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

DV taking place. The campaign’s integrated cultural, organizing and media strategy
sought to make the issue part of mainstream conversation; increase knowledge about
and change community attitudes towards DV and towards HIV-positive women; and
alter individual behaviour. By 2010, through their PSAs on television, radio and print,
their online multimedia campaign, educational materials and travelling video van, over
130 million people had been reached. In addition, more than 75,000 rights advocates
were trained to become agents of change – their combined efforts resulted in a 49
percent increase in the number of people aware of the Protection of Women from
Domestic Violence Act in India, and a 15 percent increase in access to services for
survivors.
At the 2010 Clinton Global Initiative annual meeting, a commitment was announced to
expand Bell Bajao on a global scale in 2011. In addition, as part of the UNiTE Campaign
to End VAW, UN Secretary-General Ban Ki-Moon has publicly endorsed Bell Bajao. Visit
the Bell Bajao Global Campaign website.
Practical Instructions for scaling up
The German development agency GTZ offers step-by-step guidance on scaling-up. It is
designed for development projects but can easily be applied to campaigns:
Step 1: Select the item to be scaled up.
Obtain a precise and concise description of the experience from the project that has
been selected for scaling up (capitalizing on experience):
- What are the good practices that can be generalized and applied independently of
the project context?
- Under what financial and institutional conditions can they be generalized?
Step 2: Formulate the scaling-up strategy.
When designing the scaling-up strategy, several key aspects should be highlighted and
presented/documented:
- The presentation of the innovation
- The hypotheses for the scaled-up innovation, taking into account the sustainable
financing of the innovation
- At which level will which results be achieved?
- The communication strategy
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Campaigns December 2011