Assessing The Impact Of Communication Campaigns On Gender – Based Violence In Ghana – A Case Of Chorkor Community In Accra

Abstract

Gender-based violence (GBV) remains a significant human rights and public health concern in Ghana, with women and girls disproportionately affected despite ongoing interventions. Communication campaigns have become central to national and community-level prevention efforts; however, questions persist about their cultural relevance, effectiveness, and long-term influence in marginalized communities. This study examines the impact of GBV communication campaigns on community attitudes in Chorkor, a densely populated low-income coastal community in Accra. Guided by Social Norms Theory, Agenda-Setting Theory, and Participatory Communication Theory, the study explores the communication strategies employed, community reception, perceived attitudinal changes, and contextual factors shaping campaign effectiveness. A qualitative research design was used, involving 30 purposively selected participants, including traders, artisans, students, religious leaders, opinion leaders, and representatives of community-based organizations. Data were gathered through in-depth interviews, focus group discussions, and participant observation, and analysed using Braun and Clarke’s thematic analysis framework. Findings show that mass media, particularly radio and television, remain the most influential source of GBV messaging, while community durbars, drama performances, and NGO-led engagements also contribute meaningfully. Although general awareness of GBV is high, comprehension varies due to language barriers, literacy limitations, and perceived lack of cultural relevance. Campaigns have supported increased awareness and some positive attitudinal shifts, especially among youth, yet entrenched gender norms, stigma, economic dependency, and fear of social backlash continue to limit behavioural change and reporting. The study concludes that sustained, culturally grounded, and community-driven communication strategies are essential for long-term impact. It recommends strengthening participatory approaches, enhancing local partnerships, ensuring consistent messaging, and addressing socio-economic constraints to improve GBV prevention efforts in Ghana.