Skip navigation

Enabling Gender Norm Change through Communication: A Case Study of a Trans-Media Entertainment-Education Initiative in Bangladesh

Enabling Gender Norm Change through Communication: A Case Study of a Trans-Media Entertainment-Education Initiative in Bangladesh

Author: 
Ami Sengupta
Suruchi Sood
Neha Kapil
Tania Sultana
Publication Date
Thursday, December 31, 2020
Affiliation: 

Independent communication and development consultant (Sengupta); Drexel University (Sood); United Nations Children's Fund (UNICEF) Regional Office for Middle East and North Africa (Kapil); UNICEF Bangladesh (Sultana)

"...charts a catalytic process that has begun to spark important changes in gender norms in Bangladesh..."

Child marriage is a widespread and commonly accepted practice in Bangladesh that is fuelled by several factors, including socio-cultural practices, broader gender norms, and inequitable power structures. In an effort to end the harmful practice, the Government of Bangladesh, with the United Nations Children's Fund (UNICEF) and partners in the Joint Global Programme on Ending Child Marriage, launched a multi-phase trans-media campaign in 2017. At the heart of the initiative was a social-norm-driven entertainment-education (EE)-based television series Icchedana (On the Wings of Wishes), which focused on adolescent empowerment and gender equality. This article presents a case study of this multi-layered social and behaviour change communication (SBCC) initiative.

  <div class="field button"><a href="http://jdc.journals.unisel.edu.my/ojs/index.php/jdc/article/view/184/133" target="_blank">Click here for the 12-page paper in PDF format.</a></div>
Contacts (user reference): 
Source: 

The Journal of Development Communication (December 2020), 31(2), 34-45; and UNICEF Bangladesh website, April 16 2021; and email from Ami Sengupta to The Communication Initiative on April 19 2021. Image credit: © UNICEF Bangladesh/2010/Kiro

See video

read more