More than a third of all women and girls in Zambia have experienced physical violence in their lives, and 17% of women have experienced sexual violence. The country faces some of the highest rates of reported gender–based violence in the world. 

Social Behavior Change Communication, especially in the form of television and edutainment, is a powerful tool that has shown promising results to shift negative attitudes and social norms that fuel gender–based violence1. Busara was contracted by Oxford Policy Management (OPM) to implement a survey and a video experiment to collect quantitative data on the prevalence of Gender Based Violence (GBV) behaviors, as well as evaluate short advocacy videos that are showcased during traditional ceremonies and community meetings in Zambia.