17 Oct '11, 6am

Social Innovation: Sing Yourself to Read With Bollywood

Social Innovation: Sing Yourself to Read With Bollywood

Who would have thought that mixing Bollywood film songs with popular Indian television shows would help improve India's literacy rate?! These two factors are being used as social innovation technique that is called 'Same Language Subtitling' (SLS). It is the simple idea of subtitling the lyrics of existing film songs (or music videos) on TV, in the 'same' language that they are sung in; a kind of Bollywood karaoke for mass reading! It is a clever, yet simple method, which is already delivering results and reading practice to the millions of weak Indian readers. It is the type of entertainment education that works through mass entertainment media to subtly deliver information that convinces viewers to change their behaviour and improve their lives. SLS was the social innovation idea behind The World Bank's Development Marketplace grant program in financing a creative pilot ...

Full article: http://www.justmeans.com/Social-Innovation-Sing-Yourself-...

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