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= Sedutainment = Sedutainment is the term first used by Iris Imaginações in Mozambique to describe the mix of sales techniques (seduction), education and entertainment in Social Behavior Change Communication. Edutainment or Entertainment-Education, (E-E), in mass-media is a concept first said to be introduced in 1950 in the UK radio soap the Archers. In the was further developed in the 1960's by Miguel Sabido, a Mexican TV producer and became a popular tool in SBCC communication. In the 1990's Iris Imaginações, a communication design company in Mozambique, found that Entertainment-Education was lacking a major part in human decision making. Entertainers want us to enjoy the communication, while the educators want to inform us on an issue and hope that, when we do understand the all the benefits, we consciously will take an informed decision and do the right thing. But people do not live consciously and certainly do not take all decisions consciously. Many decisions we take, we take unconsciously or even against our conscious. Like having unprotected sex, or smoking a cigarette. Sales(wo)man understand that and use a complete other approach to seduce us into the promoted behavior change.

Let's take a simple example from the 1990s. Hundreds of millions of USD dollars pored into a Africa to reduce the number of AIDS infections. This lead to a famous A-B-C message: Abstain - Be Faithful - Condomize. The benefit promoted: a healthier life, is questionable in the first option. This ABC-message has been spread out in different communication formats, including many E-E. People were entertained, explained and educated, but the effect was an almost complete rejection of the condom. In our subconscious the condom was made into a tool for the ones that couldn't abstain, nor be faithful and having its only benefit in being able to safely having sex with a HIV positive person. Without the presence of the virus, there was no need to abstain, nor to use a condom.

So much different is the approach of the sales(wo)man the commercial condom sellers. Brands like Kama Sutra or Durex, do not mention HIV, nor Birth Control, they simply promise "better sex": pro-longed, stimulated, scented sex. The advantages, besides "better sex", are sub-understood by the audiences: no early or unwanted pregnancies, no abortion, no diseases, but are not present in the communication.

Both communicators want to establish almost the same goal: make people use a condom. The latter have shown to be much more successful than the former approach, which is simply proven by the fact that major SBCC communicators have now moved away from the original messages and packaging and are redesigning their campaigns linking sexual activity to pleasure.

Sedutainment, as defined by Iris Imaginações, takes into account the role our subconscious in our daily choices. By addressing the subconscious and the conscious mind, Iris believes to have come to a different approach to SBCC.