claeson, Coordinator, South Asia HIV/AIDS Program, World Bank
Jaehyang So, Manager, Water and Sanitation Global Program, World Bank (to be confirmed)
Sue Goldstein, Program Director, Soul City Institute for Health and Development Communication
Elena Suarez, Chief, Development Communication, Office of External Relations, Inter-American Development Bank
Dilsey Davis, Director, Café Con Leche Media
Jacqueline Devine, Senior Social Marketing Specialist, World Bank

3:30-3:35 Yash Chopra, Indian Director, Producer, Screenwriter, Video Address to Conference

3:30-4:45   Panel 4:  Partnerships for Greater Impact in Entertainment Education

Media penetration is advancing rapidly across the developing world and cell phones are making it possible to reach the base of the pyramid with targeted content. How can stakeholders involved with entertainment education (commercial entertainment media, government, donors, multilaterals) work most effectively together for greater social and economic development impact? How can these partnerships advance progress on key issues such as  promoting financial inclusion, health maintenance, HIV/AIDS prevention, and gender equity?

Moderator: Sanjay Pradhan, Vice President, World Bank Institute, World Bank
Mahmoud Mohieldin, Managing Director, World Bank Group
Ramesh Sippy, President, or Kulmeet Makkar, CEO, The Film and Television Producers Guild of India (to be confirmed)
Siddartha Basu, Director, Big Synergy productions, India
Fred Cohen, Chairman, International Academy of Television Arts and Sciences and Chairman of the Board, PCI Media Impact, US
Senior Official from the Center for Disease Control, United States

4:45-4:55  Concluding Remarks 
Mahmoud Mohieldin, Managing Director, World Bank Group

5:00-6:00  Reception on H Building Terrace

  • Mahmoud Mohieldin, Managing Director, World Bank Group
  • Rahul Bose, Actor, Screenwriter, Director, and Social Activist, India
  • Miguel Sabido, Dramatist and Pioneer in Entertainment Education, Mexico
  • Fred Cohen, Chairman, International Academy of Television Arts and Sciences
  • Usha Bhasin, Additional Deputy Director, Doordarshan TV Corporation, India
  • Rob Burnet, Director, Well Told Story / ShujaazFM, Kenya


Tilman Ehrbeck, CEO, CGAP
Chief Executive Officer. Tilman joined CGAP as its CEO in October 2010.

Prior to CGAP, Tilman was a partner with management consulting firm McKinsey & Company, where he held a series of leadership positions in the firm’s global Banking & Securities and Healthcare Payor & Provider Practices. He has worked in Africa, Asia, Europe, and North America. He was part of the leadership of the firm’s Indian operations in 2005–2009.

Over the past 10 years, he has advised a number of governments, microfinance networks, foundations, and commercial players on a variety of financial inclusion issues ranging from new products and services aimed at better meeting underlying end-user needs, to new business models significantly lowering operating costs, to enabling infrastructure and policy interventions.

Tilman holds a Ph.D. in Economics from the European University Institute, the graduate school and research center sponsored by the European Union, and an undergraduate degree from the University of Hamburg. He speaks German, English, and some French and Italian.

Maurício Mota, Chief Storytelling Officer and Co-Founder, the Alchemists
At the Alchemists, Maurício leads the team responsible for transmedia narratives for local and global clients including The Coca-Cola Company, Petrobras, Elle Magazine, Globo Television and the State Government of Rio de Janeiro. A pioneer in transmedia storytelling, Mauricio has been speaker at many important events around media innovation in the world. He began his career as an entrepreneur at the age of 15, when he developed with writer Sonia Rodrigues a storytelling platform (game and software format). Present in over 4000 schools, the platform was licensed 8 times and used as a tool to facilitate innovation and creativity for companies and institutions including the United Nations, the Brazilian Education Ministry, and others.

