CHANGING STORIES - Amplifying Voices: How SBCC is Empowering GBV Service Providers in Jordan

CHANGING STORIES - Amplifying Voices: How SBCC is Empowering GBV Service Providers in Jordan

Welcome to issue?#38?of?Changing Stories -?MAGENTA's monthly round-up of all that is interesting, inspiring and innovative from the world of Social and Behavioural Change?(SBC). Read, think, share, and enjoy!


Amplifying Voices: How SBCC is Empowering GBV Service Providers in Jordan

Gender-based violence (GBV) remains one of the most significant issues that women and girls in Jordan face. GBV in Jordan, and the Middle East, is driven by multiple intertwined and interconnected factors. Limited knowledge and awareness of what is an act or experience of domestic violence is reinforced by limited understanding of individual rights. Although Jordan has adopted a number of progressive policies that in theory would ensure women’s access to rights, the legal framework remains lenient, favouring the perpetrator and does not fully facilitate women’s access to justice. It is in this context, violence against women and girls persists in Jordan.

MAGENTA designed a project with the American Bar Association under their Rule of Law Initiative to:

  1. Raise awareness of GBV and increase demand for response services in Jordan
  2. Develop the capacity of CBOs to design and implement social behavioural change communications campaigns that can increase engagement with the communities they serve

Here's what MAGENTA did


How social norms contribute to physical violence among ever-partnered women in Uganda: A qualitative study

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Norms organize physical violence as a domestic and private matter. They organize physical violence as a constituent part of women's lives, thereby normalizing women's experience of abuse. Also, norms define appropriate boundaries within which male partners perpetrate violence. The findings draw essential information for social change interventions that target improvement in women's and girls' wellbeing. For social and behavioral programmes to change harmful norms, they have to deconstruct physical violence as a private matter, advance the de-normalization of physical violence, and dismantle acceptable boundaries within which violence happens.

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Online Gender-Based Violence: What You Need to Know

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In 2020, humanitarian organisation?Plan International?carried out surveys?based on online experiences from around the world, hearing from 14,000 girls and young women from across 31 countries. The results indicated that 58% had experienced online harassment, with half saying they faced more harassment online than in the street.?While the report highlights that girls are being targeted?online just for being young and female, it adds that it gets worse for women and girls who are politically outspoken, disabled, Black, or identify as LGBTQ+.?And it's pushing women and girls out of online spaces, which are at the same time increasingly important for activism and advocating against inequalities and human rights issues, organising movements, speaking up about personal experiences, and finding a community.

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How Changing Social Norms is Crucial in Achieving Gender Equality

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Social norms influence human behaviours that determine the well-being, health and opportunities of vast numbers of people worldwide. Transformation of social norms can be massive and have a profound positive impact on the lives of women, men, girls and boys.?n June 2020, UNFPA released a compendium on social norm change to achieve gender equality, providing a framework for programmatic approaches to norm change at scale (Figure 2).4 The compendium builds on previous work by UN agencies, civil society, academia and others. It presents promising strategies, tested approaches and practical examples of social norm change. Importantly, the compendium describes a program design framework, as applied to programming to end female genital mutilation, and demonstrates its relevance for different aspects of sexual and reproductive health and rights (SRHR) in various contexts.

Human behaviour is not always a choice. Human behaviour is often automatic and unintentional, and rooted in the belief that others expect us to behave in a certain way, particularly when upholding traditions and culture.?

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Gender equality and climate change mitigation: Are women a secret weapon?

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An orthodox assumption frames gender equality as a panacea to the climate crisis, whereby empowering women is assumed to have tremendous positive effects on countries' environmental performances. However, the gender-climate nexus literature often disregards feminist epistemology, detrimentally integrating harmful gendered assumptions within its analyses, and therefore policy recommendations. To remedy this, links between gender equality and climate change mitigation action were investigated, through a mixed-method approach, which includes feminist theories.?

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Enrol to MAGENTA Academy

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Register for our upcoming session in May 31ST, 2023 "SBC in a Day" & May 23rd, 2023. Online Event?in Spanish. This course is designed to give you:

  1. The case for a SBC approach
  2. Discover the ‘ChooseBetter’ Model
  3. Behavioural Research 101
  4. SBC Design 101
  5. SBC Implementation 101
  6. Measurement & Evaluation for SBC 101

MAGENTA Academy is our training and capacity building institute where we upskill our partners on SBC theory and practice. We train governments, CSOs, journalists, and clients on how to enhance their understanding of how to apply behavioural science in their work. Our expert trainers are themselves SBC practitioners and courses range from a one-day crash course on the fundamentals of SBC, to bespoke training courses tailored to meet the capacity gaps of specific stakeholders.??

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