Positive Masculinity Campaign in Jordan

UNDP Jordan's Positive Masculinity Campaign aims to identify and highlight behavioural barriers to positive masculinity within Jordanian communities and launch an online experiment to nudge positive behaviours. The idea comes from a positive trend witnessed during Covid-19 with some men beginning to undertake household chores and tasks traditionally not viewed as male responsibilities. As part of the experiment, 20 million tweets were filtered and sentiment analysis was carried out on relevant ones. A detailed behavioural map was then prepared to find ways to sustain positive behaviours, to spark conversations on masculinities, and to motivate men to do more housework and share their experiences on social media.