Evidence of Impact, Reach, Audience Response and Changes in Knowledge, Attitude and Practice
Series 1
Maisha Makutano is a 13-episode television drama series produced by Mediae. Through relatable characters and conflict-driven storylines, the programme focuses on strengthening financial inclusion and economic resilience, advancing women’s economic empowerment, promoting gender-equitable norms, improving SRHR and family wellbeing, and supporting inclusive agribusiness opportunities. Targets women, youth and community decision-makers.
Series 1 has demonstrated exceptional reach on Citizen TV: ~4 million adult viewers weekly on Saturday evenings ~750,000 adult viewers on Sunday afternoons On average, viewers were watching with 3 other individuals Ranked as Citizen TV’s most-watched weekend drama This broadcast reach was strengthened through digital distribution: across Instagram, Facebook, TikTok, and YouTube, the season achieved 871,559 views and reach and 25,998 engagements, with a standout SRHR clip on TikTok reaching 135,500+ views.
DownloadSeries 1 Impact Brief
2026
Maisha Makutano is a story-first educational drama that tackles the realities shaping women’s agency and household well-being. It tackles issues of inclusion, women’s enterprise, agribusiness, gender-based violence, sexual and reproductive health and rights, childcare, and intra-household decision-making. Through relatable characters and everyday dilemmas, Series 1 proved that story-first edutainment can do more than entertain: it can reach millions, earn trust, and generate measurable signals of change.
Indicative KAP findings show higher willingness among viewers to join SACCOs, stronger aspirations to start poultry enterprises like those shown in the series, increased recognition of GBV beyond physical violence, and greater support for helpseeking, and higher reported use of formal childcare services. The KAP data shows that Maisha Makutano’s biggest asset is credibility—viewers see their lives reflected on screen.
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