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

she reaches the age of 18, explaining to him that such practice is outlawed by the
amended moudawana. An evaluation concluded that the PSAs which were closest to
the viewers’ own life experience effectively raised awareness on the law (Anaruz/LMS-
CSA, 2007).
Read about the tools used in the media campaign (in French).
� On what theory of change is the campaign based? Effective behaviourchange
campaigns are based on theories of change, which focus on different
drivers of behaviour-change. For example, if the campaign is based on the stages
of change theory, messages should encourage people to reflect on their thinking
and behaviour, and to devise their own ways of ending VAW in their lives. In a
health belief model, it is appropriate to show the risks and dangers VAW presents
to the target audience, and propose a precise action for the target audience by
which they can prevent these risks. Thus, campaigns that encourage survivors of
domestic violence (DV) to seek help commonly show the likely health-related
consequences of DV – depression, medical problems and death – and invite
survivors to call a help line. For more guidance see Theories of Change in
Campaigning in Campaign Planning.
� How can the message promote gender justice in a way that engages the
audience? How can it avoid reproducing stereotypes about the roles of
women and men? Community interventions, for instance, that target gender
inequality and stereotyping in daily life, can help to show that equal, non-violent
relationships between men and women result in healthier and happier families
and communities. A successful way of gaining male support for greater gender
justice is to involve men as partners and part of the solution in preventing VAW
(instead of casting men only as perpetrators). For more information on engaging
men and boys, see the Men and Boys module.
Example: ‘This is not an invitation to rape me’ is a campaign started in 2008 by Rape
Crisis Scotland to challenge persistent prejudicial attitudes by the public that women
who have been raped “ask for it” if they dress in a manner considered ‘provocative’, if
they have been drinking, or if they engage in some level of intimacy with their attacker
before being assaulted. The clear campaign slogan also addresses the prevailing myth
that only rape by a stranger counts as ‘real rape’ despite the fact that the vast majority of
attacks are carried out by someone known to the victim. The campaign message was
reinforced with a variety of publicity materials including posters, postcards and a
downloadable briefing pack for activists and individuals interested in learning more
about the campaign issue. In 2010, Rape Crisis Scotland ran a related ad campaign
called ‘Not Ever’ with a public service announcement that questions existing social
attitudes that say "don't get raped" as opposed to "don't rape".
The ‘This is not an invitation to rape me’ campaign was originally started in New York in
1994, by two friends, Charles Hall and Eric McClellan in response to the attempted rape
of their female friend who would not press charges for fear of the harsh judicial process
and the public humiliation associated with accusing someone of rape. They developed
posters, stickers, public service announcements and an art installation, to attack the
perception, that when a woman is raped, she asked for it, deserved it or wanted it. The
campaign was then adopted by Peace Over Violence in Los Angeles, where it was run
for 14 years and shared with other organisations in the country and abroad.
168
Campaigns December 2011