A novel and technology driven SBC approach to improving social cohesion in crisis-hit Lebanon

As the first protesters took to the streets in 2019, MAGENTA began an innovative project to investigate how a behavioral sciences-driven approach could help understand the drivers of social cohesion. Our research revealed two gaps: (1) Insufficient evidence on cohesion as an intra-Lebanese issue (as opposed to a host communities vs refugees). (2) Limited depth of analysis due to the complexity of the concepts examined. We explored three interwoven issues – leadership, governance and social cohesion – investigating the psychological, sociological and structural factors underpinning tensions. We then developed communications campaigns that spoke directly to Lebanese people’s understanding of these issues.

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