Dr. Susan Goldstein, Community Medicine Specialist, Program Director, Soul City
Dr. Susan Goldstein is Senior Executive for South African Programmes at Soul City: Institute for Health and Development Communication. She has 16 years experience in public health and health communication. After working for 10 years in clinics in Soweto and Alexandria in South Africa, she specialized in public health and worked at the Johannesburg local government in health promotion. Thereafter she joined Soul City: Institute for Health and Development Communication, and has managed a series about tobacco, and developed and researched four other series. She led the OneLove campaign in South Africa against multiple and concurrent sexual partners, and is on the Afro Region Task Force for Immunization. Dr Goldstein is an honorary lecturer at the University of the Witwatersrand School of Public Health and teaches at the University of Natal. Dr Goldstein has a MBBCH from the University of the Witwatersrand, a MMed in Community Medicine, and a Diploma in Health Service Management, from WITS University.

Martine Bouman, Director, Center for Media and Health
Dr. Martine Bouman is trained as a social scientist and in 1999 founded the Center for Media & Health (CMH) in Gouda, the Netherlands, which she now directs. She is an Associate Professor of the Faculty of Behavioral Sciences at the University of Twente, and visiting professor at various other universities. Martine Bouman has been a pioneer in the field of entertainment education  since 1985. She is the author of “‘Turtles and Peacocks: Collaboration in Entertainment—Education Television.” Dr. Bouman initiated a large teaching project to train students and professionals in media management and health communication) to become skilled entertainment education professionals. She is author of several articles and publications about Entertainment-Education and an honorary member of the Dutch Society for Health Promotion and Prevention. She has been the first chair of the Program Committee Lifestyle Campaigns (2002-2007) of the Dutch Health Research Council (ZonMw). In 2010 she received the Everett M. Rogers lifetime achievement award in Entertainment-Education.

Sandra de Castro Buffington, Director, Hollywood Health and Society
Sandra de Castro Buffington is director of Hollywood, Health & Society (HH&S), a program of the USC Annenberg Norman Lear Center that provides Hollywood’s entertainment industry professionals with a program of outreach to inform health and climate change storylines for television, film and transmedia. Sandra is known for her work in global health, entertainment education, and social transformation. She has nearly 30 years of experience working in development communications, and emerging technologies. Sandra is currently working with partners in Hollywood to establish a network of Entertainment Education centers in the major media markets of the developing world.

Nancy Lee, Founder and President, Social Marketing Services
Nancy Lee has an MBA and more than 25 years of professional marketing experience with special expertise in social marketing.  She is an adjunct faculty member teaching social marketing at the University of Washington and the University of South Florida.  She has been a guest lecturer at the University of Cape Town in South Africa, Yale, Stanford University, Oxford, Victoria University in Australia, the National University of Ireland in Galway, Health Promotion Board in Singapore and USAID in Jordan.  As president of Social Marketing Services, Inc., a small consulting firm in Seattle, she has participated in the development of more than 100 social marketing campaigns in the areas of public health, safety and environmental protection. Nancy has co-authored seven books on social marketing with Philip Kotler of Northwestern University, including “UP and OUT of Poverty: The Social Marketing Solution.”   

Mariam Claeson, Coordinator, South Asia HIV/AIDs program, World Bank
Mariam Claeson, M.D., M.P.H., is the Program Coordinator for AIDS in the South Asia Region of the World Bank since January 2005 and the team leader for the World Bank support to the third National AIDS Control Project in India. She coordinated the South Asia Development Marketplace (2008- 2010) Tackling stigma and discrimination related to HIV, which provided grants to community innovations including art, film, media and local entertainment as a means to tackle stigma and discrimination throughout the region. Dr Claeson has contributed to several regional reports on AIDS in South Asia. She was the Lead Public Health Specialist in the Health, Nutrition and Population, Human Development Network of the World Bank (1998- 2004), where she managed the HNP Millennium Development Goals work program to support accelerated progress in countries and the public health cluster. Prior to joining the World Bank, Mariam Claeson worked with the World Health Organization.

