Soap Operas in the Desert: The Power of Stories to Change Behavior

Event: Power of Stories to Change Behavior

Soap Operas in the Desert: The Power of Stories to Change Behavior

17 November 2015
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ADB’s Promoting Inclusive Financial Services for the Poor project in Mongolia has shown why it is important to strike a balance between changing behavior about financial planning and saving with existing financial services, and choosing a communication approach and medium that could carry complicated messages. This report discusses how the project’s communication component was set up and the communication strategy was implemented, and also shares project results and communication lessons.

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