Next up in the draft case studies on ‘active citizenship’ is the story of an amazing campaign from South Asia and beyond. Please comment on the draft paper [We Can consultation draft May 2014].
We Can End All Violence Against Women (henceforward We Can) is an extraordinary, viral campaign on violence against women (VAW) in South Asia, reaching millions of men and women across six countries and subsequently spreading to other countries in Africa, Europe and the Americas. What’s different about We Can (apart from its scale) is:
- It is not primarily concerned with changing policies, laws, constitutions or lobbying the authorities. Instead, it aims to go to scale, by changing attitudes and beliefs about gender roles at community level. A special feature is the ‘Change Maker’ approach, which comes with a ritual in the form of the “We Can” pledge to reflect on one’s own practice, end VAW in one’s own life and to talk to 10 others about it.
- It seeks to involve men as well as women, with remarkable success
- Its origins lie in a South-South exchange: We Can’s methodology was developed from VAW community programmes in Uganda.
Launched in 2004, by 2011 We Can had signed up approximately 3.9 million women and men to be ‘Change Makers’ – advocating for an end to VAW in their homes and communities. Unexpectedly, about half the Change Makers were men. An external evaluation in 2011 conservatively estimated that ‘some 7.4 million women and men who participated in “We Can” and related activities, have started transforming their perceptions of gender roles and VAW, as well as their behaviour.’