It shares similarities with the Senegal campaign, however, because the actions of women in one village emboldened others to follow their lead. The print media quickly caught on to the story, which drew more people into the movement. This snowball effect finally forced the hand of the government, which until then had been reaping the benefits of the revenue from alcohol. Winning Over Resisters and Those with Influence Efforts to transform attitudes and behaviors that underlie longstanding social norms will inevitably meet resistance. Although an issue may be particularly compelling for women, sustainable change depends on the involvement of the entire community- and that includes those with influence, those who are ambivalent, and those who might resist change.
Social pressure can be a powerful force.
These included community leaders, school committee members, and teachers who could affect decisions about the education of young girls. Representatives from these groups participated in community- based training programs on techniques for mobilizing communities. These groups then worked to sensitize parents and the wider communities about the importance of girls' education. The following is an outline of the basic structure of Malawi's social mobilization campaign to increase girls' attendance in primary schools. Defined the issue.