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We’re pleased to share that a new research article exploring how digital storytelling can drive behaviour change in faecal sludge management across urban India has been published in the Journal of Development Effectiveness. The study is based on a randomized controlled trial conducted by Athena Infonomics for BBC Media Action. Athena is proud to have contributed to this important work, which advances evidence on the role of edutainment in public health communication.
Effective management of faecal waste is crucial for public health, especially in countries where a large percentage of the population uses septic tanks. This paper explores the potential of edutainment-based storytelling to raise awareness, improve attitudes, and sanitation practices related to faecal sludge management in India. BBC Media Action has developed an entertainment–education YouTube web drama series of seven episodes called ‘Life Navrangi’ (Colourful Life) to start conversations around improper containment, hazardous cleaning, and indiscriminate disposal of faecal sludge. The programme was a follow-on to a 26-episode drama called ‘Navrangi Re!’ (Nine to a Shade) that was broadcast on a cable and satellite TV network.
Before the release of the show online, a mixed-methods research study comprising a randomised control trial and qualitative In-depth Interviews (IDIs) were conducted in 2021 in select small cities across India to assess the impact of ‘Life Navrangi’ on faecal sludge management.
Comparing results of the intention to treat set with those who adhered to the treatment show that the programme had a high engagement rate and positively impacted sanitation attitudes such as understanding the importance of proper construction and timely cleaning of septic tanks, willingness to switch to mechanical over hazardous manual desludging, and higher intent to report cases of indiscriminate dumping of faecal sludge, most amongst the latter group. The evaluation highlights the potential of digital storytelling rooted in behavioural insights and people’s lived experiences to create an impact in faecal sludge management practices.
Among the contributors to the article are two of our colleagues from Athena Infonomics – Dr. Francis Rathinam, Director and Practice Lead for MERL, and Dr. Tanvi Nagpal, Senior Advisor to Athena – contributed their expertise to this important study. With extensive experience in evaluation science, development research, and pro-poor urban service delivery, they brought critical perspectives to understanding how narrative-led behavioural interventions can reshape sanitation practices in urban India.
