As part of the implementation of UNICEF’s Qudwa strategy in Lebanon, Magenta Consulting was selected to develop a TV series that is targeted at caregivers with the aim of reducing violence against women and children.
The objective of the pilot testing was to organise viewing sessions to test the content of the TV series developed and to measure the potential impact the series would have.
The research focused on appreciation, concentration and engagement during the episode. In terms of impact, the research explored the understanding of the key messages in the series and the perceived change of behaviour.
As indicated in the Qudwa Strategy, such communications have the intention of encouraging the adoption of positive practices and behaviours, namely in terms of reducing violence against women and children.
The assessment was done through a series of focus group discussions (FGD) in central and peripheral areas of the country with female and male, Lebanese, Syrians, and Palestinians. The results of this assessment was a testing report that informed the content of remaining episodes.
