Sahi Ho! (Thumbs up!) - A campaign towards creating a common platform to address gender-based discriminatory norms and policy gaps

Summary:

Sahi Ho! (Thumbs Up!) is an action oriented communication and advocacy campaign launched in Nepal to address adverse social norms that are currently creating barriers for women in Nepal to participate equally alongside men in economic and leadership roles. The campaign thrived to propel positive change in creating gender-equitable communities, while addressing the existing social norms that put women in the lower rung of the society. The campaign used multi-level approach - starting from the ground up - creating common platforms for youths, community members, key influencers and policy makers to raise awareness as well as to influence positive policy changes for equal participation of women in economic and leadership activities. Conventional media as well as social media along with different community outreach activities were conducted engaging multi-level stakeholders to contribute towards creating a safe, positive environment for women to exercise their leadership skills, access employment opportunities and engage in decision-making processes. In this presentation, we discuss about the process of building such constructive engagement among youths, community leaders and policy makers. We also highlight how platforms such as inter-generational dialogues coupled with theater on gender discriminatory norms initiated dialogue among school students, teachers and local leaders that ultimately resulted in actions towards addressing the issues. We will also share our lessons learnt from the campaign while highlighting our experience of collaborating with a popular youth radio program and launching a social media page to strengthen the campaign.

Background/Objectives:

Equal Access International launched Sahi Ho! campaign targeted at addressing structural barriers and policy gaps hindering women's mobility and leadership roles. It was launched in September 2017 to support UN Women's ongoing efforts to raise awareness and challenge adverse norms related to gender based discrimination affecting women's role in economic activities and overall leadership opportunities in Nepal. While the campaign collaborated with a popular youth-targeted radio program and launched a social media page for wider reach, it brought youth, community leaders and policy makers on a common platform to act on the structural barriers and the policy gaps.

Description of Intervention and/or Methods/Design:

The campaign adopted three-level approach in promoting awareness and encouraging actions: 1. Inter-generational dialogues involving students, teachers, parents, school management committees and local leaders in discussing and addressing the barriers hindering women from leadership opportunities, 2. Wider approach involving community members through fun-filled interactive community activities 3. Nation-wide broadcast of popular youth-targeted radio program. In addition, community interactions, policy dialogues and public hearings were conducted to ensure commitments from policy makers to introduce policies and programs sensitive to the needs of women. To make the messaging more effective, awareness videos, audios and posters were widely circulated through national television and radio stations. Hoarding boards highlighting and promoting the need for women's participation in economic and leadership roles were also strategically placed in targeted communities. Social media platforms were also utilized to amplify the circulation of these messages and also to engage with the audience.

Results/Lessons Learned:

Over 11 million individuals reached; 11,629 people directly engaged and mobilized through community based activities. Political will to progress towards more enabling and gender responsive local policy environment were demonstrated through commitments made by over 20 government officials. As a result, there were budget allocation specifically for women empowerment activities such as capacity building opportunities, gender-friendly structures such as separate hygienic toilets for girls in community schools. The individuals and groups who were part of this campaign continued their advocacy efforts. For instance, the students who were part of inter-generational dialogue conducted anti-alcohol campaign in collaboration with the local police authorities and the local government officials. Likewise another group of students advocated for the free availability of sanitary pads in their school, which resulted in the allocation of budgets for free distribution of sanitary pads in all public schools of that particular municipality.

Discussion/Implications for the Field:

While a strategic engagement among multiple actors offers opportunities of collective actions towards addressing discriminatory social norms, there is also a necessity of sustaining such efforts. The findings from the campaign shows that bringing youths, community leaders and policy makers on a common platform is more likely to ensure local ownership and sustainability. As we witness youths continuing their advocacy efforts in collaboration with the government institutions, it is quite evident that a youth-led common platform offers such opportunities for sustainability of the SBCC efforts.

Abstract submitted by:

Prabin Nanicha Shrestha - Equal Access International (EAI)
Binita Shrestha - EAI
Nabodita  Subedi - EAI