Adolescents/Youth | Entertainment Education | Gender | Inclusion Reda 1 - English, Français interpretation Comm Talk
Dec 07, 2022 04:15 PM - 04:45 PM(Africa/Casablanca)
20221207T1615 20221207T1645 Africa/Casablanca Taking Back Power Reda 1 - English, Français interpretation International Social and Behavior Change Communication Summit
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An unspoken issue: Addressing the taboo of bullying in Jordan through edutainment
Comm Talk 04:15 PM - 04:45 PM (Africa/Casablanca) 2022/12/07 15:15:00 UTC - 2022/12/07 15:45:00 UTC
MAGENTA partnered with UNICEF Jordan to develop an Edutainment drama series to reduce bullying among adolescents ages 13-16 in schools in Jordan. To create a series that was resonant, entertaining and impactful, MAGENTA conducted formative research in the form of a literature review, key informant interviews and focus group discussions. During the research MAGENTA identified the main psychological, sociological and environmental drivers of bullying in Jordan and built a nuanced understanding of how bullying manifests in Jordan specifically. Script writers were directly exposed to the target audience during this process. The formative research served as the basis of the creative development of content that was resonant, culturally sensitive and accurately reflected the manifestations of bullying in Jordan. In order to reflect the media consumption habits of adolescents in Jordan, MAGENTA designed a mobile-forward drama series designed to be disseminated online and on social media.  
The series, 'The Neighborhood,' is comprised of 12 short-form episodes, set in an average middle class neighborhood in Jordan, features Jordanian children as actors and utilizes an integrated method of both scripted and unscripted content, to directly reflect the language, attitudes and lives of children in Jordan. Along with the Edutainment series, MAGENTA developed training materials for teachers in Jordan to use to facilitate reflective discussions about bullying with students, promote positive behaviours and empower teachers to address bullying directly. 
Presenters Sarah-Jean Cunningham
Charlie Booth
Laurelle May
Kaleem Khan
Addressing Gender, Youth and Social Inclusion in Social and Behavior Change Programs to Increase Locally Led Improved Health Outcomes
Comm Talk 04:15 PM - 04:45 PM (Africa/Casablanca) 2022/12/07 15:15:00 UTC - 2022/12/07 15:45:00 UTC
Within social and behavior change (SBC) development projects; gender, youth, and social inclusion (GYSI) play a central role in program impact. GYSI initiatives are challenging due to gender norms that dictate individuals' roles in family, community, and society. GYSI health and social issues, such as access to, control over, and benefits from resources, opportunities, and services; gender-based violence; females' lack of decision-making ability; and healthcare-seeking behavior; are all challenges that influence individuals' ability to adopt healthy behaviors, access health services, adhere to healthcare treatment and maintain healthy lives. GYSI issues and social norms impact all people in different ways and are influenced by local context of the implementing country and the clinical area in which the program is aiming to influence.
WI-HER's President and Founder, Dr. Taroub Harb Faramand, designed the iDARE methodology to bridge the gap between implementation and behavior change sciences, with GYSI at its core, drive locally designed solutions, and ensure collective voices of target populations are integrated from design forward. iDARE builds capacity of local governments, facilities, and communities to devise and implement local solutions; critically, these solutions can then be adapted to any context. In the case of Kenya, Nigeria, Tanzania and Uganda, this included national, regional, and local government stakeholders, health workers, community health workers, and community influencers. While the goals, health areas, and contexts largely varied, the core application of iDARE, which focuses on the process, remained the same throughout the countries with adaptations made for programmatic and contextual differences.
Amanda Ottosson
Co-authors Taroub Faramand
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