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

eports are planned, is a key source of information for potential imitators. An
information kit that includes copies of all campaign materials should be made
available, including any resource packs or kits for campaign activists.
� Cross-visits and exposure trips to other countries or areas within a country where
the campaign has been successful can deepen understanding – provided they are
carefully prepared. If social contexts are different, visitors need to first be briefed on
the local society and prevalent forms of violence against women. For example,
issues such as violence against women connected to the cultural practice of dowry
giving, which takes place in South Asian countries, is not common in African
societies; similarly, female genital mutilation/cutting which occurs across parts of
Sub-Saharan Africa is a harmful cultural practice that is rare in other societies.
SCALING-UP
In the campaigning context, the term ‘scaling-up’ is used to refer to an increase in the
depth (or breadth) of a campaign to achieve broader impact. It can involve expanding
target audiences, campaign themes, capacities, activities, communications and
geographical coverage (both within countries and from one country to another), as well
as the necessary funding to carry this out.
Campaigns that are to be scaled-up should typically have been carried out successfully
at a smaller scale, or in a ‘pilot’ phase, with a rigorous monitoring and evaluation
process to assess strengths, weaknesses, good practices, and impact. In addition, there
are campaigns that have been scaled-up in terms of being ‘replicated’ from one country
to another, that is, from a national to global scale. Often in these cases – for example in
global, annual campaigns such as the White Ribbon campaign and the 16 Days of
Activism to End Gender Violence campaign – there is a campaign model or set theme
(a different one each year for instance) that is provided by the campaign initiators that
others can follow. Activities may differ widely therefore from one local or national context
to the next, but the overall campaign theme, messaging and implementation model are
largely the same, which adds an important coherence to the impact of the overall
campaign.
Forms of scaling up
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Campaigns December 2011