Mass Communication with a Purpose

(ZISVAW project for the 2012-2014 Biennium)

Global Partnership on Edutainment for Social Change

Why do we use dramas and stories?

People have learned through drama for centuries.

They‘re popular: everyone loves a good story.

They give a human face to a real life story.

People identify with characters (parasocial interaction).

Format allows for putting taboo issues on the table.

They show alternatives for social norms.

Get an idea…

(1) Breakthrough

http://www.youtube.com/watch?v=AqR3aUulqMQ

(2) Soul City

http://www.youtube.com/watch?v=qAYDmZ19nG4&feature=player_embedded

(3) Puentos de Encuentro

http://www.youtube.com/watch?v=CTomys0Iw5Y

Is the method proven successful?

(1) Breakthrough -> reached 35 million people with its campaign is it justice?“ (2) Soul City -> „Doing something to stop VaW“ went up significantly from 9% to 16% after exposure to Soul City episodes

(3) Puentos de Encuentro: 75% of women and 50% of men were motivated to seek information on HIV and sexual abuse

BreakthroughSupport of the statement: “If a husband abuses his wife (physically /

verbally / emotionally), the community should intervene.”

Male Female Total Significance level

Yes Yes Yes

Baseline 80.1 73.6 76.9 .000

End line 90.6 87.3 88.9

The recipe for success

Campaigns

Massive outreach

Advocacy

Community mobilization

Interpersonal activities

Zonta Project

US$803,124 Zonta(Oxfam Novib is donatingUS$700,000)

with UN Trust Fund Oxfam Novib coordinatingtraining for NGO‘s in target country

12 countries:year 1: Nigeria and Bangladeshyear 2: Afghanistan, Cambodia, Egypt,Mali, Pakistan, Rwanda, Somalia, SudanVietnam

Ensuring sustainability

Apply best practices form other programs Conduct capacity building trainings in Nigeria and Bangladesh Create an online forum for partners Launch edutainment campagns Apply best practices from Nigeria and Bangladesh Conduct capacity trainings for partners in 10 additional counties Plan follow-up campaigns

Anticipated outcomes

Increase level of awareness

Increase the number of individuals who have changed their attitudes

Increase the number of civil society organizations that stage successful campaigns to fight VAW