Impact Assessment Findings from KASHF’s Media Campaign Udaari | 1 Kashf Foundation Focus Notes Series January 2018 The Case for Using Mainstream Media for Social Advocacy: Impact Assessment Findings from KASHF’s Media Campaign Udaari ------------------------------------------------------------------------------------------------------------------------------------- Kashf Foundation ran an issue based television series in 2016 called Udaari which was developed for creating awareness around child sexual abuse whilst highlighting the importance of women’s economic empowerment. In 2017, Kashf commissioned an impact assessment of Udaari to assess its impact as a tool for creating mass scale awareness on social issues. This focus note provides the key findings on Udaari’s impact. ----------------------------------------------------------------------------------------------------------------------------- --------- KASHF’S SOCIAL larger program aimed at enhancing The quantitative research ADVOCACY APPROACH women’s capabilities and comprised of 800 Face to Face Kashf Foundation offers an conditions to take part in the Computer Assisted Interviews integrated micro-finance program formal and informal economy. with a mix of urban and rural which provides low-income respondents who watch drama households with access to micro- Kashf commissioned a Third Party serials and HUM TV. Both males credit, insurance services, capacity Evaluation to evaluate the impact and females ranging from 18 years building trainings, and social of the television series. Aftab to 50 years of age were part of this advocacy interventions. These Associatesi was selected to research which was conducted in social advocacy interventions have undertake the evaluation after a Karachi, Lahore, Islamabad, included activities such as Gender due-diligence and shortlisting Peshawar, Multan and villages Trainings, Social Theatre process. around these cities. Performances, and Mainstream Media Campaigns. -------------------------------------- The qualitative research included RESEARCH METHODOLOGY 19 Focus Group Discussions Kashf co-produced a television Aftab Associates used both (FGDs) and 10 In-depth series, along with MD qualitative and quantitative means Interviews (IDIs). 14 FGDs were Productions, called Udaari which to assess the impact of Udaari. In undertaken with male and female aired from April – August 2016 on order to get a more holistic view viewers and non-viewers of Udaari Pakistan’s leading private they also analyzed data from a and 5 were undertaken with entertainment channel HUM TV. literature review of articles, posts children at risk of abuse. The IDIs The production was funded by the and comments made online about were undertaken with policy Government of Canada as part of a Udaari. makers and opinion leaders. -------------------------------------- Research Instrument Number of Interviews Assessment Tool Areas Quantitative Research 800 CAPI Survey Karachi, Lahore, Islamabad, Peshawar, and Multan & Villages around these cities Qualitative Research with 14 Focus Group Karachi, Lahore, Islamabad, Peshawar, viewers and non-viewers of Discussions Sheikhupura, Kasur and Faisalabad Udaari Qualitative Research with 5 Focus Group Karachi, Lahore, Islamabad, Peshawar, children at risk of abuse Discussions Sheikhupura, Kasur and Faisalabad Qualitative Research 10 In-depth Karachi, Lahore, Islamabad, Peshawar, Interviews Sheikhupura, Kasur and Faisalabad Respondents Distribution Impact Assessment Findings from KASHF’s Media Campaign Udaari | 2 IMPACT OF UDAARI Udaari made waves with its attention-grabbing storyline, impactful dialogues and versatile actors. Audiences were drawn to Udaari as it resonated with reality and had a unique story-line and a positive ending. Udaari’s messages were very strongly supported by audiences which can be evidenced from the activism of the media, bloggers, actors, and civil society members who led a social media campaign to oppose a show-cause notice which was general girls were a little hesitant was a lesson on the importance of issued on Udaari by PEMRA on to speak about Udaari because of women’s empowerment. suitability of content. The show- the sensitivity of the issue that it Additionally, 18% agreed that cause notice which had little legal dealt with while boys, especially Udaari successfully debunked standing was disposed off and from Kasur, were very forthright many misconceptions concerning Udaari’s airing and content when the association of the story child sexual abuse. continued unaffected. with child sexual abuse was mentioned. Talking about Child Sexual Udaari was thus able to create Abuse was Easier after Udaari awareness about child sexual Key Messages of Udaari A majority of the participants felt abuse, create a more positive The participants unanimously that it became easier to talk about image of women’s economic agreed that child sexual abuse was child sexual abuse post Udaari. empowerment as well as set a the central message of Udaari Adult viewers claimed that they precedent for social programming followed by women’s were initially hesitant to talk about for other television channels. The empowerment. 