V4C wants to bring about change in attitudes and behaviour on gender across Nigerian society and has designed a series of strategies to help navigate and address the enormity of this task at scale.
V4C has developed a curriculum that engages young people in a process that encourages personal reflection and change; building on their personal transformation, young people are supported to make changes in their own lives and in the community and society to achieve greater gender equality.
Mass marketing approaches have been used to ‘sell’ gender equality to young people in a way that is appealing and engaging. V4C created a youth brand called ‘Purple’ to attract young people’s attention, and have used a range of media to ensure they get the message.
V4C considers that religious, traditional and community leaders are ‘key influencers’ who play a significant role in society in shaping values, attitudes, behaviour and relationships. Consequently, V4C has trained selected key influencers on gender issues to enable them to understand how traditional forms of being men (and women) negatively affect women’s rights, opportunities, wellbeing and health.
V4C believes that greater inclusion of girls and women and their interests and needs in political and governance processes can lead to social change and a more enabling environment for young women. A key element to addressing inequality is to ensure that oppressed groups can participate fully in the decisions that shape their lives.
If research-based evidence is to be used by practitioners and policymakers seeking to improve the enabling environment for adolescent women and girls, V4C believes it must be inclusive, high quality, well packaged and properly targeted.
The design and focus of the Voices for Change (V4C) programme calls for a significant investment in systems which promote learning about what is working and what is not, while seeking to track the learning curve for changes in social norms underpinning gender equality in Nigeria.