EIA's Impact & Reach

Increased Reach

As we have come to the end of Phase III (April 2011 to March 2014), EIA has seen many more people benefitting from the programme’s learning opportunities:
  • Over 4.8 million school children are now learning English in new and more communicative ways.
  • Over 44 million people are aware of at least one EIA media (BBC Janala) product, and 28 million people have watched or used one.
  • Over 30,000 teachers are now participating in EIA school interventions - this compares to 750 in our pilot phase in 2011 – over fifteen times as many teachers.
  • Over 10.25 million people are regular users of EIA media (BBC Janala) products - this compares to 7.5 million in 2011.

'Increased Impact' in Primary and Secondary Schools

What did we do?

During the autumn 2013, a series of research studies investigated EIA’s cohort of teachers and students (who started in 2012), by assessing:
  • Teachers’ and students’ attitudes towards teaching and learning English;
  • Changes in classroom practices;
  • English language competence.
The first two studies were carried out with the Institute of Education and Research, Dhaka University. The third study on the assessment of English language competence was carried out by Trinity College, London.

What did we find?

Students are more motivated:
  • Over 95% of students report that English is very important (up from 50% in our baseline);
  • And now only 33% report that English is difficult to learn (down from 60% in our baseline).
Teachers feel more confident:
  • Over 95% of teachers report that EIA helps them to improve their own English;
  • And over 90% report that EIA has an impact on the way they teach
Teachers are changing their practice and students are experiencing the difference:
  • From near zero, students now talk for over 25% of their lesson time;
  • From near zero, over 90% of their talk is now in English.
Tested against a standard international framework, student learning outcomes improved in 12 months:
  • The number of primary students passing almost doubled after EIA, rising from 36% to 70%;
  • And 40% of secondary students achieved higher levels of competence, than in our baseline study.
These findings indicate that the large-scale, more localised and decentralised School Based Teacher Development programme used to reach the hugely increased number of teachers and students in this Phase is effective in improving student learning outcomes. The increase in programme reach has not come at the expense of improving students’ English language competence!

'Increased Impact' for Adult Learners

What did we do?

In November and December 2013, we carried out a major, quantitative midline survey with a nationally representative sample of 6,000 TV viewing adults in order to measure the reach and impact of BBC Janala. In addition, in spring 2014, we conducted a small scale baseline/endline study in order to measure change in English language competency amongst people exposed to EIA media (BBC Janala) products.

What did we find?

Our research findings demonstrate significant impacts:
  • For the first time, more women are engaging with BBC Janala than men - 54% of our regular users are women.
  • Over 80% of our regular users live in rural areas;
  • 60% of our users say they are more motivated and/or more confident about learning English;
  • 56% of our adult learners show improved English competence.
BBC Janala has changed and adapted during this Phase. These findings indicate that the new, progressive, personalized, multi-platform English learning courses that have been developed and launched during this period have been a key success – enabling more learners to engage more regularly in a structured way to learn better English.

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English in Action programme is a UK Government
funded programme implemented by the
Government of Bangladesh and managed by
Cambridge Education, a member of Mott MacDonald.