Alliance to support the development TV series to induce behaviour change in West Africa

C'est la Vie !
C'est la Vie ! entertainment education program

The Alliance and the UN entity for Gender Equality and the Empowerment of Women (UNWOMEN) have joint hands with RAES (Réseau African d’Education pour la Santé) to develop and produce a TV series called “C’est la Vie”, to induce behaviour change in African countries. This entertainment education program which will be broadcast on prime time TV and radio, will focus on themes related to: maternal and child health, family planning, reproductive health, gender issues and violence, and human resources for health. This work will be accompanied by community activities to promote debate and exchanges among health professionals in the three pilot countries: Côte d'Ivoire, Guinea, and Burkina Faso.

The West and Central African regions combined have a population of approximately 395 million. While the region hosts less than 10% of the world's population, it contains 41% of the global burden of maternal deaths, more than 30% of the world’s early childhood and adolescent mortality, and 30% of HIV/AIDS infections. The health systems of these countries are facing enormous difficulties. Thirty four African countries (including 18 French-speaking countries) have not yet reached the threshold of 23 doctors, nurses, and midwives per 10,000 inhabitants, a minimum requirement critical to ensuring minimal care for mothers and their children. Insufficient funds in the health sector leave health professionals without adequate equipment, stocks of medicines and sufficient or appropriate training.

This initiative also proposes to engage professional associations, civil society organizations, universities. This effort will be linked to large-scale training programs for midwives and will open opportunities for national coordination mechanisms, such as the HRH committee, to advocate, debate, and exchange information in order to advise the government on decisions in favor of the health workers, as well as to diffuse durable good practices.

The drama will serve as a tool to influence and shape service delivery for maternal and child health services and the demand for these health services, as well as a means to educate viewers on the types of services available and the acceptable quality of service. The drama will also strengthen bridges between health workers and the communities they serve.

This program will also strengthen the role of health professionals by developing exemplary characters, "displaying" these heroes in primetime and making their everyday actions visible and intelligible. In the episodes, the promotion of positive behaviors and attitudes, alongside life skills and good practices, will help to establish and maintain quality standards in the region. All this will contribute to raise awareness of health professionals and inform the general public.

“C’est la Vie” will be aired on the Canal France International (CFI) network (40 TV stations) and will be broadcast on community radios through a partnership with AMARC Africa. Community discussions and debates led by health professional organizations will take place at the end of each episode, through the initiatives of our local partners, including professional associations and community health worker associations.