Section 3 - Educating and Partnering for CEDAW

“Say NO to violence against women” billboard at
the LRT EDSA station
WFS to highlight the campaign
through strategic use of the media in
the Philippines.
The core message of the whole
campaign was: “Violence against
women is a human rights violation,”
linking it to CEDAW, the UN treaty for
women’s human rights. This came
out in two national broadsheets, two
women’s magazines and four tabloids
catering to the working class. Giant
billboards were strategically placed
in six stations with large numbers of
commuters of the metrorail lines using
the Nicole Kidman Say NO campaign. Buttons, postcards with VAW hotlines and
stickers were distributed during the 18-day activities (The Phiippines extended
the 16 days).
With so little time, WFS revised existing radio plugs produced by ISIS for NCRFW
with funding support from UNFPA. Four versions of radio ads focusing on domestic
violence, sexual harassment, rape and trafficking with its corresponding laws and
CEDAW were heard over three popular stations during the 18-day campaign. The
CEDAW jingle, “Pantay-pantay CEDAW ang gabay” (equality with CEDAW) which
ended each 30-second plug gives CEDAW good recall.
To extend the campaign even after Dec. 12, WFS put together a community forum
kit on VAW: Audio CDs with the CEDAW songs and radio plugs from NCRFW; a
DVD with NCRFW AVP on VAW, TV ads made by Campaign Brew for NCRFW
with funding support from UNFPA, and an engaging CEDAW cartoon produced
by WFS. An accompanying discussion guide and brochures on relevant laws are
provided for distribution to communities with high VAW cases through NGOs and
government agencies.
Lessons and good practices
The strategy to introduce CEDAW to the public on its 25th anniversary worked out
for the best as Filipinos, by nature, love anniversaries and fiestas. Also CEDAW
at 25 was unknown, knowing its very existence as a universal treaty protecting
women’s rights was reason enough to celebrate.
The efforts to localize the exhibits by region made CEDAW more relevant to the
people who encountered them at the malls. Of course, holding the exhibit at the
malls generated a desired crowd response, especially towards the interactive
components like the CEDAW Quiz, and being able to share their two cents on
what could be done about this thing called discrimination.
Partnering with the LGUs gave an opportunity for LGUs and NGOs to work
towards the implementation of CEDAW in their respective areas.
147