Preventing gender-based violence (GBV) is complex and difficult in most countries. But in Afghanistan – a highly conservative and patriarchal society – how do you deliver an intervention that starts to challenge centuries of violence? This was the task we faced in our recent work researching, developing and implementing a campaign on behalf of the Law and Order Trust Fund for Afghanistan during the midst of a global pandemic and ongoing security challenges.
The context
GBV has increased worldwide during COVID-19 as families experience increased stress and movement restrictions force perpetrators and victims of violence into ever closer contact. Afghanistan is no exception. GBV has been endemic for years, with research indicating that around nine in ten women have experienced violence at the hands of their partner1. Beyond this, many women experience violence from other family members such as female in-laws. Despite the prevalence of GBV, few women report their experiences or seek support due to the stigma of going outside of the home for help with family issues. We were tasked with developing a pilot social and behaviour change communication (SBCC) intervention that addresses this issue and key barriers to seeking help.
What is an SBCC approach?
SBCC is the use of communication to change behaviours by positively influencing knowledge, attitudes, beliefs, and social norms. This approach helps get to the core of harmful behaviours and practices and design solutions that go beyond awareness raising. At Zinc, we integrate social and behavioural science theories, models, and frameworks (e.g., the Capability, Opportunity, Motivation and Behaviour [COM-B] model) to identify and address behavioural barriers that exist at the individual, community, organisational and societal levels. We also rigorously test our proposed solutions with the audiences they are designed for.
What is at the heart of GBV in Afghanistan?
Despite challenges conducting research during COVID-19, we interviewed several experts, key stakeholders and Afghan men and women to better understand the complex historical, cultural, and social dynamics at play in Afghanistan, and pre-empt potential challenges in delivering an effective intervention. We learnt that GBV is a deeply personal and taboo topic governed by strict informal rules within the family and community. It is seen as an issue that should always be resolved within the home, primarily through the mechanism of ‘family jirga’ (conversation and mediation, which is often very hierarchical). ‘Solutions’ to GBV involve inherent compromise and often focus on family and community solidarity, as opposed to the victims’ wants and needs. GBV services, even those based in the community, are frowned up – often considered indiscrete and a Western imposition.
Positively, we found that most Afghans shared an idealised vision of the home as a place of peace and harmony. The issue was that for many men (and some older women) inflicting violence seemed to be the only way to achieve that.
Our campaign development centred around two core insights:
- We needed to work within the family structure rather than against it. We needed to destigmatise the conversation around violence in the home, and question the assumption that violence is a necessary – if not the only – route to family harmony that people so desperately crave.
- We could not expect victims or extended female family members, who often have little ability to challenge the status quo, to seek external advice and support. Rather, we needed to speak openly and directly to both male and female perpetrators.
Our creative approach
Together with our partners, we developed the Talk for Harmony campaign, based on the premise that violence is not something to be proud of and will not achieve household peace and harmony. The message is simple: if you could see yourself on the precipice of violence, you would feel ashamed and would choose a different course of action.
We created two hero films – one featuring a husband, and one featuring a mother-in-law. Each highlights a scenario that commonly leads to violence. At the moment the perpetrator is about to strike, their ‘better self’ appears and intervenes, offering culturally relevant de-escalation techniques and advice on achieving a peaceful and harmonious home through understanding and conversation. Crucially, local GBV support services – confidential and available from within the home – are highlighted for victims or potential victims.
Our support service partners are the International Psychosocial Organisation (Ipso), who offer psychological support services, including counselling via phone, and the Afghanistan Independent Human Rights Commission (AIHRC), who offer family mediation services. Our campaign is supported by the Afghan Women’s Network, which comprises thousands of individual and organisational members. All campaign assets will link to a microsite providing more information and resources for both perpetrators and victims.
Talk for Harmony is a truly multimedia campaign. Our hero films will go out across social media, TV, radio, direct messaging and via a network of relevant Afghan influencers. Alongside the films, we have created a range of highly visual social graphics (aimed at our different audiences), testimonial videos and custom media formats (e.g., a conversational TV / radio segment featuring an expert on family conflict. Fundamentally, this campaign is designed to start a cultural conversation, bringing GBV into the light and reducing the shame and stigma attached to talking about it and seeking support.