Lebanon: Social and behavioral change communications help women & men reach their potential

Since 2019, the Mashreq Gender Facility (MGF), a cross-sectoral World Bank Group initiative has been supporting the governments of Iraq, Jordan, and Lebanon in their efforts to enhance women’s economic participation based on country-specific priorities. All three countries have agreed on the need to identify and address social norms that may restrict women’s equal economic opportunities. 

The MGF in Lebanon is coordinated by the National Commission for Lebanese Women (NCLW) with representatives from six relevant ministries. This team developed a five-year, evidence-based behavioral communication strategy and action plan focused on social norms barriers at home and in the workplace. It centers on a collective mission; not just a series of one-off campaigns, but a concerted effort to engage the public on a collective responsibility. The strategy uses the Social and Behavioral Change Communications (SBCC) process, which aims to promote positive and measurable changes in social norms and behaviors. 

It was vital to reach three key target groups, women, men, and employers, in this behavior-change campaign. The campaign then went further and identified seven personas, reflecting the need for a layered and nuanced approach that speaks to a range of concerns and needs identified within each group. For example, how can communications be designed to effectively shift the attitudes of both Wael, a “moderate conservative,” and Rabih, a “progressive procrastinator”? What key messages would Maha, an “eager graduate,” need to hear that could at the same time empower Samar, the “sole provider and single mother”?

The team then developed a national awareness campaign titled “Reaching our full potential.” Under the first phase, three videos were produced targeting men, women and employers. The campaign was launched in September 2023 on local TV, radio, and digital media channels and promoted via influencers, and it received wide national attention. 

Because building evidence for impact was a crucial part of the first year of campaigning, two of the videos were tested online with a sample of over 3,000 men and women. The results showed that the videos had an impact on gender attitudes among men and women: both had positively influenced women's beliefs about working mothers, while one was effective at improving men's attitudes towards mothers as earners.

The second phase of the campaign was launched on Fathers’ Day on June 21st, 2024, using the same channels. The campaign sought to acknowledge the importance of paternity leave and encourage the passage of legislation. The video spoke to men, framing the narrative from the perspective of fathers who take ownership and agency in nurturing family bonds while balancing work responsibilities. In Lebanon, paternity leave remains absent from the labor law, even if private sector firms provide some leave for new fathers [based on findings from the World Bank childcare report].

There are key lessons learned from the evidence-based design, testing, and positive public response of this campaign that could be useful for other countries: 

1. Associating positive identities and emotional anchoring: Whether the videos focused on a woman’s perseverance in achieving her goals or a new father’s fond memory of emotional bonding with his newborn, the videos sought to move and inspire, capturing concerns and creating empathy. Positive masculinity also took center stage, positioning men as partners and allies.
2. Social proof and role-modeling: The videos showed milestones and hurdles that most Lebanese women face in their personal and professional lives. The father, partner, and employer played a crucial supporting role as the videos presented solutions to overcome these barriers. The paternity leave video showcased the support and widespread acceptance of Lebanese men being involved in childcare responsibilities. In essence, this approach ensures that audiences can identify with the narrative and model on-screen behaviors.
3. Gain frame and opportunity cost: The overarching driver in the campaign was around reaching one’s full potential, and it is a thread that can be seen throughout the various videos. Framing the desired outcome as a gain was the main behavioral mechanism used for employers: the videos showed how women add value to organizations and made the case for granting paternity leave to increase employee commitment. Conversely, missing out on milestones in a child’s life is an opportunity-cost that fathers can relate to, and one that the latest campaign also sought to address. 

Taken together, these insights demonstrate the promising potential of using SBCC for impact. To understand the effect on real behavioral shifts, this approach must be supported by government and private sector actions and integrated with continuous measurement of behavior change.

Learn more in our knowledge brief titled Leveraging Social and Behavior Change Communication to Transform Gender Attitudes and Norms in Mashreq Countries.

The Mashreq Gender Facility (MGF) is a 5-year Facility (2019-2024) that provides technical assistance to Iraq, Jordan and Lebanon to enhance women’s economic empowerment and opportunities. It is a World Bank - IFC initiative in collaboration with the governments of Canada and Norway, mainly supported by the Umbrella Facility for Gender Equality that counts on generous contributions from Australia, Canada, Denmark, Finland, Germany, Iceland, Ireland, the Netherlands, Norway, Spain, Sweden, Switzerland, the United Kingdom, the United States, the Bill and Melinda Gates Foundation, and the Wellspring Philanthropic Fund.