Campaigns to End Violence against Women and Girls - Virtual ...

Source: The Change Agency, Power Mapping, 2010 - offers detailed guidance on power
mapping.
Force field analysis describes which forces contribute to maintaining an undesirable
situation, which forces may cause the situation to change, and how strong each force is.
This tool helps to identify and prioritize potential allies and targets.
Force field analysis
Using the following table (adapted from The Change Agency), begin by listing the forces
(organizations, powerful individuals) that may contribute to reaching your campaign goal
to the left, and those that pose obstacles to the right. In a second step, you rate the
strength of each force relative to the campaign issue (e.g. +10 to +1 and —10 to —1).
Forces for Success (+) Forces against Success (-)
GETTING TO KNOW THE TARGET AUDIENCE
A substantial part of formative research consists in finding out as much as possible
about the target audiences. Especially in campaigns aiming at changing individuals’
behaviour, one should have a clear idea of the targets’ attitudes and behaviour before
starting to design the campaign. Precise knowledge about the audience informs
design of messages, techniques and tools that resonate with the audience.
Campaign evaluations show that “the most successful [public awareness campaigns]
are those that seek to understand their target audience and engage with its members to
develop content.” (WHO 2009: 3)
Methods of research
Common methods in formative primary research on audiences are surveys, focus group
discussions, in-depth interviews and group discussions – see Monitoring and Evaluation
in this module for guidance. Creative methods, such as role play and games can be
particularly effective to gather qualitative data, especially with children or where
language barriers exist.
Campaigns
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December 2011