Understanding behaviours and attitudes around unpaid caregiving in India

In coordination with UNDP's regional Transforming the Future of Work for Gender Equality Initiative, the UNDP India Accelerator Lab and Inclusive Growth Team has designed an experiment to shift the online behaviour of men and boys in select districts of Karnataka on perspectives linked to women and work, with an emphasis on the value of unpaid caregiving. The digital nudge will reach 50,000 Facebook and Instagram users with three personas in mind: those with traditional and progressive attitudes and those who are uninformed or with changing perceptions. Three types of messages will be put out: informational, entertaining, as well as messages that function as commitment devices.