Tipping point social norms innovation series. Brief 3: Amra-o-Korchi ("We are also doing")

This brief documents CARE's Tipping Point project and how it encouraged men and boys to take up tasks that are not typical for their gender. It offers tips on how to replicate this approach in your own work.

In rural communities in Bangladesh’s Sunamgank district, household chores take up much of women and girls’ days. This limits their time for themselves, their friends and community engagement.

The campaign, called Amra-o-Korchi ("We are also doing" in Bangla) supported men and boys to take up tasks that are not typical for their gender. Men and boys took part in public competitions around cooking, stitching and laundry. These small competitions culminated in a large public event –which saw men and boys  go head to head to test their cooking skills.