Good Men Give Value to Women

The Good Men campaign focused on raising awareness and changing attitudes and behaviour by using peer-to-peer and role modelling approaches (friend to friend, father to children, sibling to sibling) to convey the following messages: Men respect girls and women; men reject any form of violence against girls and women; men contribute to children's education; men share ideas and respect opinions of girls and women; men share household chores; and men talk to resolve problems. Implementation included:

• Mass Media: The Good Men campaign created 4 different educational spots based on people's ages (see one example, below) that disclose answers in response to the question in the teasers. The spots were aired on 4 big TV networks in Cambodia including National Television of Cambodia (TVK), Bayon TV, Cable Television Network (CTN), and My TV. Featuring similar messaging were 4 radio announcements and teasers, 7 posters, and branded materials. See the Good Men campaign website for details about and access to all these items.
• Social Mobilisation: There was a series of interventions in the fields of art, sport, and social media amongst others, carried out through NGOs, using existing networks and programmes. Many of these activities involved created entertainment as well as providing learning opportunities at community levels, especially in areas where access to mass media is low. For example, the theatre piece, developed by the NGO Phare Ponleu Selpak (PPS), involved a team of 18 persons: 10 artists, 2 musicians, 4 technicians, and 2 drivers. The play started with songs to better capture the attention of the audience. The scenario was based on the themes of the campaign, and the play was very visual. Each performance, at the districts level, usually drew approximately 500 people. There was also a visual arts exhibiliton on gender featuring over 30 paintings drawn by over 20 young artists that was exhibited in 10 provinces.
• Interpersonal Communication: For example, a comic book [PDF] was designed to foster "one to one" communication between men and women.
• Advocacy/Institutional Mobilisation: A series of briefings with policymakers was held at national and sub-national levels.
• A Phone App/Quiz: The Good Men Quiz, a mobile app game designed to influence men's attitudes towards gender equality. It challenges and measures how good a man the player is, as far as gender equality and GBV are concerned. Operated in Khmer running as phone application available for Android, along with an interactive 3D graphic animation, the quiz has been developed as a youth-minded tool that is using information and communication technology (ICT) to generate awareness of the Good Men campaign and to reinforce the commitment of the men to the core values of the campaign. In the Good Men Quiz, the player has 60 seconds to answer each multiple-choice question. At the end of the game, the total score determines the level of a good man the player is. During the initial stage of the app design process, a survey with users was carried out to understand what it means to be a man and what types of content should be included in the app. And, during the design process, the app was tested a few times to ensure that it is corresponding to users' needs. The game was intended to educate men in a way that they could relate to their everyday lives. For instance, a good man shares the responsibility of doing housework. The other challenge related to how to market the app to target audience. To overcome the challenge, Good Men Campaign team worked hand-in-hand with their partners to promote Good Men Quiz to men aged from 15 to 49 in both urban and rural areas. Furthermore, the team worked with mobile phone stores to install this app to their customers.

Violence against Women, Gender