Empowering women facing gender-based violence amid COVID-19 through media campaigns

Abstract

COVID-19 heightened women’s exposure to gender-based and intimate partner violence, especially in low-income and middle-income countries. We tested whether edutainment interventions shown to successfully combat gender-based and intimate partner violence when delivered in person can be effectively delivered using social (WhatsApp and Facebook) and traditional (TV) media. To do so, we randomized the mode of implementation of an intervention conducted by an Egyptian women’s rights organization seeking to support women amid COVID-19 social distancing. We found WhatsApp to be more effective in delivering the intervention than Facebook but no credible evidence of differences across outcomes between social media and TV dissemination. Our findings show little credible evidence that these campaigns affected women’s attitudes towards gender or marital equality or on the justifiability of violence. However, the campaign did increase women’s knowledge, hypothetical use and reported use of available resources. Christia et al. evaluate the delivery of content to empower women exposed to violence amid COVID-19. The recipients exhibited no credible evidence of a shift in attitudes but increased their knowledge and hypothetical and reported use of resources.