Digital Advocacy and Audience-Capturing Methodologies Adopted by Women-NGOs in Disseminating Gender Sensitisation Messages in Zimbabwe

Abstract

The advancement in Information Communication Technology (ICT) has brought a paradigm shift in the manner in which gender mainstreaming is presently conducted in comparison to the first, second and third waves of feminism. Through qualitative approach lenses, the study explored the strategies employed by women-NGOs as they disseminate women empowerment education. The findings show that while women-NGOs in Zimbabwe have not totally abandoned traditional advocacy approaches, they are increasingly tilting towards digital activism as they take advantage of the popularity of social media and other audience-captivating methodologies. The study also established that the art of filmmaking and songs are increasingly being employed as tools to relay gender sensitive education. Furthermore, roadshows are increasingly becoming a popular grassroots modality used in the fight against gender insensitive practices and discriminatory attitudes. These strategies are preferred because they ensure inclusivity and improve coverage, thereby enhancing the overall impact of women-NGOs’ efforts. Using social work lenses, the study recommends the inclusion of gender equality teachings in the primary education curricula as a way of promoting gender sensitisation and tolerance from an early age. Women-NGOs are also encouraged to value evidence[1]based intervention models, which are informed by the findings of monitoring and evaluation processes.