Preventing gender-based violence (GBV) is complex and difficult in most countries. But in Afghanistan – a highly conservative and patriarchal society – how do you deliver an intervention that starts to challenge centuries of violence? This was the task we faced in our recent work researching, developing and implementing a campaign on behalf of UNDP for Afghanistan during the midst of a global pandemic and ongoing security challenges.

We developed the Talk for Harmony campaign, based on the premise that violence is not something to be proud of and will not achieve household peace and harmony. The message is simple: if you could see yourself on the precipice of violence, you would feel ashamed and would choose a different course of action.

We created two hero films – one featuring a husband, and one featuring a mother-in-law. Each highlights a scenario that commonly leads to violence. At the moment the perpetrator is about to strike, their ‘better self’ appears and intervenes, offering culturally relevant de-escalation techniques and advice on achieving a peaceful and harmonious home through understanding and conversation. Crucially, local GBV support services – confidential and available from within the home – are highlighted for victims or potential victims.

Fundamentally, this campaign is designed to start a cultural conversation, bringing GBV into the light and reducing the shame and stigma attached to talking about it and seeking support.