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Soul City
Evaluation of a Gender
Violence campaign
Dr Shereen Usdin, MD, MPH
Soul City
Evaluation of a Gender
Violence campaign
Dr Shereen Usdin, MD, MPH
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Soul City Institute for Health and Development Communication
Soul City Institute for Health and Development Communication
• South African NGO
• Working also in 8 SADC countries
• Harnesses power of mass media for social change
• Uses “edu-tainment” methodology
• South African NGO
• Working also in 8 SADC countries
• Harnesses power of mass media for social change
• Uses “edu-tainment” methodology
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Sociopolitical
community
individual
environment
Social Change
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Impact at individual level Impact at individual level
– Increase awareness and knowledge
– Change attitudes + shift social norms
– Increase self-efficacy;
– Increase information-seeking and support-seeking behavior
– change intention + actual behavior
– Increase awareness and knowledge
– Change attitudes + shift social norms
– Increase self-efficacy;
– Increase information-seeking and support-seeking behavior
– change intention + actual behavior
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Impact at community levelImpact at community level
– Linking to services
– Stimulating community action
– Changing social norms
– Promoting support-giving behavior,
– Stimulating interpersonal dialogue and debate
– Linking to services
– Stimulating community action
– Changing social norms
– Promoting support-giving behavior,
– Stimulating interpersonal dialogue and debate
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Impact socio-political environment Impact socio-political environment
– Ensure the speedy and effective implementation of the domestic violence act (DVA)
– Ensure the speedy and effective implementation of the domestic violence act (DVA)
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A multi pronged strategyA multi pronged strategy
• Prime time TV drama
• Prime time radio drama
• Booklets (national distribution)
• Prime time TV drama
• Prime time radio drama
• Booklets (national distribution)
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• Partnership with the National Network on VAW
• Helpline
• Referral network
• Social mobilisation
• Partnership with the National Network on VAW
• Helpline
• Referral network
• Social mobilisation
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Advocacy campaignAdvocacy campaign
To speed up the effective implementation of the DVA
• Lobby, social mobilization and media advocacy
To speed up the effective implementation of the DVA
• Lobby, social mobilization and media advocacy
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The PromoThe Promo
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Study DesignStudy Design
Individual
1. National Survey
Community
Society
2. Sentinel Site Studies
5. Media Monitoring and Analysis
4. NNVAW Partnership Study
6. Cost – Effectiveness Study
3. (National) Qualitative Impact Assessment
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ReachReach
• Reached over 79% of target population
• More than 16,2 million youth + adults
– 79% of 16-24 year olds– 75% of urbanites– 68% of rural dwellers– 50% of those with no schooling
• Reached over 79% of target population
• More than 16,2 million youth + adults
– 79% of 16-24 year olds– 75% of urbanites– 68% of rural dwellers– 50% of those with no schooling
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“Soul City influenced us to organize the march….emotions were high”
"There were pressures [to implement the DVA], from occasions where people held marches and stuff like that.”
“a lot of articles [on domestic violence and the DVA] started to appear … they create expectations in the community which makes the government deliver….”
The DVA was implemented one month after the campaign
The DVA was implemented one month after the campaign
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4 361 articles in 280 print publications and electronic media dealt with VAW
43% covered Domestic Violence
1 in 5 items directly referred to Soul City or the NNVAW
Analysis of press coverageAnalysis of press coverage
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“It made me to be able to determine where my life is going and what path I am choosing for myself,…it has taught me that I should not depend on a man, I should learn to stand on my own and think for myself….I have rights.”
[urban female]
Individual level – association with self-efficacy / empowerment
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Since I have started watching Soul City I have realised that I am an abuser. I did not think about it before but they have made me to see myself as an abuser.
I have tried to change and it is not that easy, but at least because I have that picture of abuse in my mind, whenever I think of doing it, that comes to mind and I would stop.
Awareness/attitude change
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National Survey
Multivariate Logistic Regression
Analysis of “VAW Attitude Scale”
Cronbach alpha = 0.55
Significant differences at p<.01** and p<.05*
****
**** ****
******
The Soul City 4 intervention is significantly associated with strong change in attitudes
towards VAW.
1
2.6 3
1.6
4.5
1.8
012345
OR
No SCexposure
High SCTV
High SCRadio
High SCPrint
High SCmulti-media
NNVAWexposure
VAW - likelihood of positive attitudes, associated with Soul City 4 intervention
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Association with positive behaviourAssociation with positive behaviour
• “did something to stop DV”
– 9% with no exposure
– 12% ; 14 and 16% with
1;2;3 sources of SC exposure
• “did something to stop DV”
– 9% with no exposure
– 12% ; 14 and 16% with
1;2;3 sources of SC exposure
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28
38
34
6
13
44
8
15
58
12
18
0
10
20
30
40
50
60
%
No SC TV Low SC TV Medium SC TV High SC TV
Awareness of VAW Support organisations Heard about the SWAH
Aware of VAW organisations(African respondents)
Heard of the NNVAW
National Survey
Binary Logistic Analysis
Connecting people to helpConnecting people to help
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1
12
14
10
1
4
22
25
18
5
0
10
20
30
%
No SC TV Low SC TV Medium SCTV
High SC TV
Support-seeking behaviourwhile Soul City was on air
Made contact with VAWorganisation
Wrote down / kept SWAHhelpline number
Reported sexualharassment
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20 000 calls answered (< 5% of calls made)20 000 calls answered (< 5% of calls made)
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National Survey
Binary Logistic Regression Analysis
Community Level
17
36 3951
0
20
40
60
%
No SC 1 source of
SC
2 sources of
SC
3 sources of
SC
Talked about DV in the past 6-7 months?
"Yes"
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Decreased negative social pressure
0
5
10
15
20
25
Baseline Evaluation
Per
cen
tag
e
Violence is a
private matter
Abused women
are expected to
put up with it
A man has the
right to beat his
wife
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1
3 3
5
0
1
2
3
4
5
%
No SC 1 source ofSC
2 sources ofSC
3 sources ofSC
Participation in public protest against VAW
"Yes"
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Cost effectiveness?Cost effectiveness?• Cost per person reached:
– TV $0.12– Radio $0.01– Print $0.07
• Cost per additional VAW knowledge gained
– $0.16
• Cost per positive attitude change – $0.22
• Cost per positive VAW action taken - $6.92
• Cost per person reached:
– TV $0.12– Radio $0.01– Print $0.07
• Cost per additional VAW knowledge gained
– $0.16
• Cost per positive attitude change – $0.22
• Cost per positive VAW action taken - $6.92
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Lessons learnedLessons learned
• Partnerships are hard work, politicized, need nurturing
• Social change is complex process – Need multiple strategies in synergy
• One mass medium is good; more is better (dose response)
• Edutainment can be a powerful social change vehicle
• Partnerships are hard work, politicized, need nurturing
• Social change is complex process – Need multiple strategies in synergy
• One mass medium is good; more is better (dose response)
• Edutainment can be a powerful social change vehicle