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Grand Challenge

Grand Challenge

Combating Gender-Based Violence amongst the Youth in India through Celebrity Centred Digital Media Edutainment Intervention

Implementing Organisation

Population Foundation of India with support from the Bill and Melinda Gates Foundation (BMGF)

Geographic Focus Area

National

Project Period

October 2016 - March 2018

India's 356 million youth are vulnerable to gender-based violence (GBV) – either as perpetrators or as survivors. This initiative through its large scale digital presence will create a platform that will provide access to information on gender-based violence, particularly violence against women and girls (VAWG). It will inspire youth to participate on issues of violence against women leading to a pan India interaction. Over time, a repository of digital information will be developed that will serve as a resource on all forms of GBV.

Goal

The overall goal of the project is to positively influence the knowledge, attitude and perceptions of the youth on gender-based violence, particularly violence against women and girls, through sustained digital media interventions and engagement.

Objectives

  • To change the knowledge, attitude and perception on gender-based violence – more specifically on violence against women and girls – particularly among the youth, through celebrity endorsed behaviour change communication interventions on digital platforms.

  • To evaluate the effectiveness of "celebrities" in triggering change, particularly with respect to deeply entrenched gendered perceptions and stereotypes