ABSTRACT
PIP: Mass media techniques that combine entertainment with health education are particularly effective in producing behavioral changes. The Enter-educate approach is based on the assumption that the power of mainstream popular culture is great enough to generate models for overall social behavior. Enter-education incorporate 5 factors; projects are personal, popular, pervasive, persuasive, and profitable. The importance of personal identification with characters in a film or radio serial is demonstrated by a Filipino television drama that dealt with teenage pregnancy. 27% of the target audience of 17-24-year-old females watched this show, and 98% found it believable and informative. A campaign in Nigeria to support responsible parenthood was boosted by the participation of a popular rock star. 88% of residents in Lagos reported hearing the 2 songs and seeing the music video that featured this star. A project in Mexico and 10 other countries in Latin America recognized the importance of pervasiveness in its combination of music recordings, radio, and television to reach young people with messages about responsible sexuality. The persuasive effect of television was confirmed in a Turkish television campaign that showed a series of portraits of a family as children were added over time and ended with a portrait containing an empty chair for the mother. The health risks to women of too many closely spaced pregnancies could not have been as dramatically portrayed in print. Finally, enter-education campaigns have the potential to attract commercial support. A campaign in the Philippines against adolescent pregnancy received generous support from corporations in the form of purchase of air time, subsidization of printed materials, and provision of hotline counselors.^ieng