![The Drum Beat]() The Drum Beat – 642 – Entertainment-Education to End Violence Against Women |
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| THIS ISSUE INCLUDES: |
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| VIOLENCE AGAINST WOMEN PARTNERSHIP |
| MEDIA: STORIES, BELLS, ALERTS, FISHING, and more |
| ARTISTIC: MUSIC, ART, FILM, SONG, and more |
| IMPACT: DIALOGUE, SERVICE IMPACT, DECISION-MAKING, and more |
| WHERE TO GO FOR MORE |
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| What impact can entertainment-education (EE or edutainment) as a communication strategy have on stopping gender-based violence? It is this question that infuses and energises the following issue of The Drum Beat, which focuses on the work of the main EE United Nations Trust Fund (UNTF) to End Violence Against Women consortium members: Oxfam NOVIB, Breakthrough, Soul City, Puntos de Encuentro, and Citurna. We highlight here the use of the EE communication strategy to raise awareness about and advocacy around VAW, as well as examples of initiatives developed by other organisations working in the field worldwide. |
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| CONTEXT: VAW DATA |
| According to UN Women, available country data indicate that between 15% and 76% of women are targeted for physical and/or sexual violence in their lifetime. Most of this violence takes place within intimate relationships, with many women (ranging from 9%-70%) reporting their husbands or partners as the perpetrator. For more stats on VAW,click here.
The following summaries on The CI website share additional context on the problem that the UNTF partners are trying to overcome:
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| CONTEXT: UNTF PARTNERSHIP |
| The UNTF is a global grant-making mechanism dedicated to addressing violence against women and girls in all its forms. It supports effective initiatives that demonstrate that violence against women and girls can be systematically addressed, reduced and, with persistence, eliminated. Established by UN General Assembly resolution 50/166 in 1996 and administered by UN Women on behalf of the UN system, the UNTF works with non-governmental organisations (NGOs), governments, and UN country teams to: (i) empower groups especially at risk of violence; (ii) expand the access of female survivors of violence to services; and (iii) strengthen the implementation of laws, policies, and action plans on VAW. Collaborators in this endeavour include:
Fruitful conversations have emerged among members and within wider EE networks, as evidenced by this descriptionof strategies that have been found to be valuable in using drama for social change and in evaluating that process. In the words of Valentina Di Felice: «When Womanity Foundation decided to expand its media work by developing an Arab-language radio drama to promote women’s rights, we decided to share our plan with Amy Bank of Puntos de Encuentro, as she had many years of experience using serial drama for social change. We asked Amy to share insights that could help us as we ventured into a new field for us. Her advice was extremely helpful, in particular the points summarized [here], and we are putting them into practice…»
The work of the UNTF consortium members and other organisations is featured below. To view additional summaries on The CI site exploring EE to address VAW, click here. |
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| SOCIAL & TRADITIONAL MEDIA |
| 1. Ring the Bell (Bell Bajao) |
| This global campaign draws on television and radio spots, print ads, mobile video vans, an interactive web campaign, and social media to raise awareness about the right of women to live free from violence and to mobilise them to speak out when that right is violated. One of its social media strategies attempts to galvanise at least 1 million men around the world to make at least 1 million promises to take concrete action to make the world safe for women and girls. [Breakthrough]
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| 2. Alerta y Pilas Puestas («Alert and Be Ready») |
| Live and online broadcasting of the youth radio programme DKY FM is one activity being undertaken to address commercial sexual exploitation of adolescents (CSEA) in Nicaragua. The project works to build the capacity of adolescents as well as actors in their direct surroundings to contribute to the reduction of the stigma and discrimination related to CSEA in Central America. [Puntos de Encuentro] |
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| 3. Untold: Stories in a Time of HIV and AIDS |
| In one of the films in the «Untold» series, «A Tempestade (The Storm) – Mozambique (N’weti Comunicação para Saúde)», a young fisherman must risk his relationship with his father to save his mother from harm at the hands of his father. This film was part of a mass media campaign about domestic violence, whose objective was passing a law against domestic violence. Oxfam Novib and other affiliates supported this lobbying project. [Soul City Institute for Health and Development Communication] |
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| 4. Arabic-Language Radio Fiction for Women’s Empowerment |