Rob Burnet, Founder and Director, Well Told Story and Creator of ShujaazFM
Rob Burnet leads Well Told Story, an award-winning Kenyan communications company which pulls together comic books, syndicated FM radio, SMS, social media, web, video animation, strategy and science to help change the way people live, think, act and govern in East Africa.  Rob arrived in Kenya by chance nearly 20 years ago. Since then he’s worked in public-interest TV production, he’s set up and led the Ford Foundation’s program for Media Arts and Culture in Eastern Africa, he’s been a professional musician, and he’s founded the Kenyan visual arts studios, Kuona Trust.

Rahul Bose, Indian Actor, Screenwriter, Director, and Social Activist
The quintessential Mumbaikar, Rahul Bose was called 'the superstar of art house cinema', by TIME magazine. He won the Best Actor award at the Singapore Film Festival in 2000 for his performance in 'Split Wide Open' – a film that explores the manifold divisions of Mumbai – and the John Schlesinger Award (Honourable Mention) for Best Debut Director at the Palm Springs Film Festival for his feature, ‘Everybody Says I’m Fine!’ Galvanised into social action after the Gujarat riots in 2002, Rahul’s focus has unwaveringly been on secularism and gender equality. Five years later he founded 'The Foundation', a non-profit organization dedicated to the removal of discrimination from all walks of life. He is Oxfam International's first-ever Global Ambassador from the Eastern Hemisphere. In 2009 he was voted the Indian Youth Icon of the Year - Social Justice, and in 2010 received the Green Globe Award for Green Crusader of the Year. A former India Rugby international member, Rahul represented the country in Rugby Union for ten years, retiring from the Indian team in 2008.

Kety Esquivel, VP of Digital Influence at Ogilvy PR Worldwide
Kety Esquivel is Vice President, Digital Influence at Ogilvy Public Relations Worldwide. She has over fifteen years of experience in the non-profit, private, and public sectors.  Her work has taken her to China and Ethiopia with the United Nations Economic Commission for Africa.  She spent three years with Kodak coaching executives on human capital and diversity in the US, Canada and Latin America. She worked as the New Media Manager for the National Council of La Raza and as the interim Executive Director and CEO for Latinos in Social Media. Kety graduated from Cornell University where she has served on the Board of Trustees. Kety has been a speaker at Netroots Nation, SXSW, Personal Democracy Forum, BlogHer, the Center for New Words, Gov 2.5, Gov 2.0 LA and the Mobile Citizen Summit. Her commentary has been featured and quoted in stories for the Wall St. Journal Online, HITN, PBS, XM radio, Democracy Now, CNN, Televisa and Univision. She is a blogger on the Huffington Post.
Fred M. Cohen, Chairman, International Academy of Television Arts and Sciences
Until his retirement in February 2002, Fred Cohen served as President, King World International Productions and Executive Vice President of CBS Broadcast International. Mr. Cohen joined King World in 1989, where he was responsible for the sale and production of TV programming and formats outside the United States. He was also responsible for co-productions and international venture opportunities for King World. Mr. Cohen currently serves as a strategic advisor to Harpo Productions on the international distribution of THE OPRAH WINFREY SHOW and other Harpo projects. In addition, he is Chairman of the International Academy of Television Arts & Sciences (Emmys), and Chairman of its Foundation. Cohen is also Chairperson of PCI – Media Impact, a New York based international NGO whose goal is improving health and reducing poverty through creative uses of media in the developing world. He was recently named Visiting Professor, Institute for Content & Technology Integration at the Kanazawa Institute of Technology in Tokyo. From 2005-8, Cohen served on the Global Media AIDS Initiative (GMAI) Leadership Committee. His previous positions include: Executive Vice President of Sunbow Productions International; President of HBO International (London and New York); Senior Vice President of HBO Enterprises; President of Time-Life Films; Director of Cultural Programs and International Coordinator at PBS Network in Washington, DC; Special Assistant to Commissioner H. Rex Lee at the Federal Communications Commission (FCC), and later Special Assistant to FCC Chairman Dean Burch. Mr. Cohen received his Masters’ Degree in Film/Television and Communications Research from Stanford University, and his Bachelor of Arts in English Literature from the University of Michigan.

