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

friends. Additional precautions must be taken when working with girls who have
survived VAW.
� Do not use any information on specific cases of VAW that could make it
possible to identify those concerned, unless there is informed consent. A
possible exception is “naming and shaming”, i.e. publicizing proven violations
perpetrated by well-known personalities, as a deliberate campaign tactic. In this
case however, it is crucial to consult with the survivors affected by the case and
obtain their full consent, and to present the issue in a way that protects the
survivors’ dignity and privacy.
� When selecting men as advocates for ending VAW, reduce risks through a
vetting process, i.e. research and consult on their background to ensure they
uphold women’s rights; ask them to sign a statement saying they have never
used violence. Past histories of violence can derail the best campaigns!
� As with all communication materials related to women’s rights, promote
empowering messages, and abstain from presenting VAW survivors as
passive victims who cannot change their situation. It may be necessary to
coach any VAW survivors who give their testimony so that they can present their
stories in a way that is moving, respectful and empowering for them.
Please see Adhering to Ethics in Campaigning for a fuller discussion of ethical issues to
bear in mind.
DON’T:
� Betray principles of gender-sensitivity and ethics for the sake of getting more
attention (e.g. by displaying nudity or sensationalist images).
� Exclude people affected by multiple discriminations from campaign activities,
whether deliberately or by unintended omission.
� Adopt a negative or confrontational stance (e.g. by blaming all men for VAW), or
belittle or disparage the work of others who are working to end violence against
women and girls, even if their efforts have reaped little success. Instead, build on
experience accumulated by others, and explore constructive ways in which existing
efforts can be improved and errors corrected.
� Get distracted by fads or gimmicks: Just because a communication channel or
tool appears attractive (e.g. SMS campaigning, or offers by companies for free
advertising in exchange for marketing their products), this does not mean that it is
appropriate for your particular campaign. Gimmicky communications activities can
sometimes backfire, distracting or turning your target audience away from your core
message. It is important to research the benefit and consequences of using different
types of channels or tools to see if these will work in your context and to your
advantage.
6.3 DESIGNING A COMMUNICATION STRATEGY
KEY STEPS IN DESIGNING A COMMUNICATION STRATEGY
Effective communication is driven by the purpose of the campaign: what must change
and who needs to be reached so as to bring about change? Within the overall campaign
strategy, the communication strategy defines how to capture the attention of the target
audiences and convey a compelling campaign message.
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Campaigns December 2011