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

and ethics of campaigning to end VAW continue to be fully respected? A full re-
run of the strategic planning process may be needed before a major growth
opportunity can be taken up.
5.9 CONCLUDING A CAMPAIGN
REACHING GOALS
From a campaign management point of view, campaigns must have end points. The exit
strategy normally determines the end point of a campaign. But when has a campaign
truly attained its goal? For example, in a campaign for harsher punishment of rape, the
campaign may end as soon as the criminal procedure code has been reformed
accordingly, or it may continue until judges actually implement the reformed code in a
sufficient number of rape cases. An awareness-raising campaign may stop as soon as a
survey shows that the target audience can recall the campaign message, or it may
continue until there is evidence that this knowledge actually leads to changed behaviour,
e.g. an increase in survivors reporting VAW and seeking specialized support, or reduced
occurrence of harmful traditional practices such as female genital mutilation/ cutting
(FGM/C) or child marriage.
One can envisage several broad stages and phases of a campaign, e.g.: (i) campaign
launch, (ii) subsequent campaign activities (including monitoring and evaluation), (iii) if
the goal is attained: public celebration, e.g. in a rally and/ or a press conference, (iv)
monitoring further developments, e.g. implementation of the changed law, (v) if needed,
design of a new campaign phase, which may define a new end point for the campaign.
TERMINATING OR TRANSFORMING A CAMPAIGN ALLIANCE
At the end of a successful campaign, an alliance may choose to disband itself, or to
generate an organization that monitors or accompanies the changes attained through
the campaign. It may also wish to scale-up, to broaden its impact across wider target
audiences, sectors, geographical areas, etc. In addition, it may decide to assist another
organization or alliance which, inspired by the campaign, would like to emulate its
model.
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Campaigns December 2011