PIP: The "enter-educate" technique, which presents educational messages in the guise of entertainment, is being used effectively all over the world. Soap operas depict the struggles of a single mother or of a father who has infected his family with AIDS, songs remind listeners that contraception gives them choices, and animated videos breathe new life into sex education. The Johns Hopkins University has supported approximately 36 television series and specials, 9 radio dramas, 3 songs, and 9 music videos. Other organizations are expanding their work in this field. Surveys before and after exposure to enter-educate productions and clinic records can be used to measure changes in attitudes and behavior attributable to the productions. Evaluations of projects have shown that the audience pays attention and then moves from understanding to agreement to action (such as talking to their spouse or family, going to a clinic, using family planning, or practicing safer sex). The theoretical basis for the enter-educate approach can be traced to Aristotle who discussed the capacity for drama to convey moral teaching. More recently, Albert Bandura developed a theory of social learning which states that people learn by observing and adapting the behavior of others to their own lives. Miguel Sabido, a Mexican producer, applied Bandura's theory to develop the first enter-educate soap operas. The enter-educate approach is pervasive (through rapidly spreading mass media), popular (people seek entertainment), personal (depicting the private lives of the characters), passionate (invoking intense emotions), persuasive (through audience identification with characters), practical (since the talent and delivery infrastructure already exists), and profitable (entertainment pays its way, can generate profits and promote careers, and is cost-effective).