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  • Report
  • 24th Aug 2021

Using edutainment to encourage COVID helpline calls in the presence of stigma

Key findings

  • Social stigma around #COVID19 can stop people from accessing helpful resources. Our new report outlines how we employed edutainment to encourage people in Bangladesh to reach out to a COVID helpline. 📺
  • We used the messenger effect to encourage engagement with a #COVID19 helpline in Bangladesh. Our video showed an Imam preaching to the community via a microphone and encouraging them to call the helpline. ☎️
  • Clear calls to action and repeated messaging can encourage people in Bangladesh to call a #COVID19 helpline despite the social stigma surrounding the illness. 👍

Continuing a collaboration started in March 2017, the Behavioural Insights Team (BIT) and the Access to Information (a2i) team of the Bangladeshi government came together in mid-2020 to explore how behavioural insights could be applied and tested as part of the government’s Covid-19 pandemic response. This report summarises our findings.

Download the full report


Dr Dan Brown

Principal Advisor

Dilhan Perera

Senior Research Advisor

Ben Szreter

Senior Policy Advisor to the CEO

Laura Litvine

Director - BIT France

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Purabi Matin

Access to Information (a2i)

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Mehdi Hassan

Access to Information (a2i)

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Esthiak Khan

Access to Information (a2i)

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Ariful Islam

Access to Information (a2i)