UNPD

Social Impact Campaign

For generations, gender-based violence (GBV) in Afghanistan has been buried in silence and widely considered private, inevitable, and pretty much unchangeable. But change starts with a conversation.

Working with UNDP Afghanistan and Zinc Network to build a campaign that did more than say, “This is wrong”. We gave people another way.

We developed the Talk for Harmony campaign, with a simple message that asks our audiences to reflect: if you could see yourself on the precipice of violence, you would feel ashamed and would choose a different course of action.

By providing a platform for a community-led movement, we partnered with activists, religious scholars, and psychologists to bring the issue into the light and address it from multiple angles. From radio and social media broadcasts with practical, judgment-free guidance, to counselling and meditation resources, and local-led support networks for victims to safely speak out.