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

In addition, it is important to ensure messages do not marginalize – exploit, stigmatize or
stereotype – any disadvantaged groups.
For more information on ethical considerations, see Adhering to Ethics in Campaigning
under Guiding Principles in this module.
6.5 CHOOSING COMMUNICATION TECHNIQUES AND TOOLS
OVERVIEW
A wide array of communication techniques and tools are used in campaigning.
To make the most efficient use of resources, the choice of tools must be based on a
thorough analysis of the target audiences and the communication channels most
likely to reach them. For example, if targets use the internet as their main tool for
gathering and exchanging information, then the message should be promoted via the
internet (“e-campaigning”), and only minimal, complementary use of print materials
needs to be made (e.g. posters that advertise for the campaign website).
Combining a strategically planned, balanced mix of communication channels,
techniques and tools increases the chances of attracting targets’ attention and
prompting them to take the desired action. In a context of limited resources for
campaigning, it may not be possible to produce the ultimate set of communication
resources. Careful planning, pre-testing and monitoring will help to make the most of a
small budget.
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Campaigns December 2011