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Motivating Pakistani Youth into Changing Mindsets through Development of Sensitive Media Contents on Gender-Based Violence (GBV) 2010

Project Background

‘Changing Mindsets on Gender Based Violence’ was a unique project undertaken by Uks in collaboration with the UNFPA. The project aimed at involving the Pakistani youth in the process of media content analysis and empowering them to transform their passive relationship with the media into an active, critical engagement, capable of challenging the existing stereotypical images of women and bringing forward positive content on GBV. This project involved youth through a process of media content analysis and developing material on issues of Gender-Based Violence (GBV), working through themes such as Women’s Rights are Human Rights, Equality for All etc and inculcating in them a sense of responsibility, understanding and empathy. This was done by first identifying more than 30 young girls and boys from various schools and colleges in and around the cities of Islamabad, Rawalpindi, Lahore, Karachi, Peshawar and Quetta and training these selected youth into reviewing and analysing available material i.e. newspapers, radio and television content on women issues to gauge how portrayal and representation of women impacts the minds of the youth. In this regard  a 5 day training workshop was held in Karachi whereas a 3 day training workshop was held in Islamabad. The youth were also trained on how to develop material for their peers. The aim was that this material addressed GBV in a positive way which in turn led to a positive change in social norms about zero tolerance for GBA. Through this project peer trainings of a group of 1035 young people was achieved. The youth was also trained in getting involved with other global, regional, and national youth publications and youth media on the internet. The end result was publication of a toolkit “Through the Gender Lens (in English and Urdu) along with a compilation of gender sensitive content developed by this diverse group that included radio programmes, video documentaries, flyers and booklets.