ABSTRACT
This chapter discusses the health risk communication people ensure a road to development through the media, that is, through radio and television, dramas and dance, storytelling and dialogue. Entertainment-education strategy is based on Bandura's social cognitive theory, which posits that individuals learn new behaviours by observing and imitating the behaviour of others, who serve as role models. This makes entertainment-education a suitable approach for efforts to reduce unintended pregnancy and HIV infection, since selfefficacy is associated with contraceptive use among women at risk of these events. Women's empowerment, health, education and safety are fundamental themes in Population Communications International (PCI) entertainment-education programmes. In the Andean Highlands, PCI's programme focuses on high maternal mortality rates, low levels of male participation in family planning and a gap between what people say they know about family planning and actual contraceptive use. The programme promoted family planning, HIV prevention and other social development themes.
