September 12, 2015
Category : 3-2-1 On Demand Messaging
The Madagascar constitution promises equality between men and women yet “significant gender inequality” persists.
A new case study (PDF) from GSMA Connected Women highlights how HNI Madagascar is “harnessing mobile to make women aware of their rights” with our 3-2-1 Service.
[I]n spite of the law taking a firm stand against gender-based violence and discrimination, many women were not aware of their rights. For example, gender-based violence is a major problem: many of the men and women who were surveyed believed that rape and sexual assault were at least partly the victim’s fault if she wore seductive clothing or used inappropriate language.
HNI used Monitoring and Evaluation (M&E) data to show the impact of the service; to confirm that the service was changing behavior and improving lives:
[F]emale users in particular felt the service had helped them understand issues around women’s rights and related topics, and they had been able to apply this knowledge to their lives and share it with their husbands and children.
HNI’s telecom partner in providing the 3-2-1 Service is Airtel Madagascar. The report data also bolsters the business case for providing the service:
A deeper analysis of the customer journey helped HNI and Airtel understand how customers were engaging with the service, where the key bottlenecks were, and what was driving repeat usage.