Transforming social norms towards women’s leadership in Malawi one road show at a time

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In Malawi, across local and parliamentary governmental offices, the representation of women in politics remains low. In the 2019 general elections, only 23 per cent of the parliament was made up of women and the representation at the local level was even lower.  In particular, the northern region of Malawi was critically underrepresented as only four out of 33 parliamentarians were women.[1] 

To increase women’s representation and participation ahead of the recently held 2025 elections, Mbawemi, a small women-led women’s rights organization in Malawi, takes a rights-based approach to empower and build the capacity of women candidates while deconstructing social norms, attitudes and behaviors which prevent women from fulfilling their leadership potential.

Through support from UN Women under WYDE | Women’s Leadership programme, funded by the European Union, the organization is taking innovative approaches to reach the most rural communities in Malawi. Their efforts are both working to train women leaders to stand for elections both in the recent election and to build capacity for elections in the future, as well as to encourage communities to support women leaders.

For instance, the organization conducted a market show campaign of active social norms change through at least 30 community level “road show” events during July and August - in the lead up to the 2025 elections. The road shows are actively changing the narratives around women’s leadership through amplifying messages on the benefits of gender-balanced leadership, using theater and comedy, games and music.

The event held at Kawamba market ahead of the September 2025 elections was attended by two women candidates from across the political spectrum who spoke about some of the key barriers obstructing meaningful women’s political participation in Malawi. Some of the challenges highlighted by the candidates Millian Jakapu and Shilla Kasakula include obstacles related to funding. “Most of the money to run for office goes to the men” says Ms Jakapu, adding that “it is a challenge to run a campaign when you are competing with better funded candidates such as men, as they have a lot of disposable income than women”. As a result of the September 2025 election, both Ms. Jakapu (Member of Parliament Candidate) and Ms. Kasakula (Ward Counselor Candidate) won their elections in the Kasungu South West constituency.

Bringing out community members from as far as 10 kilometers by foot, the roadshow provided entertainment with comedians, dancers and pop quizzes took place with prizes such as sugar, salt and other commodities. The event also had a victim support specialist on site for any women in the community who needed support. Introducing messaging in this entertaining way, helps to change the narrative around women’s leadership while making tangible changes in the lives of women candidates who are trained to compete, through an active women’s network.  James Mhango, one of the male comedians said, “If you like women’s ideas then vote for the woman, if you support her vision then vote for her.”  The comedian helped to introduce the work of the organization in an approachable way to best reach the audience. The combination creates the opportunities for real change in the ideas of electing women leaders. 

Through the project, which built the capacity and campaigns of women candidates from all sides of politics, five women were elected in Mzimba district (of a total of 13 seats), who all participated in the project and received dedicated support from Mbawemi. Mzimba in particular has been a challenge for women to enter politics, and this represents a step forward in women’s leadership in Malawi.  

Through the work of Mbawemi under the WYDE | Women’s Leadership funded project, at least 150 women aspirants were equipped with skills to develop and present their own issue-based manifestos ahead of the 2025 elections. Further, 99 young women aspirants were provided mentorship sessions in three project areas by seasoned women politicians who were elected previously to share their best practices and lessons learned over the years. 

Further, the project supported additional candidates in 2025 through training who won their elections including two Ministerial positions of Minister of Health and Sanitation (Hon. Madalitso Chidumu Baloyi from Mzimba Kafukule Constituency and Deputy Minister of Gender, Children, Disability Welfare (Hon. Martha Mzomera Ngwira) from Mzimba Hora. 

“Women are able to do more. The case of Mzimba district where WYDE | Women’s leadership supported, and where women have swept almost 40% of all Parliamentary seats in the well-known patriarchal district is an undeniable testimony. Mbawemi says ‘Go!! Women GO!!, the sky is the limit”, said Dorothy Chiumzia, Executive Director of Mbawemi.

MBAWEMI (Malawi) is a grant recipient under WYDE | Women’s Leadership, a collaborative global effort aimed at advancing women’s full and effective political participation and decision-making at all levels, especially those most often left furthest behind. Funded by the European Union, the WYDE | Women’s Leadership is led by UN Women and is part of the Women and Youth Democratic Engagement initiative (WYDE), which seeks to empower and strengthen the rights, and participation in public and political life of women and youth as key actors of development and change.

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[1] https://data.ipu.org/parliament/MW/MW-LC01/election/MW-LC01-E20190521/