| Launching in July 2013, this radio drama tells the story of a young Arab radio journalist who struggles to find her place in a society in which working women are not always seen positively. One topic is VAW. There are both on-air (following the drama) and online components. [Global Production, the Womanity Foundation, and the NISAA Broadcasting Radio Company (NISAA)] |
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| 5. Cambia tu Mundo (Change Your World) |
| This video presents stories of how adolescents fall prey to commercial sexual exploitation and trafficking while emphasising the importance of social support networks that work against this kind of crime. [Puntos de Encuentro, Jan 2013] |
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| 6. H?r? S’ra Radio Drama |
| One of the main storylines of this Burkina Faso radio drama focuses on gender-based violence (GBV) and gender equality. Formative research to design the radio drama is followed by quantitative and qualitative research to measure and evaluate the social effects of the drama. [Population Media Center (PMC), with funding from the United Nations Population Fund (UNPFA)] |
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| 7. Strong Women, Strong Voices |
| Three separate dramas using language and context accessible to both Spanish-speaking and indigenous women have been produced and broadcast in Peru, Colombia, and Bolivia, telling the stories of women overcoming prejudice, abuse, and sexual violence. For example, «Juntado, Stories of the River» celebrates the way in women in an Afro-Colombian community confront the violence and machismo rooted in their customs. [PCI Media Impact] |
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| 8. Say NO to Domestic Violence Project |
| This project includes 4 short films, 8 documentaries, and radio magazines. Besides mass broadcasting of all the programmes through Mozambican media, the video products will also be used in social mobilisation initiatives implemented by partner organisations to influence and change behaviours regarding domestic violence. [N’weti, with support from the Royal Netherlands Embassy] |
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| 9. I Want to Fly: Dating Without Violence |
| This educational package includes an 18-minute special episode of Sexto Sentido, a Nicaraguan TV programme produced by Puntos de Encuentro, providing sexual and reproductive health education in the accessible format of a soap opera. [Puntos de Encuentro].
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| ARTISTIC INITIATIVES |
| 10. Mobilize4Africa |
| As part of this campaign, «Hip Co» artist Takun J produced «Song for Hawa» and «Where You At?», which weave messages denouncing rape and sexual violence against women and children into a musical format that urges listeners to stop the silence and shift norms around the epidemic levels of abuse in Liberia. The songs have been shared and promoted via festivals, disc jockeys, tours, and memory chip giveaways and as bonus tracks to Takun J’s most recent album. The music video for «Song for Hawa» premiered at the United Nations Commission on the Status of Women in March 2013. [PCI Media Impact] |
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| 11. One Woman: A Song for UN Women |
| Launched on March 8 (International Women’s Day) 2013 during the 57th session of the Commission on the Status of Women (CSW57), this initiative revolves around a song meant to be a global rallying cry that inspires listeners to join the drive for women’s rights and gender equality with a focus on ending VAW. Featuring 25 artists from 20 countries across the globe, it calls for change and celebrates acts of courage and determination by ordinary women who make contributions to their countries and communities. |
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| 12. Women on Walls (WOW) |
| Emerging from Egypt’s January 2013 revolution, this radical street art collective seeks to spark awareness and advocate for better treatment of women by giving them a voice in a male-dominated field. Many of WOW’s murals depict female leaders; others bring attention to sexual harassment. A team of 5 young film directors, one of whom is also a graffiti artist, is working to create the film version of the street experiment; women from various Egyptian bands are producing a few songs for the film’s soundtrack. |
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13. Films that Deliver
by Priya Shetty |
| Cinema Corner is a festival featuring 80 films that use the EE approach to raise awareness about GBV and other issues, speaking out for women’s empowerment in developing countries. What unites the films is «personality. They each have a razzle dazzle of uniqueness about them, whether it’s a stunning soundtrack or soaring cinematography, that lifts them up….Film – socially conscious or otherwise – needs to be art; and it needs to be good art. A shortcoming of some films about health and human rights is that they focus on the issues, forgetting that they need to tell a story too.» [May 2013]. |
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14. From Distribution to Audience Engagement – Social Change Through Film
