CARE Uganda’s “Echoes of Change” campaign uses radio drama and community engagement to address gender norms that limit women’s access to mobile technology.
The campaign combines a 12-part radio series, community events, and facilitated discussions within VSLA groups to spark conversation and reflection at the community level. It responds to widespread beliefs that restrict women’s phone use, including concerns about household roles, relationships, and safety.
Early insights point to strong engagement and emerging shifts in attitudes. Women are showing greater confidence and interest in using smartphones for communication and business, while men are increasingly recognizing the practical benefits. The approach also reached groups often missed by VSLA programming, including young men, through media and public events.
This experience highlights the potential of combining edutainment with group-based dialogue to catalyze norm change and expand digital inclusion for women and girls.