Dilsey Davis, Director, Café con Leche Media
Dilsey Davis is the founder and director of Café con Leche Media (CCL Media). CCL Media is an independent production company in Atlanta, GA and Durham, NC dedicated to creating high quality “edutainment” programming.  Mrs. Davis was previously the Director of Media Advocacy for the Community Reinvestment Association of North Carolina (CRA-NC) for seven years. As Director, Mrs. Davis created television programs and short films that combined both entertainment and information to effectively reach underserved audiences. Most notably, she was the creator, producer and director of the award-winning “Nuestro Barrio” (Our Neighborhood), a Spanish language telenovela that addresses financial topics including home ownership, banking, and foreclosure prevention. She has also produced commercials for clients such as JP Morgan Chase, Harris Bank of Chicago, AARP, and non-profit organizations. She was commissioned by GTZ (now GIZ) to write and direct the short edutainment film, Wedding Day starring the popular South African actor Kenneth Nkosi. Currently, she is contracted to produce video narrative based e-learning modules for the HIV Risk Reduction Counseling Trainings for Africa and Latin America.  Davis received a B.S. degree from Duke University in Biological Anthropology and Anatomy in 1994 and her Master’s degree from UNC-Chapel Hill in Public Health.

Siddhartha Basu, Director, Big Synergy Media Ltd.
With roots in theatre and documentary film, Siddhartha Basu gained national recognition as the host of a television quiz in the mid 80’s, eventually becoming a leading director and producer in Indian television. He is founder, Chairman, and Managing Director of BIG Synergy Media Ltd, widely acknowledged as a leading television production house. It has produced a number of landmark shows in India, including Kaun Banega Crorepati, the Hindi version of Who Wants to Be a Millionaire, the inspiration for a bestselling book and Oscar winning film Slumdog Millionnaire; Jhalak Dikhla Jaa (Dancing with the Stars); and India’s Got Talent. Synergy’s productions range from hallmark quiz shows such as Mastermind India, India’s Child Genius, Quiz Time and India Quiz, to popular science shows like Eureka, and Angrezi Mein Kahte Hain, an entertaining classroom format show teaching English as a second language. In the social sector, one of Synergy’s milestones shows has been Aap ki Kachehri, a hard-hitting, live mediation forum dedicated to legal awareness on civil issues, and Akshar Mela, a group game show for neo-literates. In its 22nd year of operation, BIG Synergy now produces programs in a number of languages for various broadcasters, out of 4 cities – Mumbai, Delhi, Chennai and Kolkata.

Miguel Sabido
Miguel Sabido is a pioneer in the field of entertainment education. As Vice President of Research and Evaluation for Televisa in 1974, he designed a scheme for the dramatic analysis of telenovelas that proposed that every single commercial telenovela can provide a proven social benefit without losing ratings, share or sales. The result was Ven Conmigo (Come with Me), the first Entertainment Education telenovela, which spurred half a million Mexicans to finish their basic education. Since then he has designed, written, and directed numerous successful EE telenovelas for Televisa and other networks. In the 1980s, he was appointed as consultant to Indian Premier Indira Gandhi to advise her on entertainment education. He is the author of several books and the recipient of more than 50 national and international awards including the Savior of the Earth Award, and the National Communications Award, bestowed upon him in 2010 by the President of Mexico. He has been director of the Mexican Institute of Communication Studies for over 25 years, a CERPT Visiting Professor of the Annenberg School for Communications, USC, and a member of the Mexican Academy of Communications. He currently serves as a consultant on EE projects around the world.

Arvind Singhal, Samuel Shirley and Edna Holt Marston Endowed Professor of Communication and Director of the Social Justice Initiative in UTEP’s Department of Communication.
Dr. Arvind Singhal is the Samuel Shirley and Edna Holt Marston Endowed Professor of Communication and Director of the Social Justice Initiative in UTEP’s Department of Communication. He is also appointed as the William J. Clinton Distinguished Fellow at the Clinton School of Public Service, Little Rock, Arkansas.  Singhal teaches and conducts research in the diffusion of innovations, the positive deviance approach, organizing for social change, and the entertainment-education strategy. His research spans sectors such as health, education,