Enabling Gender Norm Change through Communication: A Case Study of a Trans-Media Entertainment-Education Initiative in Bangladesh

"...charts a catalytic process that has begun to spark important changes in gender norms in Bangladesh..."

Child marriage is a widespread and commonly accepted practice in Bangladesh that is fuelled by several factors, including socio-cultural practices, broader gender norms, and inequitable power structures. In an effort to end the harmful practice, the Government of Bangladesh, with the United Nations Children's Fund (UNICEF) and partners in the Joint Global Programme on Ending Child Marriage, launched a multi-phase trans-media campaign in 2017. At the heart of the initiative was a social-norm-driven entertainment-education (EE)-based television series Icchedana (On the Wings of Wishes), which focused on adolescent empowerment and gender equality. This article presents a case study of this multi-layered social and behaviour change communication (SBCC) initiative.

This initiative followed a gender-transformative approach, whereby the strategy involved moving beyond individual-level change to address the social norms, attitudes, systems, and power structures that lead to gender inequities that enable practices such as child marriage to persist. As detailed here, the SBCC initiative comprised three pillars:

• Trans-media:
  • The Dhol (a traditional drum) campaign was launched in July 2017. Built on the construct of injunctive norms, the initial phase included five public service announcements (PSAs) that were designed to remind audiences of the legal age of marriage, trigger action to stop child marriages, and create public pressure around non-acceptance of child marriage. Built on the construct of descriptive norms, phase II of the campaign showcased ordinary individuals who took action against child marriage via nine PSAs on television accompanied by outdoor materials (posters, billboards, wall paintings, and mega signs) and social media presence through Facebook and YouTube). Using the traditional Dhol, the campaign suggested raising a beat for everyone to rally together in order to raise their voices and report any incidents of child marriage by calling 109, the national helpline number. An estimated 50,000 adolescents called the helpline after viewing the television spots.
  • The storyline of Icchedana (On the Wings of Wishes) centred around a girls' football team and portrayed the lives of a group of girls who face and overcome adolescent challenges (to view an episode, click on the video below). The series, which comprised an initial season of 26 episodes, continuing with another 52 episodes, was simultaneously telecast on government and select private-sector television and radio channels starting in September 2018. The show was adapted for viewing on social media as well.
  • A social media campaign, which leveraged UNICEF's large online following, involved creation of a separate handle for the child marriage campaign (#RaiseTheBeat4ECM) and promotion of the PSAs and TV drama series.
  • Interactive folk performances were held in selected rural areas in seven high-prevalence districts, featuring folk music designed to communicate positive practices.
• Community engagement and social mobilisation, held in 15 Upazilas, reached more than 320,000 adults and adolescents. This component involved leveraging communication networks through interpersonal channels and was carried out in the high-prevalence focus areas through partnership with local non-governmental institutions, civil society organisations, networks of local and religious leaders, and governmental agencies and frontline workers. Key activities included: adolescent radio listeners' groups (ARLGs), community dialogue sessions, fathers' groups and courtyard sessions, and social mobilisation (e.g., sensitisation of Union Parishad members, Marriage Registrars (Kazi), and Imams on child marriage).
• Advocacy and capacity-building entailed influencing national- and local-level decision-makers and building the capacity of sub-national partners.

The findings draw, firstly, on a longitudinal panel study to assess the effectiveness of the trans-media component: The baseline survey was conducted in 2017; a midline and rapid assessments were conducted in 2018; and an endline survey was conducted in late 2019, following the broadcast of the first series of Icchedana. At baseline, 1,164 households with four respondents per household (n=4,356) were interviewed in three high-prevalence districts. A total of 3,905 respondents from 1,102 baseline households were reached at endline, accounting for levels of attrition. Secondly, this article draws on qualitative data and insights gathered by the first author over two field visits to Bangladesh in 2019.

Selected findings:

• Overall, exposure to the show was low, with 50% (n=1,970) of the respondents having no exposure, 22% (n=852) with low exposure, and 28% (n=1,083) with medium exposure. Adolescent girls reported highest levels of exposure (57%), followed by adolescent boys (50%). Adults (mothers and fathers) were less likely to be exposed than adolescents.
• Respondents' knowledge on the legal age of marriage improved significantly both over time and by level of exposure. However, at endline, almost half of the respondents did not know the legal age of marriage, and close to one-third did not know about the legal consequences of child marriage.
• In terms of more favourable attitudes and perceptions related to preventing child marriage, the data indicate statistically significant increases both over time and by level of exposure. The positive trends are significantly correlated with higher levels of exposure, education, and wealth. Attitude shifts were noted by parents and local leaders. These changes were also validated by the qualitative data - for example, local officials and community members in Kushtia and Bhola Districts shared that there was a perceptible change in how people perceived marriage of girls under 18. Respondents reporting taking actions to prevent child marriage increased from 7% (n=309) to 10% (n=401) between baseline and endline; reports of taking action against child marriage were higher by level of exposure. For example, the Union Parishad Chairman from Pragpur Union in Kushtia District has played an active role in preventing several marriages and was recognised for his efforts and commitment. In addition, a group of fathers shared instances of how they had intervened and stopped child marriages and proudly declared that in the past six months no child marriages had taken place in their area.
• To assess the drivers of descriptive norms, respondents were asked whether they approve of child marriage and also what they perceive is the opinion of their family, friends, and community regarding child marriage. Respondents' personal and family perceptions of disapproval of child marriage increased significantly over time and also by level of exposure. However, community-level perceptions about disapproval of child marriage decreased over time and were not affected by exposure - indicating a discrepancy between self-reported approval and perceived approval at the community level. On the positive side, compared to the baseline, a significantly higher portion of respondents at the endline believed that the prevalence of child marriage for both boys and girls has declined over the last year.
• With regard to gender norms, for example, adolescent girls scored a significantly higher mean score on positive attitudes towards both boys' and girls' education at endline compared to baseline. There was a significant increase in beliefs at endline that girls are not responsible for sexual harassment/eve-teasing (baseline mean score 9.2, endline mean score 11.6). Significant increases are found by level of exposure. These changes were also reflected in the qualitative data. A group of fathers and grandfathers sharing their aspirations for their daughters showcased how men were beginning to envision the future of girls beyond marriage and household roles, seeing them as having equal rights and opportunities as their male siblings.

Based on the findings, observations and recommendations for future gender transformation and social norm change efforts are offered, such as:

• The findings show an increase in positive attitudes towards investments in girls' education and a decline in beliefs that sons should continue education over girls. These important markers of how girls are valued in families and societies should be tracked over time, and constructs such as decision-making, employment, political participation, and access to resources should be evaluated.
• Boys who are involved in the ARLGs demonstrated better understanding of girls' rights and equality issues in society and greater respect towards women as a whole. Such findings highlight the need to focus on boys as brothers, future grooms, fathers, community members, and elders to systematically challenge gender inequality.
• A major limitation of the trans-media initiative is the low levels of exposure and engagement. Social media on the other hand, fared well.
• A notable feature of this strategy was the strong partnership among global and national partners under one platform that built on their respective strengths and expertise. Asiatic Marketing Communications Limited headed the creative strategy and media production, with PCI Media providing guidance and support; BRAC University James P Grant School of Public Health (BRAC JPGSPH) carried out the research; and Drexel University provided technical oversight for the evaluation component. The collaboration required advocacy, engagement, and commitment.

"In conclusion, change in gender norms take time and programmes must continue for empirical change...It is imperative that the momentum is sustained and the shifts in gender norms and how they impact girls, boys, women and men are assessed over time."