61% of the prevalent issues like child sexual following sections provide the key participants felt that Udaari abuse but Udaari made them findings of the impact assessment emphasized the need to trust one’s realize the importance of being report. children and 59% believed that it vocal. As a result, older females -------------------------------------- OVERALL IMPACT OF UDAARI AS A PUBLIC SERVICE CAMPAIGN Udaari Resonance with Reality Out of the respondents, 57% believed that Udaari is definitely based on reality and a further 38% felt that it is somewhat based on reality. These results revealed that people were aware of the occurrence of incidents of child abuse prior to watching the show. Adults were more comfortable in acknowledging Udaari’s association with reality. In Impact Assessment Findings from KASHF’s Media Campaign Udaari | 3 not only became more comfortable abuser, and not the abused, was that the issues raised improved with discussing such issues but the one at fault. their understanding of issues also began taking preventative women face in their daily lives measures like talking to their IDIs with experts showed that they which testifies to the relevance of children and educating them felt that Udaari enabled them to using mainstream media to create regarding sexual abuse. become more vigilant about awareness about issues. incidents of child sexual abuse. Community level opinion leaders stated that they will be conducting meetings to spread awareness regarding child sexual abuse and to give people the information necessary to avoid and tackle such situations. Other experts with more societal reach also stated that they had planned to start working against this issue from their own workplace/institutes. Change in Self-Perceptions of Child Sexual Abuse Victims Before watching Udaari sexual The participants who felt that abuse victims felt that the abuse Change in Opinion Regarding Udaari did not make it easier for was their fault and this belief Women’s Economic them to talk about child sexual deterred them from speaking up. Empowerment abuse constituted a significant The victims had to live with the With respect to women’s number of people who were trauma of being sexually abused economic role, around 69% of the already comfortable with while the perpetrator got away respondents that had watched discussing social issues. So scot-free. Udaari made audiences, Udaari believed that women overall, Udaari was successful in and in particular child sexual should be allowed to work. When making the issue of child sexual abuse victims, realize that the collecting data on a change in abuse a part of popular discourse. abusers were at fault and needed to opinion on letting women work -------------------------------------- be punished. It changed the post Udaari 53% of these IMPACT ON PERCEPTIONS perspective of the victim, as it respondents stated that there has repositioned power back into the been no change in their opinion Change in Perceptions about victim’s hands and introduced the about letting women work which Child Sexual Abuse concept of how the victim has a does not necessarily mean that There has been a marked change choice between staying a victim, in perceptions regarding child or moving forth as a survivor. sexual abuse after Udaari was aired. 60% of the respondents said Watching the protagonist’s that they noticed a change in successful legal battle against her perceptions on a societal level as a abuser gave child sexual abuse result of Udaari. survivors the impetus they needed to confront what had happened to Udaari effectively debunked many them. Consequently, victims of myths regarding child sexual child sexual abuse started abuse like the fact that the overcoming their fear of perpetrator does not necessarily discussing this taboo topic and have to be a stranger but could began opening up and sharing also be a close relative and that the their stories. All of the respondents were of the opinion Impact Assessment Findings from KASHF’s Media Campaign Udaari | 4 these people are not in favor of an example for other dramas on women working because 69% -------------------------------------- social issues. There has been a already thought that women UDAARI’S POPULARITY marked increase in dramas should be allowed to work. AND RECOGNITION regarding social issues after Udaari including Sammi. Hence,