Voices for Change (V4C) was an innovative social behaviour change communications (SBCC) programme aimed to create an environment for young Nigerian women and men aged 16–25 years
A five year program demonstrating the usage and the power of utilizing social media
by guest writer for ICT Works
Voices for Change (V4C) was an innovative social behaviour change communications (SBCC) programme aimed to create an environment for young Nigerian women and men aged 16–25 years old, across four states in the North and South, to challenge harmful social norms held by themselves and others around gender in Nigeria. The five-year programme applied social norms theory to address 3 key areas:
- Women’s voice and leadership
- Women’s role in decision-making
- Violence against women and girls
The Gender Norms Challenge
V4C focused on changing social expectations of girls and those living around them including individual’s beliefs about what others think and do, and what others expect them to do. Evidence showsthat, while it is possible for social norms to change, people are reluctant to change until they believe that enough other people in their reference group are changing too.
Whilst V4C worked with adolescent girls and women to build their confidence and self-esteem to bring about change in them, the programme also sought to achieve attitude and perception changes in the communities surrounding them. V4C needed to deliver a communications campaign at scale to deliver key messaging and mobilise real-world actions.
The SBCC Solution
A lifestyle brand, I Am Purple, was developed to deliver key behaviour change messaging and create a youth-led social movement. I Am Purple utilised traditional media channels such as television, radio and workshops with girls and key influencers.
As the digital partner, Every1Mobile designed and implemented a cohesive digital strategy, which integrated traditional media with digital and centred around the development and management of a mobile website and Android app, as well as social media channels such as Facebook. E1M was responsible for developing localised content and digital promotion to reach young people at scale and demonstrate impact around improved knowledge, attitude, skills and behaviour.
