The problem of intimate partner violence (IPV) in low- and middle-income countries (LMICs) is both urgent and complex. Many women in these regions face barriers like limited legal support, entrenched gender norms, and economic dependency, making traditional interventions—while vital—difficult to scale. Mass media, however, offers an underutilized but powerful tool to shift attitudes, challenge harmful norms, and connect victims with resources at a societal level.

A Multimedia Approach to Changing Norms

One way to tackle this challenge is through edutainment—blending education with entertainment—on widely accessible platforms like radio, TV, and social media. For example, a locally produced serial drama could weave evidence-based messaging into compelling storylines, showing healthy relationships, bystander intervention, and characters accessing support services. The storytelling format makes it easier to engage audiences emotionally while subtly shifting perceptions about gender roles and violence.

• Cultural adaptation: Collaborate with local writers and gender experts to ensure stories resonate with regional norms and languages.
• Actionable resources: Embed helpline numbers, support groups, or legal aid information in the narrative or as short ad breaks.
• Multi-platform reach: Use radio for rural areas, TV for urban centers, and digital platforms for younger audiences, with interactive elements like live Q&As.

Stakeholders and Scalability

Media partners could benefit from increased audience engagement and alignment with social responsibility goals, while governments and NGOs might use the content to amplify their gender equity programs. A pilot phase could start in a few regions, testing formats (e.g., a 12-episode radio drama) and measuring impact through listener surveys or randomized trials. If successful, the model could scale across LMICs with localized adaptations.

This idea builds on proven initiatives like Soul City Institute in South Africa but expands the approach with digital engagement and tighter feedback loops. The key advantage lies in its combination of mass-media reach, cultural specificity, and measurable behavior change—potentially reducing IPV at a scale isolated interventions cannot match.