Using Media Campaigns to Empower Women Facing Gender-Based Violence

Executive Summary
  • More likely to have watched the online and television content, and report greater knowledge about resources for victims of gender-based and intimate partner violence;
  • More likely to know organizations to contact or resources to access in the event of a hypothetical violent incident, and were more likely to have recently accessed resources from organizations active in stopping gender-based and intimate partner violence;
  • However, they were no more likely to hold attitudes condemning the acceptability of gender-based and intimate partner violence, nor were they more likely to donate to an organization supporting survivors.
Policy Challenge
Context
Research Design
  1. One treatment group received regular WhatsApp messages reminding them about the airing of the TV show.
  2. Another treatment group received an invitation to join a WhatsApp group in which they were then provided with links to watch the shorter videos.
  3. A third treatment group received individual WhatsApp messages providing them with the same links to the shorter videos.
  4. The fourth treatment group received Facebook messages with the links to the shorter videos — however, due to technical difficulties arising during implementation, this group was eventually folded into the third treatment group (which received individual messages via WhatsApp).
  5. A final control group received all of the links to watch the shorter videos upon completion of an endline survey.
Results
FB + WI: Group receiving individual Facebook and WhatsApp messages.
WG: Group receiving an invitation to join a WhatsApp group.
TV: Group receiving regular reminders to watch the TV show.
Treatment effect sizes are shown in standard deviations.
FB + WI: Group receiving individual Facebook and WhatsApp messages.
WG: Group receiving an invitation to join a WhatsApp group.
TV: Group receiving regular reminders to watch the TV show.
Treatment effect sizes are shown in standard deviations.
Lessons