Key Social Norms Take-aways The EAGER program demonstrates that targeting social norms through media—especially radio—is an effective strategy for shifting attitudes that restrict girls’ education, reproductive autonomy, and empowerment. By broadcasting relatable, locally grounded stories and fostering open discussion among caregivers, community leaders, and girls, the program encouraged more equitable norms around adolescent girls’ rights, education, and sexual and reproductive health. While gender roles in domestic settings remain deeply entrenched, the intervention fostered increased support for girls’ decision-making and aspirations.
Objectives The EAGER program aimed to empower marginalized out-of-school adolescent girls in Sierra Leone by improving their literacy, numeracy, and life skills, while also fostering a more supportive social environment for their education and empowerment. This research briefing evaluates the impact of the program’s radio components in achieving these aims.
Methods A mixed-methods endline evaluation included a nationally representative survey of 3,048 individuals over age 15 and 555 adolescent girls aged 13–19 in EAGER implementation districts. The evaluation also included focus group discussions and in-depth interviews with girls, caregivers, adolescent boys, and community stakeholders across six districts. Quantitative and qualitative data were used to assess shifts in attitudes, behaviors, and knowledge around girls’ education, early marriage, and reproductive health.
Intervention Details Implemented from 2019 to 2023, EAGER reached marginalized girls through an eight-month integrated learning program and engaged the wider community via two national radio shows—Wae Gyal Pikin Tinap and Kotoku Baray—produced by BBC Media Action. The programming was complemented by listening groups, community dialogues, and training for local radio stations. The content addressed gender discrimination, early pregnancy, education, and early marriage, aiming to shift norms through storytelling, role modeling, and dialogue.
Results The radio programs reached 31% of the national population, with 21% listening regularly. Regular listeners demonstrated significantly more supportive attitudes toward girls’ education and reproductive rights. They were more likely to discuss sensitive topics like contraception and menstruation with children and take action in support of girls’ schooling. However, attitudes around traditional household gender roles remained largely unchanged. Girls reported increased confidence and aspiration after hearing relatable stories of success and empowerment.
Conclusions EAGER’s radio-based social and behavior change communication approach successfully engaged caregivers and community members to support girls’ rights and development. While deeply rooted gender roles require longer-term efforts to shift, the findings show that media can be a powerful tool for challenging restrictive norms and fostering a more enabling environment for adolescent girls.