Challenging Social Norms:
towards gender equality
and peace
Magaly Marques
Promundo-US
D.C., October 2015
Conflict & Security Cont’d
Promundo’s Experience:
• What have we learned that works?
• Where do we need to learn more?
• What are the next challenges?
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Programs H|M adapted in more than 22 countries on five
continents; translated into 10+ languages.
• Group
education
focused on
critical
reflection
about gender
norms
combined with
youth-led
activism or
campaigns
• Used in: schools, community centers, juvenile detention centers, vocational
training programs, online teacher training, sports programs, post-conflict settings
• Built on Freire’s methodology of critical awareness about gender norms combined
with content specific materials (e.g. HIV/AIDS, SRHR, caregiving, violence, mental
health, help- seeking)
Gender Equitable Men Scale (GEMS)
•
Measures men’s and women’s (adult and young)
attitudes towards gender norms directly
influencing health behaviors
•
Demonstrates predictive validity and good internal
consistency reliability
•
Addresses programs goals, easy to administer
•
Broadly applicable yet culturally sensitive and
adaptable
Lessons from 9 Evaluation Studies
• 9 quasi-experimental impact evaluations in 8
countries, 5 continents over 10-year period
• Significantly less support for genderinequitable attitudes and increased support for
gender-equitable attitudes
• Lower rates of violence against intimate
partners at endline vs. baseline
• Increased condom use and decreased selfreported STI symptoms
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Successes and Lessons Learned
Studying community-based interventions,
measuring impact and innovating
Changes in attitudes are strongly associated with
changes in self-reported behaviors
Gender-equitable attitudes are associated with
greater knowledge and higher awareness of health
risks
IMAGES
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International Men and Gender Equality Survey
- IMAGES –
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Boys who witness IPV in childhood
more likely to perpetrate it in adult
life
Sexually abused boys more likely to
sexually abuse as adult (Men 15-59, IMAGES,
2011, ICRW and Promundo)
Where do we need to learn more?
 Parent training/fatherhood: Shifting
norms to caring masculinities as well as
concrete skills of parent training
 Psychosocial support for boys and
girls who witness or experience
violence: Emerging models
 Linking GBV prevention to other
violence prevention, and to
educational attainment and income
support: CCTs, remedial education,
income generation
Next Challenges
Working on Social Desirability Bias; Self Reporting
Understanding and measuring social norm change
in community settings
Measuring long term change
Taking change to scale: working with institutions
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Phone: +1 202 588 0061 | Fax: +1 202 588 0063
www.promundoglobal.org
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