Voices for Change

2012-2017; Nigeria; DFID

Voices for Change (V4C) is DFID Nigeria’s flagship gender equality programme aimed at creating a stronger enabling for the empowerment of young women by changing people’s attitudes and practices towards women standing for leadership positions, women’s role in decision-making and violence against girls and women.  It was designed and implemented over five years from October 2012 to September 2017 with a budget of over £26 million.

The programme worked across four states – Enugu, Lagos, Kaduna and Kano –and specifically targeted a population of 3 million young men and women aged 16-25 with a range of interventions designed to inspire deep-seated personal transformation on gender equality, to diffuse these changes among a wider population and to institutionalise a commitment to gender equality within legislation and policy. It adopted an innovative branded social marketing approach centred around a lifestyle brand ‘Purple’ promoting gender equality which appealed to young people.

In response to the limited evidence base, V4C was conceptualised as a programme to learn about what works for social norms change at scale.  The programme adopted an adaptive approach to programming and reoriented programme strategies where they were not achieving results.  To drive learning, the programme put in place a robust monitoring system, which included a population representative longitudinal survey of changes in young people’s attitudes and behaviours, a study of how attitude and behaviour change happens and surveys to track audience response to Purple mass-media communications.

V4C’s results data show that the programme was effective in changing young people’s gender attitudes and behaviours at scale.  By the end of the programme, 2.4 million young people (89% of the target population) in focal states had improved their attitudes/behaviours in at least one of the three behavioural areas. The programme was most effective in changing young people’s attitudes and behaviours towards women taking leadership positions and women’s involvement in household decision-making.  V4C results and learning are available online.

Itad was one of four partners in the consortium managing V4C.  We were responsible for results measurement and learning, a role which involved leading the design of the programme’s M&E system, supporting and quality assuring its implementation, ensuring results data-informed programme implementation.  In this capacity, Itad facilitated the design and regular updating of V4C’s M&E Strategy, theory of change and logframe, provided technical oversight to the programme’s M&E Unit which co-ordinated output level monitoring and led the design and implementation of priority instruments capturing outcome level changes.  The latter included the design and implementation of the annual Attitudes, Practices and Social Norms Survey, a population representative longitudinal survey of changes in young people’s gender attitudes and behaviours.  One of the first of its kind globally, the survey used a difference in differences design to understand the likely contribution made by V4C to recorded changes in gender attitudes and behaviours.  Itad also led a rapid qualitative study of how attitude and behaviour change has happened (a rapid theory of change study) and V4C’s contribution to that as well as a series of case studies focusing on changes amongst direct programme beneficiaries, and the events that catalysed change.

Image © Itad_V4C

For more information please contact:

Claire Hughes
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T: +44(0)1273 765265