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

An additional communication objective inferred from one of the television commercials
targeted towards teenage girls was that it is the right thing to protect oneself from male
abuse and violence by ending a relationship, and that this is something that would be
supported by their peers.
(Source: VicHealth, 2005. Review of Communication Components of Social Marketing /
Public Education Campaigns Focused on Violence Against Women)
The message should:
� Resonate with the target audience(s) and leave a lasting impression.
� State the problem clearly and simply, in a way that shows, without exaggeration,
that it is a serious problem which requires urgent action.
� Propose a solution.
� Invite the audience to take specific action.
A short, engaging slogan or tagline summarizing the campaign goal:
“Safiya must not die”
A short, engaging slogan or tagline summarizing the action to be taken:
“Break the silence on domestic violence”
These can help enhance the visibility of the campaign. Try the RUM check: is the slogan
Relevant to the audience, Unexpected and Memorable?
Example: An inspiring example is “Consent is Sexy”, a slogan used in a campaign to
promote awareness among South African students about consent and respect – to
reduce conflict within relationships and to reduce sexual assault and rape.
Example: MyStrength, a project of the California Department of Health Services and the
California Coalition Against Sexual Assault (CALCASA), reaches out to young men to
stop rape. Their campaign, My Strength is Not for Hurting appears in communities
across the United States, Puerto Rico and more than 20 other countries.
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Campaigns December 2011