Nepal:  Using gamification to change attitudes to gender-based violence

Nepal: Using gamification to change attitudes to gender-based violence

The challenge 

Gender-based violence is prevalent in Nepal. In 2019, 48% of women reported experiencing domestic violence, according to government figures.

The solution

Our team worked with UN specialists to design a groundbreaking campaign, which used gamification to challenge deeply-rooted gender stereotypes. A series of animated videos were created, each focusing on a particular form of violence such as harassment, domestic or sexual violence. In each case, traditional gender roles were reversed, encouraging young people to question existing gender norms and change their behaviour. These images were then developed into games and featured online.

The outcome

  • 80% of users said they would share the videos with friends and families
  • 85% of those who watched the animated videos said they would change their behaviour based on what they had seen