Key Social Norms Take-aways The Natwampane program demonstrates that well-designed media interventions can positively influence deeply entrenched social norms that condone gender-based violence (GBV). Regular exposure to Natwampane radio content was associated with reduced acceptance of harmful gender norms, increased awareness of legal rights and SGBV services, and more willingness to intervene in or report GBV cases. Consistent, community-rooted communication through relatable storytelling and peer discussion can shift social expectations about gender roles and violence.
Objectives The midline evaluation aimed to assess the impact of the EU-funded Natwampane project on attitudes and behaviors related to GBV with a focus on transforming harmful social norms in Northern and Luapula provinces of Zambia.
Methods The evaluation used a quantitative survey of 1,003 randomly selected respondents aged 15–49, conducted through face-to-face interviews in April and May 2022. Data was weighted to ensure provincial representativeness by age, sex, and residence. Regular listeners of the program were compared to non-listeners across key indicators.
Intervention Details Natwampane is a 4.5-year, multimedia social and behavior change communication initiative led by BBC Media Action in partnership with local radio stations and community actors. It includes weekly radio magazine programs, public service announcements, and community discussion groups, all designed to raise awareness and promote shifts in attitudes and behaviors related to GBV. The project supports 15 partner stations and strategically broadcasts messages to ensure high reach and relevance.
Results The Natwampane program reached approximately 84% of the adult population (1.07 million people), with about 37% listening weekly. Regular listeners were significantly less likely to justify wife-beating (56% vs. 83% among non-listeners), had greater knowledge of legal rights and SGBV services, and reported higher confidence in taking action against GBV. Listener narratives also highlighted improved intra-household communication and reduced violence. For instance, male and female listeners shared personal transformations related to alcohol abuse and conflict resolution.
Conclusions The midline findings indicate that Natwampane is effectively contributing to changing social norms and increasing knowledge around GBV in Zambia. Media-based SBCC can play a transformative role by challenging acceptance of violence and empowering communities with information and pathways for change.