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Project Approach
In many ways, Tanzania has a model legal system for addressing gender issues. Gender equality is enshrined in the country’s constitution. Yet, there is a gap between legal edicts and practice, as cultural restraints and customary laws render women marginalised and vulnerable. To address this gap, SFCG, with support from KPMG Advisory Limited Tanzania, through the DFID-funded Accountability in Tanzania Programme, is implementing an eighteen-month project, The Team. The goal of the project isto contribute to strengthening the implementation and enforcement of gender-sensitive legislation in Tanzania. In Feb 2012, SFCG conducted a curriculum development process that involved consultations with stakeholders from different parts of the country on barriers to achieving this goal. Based on these discussions, SFCG developed the content of The Team series, which focuses on gender roles and identity within society, equally engaging women and men. Strategy for response: The Team TanzaniaThe Team is an innovative drama, broadcast on TV and radio, which uses the fictionalised stories of young male and female footballers to reflect on gender equality in Tanzania. It specifically focuses on the following priority issues:
The Team is a platform for men and women, to engage in empowering and proactive discussions around gender inequality. This is accomplished by identifying key attitudes and behaviours embraced by both men and women which limits their ability to engage equally. The series showcases success stories and positive role model. The series aims to engage and transform society’s gender norms, through participatory activities and community outreach work.
Five Main Activities
1. Consultation Workshops and Baseline Assessment While developing the project, SFCG conducted a baseline analysis and held workshops with local stakeholders, in order to understand the specific core attitudes and behaviours affecting women’s rights, their well-being, and participation in local and national decision-making. These steps ensured the project is both relevant to and rooted in the Tanzanian context. They also allowed for the development of context-aware key messages and themes representative of different perspectives and regions of the country.
2. The Team: Television series The Team television series was produced by Alkemist Media, with co-production support from Common Ground Productions. The 13-episode series will be broadcast nationally. Set in a Tanzanian secondary school, the programme addresses gender issues prevalent in Tanzania, such as rape and impunity; early marriage and teenage pregnancy; and various gender stereotypes, while focusing on the empowerment of young girls to make choices that will improve their lives and the life of women in Tanzania.
3. The Team: Radio Production The radio production company B-HITZ, with support from SFCG, has produced a total of 50 radio episodes of The Team. The series, which is also called “Wamoja”, is set in a rural area, reflecting the reality of its audience. It addresses gender stereotypes and seeks to positively transform gender norms. 4. Outreach Campaign SFCG will work with PUSH Mobile and Social Media experts to launch and sustain a multi-pronged marketing strategy in order to attract the maximum number of viewers and ensure that the key target audience watches the programme. SFCG will also work with local partners to implement an outreach campaign in order to maximise the impact of the television and radio show. Activities such as mobile theatre or SMS monitoring will engage a cross section of stakeholders into discussions on the main themes of the programme and increase dialogue in society around gender equality. 5. Monitoring and Evaluation Using an array of qualitative and quantitative research methods, an external evaluator will assess the intervention and its impact on those reached through a final evaluation which will focus on identifying the projects’ results.
The Team has received funding from the following:    
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