A large body of evidence has documented the effectiveness of mass-media communication programs in increasing family planning use and changing reproductive behavior. But the potential impact of these programs on the mediating role of gender norms has not been systematically assessed in Nigeria. Regionally representative cross-sectional end line data collected for the evaluation of a long-running entertainment-education radio serial drama program aired in northern Nigeria are examined for program effects on both reproductive and gender outcomes as well as the relative effect of gender on reproductive outcomes. The drama was popular, with 70% of the sample listening weekly. Results show that the drama positively impacted both sets of outcomes especially the reproductive outcomes. Results further indicate a strong relative effect of gender on reproductive issues.
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