By Felix Zimmermann, Co-ordinator, Development Communication Network (DevCom), OECD Development Centre
With individual actions, we can all help the world achieve gender equality. That is the message behind #GenerationEquality, the theme for International Women’s Day on Sunday, 8 March. While #GenerationEquality is easily tweeted, the 2019 Social Institutions and Gender Index (SIGI)  tells us that, around the world, discrimination remains deeply entrenched. Many countries have enacted laws to protect women’s rights. But laws can be easier to change than attitudes and behaviours. Shockingly, SIGI tells us that almost 1 in 3 women around the world still believe that spousal violence is sometimes justified. Almost 1 in 2 people think that men make better political leaders than women.
To eradicate harmful practices and achieve gender equality, we need to change attitudes and shift gender norms. The evidence confirms that those of us communicating for development have crucial roles to play. We can expose people to new ideas, encouraging them to reflect on their discriminatory attitudes or emulate positive role models. We can raise awareness about new laws and the benefits of gender equality, such as happiness or economic growth. UK-based think tank ODI shows how media initiatives like the interactive SSMK radio show helped transform the lives of adolescent girls in Nepal.