Projects

MTV SAF InBloom Community Screening in Collaboration with Society for Family Health (SFH)

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The study was conducted in Lagos and Kano. The purpose was to capture Nigeria’s diverse cultural landscape and to highlight (where there is), regional differences in social norms, perspectives on gender, and cultural variations. A total of 394 participants across eight Local Government Areas (LGAs) in both states, were interviewed, falling slightly short of the targeted 400 individuals. 
 
Key approach and objectives:
The study employed a mixed-method approach to explore how the film “Afefe” influenced participants’ perceptions. It involved administering pre- and post-tests to assess changes in participants’ views, as well as conducting focus group discussions and key informant interviews to gain deeper qualitative insights into the film’s impact on social perceptions, cultural expectations, and gender roles in the community.
 
The study’s objectives aimed to promote women’s economic empowerment by raising awareness of gender norms and barriers, changing perceptions and attitudes towards gender equality, encouraging behavioural change that supports women, engaging key stakeholders and influencers, and collecting feedback on the effectiveness of “Afefe” as a tool for social change.

Notable achievements/success metrics:

Participants’ Gender
Age Group
Kano
Lagos
Grand Total
Female
 
104
102
206
Male
 
94
88
182
Nonbinary
 
 
6
6
Grand Total
 
198
196
394
The study findings highlight significant regional variations in attitudes towards gender equality, particularly regarding women’s financial independence and right to work, influenced by local social norms and cultural expectations. While there is a growing trend towards acceptance of shared financial responsibilities and women’s economic participation, different regions like Kano show a faster pace of change compared to others like Lagos, where more traditional perspectives persist. Overall, the study emphasizes the evolving nature of societal beliefs concerning gender roles and financial contributions within families, driven by societal shifts and exposure to narratives promoting gender equity. 
 
Project status:
The MTV SAF InBloom was a short contract started, executed, and completed between March and April 2025.
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