Combating Gender-Based Violence Amongst the Youth in India Through a Celebrity-Centered Digital Media Edutainment Intervention

Poonam Muttreja of the Population Foundation of India will conduct a pilot project using entertainment via digital media as a form of education (edutainment) to change cultural and social norms underlying gender-based violence in India. They will recruit national celebrities to relay messages that motivate young girls to stand up against violence, and show boys that masculinity is not connected with violence. They will also produce six short films and an anthem condemning gender-based violence targeted to young people to be disseminated across various media channels over ten months. Their approach will be evaluated by measuring the changes in knowledge, attitudes, and perception of young people on gender-based violence.