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DFID Nigeria Voices for Change (V4C)


SDDirect is playing a leading role in the implementation of Voices for Change (V4C), DFID’s £28m flagship programme (2012 - 2017) on strengthening the enabling environment for women and girls’ empowerment in Nigeria. SDDirect is responsible for technical leadership across the programme and for bringing together a team of Nigerian and international experts with technical expertise in the fields of gender equality, social norms, media and communications, and research and evidence. The consortium is led by Palladium (formerly GRM) and also includes Itad and Women’s Rights Advancement and Protection Alternative (WRAPA).

V4C’s mission is to inspire a generation of new voices to ‘speak up and speak out’, empowering adolescent girls and young women to achieve their real and full potential. The programme seeks to achieve this by:

  • Creating spaces and opportunities for adolescent girls and young women to grow
  • Getting the support of boys and men, particularly young men
  • Challenging social norms that discriminate against girls and women in the Nigerian through an extensive communications programme and high profile brand Advocating and supporting legal and political change
  • Generating and using research and evidence to support the change process.

At the heart of the programme is V4C’s media and communications approach. We recognise that changing gender norms will require clear and consistent messaging over a long period, delivered from a strong brand that connects with young people. A key target of the programme are adolescent girls and boys (aged 16 -25), who are the adults of tomorrow, whose attitudes and behaviour are still being formed, and who will help create the clamour for change.

The programme is focusing on norm change in three key areas: violence against girls and women, women’s leadership and women’s role in household decision making. The programme has developed an exciting ‘Purple’ brand which has captured young peoples imagination, through a radio programme, a lifestyle website, a ‘Purple Academy’ extensive use of social media and strong linkages between the communications and other programme activities. Visit the V4C online community here: http://iampurple.ng/home/purple/

We are also targeting in particular those who have influence, including religious figures, political leaders, media and sports personalities, and activists, as well as those with more local-level social influence. These influencers will help provide the momentum and critical mass that will deliver long–term change in acceptable attitudes and behaviour towards girls and women.

Recognising that bringing about these changes in society is a complex, long-term undertaking, V4C is using a combination of strategies on social transformation from around the world, and international experience on social behaviour change and is rapidly emerging as an internationally recognised highly innovative programme in its own right.

In 2015, the V4C team published a Landmark Research report on the being a man in Nigeria. Read more about this report on our news page.

The programme has recently been featured as part of the 2016 edition of the Gender 360 Summit as an example of groundbreaking initiatives on behalf of gender equality.


For more about V4C please visit: http://www.v4c-nigeria.com/.


Photo credit: V4C