RWAMREC and NOVAH Radio Drama: Edutainment to Prevent Gender-Based Violence and Spark Change
- Laura Gotti
- Jul 21
- 2 min read
Updated: Jul 21
In a country with deep oral traditions like Rwanda, stories don’t just entertain: they transform. Recognizing this powerful cultural tool, NOVAH, in partnership with RWAMREC, launched the Twubakane radio drama in September 2024 to explore how edutainment to prevent gender-based violence can create real behavior change and promote gender equality.
A Proof of Concept Born in Rwanda
Over a six-month period (September 2024–March 2025), we carried out a four-step research and production process to develop Twubakane, a six-episode, 15-minute radio drama designed to test whether storytelling could lead to measurable behavior change. The project involved:
Formative Research: In-depth interviews and focus groups helped identify the most promising mechanisms of change.
Iterative Scriptwriting: Scripts were tested through A/B testing with audiences to refine key messages and characters.
Qualitative Evaluation: The drama was shared with couples in controlled settings to evaluate its impact on beliefs, attitudes, and behaviors.
Broadcasting: The final version was aired on community radio, and audience surveys helped assess reach and engagement.
Meet Twubakane: A Drama Rooted in Real-Life Challenges
Twubakane ("Let’s Build Together") follows the story of Kazimiri and Jeanine, a couple raising a family and learning how to make decisions together. Through their experiences—supported by friends, elders, and community advisors—the story tackles themes like respect, communication, shared power, and how to recognize and respond to domestic violence.
Kazimiri, the central transitional character, begins the series as a man who controls decision-making in the household. Over time, shaped by challenges and conversations, he gradually transforms—reexamining his beliefs and actions, and embracing healthier, more respectful ways of engaging with his partner.
His journey is not fiction alone—it was carefully crafted based on real insights from Rwandan communities.
Results That Matter
The impact of Twubakane was clear and powerful. After listening to the drama:
70% of male participants reported more shared decision-making with their partners.
60% of female participants said they were more willing to seek help when needed.
90% of all participants reported improved communication and overall relationship health.
These numbers are more than just data points—they are signs of progress, empathy, and a shift toward more just and equal partnerships.
📊 Explore the full findings in the infographic or read the full evaluation report (link coming soon).
Why Edutainment Works
In Rwanda, oral storytelling has long been a means of transmitting values, wisdom, and collective memory. By embedding behavior change messages within an emotionally engaging narrative, Twubakane speaks to the heart as much as to the mind. It offers audiences the chance to reflect on themselves without judgment—by seeing their own lives mirrored in characters like Kazimiri and Jeanine.
This approach isn’t just effective—it’s essential in contexts where traditional lectures or top-down interventions may fall flat.
Listen Now
Ready to experience the drama yourself?
🎧 Listen to Twubakane on:
Let the stories spark conversations in your home, community, or organization.
What’s Next?
Building on the success of Twubakane, RWAMREC and NOVAH are exploring ways to scale and adapt the approach to new audiences, including youth and rural communities. Stay tuned for updates on future episodes and community listening sessions.
Together, we are proving that a just, equal society can be built, one story at a time.
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