We all suffer from heuristics.

Cognitive shortcuts and biases simplify our perception of the social world. These biases are reinforced by familial, social media, political, and ideological influences. To avoid cognitive overload, humans naturally take and develop mental shortcuts.

These ‘heuristics’ are deeply ingrained, making them hard to recognise and even harder to change, especially when challenged directly, which can lead to strong resistance against new or contradicting information.

The
Unlearning
Intervention.

To address the resistance to changing gender assumptions, we have developed a multi-pronged Intervention employing three frameworks. This change will be facilitated through multi-media and multi-sensory meta-cognitive strategies to encourage awareness of 'how' they are thinking, rather than 'what' they are thinking.

The Intervention is delivered in a workshop format over two days. The effectiveness of the intervention is measured through a predictive and non-fakeable coding method, that analyses the participant's heuristics pre-and-post delivery.

Evidenced Based Outcomes

The evidence below is drawn from pre- and post-assessment responses collected during a government-sponsored pilot program conducted within the Pakistan School System in early 2024. This analysis evaluated perceptions of gender suitability for traits such as leadership, assertiveness, and technical skills. The findings demonstrated a significant shift in participants' views, effectively challenging and reducing gender biases regarding the roles of men and women in society.

100%

The proportion of participants who, post-intervention, no longer hold or express traditional gender stereotypes. All participants in the pilot intervention evidenced relinquishing gender stereotypes and biases.

-9%

The extent to which participants’ endorsement of gender stereotypes decreases. Female endorsement of gender stereotypes dropped by 33% to 24%, while the male endorsement dropped from 36% to 27%

+12%

The rise in acceptance and endorsement of equitable gender norms and behaviours. Male overall change in perception of positive gender norms was 47% to 59%, while female perception increased from 45% to 57%.

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Theory

The Unlearning intervention is rooted in cutting-edge theories of choice architecture and cognitive psychology, which suggest that small changes in the environment where decisions are made can lead to significant shifts in behaviour. Research has shown that altering how people think is often more effective than attempting to change their beliefs directly. By tweaking the decision-making process, we can create cost-effective interventions that reduce gender bias and promote more equitable attitudes.

By addressing the cognitive heuristics that dictate behaviour and fostering a deeper awareness of how individuals think, rather than just what they think, Unlearning aims to create lasting change. Our intervention is not just about shifting opinions; it’s about transforming the underlying cognitive processes that sustain gender inequality.

Integrative Complexity (IC) Method

The Integrative Complexity (IC) method is a proven approach to combating extreme thinking and social polarisation. This framework encourages participants to move beyond black-and-white thinking by helping them explore and integrate multiple perspectives. Through group activities that enact lived experiences, participants can "see" how they are thinking and understand the influence of cognitive biases and social pressures on their views. The IC method is culturally adaptable and has been successfully applied in 14 countries, making it a powerful tool for reducing gender bias and promoting more nuanced, complex thinking.

Behavioral
Interventions

Behavioural interventions focus on understanding the psychological levers that shape attitudes and behaviours, particularly in the context of gender bias. By identifying whether individuals engage with gender issues emotionally, through peer influence, or due to contextual factors, these interventions can be tailored to effectively shift mindsets. Small tweaks in the decision-making process—known as "nudges"—can lead to significant changes in behaviour without triggering resistance. These interventions are designed to be cost-effective and impactful, making them a key component of the Unlearning approach.

Theatre of the Oppressed

Theatre of the Oppressed is an interactive and experiential framework that uses drama and role-play to challenge and disrupt ingrained social norms. Originally developed to address issues of social justice, this method is particularly effective in addressing gender bias and gender-based violence. By engaging participants in scenarios that reflect real-life experiences, Theatre of the Oppressed allows individuals to explore alternative responses and solutions in a safe, creative environment. This hands-on approach not only raises awareness but also empowers participants to envision and enact positive change in their own lives and communities.