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

QUESTIONS TO CONSIDER WHEN CRAFTING THE MESSAGE
� How does the target audience see the campaign issue and goal? In what
aspects does their understanding differ from that promoted by the campaign?
How does the issue need to be presented so that the audience considers the
campaign goal legitimate and desirable?
� How can the audience be motivated to respond to the call for action? Using
personal narratives drawn from real cases, i.e. adding an element that appeals to
people’s emotions, has proven an effective way to engage people, both in
behavior-change and advocacy campaigns.
Example: The Democratic Association of Moroccan Women (ADFM) has produced a
series of public service announcements (PSA) on national TV to raise awareness for
new provisions in the Islamic Family Law (moudawana) protecting women’s rights. Each
PSA presents a situation faced by an “ordinary” Moroccan family which illustrates one of
the new moudawana provisions and how it can be applied. For example, the PSA on the
marriageable age shows a couple discussing their teenage daughter’s marriage. The
wife convinces the husband to abandon his plan of “marrying off” their daughter before
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Campaigns December 2011