115. Time for Change: Shaping the Future by Addressing Time Poverty and Unpaid Care Work

In Bangladesh, unpaid care work (household chores, caregiving etc.) remains disproportionately borne by women- contributing to time poverty and limiting women’s participation in education, employment and public life. This is due to poor awareness and knowledge on who does what. Moreover, recognition of the contributions at the household level is largely shaped and practiced by gendered production and dissemination of knowledge. Therefore, to address this, building awareness and engendering knowledge is must!   

CRD had parented with MJF to address this through leading a campaign, organizing panel discussion and an art exhibition. The 2-week campaign focuses on engaging university students, particularly young men, as key agents of social change, while also reaching youth activists, academics, media professionals, artists, and influencers to reshape public discourse. The initiative adopted a behavior change communication (BCC) approach that combines creative expression, digital outreach, and critical dialogue to encourage reflection and support norm change. Key activities include a half-day university-level seminar, an online photo and art contest highlighting men’s involvement in unpaid care work, a public exhibition, and a social media awareness campaign. Together, these activities aim to promote positive attitudes, stimulate public discussion, and encourage more equitable care practices.