GIF is pleased to announce a $675,000 grant to MTV Staying Alive Foundation to produce campaigns that aim to address gender-based violence and wider gender issues, as part of the TV series and multimedia campaign MTV Shuga.
The opportunity to generate evidence on sustainable scaling pathways for gender-sensitive mass media through the direct route via MTV SAF, talent building of local creative companies and, in the longer run, a demonstration effect for other media houses.
Theory of Change
The underlying theory of change of using mass media to shift gender norms, particularly on VAWG, works through the two key channels. First, social messages presented through storytelling and dramatization in mass-media allow for a potential behaviour shift. This happens, for instance, through audiences “identifying” with characters that represent aspects of their own lives, which makes messaging more powerful. Second, another channel of change is through social norm shifts whereby audiences internalise other people’s behavior through fictional characters. Particularly, expectations about other people’s behaviours (injunctive norms) can re-shape people’s own behaviours. Mass media is a way to shift that audience’s perceptions about others’ behaviours and hence norms around gender roles and violence against women.Apply for funding