How prevalent is GBV in Zambia?
More than a third of all women and girls in Zambia have experienced physical violence in their lives, and 17% of women have experienced sexual violence. The country faces some of the highest rates of reported genderbased violence in the world.
Social Behavior Change Communication, especially in the form of television and edutainment, is a powerful tool that has shown promising results to shift negative attitudes and social norms that fuel gender-based violence.
Busara was contracted by Oxford Policy Management (OPM) to implement a survey and a video experiment to collect quantitative data on the prevalence of Gender Based Violence (GBV) behaviors, as well as evaluate short advocacy videos that are showcased during traditional ceremonies and community meetings in Zambia.
This experiment sought to answer the following questions:
- What is the impact of watching an edutainment video show as opposed to a popular Zambian TV show, in changing norms, attitudes and behaviors related to GBV?
- What is the impact of showing this video in an individual frame of mind (i.e. watching the video alone) vs. in a social frame of mind (i.e. aware that other people watched the video as well)?
- What are the implications for future GBV advocacy efforts?