Changing Hearts and Minds Through NOW
Sierra Leone has a complicated culture around gender roles. In Eastern Sierra Leone, especially (where OneVillage Partners operates), traditions around what women can and cannot do are rigid and honored to a degree that can make it feel near impossible to bend. “The culture in our country, in this part of the country, people honor the tradition so much that women should not speak in public, and women should always follow the man,” says Bernadette Moustapha, Nurturing Opportunities for Women (NOW) Coordinator, “even when she knows the man is wrong.” Until recently, it was rare to see a female leader or a woman stand up and speak her mind in public. But things are changing in this corner of the country, and NOW is playing a part in that.
NOW: Household Finances is a program that teaches women financial skills like budgeting and saving, as well as public speaking skills. It is entirely picture-based, so we are able to engage a population of women often shut out of skills trainings. The NOW program also brings in the participants’ husbands to talk about gender roles and how to support the women in their lives to be more financially independent. NOW: Business Skills further empowers women who want to start or grow their businesses to be financially independent, and builds on the gender equity in NOW by engaging men at key points throughout the program.
In 2019, 112 women graduated from NOW: Household Finances, and 105 women graduated from NOW: Business Skills. That’s 216 women across numerous communities making waves of change in their households and communities!
Across our 2019 cohorts for NOW, 66% of participants reported an increase in self-esteem. 72% reported an increase in financial self-efficacy. But it wasn’t just the women who felt a change after the program. Before the program began, we surveyed men and asked them if they agree with the phrase “men should have the final word about decisions.” We also asked if they agree with the phrase “empowered women take power away from their husbands.” After the program ended, we surveyed the men on the same questions. We saw 42% and 73% reductions in men agreeing with those phrases, respectively.
“The family sessions are the key to success and change in both the home and the community. It creates unity in the home because women are feeling better appreciated by their husbands,” says Bernadette.
In 2019, the 100+ participants who took part in NOW: Business Skills proved that when given the right knowledge and skills, women are economic drivers in their communities. After the program, 99% understand profit at the end of the program, 86% understand how to do a market survey, and 95% say they have increased decision making abilities on major household purchases.
Bernadette recounts the story of one especially adept participant: “I had one participant who became the Youth Chairlady in her community after going through NOW: Household Finances because she felt stronger in decision making and public speaking. She went through NOW: Business Skills and now she has the biggest business in Makka. She started a business before the program even ended because she is a smart lady. After the program, she started a women’s savings group. Now, she runs three of them.” (Remember the pregnant woman in the One Vision: More Lives video, Massah? That’s her!)
The OneVillage Partners NOW Coordinators are changing hearts and minds. They inspire women to dream bigger than they ever have before, and encourage men to understand to the benefits of an empowered woman.
Read more about the impact of the NOW program in our 2019 Annual Report.