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

change when combined with interpersonal interventions, in partnership with, for
example, community organizations, schools and health providers (VicHealth, 2005:
Review of Communication Components of Social Marketing... and Promundo/WHO,
2007). These can include engaging audiences in direct ways such as through media
interviews or profiles, listener call-in radio segments or TV talk show formats, among
others.
� Keep abreast of new modes of communicating: The use of the internet and other
modern technologies, through social media networks, Youtube, text messaging,
Skype etc., is no longer a new phenomenon. Understanding how these work, and
exploiting their potential for conveying messages rapidly to mass audiences, and
mobilizing quick action, can be extremely beneficial to a campaign’s success.
� Pre-test: Plan for ample time to check and re-check all messaging and
communication materials with stakeholders, partners and members of your target
audiences, through consultations, focus groups, feedback sessions, etc. Find out
about other campaigns and how they have reached similar target audiences.
Consider copying successful elements of other campaigns. Refer to Leading
Initiatives, as well as access the References and Resources List at the end of this
module for links to current campaigns.
� Call for action in a straightforward way: One simple message that calls for clear
action has a better chance of being understood than complex, multiple messages.
� Value stakeholders’ and target audiences’ existing efforts to end VAW: Show
how your campaign can complement or build on this, and help them to reach their
goals.
� Be prepared for unexpected communications opportunities and emergencies: For
example, this could take the form of a media attack against the campaign
(emergency), or an influential public figure may change his mind about the campaign
issue and be willing to speak out publicly in support (opportunity). Any unexpected
developments should include preparation of response messaging to react quickly, in
order to either seize opportunities or mitigate crises. Where possible, the
communications strategy should outline a number of potential unforeseen scenarios,
and include specific related action plans to respond decisively.
� Respect ethics: Ensure messages and their delivery, are gender-sensitive and
consistent with human rights, and do not reinforce negative stereotypes about
women and men, and their roles. Address concerns of those experiencing multiple
discriminations (e.g. because of disability, age or descent) by involving them in
planning your communication strategy, and facilitate their participation in campaign
events (e.g. by providing sign language translation). See also Adhering to Ethics in
Campaigning under Guiding Principles in this module.
Ethical issues to consider when developing campaign communications
� Assess risks when using testimonies and appeals for action by VAW
survivors. Testimonies can be a powerful means to raise interest, but may cause
harm for the survivor, such as psychological re-traumatization, unsupportive or
hostile reactions from members of her community, or violent, potentially lethal
assault. Discuss these risks with VAW survivors who intend to appear in public
and verify whether their security is not under threat. Ensure there is someone
who can comfort and support the VAW survivor in case of a crisis, e.g.
psychologists, social workers or – if specialized support is unavailable – trusted
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Campaigns December 2011