Entertainment–education and rice pest management: A radio soap opera in Vietnam

A radio soap opera created using the entertainment–education (E–E) process contributed towards creating favorable attitudes and change practices in rice farmers’ pest management in Vietnam. Between pre- and post-launch farmers’ insecticide sprays dropped 31% from 1.9 to 1.3 sprays per season. Corresponding changes in attitudes were also observed. In addition, farmers also reduced their nitrogen and seed use by 7% and 9%, respectively. In the post-test farmers who had listened had higher reductions in insecticide sprays (60%), nitrogen (9%) and seeds (33%) compared to those who had not listened to the soap. There were also similar changes in their belief attitudes favoring judicious use of pesticides, fertilizers and seeds. We also found that the E–E process provided a platform for communication between technical specialists and creative artists, thus enabling technical information to be simplified and incorporated into drama scripts.