The case study examines CHAMPION's communication campaign strategy and its impact on social norms. launched in 2011, the CHAMPION Project’s Kuwa Mfano wa Kuigwa (Be a Role Model) mass media campaign sought to reduce societal acceptance of intimate partner violence (IPV) by using a variety of media strategies coupled with community engagement and interpersonal interventions. Exposure to campaign messages led to more men believing that forced sex is violence and that a man is never justified in beating his wife. The campaign also increased men’s willingness to help a woman being beaten by her partner.
