CGAP 58d ago

TV shows can do more than entertain — they can shift financial behaviors. New data from Kenya shows this in action. Maisha Makutano, a TV drama with 4.75 million weekly viewers, introduced storylines on saving and budgeting with striking results: 91% of viewers say it improved their understanding of community issues, and 55% expressed interest in joining a savings and credit cooperative. CGAP explores how relatable storytelling makes financial topics easier to understand and act on — and what this means for financial inclusion strategies reaching low-income audiences at scale. 📄 Read the CGAP blog on edutainment and financial norms: https://www.cgap.org/blog/everyone-loves-drama-changing-financial-norms-with-edutainment ▶ Subscribe to CGAP: https://www.youtube.com/@UCI0eQxcI9dkDWXJ-knROgcA #FinancialInclusion #FinancialLiteracy #Edutainment #Kenya #BehaviorChange #InclusiveFinance #Savings #GlobalSouth