by Emily Verellen |
| Example: When «Sin By Silence» screened on United States (US) college campuses, the goal was preventing dating violence; the team engaged students in discussions about spotting the signs of abuse in relationships and escaping potentially dangerous situations. When the film was screened in shelters with domestic violence victims, the film served as a catalyst to make sure those women were equipped with the emotional and physical support they needed to stay out of abusive relationships. «By having these two separate events in the same local area, the film’s team was able to create a bridge afterward that connected a young cadre of advocates with their neighborhood shelter for further education and volunteerism to help expand the local impact for this vital cause.» [Aug 2010] |
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| IMPACT STRATEGIES & DATA |
| 15. Impact Data – Violence against Women – Puntos de Encuentro |
| Sample data: Participants with greater exposure to «Somos Diferentes, Somos Iguales» (SDSI) demonstrated 53% greater probability of having talked with someone in the last 6 months about domestic violence. There was a 48% greater probability of respondents having been to a centre that attends to cases of domestic violence in the last 6 months. Twenty-nine percent of those respondents who in the last 6 months have been to a centre that attends to cases of domestic violence attributed visits to SDSI exposure. [Puntos de Encuentro] |
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16. What Works to Prevent Partner Violence? An Evidence Overview
by Lori L. Heise |
| See especially: Chapter 2, which focuses on changing social norms and behaviour around partner violence, noting that the creative use of media and/or entertainment culture together with strategies to encourage dialogue and reinforce social change messages at a community level. Data are provided. Chapter 7 assesses the evidence base itself. How adequate are current studies for making judgements about future investments? What limitations prevent us from being able to draw firm conclusions about effectiveness? What evaluation gaps should be prioritised in the next generation of research? [Dec 2011] |
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17. Modelling Cross-Gender and Sexual Relations: Exploring the Soul Buddyz Edutainment Initiative in South Africa
by Lara Cousins |
| This paper explores the representations of «positive» cross-gender relations, as well as associated constructs, in the Soul Buddyz edutainment initiative, which is primarily geared towards 8-12 year-olds, and intended to provide «positive» role models for girls and boys. One finding: Rather than presenting boys and men as obstructions, accounting for their ability to adopt constructive attitudes may increase chances of improving cross-gender relations that may otherwise be characterised by violence, inequality, non-communication about sex, and pressure to engage in unsafe sexual behaviour. [Jan 2009] |
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18. Edutainment Radio, Women’s Status and Primary School Participation: Evidence from Cambodia
by Maria Cheung |
| It was found that exposure to Cambodia’s Women’s Station FM 102 had a significant impact on behaviour by raising the women’s decision-making power within the household and increasing children’s primary school attendance. However, there was only suggestive evidence that exposure to edutainment radio had affected attitudes towards domestic violence and the degree of «son preference», implying that it might be more difficult to change structural inequalities, particularly in societies where gender discrimination is enforced by social norms. [Apr 2013] |
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| 19. Impact Evaluation of the Campaign Violence against Women: A Disaster that We Men Can Avoid |
| Selected findings from this Nicaraguan VAW campaign: (i) Among all men interviewed, men who had learned about the campaign agreed 15% more often that men can avoid violence (84% vs. 69%); (ii) 85% of the men who heard about the campaign agreed that violence against women has a negative impact on community development, while only 70% of men who hadn’t seen the campaign felt the same; (iii) after the campaign, the number of men who agreed that «violence against women is as big a disaster as Hurricane Mitch» had increased by 10% to a total of 91% of those interviewed. Men who were positively impacted by the campaign were likely to have heard about previous anti-violence campaigns run in Nicaragua, indicating that there is a positive cumulative effect. [Puntos de Encuentro, Jan 2012] |
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20. Using Social Media for Collective Efficacy-Case Study: Intersexions
by Ruth Teer-Tomaselli |
| The study investigated how the South African television series Intersexions used its Facebook page to accomplish goals such as helping people speak more openly and gain support on «traditionally taboo» subjects. Responses reveal how young women who have been sexually abused are usually unable to talk about it with close family members but freely discuss these issues and gain support via Facebook. [Centre for Communication Media and Society, 2011]
