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Using Innovative Media to End Violence against Women and Girls through Community Education and Outreach

Suheir Fahed, a Jordanian actress portraying the main character of “Na’imeh” in the upcoming comedy series produced by Ma’an Network, prepares for shooting. Suheir Fahed, a Jordanian actress portraying the main character of “Na’imeh” in the upcoming comedy series produced by Ma’an Network, prepares for shooting.

Project Title

Using Innovative Media to End Violence against Women and Girls through Community Education and Outreach

The Organisation

Ma’an Network, in partnership with 16 local women's rights organizations.

Geographic Location

Occupied Palestinian Territories

Summary of Intervention / Research

Ma'an Network has designed a three-year project to reduce the incidence of violence against women and girls in the Occupied Palestinian Territories (OPT). The project aims to change social norms so that violence against women and girls (VAWG) is less tolerated, and therefore less prevalent, in Palestinian society. The project strategically combines the powerful influence and reach of media with evidence-backed methodologies and VAWG prevention expertise from the OPT to create impactful edutainment programming.

Over the course of three years, Ma’an Network is establishing a Gender Unit at its offices in the West Bank, creating in-house VAWG experts to guide the project’s activities. This Unit is working in close coordination with local women’s rights organisations to design campaign messaging, aid in message development formative research, and provide critical feedback on media content. Having begun at the start of this year, the project is undertaking qualitative, formative research that will inform programming content, storylines, and scripts. This research will be adapted into three different media programmes, including a scripted drama series, a sketch comedy programme, and a national multimedia campaign, all aiming to change social norms that tolerate violence against women and girls.

The communication strategy utilizes edutainment, which has had proven success in influencing social norms in other contexts, to show the harmful effects of VAWG across the ecological model, model gender-equal behaviours, and engage the community in critical debate and reflection on the social norms that tolerate VAWG.

Major Timeframes

August 2016 – November 2016: External research consultant conducts qualitative formative research to develop edutainment programming

November 2016 – February 2017: Message development, scriptwriting, and pretesting

January – March 2017: External research consultant conducts baseline evaluation

January – October 2017: Production of two edutainment programmes, including a sketch comedy programme and drama series, and production and broadcast of a national, multimedia campaign

May 26, 2017: Comedy series begins nation-wide broadcast on Ma’an Network’s satellite TV channel during the holy month of Ramadan 2017

December 2017: Ma’an Network launches drama series across Ma’an Network’s satellite TV channel

Early 2018: External research consultant conducts end line evaluation.  

Key Contact

Abed Al-Aydi, Director of Marketing and Communications, Ma’an Network

Email: aaydi@maannet.org

www.maannet.org (currently under construction)

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