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

If the aim of a campaign is to prompt behaviour change among a specific group of
people, (e.g. young men), a useful technique is to create a character profile, i.e. an
imaginary person who bears the typical characteristics of the target audience, so as to
inspire appropriate campaign messages and actions.
Example: For the development of Hora H, its campaign to make young men aware of
HIV and AIDS risks, Promundo created the fictional character Calixto: ”Calixto is 19 and
likes to play football, to go to funk dances and hang out in the local plaza. He is a young
man who likes to take care of himself and keep his hair short. At 13, he had sex for the
first time with his cousin Suzi. He does not use condoms often. He once gave his
girlfriend a slap because she asked if he would use a condom. He got a bit nervous,
thinking that she was not being faithful or she thought he was not being faithful. He talks
to his friends about his sexual conquests. Some of his friends use condoms from time to
time, but often just the first time in the night, but not the second time. Calixto has the
basic information, but he does not worry too much about STIs or HIV and AIDS.”
Source: Promundo and UNFPA: Creating Campaigns Step by Step, 2007.
4.4 CAMPAIGNING TACTICS AND TECHNIQUES
The next step is to devise effective ways of getting the target audiences to take the
necessary action to achieve the desired outcomes and eventually reach the campaign
goal, i.e. to decide on tactics and choose appropriate techniques.
Tactics
The term “tactics” is commonly used to designate the ways resources are deployed and
directed within a broader strategy so as to reach the desired outcomes.
Example: Reporting as a tactic to denounce VAW in armed conflict
After the violence unleashed against Muslim communities in Gujarat (India), human
rights activists found that the existing national legal system was subverted or insufficient
to obtain redress for the survivors. The UN Special Rapporteur on Violence against
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Campaigns December 2011