1. Presented by: Sonali Khan Vice President Impact evaluation and the identification of effective gender policies and programmes

2. Breakthrough Goal is to transform individual attitudes and behaviour to create social change. We use the power of media, pop culture and technology, leadership development and community mobilisation to inspire people to take action to ensure dignity and justice.equality and justice.

3. What we do Issue focus: – Domestic violence – Early marriage – Sex selective elimination Geographic reach: – India – Haryana, Uttar Pradesh, Bihar, Jharkhand & Karnataka – Adaptations in South Africa, Brazil, China, Malaysia, Vietnam, Bangladesh & Nepal

4. Breakthrough campaigns Mann ke Manjeere (2000) Is this Justice? (2006-2007) What kind of man are you? (2005-2006) Bell Bajao! (2007- on going)

5. How we Breakthrough

6. The challenge of change Complex issues with multiple causal factors Change is not linear and easy Intersectional issues need intersectional solutions that take into consideration how gender, sexuality, religion, caste and class intersect Need for human rights approach Need structural solutions supported with solutions that address deep cultural norms Prevention model needed Sustained effort and long term plans Need to achieve depth and scale

7. The challenge of evidence Inadequate investment on research on gender related issues Sustainability of projects itself is difficult Taboo and stigma on issues makes data collection difficult Programmes have not been evaluated for impact Focus has been on out put and project results at most Research designs are not robust

8. RCT and social/norm change Establish a strong cause and effect relationship between the intervention and relevant change for beneficiaries creating an evidence base to reform, build support for, and scale-up programme Allowing for rigor through randomizing and using mixed methods for data collection Determine the most cost-effective intervention This scalable cost effective model can be replicated used by organizations/ government to address the issue in other parts of the same state or other states with a degree of contextualization Evidence generated can inform policy/program creation for a number of external stakeholders such as governments, donors and civil society organizations

9. Early marriage Bihar and Jharkhand

10. Causes Customs and traditions Absence of supportive environment Considering girls as burden Lack of education Lack of information Lack of livelihood Unequal gender norms Lack of action on part of administration Impact Health problems (anemia, infant and maternal mortality, frequent pregnancies) Poor self-perception & self-valuation Limited mobility Disrupted education Limited freedom Limited livelihood opportunities Exposure to sexually transmitted diseases Exposure to violence Understanding the issue of early marriage

11. Agency of girls and boys Education and livelihood Social stigma Sexual and reproductive health issues Under valuing of girls and women Politics of sexuality Direct Intervention by Breakthrough Linking Entry point

12. Goal & expected outcome Overall goal is to Contribute towards the reduction of early marriage through addressing direct and indirect causes measured through direct and proxy indicators Increase in diversity of stakeholders engaged in addressing the issue ranging from community at large to specific stakeholders like youth, community based organizations, government and policy makers, unlikely partners like corporates and media Achieve scale by use of mass media interventions that reach out directly to intended audiences

13. Intervention package Training Package: At the Block level, sensitizing and training functionaries of NGO and CBOs who in turn will work with communities and motivate them at the village level by delivering key messages. Comm. Mobilization Package: At the Village Level, media campaigns through video vans, comm. events, sharing experiences and motivating them to adopt better practices Mass media: Through television, radio, print, ambient and mobile

14. Measuring impact & outcome Direct and proxy indicators. Highest level of schooling for the girl child Age at which marriage negotiations start for the girl Practice of saving for daughter's education Awareness on legal age of marriage and ill effects of early marriage Awareness and level of access of schemes and incentives Family and community norms regarding marriage of girls Stigma and perceived level of abuse and harassment related to late marriage

15. Attitude and behaviour change

16. Sex selective elimination (SSE) in Haryana

17. Main causes for SSE SocialPoliticalEconomic Son preference Inheritance and carrying forward the family lineage / name Customs & rites Status and honor Devaluation of women Dowry Issues of agency, choice, safety, security and sexuality Coercive population policy such as two child or small family norms Ineffective implementation of laws Lack of political will Disjointed legislation and implementation Lack of coordination & fragmented approach Child rearing costs Assets v/s Liabilities Costs related to marriage, especially in the form of dowry Lack of financial independence for women Devaluation of womens work The market and the proliferation of technologies

18. Theory of change Sustained action to address the issue of SSE; increased recognition. Of womens right will lead to reduction in SSE Effects on gender inequality; recognition of labour, evils of dowry, as well as enforcement/promotion of the social, cultural, and economic rights and entitlements like right to property Reflects a reduced likelihood of participating in, or supporting, SSE Attitudinal changes and heightened awareness of SSE among youth leads to intermediary behavioral changes Engagement with students and teachers change dominant gendered perceptions, attitudes and behavior contributing to SSE Elimination of girl child through SSE leads to skewed sex ratio

19. Goal and outcome Change dominant gendered perceptions, attitudes and behaviors, which eventually contribute to SSE Mobilize communities and reach children school-based(13 – 17) Change in gender attitudes, heightened awareness of SSE among the youth will lead to reduced likelihood of participating in/supporting SSE, Broader impact on gender inequity the rights and aspirations of women and girls

20. School based intervention Teacher training and capacity building for mobilization and education of youth on gender inequality, empowerment of girls, and SSE. Establishment of Breakthrough youth clubs in schools and organization with interactive awareness building activities and events such as plays, puppet shows, poster competitions and fairs involving both boys and girls Capacity building of youth champions to engage peers and communities and ensure sustainability of the program Launch of a media and communications campaign using innovative print, audio-visual and digital (online/cell- phone based) media and online forums for youth discussion

21. Attitude and behaviour change

22. For Breakthrough

23. Sustainability Engage with the Government and other key stakeholders Build ownership and leadership among stakeholders – traditional and new ones like corporates Develop capacities of key allies Work at scale and depth Create products that are contextual and easy to use Evidence based programming

24. Organizational learning Develop a culture of monitoring and evaluation within the organization. Increase in rigor in programme planning and implementation Linking result to activities clearly Research based on organizational need and geared towards programme improvement Sustained for 4 years so expect to capture significant trends

25. www.breakthrough.tv www.bellbajao.org