Liberia, one of Africa’s oldest republics, has long struggled with the aftermath of two devastating civil wars, and despite significant progress, continues to face deeply entrenched challenges. In response, the Barnusietehdeh! (Let’s Do The Right Thing) campaign was launched in 2023-2024 to address these issues through a nationwide multimedia initiative. The country grapples with poverty, weak governance, and limited access to essential services, while also contending with gender inequality, social fragmentation, high maternal mortality rates, limited access to contraceptives, and widespread gender-based violence. These barriers persist despite legal progress, such as the Domestic Violence Act and the FGM ban, as traditional customs and cultural norms undermine meaningful change. Through compelling radio dramas, talk shows, and participatory theater, Barnusietehdeh! sought to spark conversations on Sexual Reproductive Health and Rights (SRHR), gender equality, and social cohesion, providing a platform for communities to engage and address these deeply rooted issues.
In response to these entrenched issues, Population Media Center (PMC) recognized the need for a fresh, innovative approach. Partnering with local organization Talking Drums Studio (TDS) and with funding from the Swedish International Development Agency (SIDA), PMC launched the Barnusietehdeh! (“Let’s Do The Right Thing”) multimedia campaign in 2023-2024. This nationwide initiative aimed to spark meaningful conversations about Sexual Reproductive Health and Rights (SRHR), gender equality, and social cohesion through a compelling radio drama, talk shows, and participatory theater across all 15 counties. By addressing societal issues such as gender-based violence, female genital mutilation (FGM), and gender inequality, PMC’s initiative provided a platform for local communities to engage in dialogue and create lasting social change. The project demonstrated the importance of combining media, storytelling, and grassroots participation in shifting attitudes and fostering deep cultural transformations to complement legal efforts.
Building global sustainability for today and for tomorrow all begins with the rights of women and girls. The right to education, economic independence, and reproductive autonomy are the building blocks and must-haves for gender equality and a climate-conscious world.
