Navigating Sensitive Multi-Cultural Conversations for the Malala Fund

Week-long

community

All-female

research team

Multi-market

donor & receiver

Week-long

community

All-female

research team

Multi-market

donor & receiver

The challenge

Exploring perceptions of girls' education across global markets

Working alongside Humankind Research, we conducted exploratory research for the Malala Fund to understand how the charity and its mission are perceived in both donor and receiver countries, exploring awareness of and attitudes towards girls' education, while ensuring the research environment was culturally sensitive, nuanced, and safe for young participants.

Industry

Non-profit, charity

Solution

Identity and value

Partner

Humankind Research

Markets

Donor and receiver countries

Methods

Private discussions, video posts, cultural localisation, all-female moderation

The approach

A localised, all-female research approach on our platform

We recruited a mix of young girls and women, along with a small male sub-sample, for a week-long community.

Approachability and safety

We created a safe digital space with an all-female research team that encouraged participation through patience, curiosity, and cultural humility.

Cultural localisation

Activities were fully localised for each market, and we worked with trusted cultural experts to support moderation and ensure appropriate language and tone.

Multimedia reflection

We gathered detailed feedback through private discussions and video posts to capture the specific challenges girls face in different cultural contexts.

The result

Shaping more resonant global messaging

The research delivered deep, culturally grounded insights into how the Malala Fund is understood globally. By unpicking the nuances of awareness and the barriers to education, we provided the charity with the evidence needed to shape more resonant messaging and future engagement strategies.