2023 Gender Social Norms Index

Despite advancements in gender equality, progress has stagnated over the past decade. 9 out of 10 people worldwide still hold fundamental biases against women, influencing policies, economies, and daily interactions. The 2023 Gender Social Norms Index (GSNI) by UNDP sheds light on these biases, examining four key dimensions: education, politics, economics, and physical integrity.

To make these insights accessible and emotionally resonant, I developed an animated explainer video using a chalk drawing style, a raw and evocative visual approach that underscores the persistent inequalities women face. This case study outlines the creative process behind the animation, designed to spark conversations and inspire action toward gender equality.

The Creative Process

1. Understanding the Message & Research

The GSNI 2023 report highlights how gender biases are deeply ingrained in social norms, making legal and institutional efforts insufficient without cultural change. Before developing the animation, I conducted in-depth research on how visual storytelling can simplify complex data and evoke an emotional response. The goal was to create an engaging narrative that educates while driving urgency for change.

2. Script Development & Storyboarding

Using the script provided by UNDP, I structured the animation to flow seamlessly through the problem, impact, and solution. The storyboard emphasized:

Depicting biases in everyday life (e.g., women doing six times more domestic work, facing opposition in politics and business).
Highlighting progress in countries with female leaders, reinforcing that change is possible.
Encouraging action, focusing on systemic changes and individual responsibility.

3. Chalk Drawing Animation Style

I chose chalk animation to create a visually striking and metaphorical representation of gender bias:

Impermanence & Erasure: Chalk can be erased and rewritten, symbolizing how social norms are constructed and can be changed.
Hand-drawn Authenticity: The raw, textured feel adds a personal and emotional connection to the subject matter.
Contrast Between Dark & Light: Using a blackboard-like background helped emphasize key messages, making statistics and figures stand out.

4. Audio Engineering & Sound Design

To enhance engagement, I incorporated:

Narration synchronized with visuals to guide the audience through the data.
Subtle yet impactful sound effects, such as chalk scratching, reinforcing the theme of changeable social norms.
A hopeful and empowering soundtrack, ensuring the message felt inspiring rather than discouraging.

5. Final Production & Impact

After refining the animation through multiple iterations, the final video was released across UNDP’s digital platforms, engaging policymakers, activists, and the public. The video served as a powerful tool to simplify complex data, drive awareness, and encourage actionable change. It reinforced that gender equality isn’t just a policy issue—it’s a cultural one, and shifting norms starts with each of us, today.

Conclusion

This animation successfully transformed statistical insights into a compelling visual story, making the GSNI 2023 findings accessible and impactful. By using chalk animation, I emphasized the fluidity and changeability of social norms, reinforcing that biases can be erased and rewritten. The project stands as a testament to the power of visual storytelling in driving social change.

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