‘Somali Women towards Economic Empowerment and Transformation’ (SWEET) Phase 3 Endline Evaluation Report
Outcomes: Women’s Economic Empowerment
View SourceKey Social Norms Take-aways While this study did not directly measure social norms, it provides evidence that media programming can shift gendered attitudes and challenge normative beliefs about women’s roles in the economy. Male listeners reported increased confidence in women’s business abilities and described changing views within peer groups about women’s rightful place being beyond the household. These shifts suggest movement in both descriptive and injunctive norms around women’s economic participation, although more targeted measurement is needed.
Objectives To assess the impact of the SWEET project’s radio programming and business development training on Somali women’s economic empowerment and explore how these activities influenced gender-related perceptions and practices.
Methods The evaluation used mixed methods, including 12 mini focus group discussions (FGDs) with target audiences, five key informant interviews (KIIs) with business-sector influencers, and in-depth interviews with producers and station managers at five partner radio stations. Additional qualitative and quantitative data were collected to assess the outcomes of business training delivered by a local NGO, Shaqodoon.
Intervention Details SWEET (Supporting Somali Women towards Economic Empowerment and Transformation), implemented by BBC Media Action and funded by NORAD, combined a weekly national radio magazine program, “Mawjaddaha Baraarugga (Making Waves),” including drama and discussion, with mentoring support for local radio stations to produce localized versions. The project also included in-person business development training for 400 women and integrated COVID-19 safety content during its second phase (2020–2021).
Results Listeners found the programs informative and confidence-building. Female participants reported increased motivation and resilience, while male listeners shared stories of supporting female relatives in business and challenging peer assumptions about women’s capabilities. Radio producers described improved inclusion of marginalized women and expert voices due to mentoring. Business training participants reported improved financial literacy, particularly in record-keeping.
Conclusions The SWEET project’s media content contributed to shifting perceptions around women’s roles in business, especially among men, suggesting movement toward more supportive gender norms. Future program phases will continue using drama and discussion to address discriminatory beliefs, but further research is recommended to directly explore and measure gender norms change.
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