UNDP Sri Lanka intends to work with an institution to adapt a tried and tested gamified intervention to counter dangerous speech—premised on inoculation theory—to the Sri Lankan context. The intervention is expected to utilize best practice strategies for audience targeting (such as the redirect method) and evaluating behavioural change using the Collectively identified social media platforms between UNDP and the participating institution. Knowledge generated from the engagement is also expected to shape approaches the issue–guiding advocacy and policy interventions to strengthen peacebuilding and promote social cohesion and respect for diversity in the country.
OBJECTIVE AND SCOPE OF INTERVENTION
The purpose of this initiative is to adapt a behaviorally informed intervention that utilizes gamified elements to combat dangerous speech to the Sri Lankan context. This includes translation into a local language (Sinhala), as well as selection of overarching themes and scenarios informed by analysis of online dangerous speech trends and dynamics in Sri Lanka. The intervention in question would be modeled on previous interventions evidenced to have resulted in desired behavioural change in at least one context. A live search/social media ad campaign premised on the redirect method is expected to be deployed to direct Sri Lankan internet users trying to engage with dangerous speech content with the intervention instead. Here too, research and analysis of trends in online dangerous speech in Sri Lanka is expected to inform the implementation of the targeting strategy. The intervention is also expected to be underpinned by a sophisticated monitoring and evaluation methodology that incorporates pre and post-intervention testing to, at minimum, measures changes in:
(1) knowledge of digital literacy content covered by the game,
(2) ability to identify dangerous speech, and
(3) willingness to share dangerous speech.
The monitoring and evaluation framework should also include metrics capturing engagement with the intervention, including but not limited to the click-through-rate on the ad campaign, and average duration spent playing the game.