Us29v

Communications and social marketing
These techniques use a range of communication media to
raise awareness of violence against women and their children
and challenge contributing attitudes, behaviours and social
norms across a variety of media such as television, radio and
print/online media as well as social media, community forums
and community arts.
There are various positive evaluations of the impact of
communications and social marketing techniques on the
drivers of this violence, but only when implemented in a
sustained way, using a range of platforms and combined with
direct participation or group education (for example by using
social media, mobile apps or a thematic television series
alongside a complementary peer education program).
However, single component communications campaigns,
such as advertising without other supporting activities, have
been shown to be ineffective at addressing the drivers of
violence against women.
Communications and social marketing strategies should
be based on rigorous and relevant research and testing
with relevant audiences to ensure effectiveness and avoid
unintended consequences such as reinforcing stereotypes.
They should comprise simple and consistent key
messages, with tailored messages for specific target
audiences and channels.
Somos Diferentes, Somos Iguales was a Nicaraguan campaign that encouraged teenagers to raise and discuss ‘taboo’ topics
such as sexual abuse, violence, HIV, homosexuality and condom use. Campaign activities included a national ‘social soap’
television series, nightly radio show, distribution of promotional materials and training workshops.
In both longitudinal and cross-sectional analysis, ‘greater exposure’ to the program was significantly associated with
changes in a series of indicators including: 62% greater probability of having talked with someone in the last six months
about domestic violence, HIV, homosexuality, or the rights of young people; and 33% greater probability of knowing a
centre that provides services in cases of domestic violence.
Civil society advocacy
Advocacy involves building collective momentum to raise
awareness of the issue of violence against women and their
children and to encourage governments, organisations,
corporations and communities to take action to prevent it.
Civil society advocacy, particularly women’s organisations, has
proven essential to enduring and effective policy development
to prevent violence against women and their children. 109
Civil society advocates are invaluable in highlighting the
issue, developing a shared understanding of violence
against women, and creating and implementing strategies
to promote non-violence and gender equity in their own
communities and local contexts.
Advocacy techniques tend to lack defined audiences or
participant groups compared to community, organisational
or individual programs, however some techniques have
shown promise in the prevention of violence against women
and their children including:
• skills training and capacity building for organisations
and community members advocating for gender
equality and the prevention of violence against women
• leadership programs that identify and support
influential, non-violent individuals to promote gender
equality and the prevention of violence against
women.
45