An Integrated Media Campaign to Address Gender Issues in India and Kenya

The USAID, the Ford Foundation, Show of Force, and Games for Change launched the Half the Sky Movement Media and Technology Engagement Initiative to create behavior change toward gender issues in India and Kenya through an integrated media campaign. It will use a combination of traditional and social media, which has been demonstrated to be a powerful approach for shifting gender-related norms and behavior.

Half the Sky Movement Media and Technology Engagement Initiative for Women and Girls

USAID is a part of a new alliance, along with the Ford Foundation, Show of Force, and Games for Change, called the Half the Sky Movement Media and Technology Engagement Initiative. This new alliance builds on an initiative developed with Pulitzer Prize-winning journalists Nicholas Kristof and Sheryl WuDunn, authors of the book, 'Half the Sky: Turning Oppression into Opportunity for Women Worldwide'. The initiative is focused on advancing gender equality, which is increasingly being recognized as a key factor in improving development outcomes. Each additional year of education for women reduces child mortality by 18 per thousand births. When women cannot fully engage in the labor force, either by law or custom, GDP growth can suffer by as much as two percent.

The Half the Sky Movement is cutting across platforms to ignite the change needed to put an end to the oppression of women and girls worldwide, the defining issue of our time. The Movement brings together video, websites, games, blogs and other educational tools to not only raise awareness of women's issues, but to also provide concrete steps to fight these problems and empower women.

To date, supporters of the movement have donated more than US$ 5 million to organizations helping women and girls; more than 1.1 million people have played the Facebook game; and more than 1,500 campus and community ambassadors have hosted screenings, held panel discussions, and educated members of their communities about the issues facing millions of women and girls and the inspiring individuals and organizations that are working for a fairer, freer world.

Partners

  • United States Agency for International Development (USAID)

    Funding Agencies
    United States | Staff size: Unknown

    USAID is the lead U.S. Government agency that works to end extreme global poverty and enable resilient, democratic societies to realize their potential.

    U.S. foreign assistance has...

  • Ford Foundation

    Foundation
    United States | Staff size: 251-500

    The Ford Foundation supports visionary leaders and organizations on the frontlines of social change worldwide. They believe all people should have the opportunity to reach their full potential,...

  • Show of Force

    Service Providers
    United States | Staff size: 26-50

    Show of Force, founded in 2006 by veteran film and television producers Maro Chermayeff and Jeff Dupre, is known for creating award-winning feature documentaries, event television series, and...

  • Games for Change

    Service Providers, Independent/None
    United States | Staff size: 26-50

    Founded in 2004, Games for Change empowers game creators and social innovators to drive real-world change using games that help people to learn, improve their communities, and contribute to make...

  • United Nations Foundation

    Foundation
    United States | Staff size: 101-250

    When disaster strikes, the world turns to one organization for hope, help, leadership, and coordination: the United Nations. When there is peace to keep between warring factions, the world asks...

  • The IKEA Foundation

    Foundation
    Netherlands | Staff size: 26-50

    IKEA Foundation (Stichting IKEA Foundation) is an independent charitable foundation that oversees IKEA’s global philanthropy. The Foundation resides in the Netherlands and their funds...

Key Information

LocationSouth Asia, Eastern Africa, India, Kenya
StatusActive
  • Start Date 2013
  • End Date 2015
  • ValueUSD 5.13 Million
    Sectors