Shifting Negative Gender Norms so That Women Can Thrive in Agricultural Markets

There is continued prevalence of negative and harmful social and gender norms that limit meaningful participation of women and other marginalized groups in the agricultural market system.

DAI, implementing the Feed the Future Uganda Inclusive Agricultural Markets (FtF IAM) activity, contracted WEKOnnect to develop a Social and Behavior Change Communication (SBCC) strategy and implement an SBCC campaign to address these negative norms.

We conducted literature reviews, 4 regional participatory research workshops, 1 national participatory strategy review, validation and campaign co-creation workshop, developed a campaign creative brief and materials (posters, radio jingle, radio spots, drama scripts, talk show talking points), tested the materials, trained 23 private sector partners (71 staff).

Further, we conducted a baseline survey (quantitative and qualitative with total sample of 726 in 6 districts), did an internal staff campaign launch, campaign rollout in 14 districts, 14 community events, interpersonal communication outreaches, engaged 8 regional radio stations, did an endline survey (quantitative and qualitative with total sample of 673 in 6 districts), and collected success stories using Most Significant Change and Contribution Analysis.

The outcome evaluation established a 23% ideational shift and a 14.7% increase in acceptance of positive norms.