A media experiment to reduce Intimate partner violence in Bangladesh

Intimate partner violence is a public health concern and an infringement on women's fundamental rights. A 2018 study found that 26% of ever-married or partnered women aged 15 and older have experienced violence from a male partner with this figure rising to 33% in South-East Asia. The impacts are far-reaching affecting maternal health, child development and limiting access to prenatal and skilled delivery care (Leight and Wilson, 2021). Children exposed to such violence often internalize these behaviors as normal perpetuating a cycle of harm across generations. Additionally, intimate partner violence contributes to higher rates of homicides and mental health challenges, including depression and suicide (Ellsberg et al., 2008).

Such instability amplifies the barriers faced by women. Women facing economic hardship experience disproportionate impacts as violence exacerbates healthcare costs and income loss creating significant barriers to economic stability (Aizer, 2010). Key drivers of Intimate Partner Violence include gender norms and limited socioemotional skills (World Health Organization, 2021). Prevailing social attitudes may justify male authority and violence, reinforcing harmful power dynamics and influencing behavior across generations (Perrin et al., 2019).

While evidence suggests that socioemotional skill training can reduce violence in high-risk groups (Blattman et al., 2017) its effectiveness in wider populations remains uncertain. Addressing these underlying factors seeks to develop meaningful interventions that foster safer and more equitable relationships.

To address the widespread issue of intimate partner violence the BRAC Institute of Governance and Development has launched an edutainment-based intervention. This intervention seeks to reshape social norms and promote healthy relationship behaviors through media intervention:

• Changing Norms: Leveraging the popularity of celebrated TV actors as role models the campaign aims to enhance audience engagement and reinforce messaging on positive masculinity and non-violence. By portraying non-violence as a sign of true strength and respectability, the campaign encourages men to redefine notions of masculinity and respect within their communities.
• Building Skills: The political unrest in Bangladesh has necessitated a shift to the project’s design. To ensure effective data collection and participant screening, the team is engaging experienced enumerators moving away from relying on local volunteers who need extensive training.
• Health Awareness Campaign: A neutral campaign delivering messages on essential health practices such as handwashing, water purification and personal hygiene, which serves as a control to assess the distinct impact of the intervention targeting Intimate Partner Violence.

This intervention represents a culturally tailored and scalable approach to reducing gender-based violence. Funding from FID will support the rigorous evaluation of these interventions to measure their cost-effectiveness and potential for scale-up.

The intervention aims to provide clear evidence on the effectiveness of using educational media to reduce intimate partner violence in Bangladesh. It seeks to shift harmful social norms, improve men’s emotional and communication skills and promote healthier relationships.

Expected outcomes include a reduction in violence, improved mental health for families and safer environments for women and children. Additionally, the project will empower men as advocates for change creating lasting community impact and offering a scalable approach to promoting gender equality and preventing violence.

Furthermore, the intervention’s outcomes gain additional support from support provided by the International Growth Centre now integrated into the project complementing the rigorous evaluation framework funded by FID.