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| 21. Impact Assessment of SAT-7 ARABIC’s Female Heads of Households Project |
| «And I Am Not Just a Woman» revolved around a documentary that aired in Egypt, Jordan, and Morocco. A post-survey one year after the project had ended showed that positive change (on 7 of 13 indicators) was sustained – and even improved – on some indicators. For example, the number of respondents who disagree with the statement that rape happens because of women’s behaviour increased from 46.6% (at baseline) to 56.1% (at midterm) to 68% (at final report). And the number of persons who disagree that a husband has the right to beat his wife increased from 40.7% to 54.9% and finally to 64.6%. [SAT-7, Dec 2010] |
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| 22. Engaging Men and Boys: A Brief Summary of UNFPA Experience and Lessons Learned |
| United Nations Population Fund (UNFPA) has been working with youth in a number of countries. For example, «Que Tuani No Ser Machista» worked with 10- to 15-year-old boys in Nicaragua to prevent sexual violence and adolescent pregnancy through group education and advocacy that prompted them to reflect on who defines what it means to be «macho» and why. In 2012, the campaign was implemented in the Caribbean coast, while the overall campaign was being evaluated. Numerous other UNFPA country offices are supporting similar initiatives throughout their programmes. [Jan 2013] |
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| 23. Informing Refugees and Returnees on Gender Based Violence |
| Pre- and post-survey results show that, after the mobile cinema was screened in the Democratic Republic of Congo (DRC), viewers were more likely to recognise that rape affects the entire community and that the entire community should fight against SGBV. Also: 94% of attendees believed that rape affects not only the victim but also the entire community (a 67% increase from the pre-test results), and 71% of women and 68% of men surveyed during the post-test responded that the entire community is responsible for fighting against SGBV. Also, listeners of the radio programme, Uishi na Upende, were found to be less likely to blame the victims of rape. [Search for Common Ground (SFCG), Jun 2012] |
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| WHERE TO GO FOR MORE |
| 24. We Need to Talk (Video) and Workshop Manual: Working on Machismo and its Relation to HIV-AIDS and Sexual Abuse |
| An accompanying study guide to this episode of Nicaraguan TV programme Sexto Sentido (on talking to a trusted adult about sexual abuse) is a methodological package with information for use with discussion groups and workshops. [Puntos de Encuentro, Aug 2011] |
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25. Multimedia Library on Sexual Abuse – Biblioteca Multimedia sobre Abuso Sexual
by Teresita Hernández, Erika Miranda, Martha Juárez, Vanessa Cortez, Evelyn Flores, María Mercedes Alemán, and Fernando Carcache |
| This compilation of documents in audio, video, and text includes theoretical and methodological tools, sites of interest, directors, and action guides. For instance, in the audio section, there are vignettes and radio programmes such as Donde Jugarán las niñas («Where will the girls play?»), produced by Sexto Sentido Radio. Finally, there are links to other information sources and a bibliography of materials available at the Puntos Documentation Centre. [Puntos de Encuentro] |
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| See also:
To view additional summaries on The CI site exploring EE to address VAW, click here. |
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| This issue of The Drum Beat was written by Kier Olsen DeVries. |
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| The Drum Beat is the email and web network of The Communication Initiative Partnership – Partners: ANDI, BBC Media Action, Bernard van Leer Foundation, Breakthrough, Calandria, Citurna TV, DFID, Eldis, FAO, Fundación Imaginario, Fundación Nuevo Periodismo, Heartlines, Iberoamericano (FNPI), IFPRI, Inter-American Development Bank, Johns Hopkins Bloomberg School of Public Health Center for Communication Programs, MISA, Open Society Foundations, Oxfam Novib, PAHO, The Panos Institute, Puntos de Encuentro, The Rockefeller Foundation, SAfAIDS, Sesame Workshop, Soul City, STEPS International, UNAIDS, UNDP, UNFPA, UNICEF, USAID, The Wellcome Trust, World Health Organization (WHO), W.K. Kellogg Foundation.
The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.
Chair of the Partners Group: Garth Japhet, Founder, Soul City garth@heartlines.org.za
Executive Director: Warren Feek wfeek@comminit.com |
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| The Editor of The Drum Beat is Kier Olsen DeVries. |
| Please send additional project, evaluation, strategic thinking, and materials information on communication for development at any time. Send to drumbeat@comminit.com
The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.
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