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

Source: Appiah, K., Oct. 2010. The Art of Social Change, New York Times Magazine.
LESSONS ON KEY MESSAGES
Making it clear that VAW cannot be tolerated: An essential element in VAW
prevention is to eliminate misconceptions about violence against women and girls. All
elements of society, including public decision-makers, and key influential figures need to
understand that VAW is a violation of human rights, regardless of when and where it
occurs, and that not only should there be zero tolerance for it, but that swift and effective
action must be taken to end it.
Example: A pioneer VAW campaign, Zero Tolerance in Scotland (1992-present), has
successfully used provocative images on posters and in the media, alerting women and
men to the reality of rape, sexual violence, child sexual abuse and domestic violence. It
contributed to a shift in attitudes on VAW, turning a previously “private issue” into a
public concern (WAVE, 2000). They have spearheaded campaigns on justice, men,
engaging youth and prevention.
About VAW
Prevention Scotland from Zero Tolerance on Vimeo.
Watch a video about Zero Tolerance.
See the Zero Tolerance Website for more information.
Promoting gender-equitable norms: A seminal multi-country study by the World
Health Organization (2005) shows that VAW is closely correlated with inequality
between men’s and women’s rights; unequal gender roles; and low levels of women’s
mobility, autonomy and empowerment. Therefore, campaigns against VAW need to
promote gender justice, and models of masculinity and femininity that are based on
equality and human rights. Representing women and girls as active agents of change –
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Campaigns December 2011