I attended an engaging side event today and learned something interesting. It is not only the well-known way that leads to achieving a goal. When we speak about creating gender equality, sustainable development, or making education accessible to all, I immediately think about the classical model for developmental aid. But today I learned that there are other ways. PCI Media Impact tries to raise awareness of gender biases and patriarchal societies through the use of soap operas. Together with local communities they produce love stories for radio and TV.  Next to love stories, soap operas address critical social issues, such as domestic violence which are experiences many rural and also urban women share.  One presenter said, “You need entertaining stories to make the people listen to you.”  That’s what I learned today!

Kristin Koelbl- Lutheran World Federation