Shifting discriminatory gender norms affecting women in the workplace: Social media campaigns in Indonesia, the Philippines and Viet Nam

Drawing on insights from research conducted by Investing Women in Indonesia, the Philippines and Vietnam, the report outlines how social media campaigns can be used as a tool to challenge gender norms and create more equitable workplaces. It discusses how these campaigns should focus on creating positive images of women and challenging existing stereotypes through storytelling, using relatable characters, fostering dialogue, and providing practical solutions to enact change.

The briefing paper highlights the need for further research into the long-term impact of these campaigns and suggests strategies for scaling up social media initiatives to drive systemic change. It also offers best practices for leveraging technology platforms.

Key Insights

1. Of the four norms, it was easiest to stimulate discussion about caregiving responsibilities. However, much of this discourse was about intrinsic fairness and the benefits of more equal responsibilities, rather than directly related to the impact on women’s economic opportunities.
2. Discussions on other topics (eg mental health, parenting) proved fruitful spaces to seed conversations about harmful norms and their effect on women’s, men’s, and children’s wellbeing. This points to the potential of a strategy focused on bringing a focus on gender equality and norms to wider discussions.
3. Some building blocks of norm change appeared to be among the most valuable immediate outcomes of campaigns: strengthening individuals’ courage and resolve to engage in discussion on, and challenge, gender inequalities; and strengthening virtual support networks.
4. Social media is often more effective at sharing information and raising new ideas than promoting discussion and deliberation. Some campaign participants were deterred from posting content for fear of ‘toxic’ responses.
5. A sustained online presence, leveraging existing reputation, seeding content in organic communities and engaging influencers can all help to increase reach and engagement, which underpin effective campaigns. The research also highlighted the value of combining online and offline activities, both to reach different audiences and to maintain interest in online campaigns.

Contents

• Table of Contents
• Acknowledgments
• Background
• Existing knowledge about shifting gender norms using social media
• The IW-supported campaigns and research
  • The campaigns
  • The research
• Social media discussions about women’s economic empowerment
  • Norms around unpaid care and domestic work
  • Job segregation
  • Economic leadership
• What impacts have the campaigns had?
  • Building a like-minded community and sense of empowerment
  • Sharing knowledge and reframing perceptions, leading to shifts in attitudes
  • Shifts in behaviour
  • What has contributed to positive change?
  • Pushback and toxic online environments
• Conclusions
  • Shifting norms about women’s economic empowerment
  • Social media as a space for norm-shifting campaigns
  • Future research agenda
• References
• Annex 1: Methodological details
• Annex 2: Metrics of campaign reach and engagement

This briefing paper was originally published on the ALiGN website.