Transcript Slide 1

Soul City
Evaluation of a
Gender Violence
campaign
Dr Shereen Usdin, MD, MPH
Soul City Institute for Health
and Development Communication
• South African NGO
• Working also in 8 SADC countries
• Harnesses power of mass media for social change
• Uses “edu-tainment” methodology
Social Change
Sociopolitical
environment
community
individual
Impact at individual level
– Increase awareness and knowledge
– Change attitudes + shift social
norms
– Increase self-efficacy;
– Increase information-seeking and
support-seeking behavior
– change intention + actual behavior
Impact at community level
– Linking to services
– Stimulating community action
– Changing social norms
– Promoting support-giving behavior,
– Stimulating interpersonal dialogue
and debate
Impact socio- political
environment
–Ensure the speedy and
effective implementation of the
domestic violence act (DVA)
A multi pronged strategy
•
Prime time TV drama
•
Prime time radio drama
•
Booklets
(national
distribution)
• Partnership with the
National Network on
VAW
• Helpline
• Referral network
• Social mobilisation
Advocacy campaign
To speed up the
effective implementation
of the DVA
• Lobby, social mobilization and media advocacy
The Promo
Study Design
Community
6. Cost – Effectiveness Study
Individual
1. National Survey
2. Sentinel Site Studies
3. (National) Qualitative
Impact Assessment
4. NNVAW Partnership
Study
5. Media Monitoring
and Analysis
Society
Reach
• Reached over 79% of target population
• More than 16,2 million youth + adults
– 79% of 16-24 year olds
– 75% of urbanites
– 68% of rural dwellers
– 50% of those with no schooling
The DVA was implemented one
month after the campaign
“Soul City influenced us to organize the
march….emotions were high”
"There were pressures [to implement the DVA], from
occasions where people held marches and stuff like
that.”
“a lot of articles [on domestic violence and the DVA]
started to appear … they create expectations in the
community which makes the government deliver….”
Analysis of press coverage
4 361 articles in 280 print publications
and electronic media dealt with VAW
43% covered Domestic Violence
1 in 5 items directly referred to Soul City
or the NNVAW
Individual level – association with
self-efficacy / empowerment
“It made me to be able to determine where my life
is going and what path I am choosing for
myself,…it has taught me that I should not depend
on a man, I should learn to stand on my own and
think for myself….I have rights.”
[urban female]
Awareness/attitude change
Since I have started watching Soul City I have
realised that I am an abuser. I did not think about
it before but they have made me to see myself as
an abuser.
I have tried to change and it is not that easy, but at
least because I have that picture of abuse in my
mind, whenever I think of doing it, that comes to
mind and I would stop.
The Soul City 4 intervention is significantly
associated with strong change in attitudes
towards VAW.
OR
VAW - likelihood of positive attitudes,
associated with Soul City 4 intervention
5
4
3
2
1
0
4.5 **
2.6**
1
**
3
*
1.6
**
1.8
No SC High SC High SC High SC High SC NNVAW
exposure
TV
Radio
Print
multi- exposure
media
National Survey
Multivariate Logistic
Regression
Analysis of “VAW
Attitude Scale”
Cronbach alpha = 0.55
Significant differences
at p<.01** and p<.05*
Association with positive behaviour
• “did something to stop DV”
– 9% with no exposure
– 12% ; 14 and 16% with
1;2;3 sources of SC exposure
Connecting people to help
Awareness of VAW Support organisations
60
50
44
40
% 30
0
Aware of VAW organisations
(African respondents)
34
Heard of the NNVAW
28
20
10
Heard about the SWAH
58
13
8
3
No SC TV
6
Low SC TV
18
15
National Survey
12
8
Medium SC TV
Binary Logistic Analysis
High SC TV
Support-seeking behaviour
while Soul City was on air
Made contact with VAW
organisation
30
22
18
20
%
12
4
4
1
Reported sexual
harassment
10
10
0
Wrote down / kept SWAH
helpline number
1
1
5
5
2
No SC TV Low SC TV Medium SC High SC TV
TV
20 000 calls answered
(< 5% of calls made)
Community Level
Talked about DV in the past 6-7 months?
60
51
36
"Yes"
39
40
%
20
17
National Survey
Binary Logistic
Regression Analysis
0
No SC
1 source of 2 sources of 3 sources of
SC
SC
SC
Decreased negative social pressure
25
Violence is a
private matter
Percentage
20
15
Abused women
are expected to
10
put up with it
5
A man has the
right to beat his
0
wife
Baseline
Evaluation
Participation in public protest against VAW
5
5
"Yes"
4
%
3
3
3
2
1
1
0
No SC
1 source of 2 sources of 3 sources of
SC
SC
SC
Cost effectiveness?
• Cost per person reached:
– TV
– Radio
– Print
$0.12
$0.01
$0.07
• Cost per additional VAW knowledge gained
– $0.16
• Cost per positive attitude change
– $0.22
• Cost per positive VAW action taken
- $6.92
Lessons learned
• Partnerships are hard work,
politicized, need nurturing
• Social change is complex process
– Need multiple strategies in synergy
• One mass medium is good; more is
better (dose response)
• Edutainment can be a powerful social
change vehicle