Formative Research for Proposed Campaign on Changing Social Norms Underpinning Domestic Violence

Formative Research for Proposed Campaign on Changing Social Norms Underpinning Domestic Violence

How can we assist Oxfam to better understand the attitudinal drivers of domestic violence?

Supplementing Oxfam’s 4-year multi-country campaign on preventing violence against women, Athena conducted formative research on domestic violence. This sought to establish the attitudes and behavioral practices around VAWG at the household and community levels in 6 focus states in India. It examined the prevalence of underpinning social norms and identified social norms that perpetuate domestic violence. It also identified socio-cultural, economic, personal and contextual factors that influence current practices related to social norms that perpetuate this issue. This enabled the exploration of strategies, therefore making specific recommendations for improving behavioral change communication (BCC). The campaign design included implementation, in addition to identification of the most appropriate channels and agents of communication.

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