Why Nha Nhieu Cot?

Men face an invisible pressure: the expectation to be the pillar of the family. Traditionally, men, "the pillar" of the home, must always be strong, resilient, successful, and earn bulk of the family income.

As if by default, men are assigned the role of building the house, while women are expected to build the home. Women are expected to be homemakers, caregivers, the "weaker" who rely on men.

Gender norms at home extend to the society. Men are labeled as rational, decisive, and natural leaders, while women are seen as emotional, suited for caregiving and supporting roles.

Effectively, these norms keep women inside the home and out of the economy, and leave little space for men to participate in care work. They also stifle those who do not see themselves fitting into any gender mold.

Challenging these ingrained gender biases, Nha Nhieu Cot envisions homes where:

1 Anyone, regardless of gender or identity, can be the pillar of their family.

2 Care work is recognized as a fundamental pillar of household responsibilities.

Through this, Nha Nhieu Cot contributes to building a more equal society - where no one is restricted in how they live, think, explore, and act, regardless of their sexual orientation or gender identity.

Nha Nhieu Cot was a communication campaign initiated and implemented by CARE International in Vietnam and TUVA Communication, with support from Investing in Women, an Australian Government initiative, from 2020 to 2023. Since 2024, with the support of Investing in Women, TUVA Communication has continued the second phase of Nha Nhieu Cot, further raising young people’s awareness of gender issues and promoting positive behaviors in reality, with the ultimate goal of achieving gender equality.

The Pillars

Nha Nhieu Cot is carried out by TUVA Communication, with support from Investing in Women, an Australian Government initiative.

About TUVA Communication

TUVA Communication is a digital technology-based media company that partners with development projects, pioneering the application of new technologies such as big data, artificial intelligence (AI), and social listening tools.

TUVA provides research, consulting, production, and execution of media campaigns and activities to address social issues. TUVA’s mission is to spread meaningful messages from campaigns and projects for a better community.

About Investing in Women

Investing in Women (IW) is a multi-country Australian Government initiative in Southeast Asia that seeks to accelerate women’s economic equality. By fostering equitable opportunities within the private sector, IW aims to promote inclusive and sustainable economic growth in targeted countries.

IW uses innovative approaches to catalyse women’s economic participation and strengthen the enabling environment for women’s economic equality, including:

1 Workplace Gender Equality

2 Enabling Policy Reform

3 Campaigns and Communities of Practice

4 Gender Lens Investing

IW supports women to thrive in the workplace and succeed in business. To achieve this aim, IW partners with a diverse ecosystem of business leaders, capital providers, entrepreneurs and gender equality advocates. For more details about Investing in Women: https://investinginwomen.asia/

TUVA Communication is the Campaigns and Communities of Practice partner of IW in Vietnam.