Multi-Media Campaign on Gender and Power Relations - Justification of the Project

Justification of the Project

The “Join-Us” multimedia campaign on Gender and Power Relations will be designed creatively beyond the limitations of the traditional one-directional mass media communication, it would allow  instant feedback, it would be fun, creative, entertaining, educational, informative and promotional, it will be interlinked with mass media approaches such as outreach activities and other interactive processes such as public debates, dramas, discussions and lectures, giving insight into the need to understand audiences as diverse, and to the importance of providing opportunities for audiences to 'talk back' and to engage with the campaign.

The “Join-Us” multimedia campaign is about empowering people to address individual, community and social level transformation of the way boys and girls, men and women coexist, interact and share public space and society’s resources amongst themselves including governance.