Nepal: Battling gender stereotypes with animation & social media


Over 570 people participated in the social media quiz game
Over 40,000 likes for the game on UNDP Facebook
80% of the Facebook users said they found the video interesting and would share it with friends and families
86% of the Facebook users said the animated videos were able to prod them to think about the often invisible/ignored forms of violence in the communities.
85% of the respondents, who watched the animated videos, said they would change their behavior based on the understanding of the traditional roles of men and women.



What if men and women change places in our society? 

Imagine only men are required to do housework in the family, or men being harassed on a bus - would people notice how abnormal the normal is?

According to a report on gender-based violence (GBV) released by the Government of Nepal in 2012, 48% Nepali women reported experiencing violence in their lifetime. GBV has become the most prevalent form of violence that threatened community security in Nepal.

recent UNDP study has investigated the underlying reasons for men’s engagement in violence and revealed that the social norms and expectations concerning masculinities and feminities critically shape the socio-cultural and legal institutions in which men are dominent. 

Therefore a campaign is designed to deconstruct the gender stereotypes deeply rooted in the Nepali society - with animation that inverts the role of men and women, as well as social media that targets young people who are at stages of building their attitudes on issues related to gender.



A series of animated videos have been created, each focused on a particular form of violence such as harassment, domestic violence, political violence and sexual violence. They depict situations where traditional gender roles have been inverted, in order to make young people question existing gender norms and to change their behaviour. One example of the videos is displayed above.  

These pieces were then developed into games and launched on Facebook. Animation videos were followed by quiz questions, some of which were simple yes/no questions that would elicit straight forward responses while others were trick questions to see if the people really believed in what they were saying. Few wrap up questions were designed to monitor the effectiveness of the game.

Physical outreach to students has also been ongoing, with aim to engage at least 500 young people at the prototyping stage. "Students like me and people like us must take the step in order to put an end to such problems in our country." commented a student who has been part of the testing process.

Students of Nightangle School Kathmandu respond to project videos during the testing
Students of Nightangle School Kathmandu during testing of project videos
Students of Nightangle School Kathmandu during testing of project videos
Students of Nightangle School Kathmandu respond to questions during testing of project videos
Facebook ad calling for participation in the Facebook game


Page last updated: Oct 20, 2015

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