Edutainment is the term applied to a proven approach that combines mass communication of a positive and culturally relevant message with community outreach to address social issues in an effort to make a positive change.

The CARICOM Secretariat has embraced the concept of Edutainment as a tool to inform the public or audience by integrating important messages in a familiar or popular type of entertainment format, such as television programmes, music, theatre, dance, movies, website, computer and video games. At the Twenty-Seventh Meeting of the Conference of Heads of Government of CARICOM held in St. Kitts and Nevis in July 2006, the Lead Head for Culture, Youth, Sport and Gender Affairs in the CARICOM Quasi-Cabinet made the recommendation that the tool of edutainment should be more widely developed and promoted as a tool for advocacy and behaviour change, especially among youth and adolescents.