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

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� Mixing and matching techniques and tools: Although advocacy campaigns and behaviour-change campaigns to end VAW both address a common issue – violence against women and girls – and both call for action by individuals and institutions (which in turn are staffed by individuals), they may pursue different sets of goals, and therefore employ different communications techniques and tools. Ultimately, no one size fits all – the mix of techniques and tools that works best in any one campaign depends on its goals, its strategy, its target audiences and the resources it can mobilize. DETERMINING COMMUNICATION CHANNELS A communication channel is the means by which the campaign reaches its audience, for example print media, modern audio-visual media (e.g. radio, TV), the internet, or interpersonal channels (e.g. community outreach events, visiting target audience members in their homes). For effective messaging, communication channels must be chosen to capture the target audiences’ attention frequently and precisely. Formative research involving members of the target audiences reveals the most effective channels. Practical Instructions To identify effective communication channels for a campaign: a) List your different target audiences, and any specific segments within those target audiences that are particularly important for the success of your campaign. b) Where, in which types of places do typical representatives of the audience (or audience segments) spend most of their time throughout an average day? c) Where does your message have the best chance of catching their attention? Consider both “real life” venues, such as public transport, markets and shopping malls, and “virtual” spaces such as radio channels, TV programs and web-based social networks. d) Based on this analysis, determine which of the communication channels identified you can afford, or gain external support for. Questions to be asked may include: � Who, in your organization or alliance, has experience working with which types of media? � Can you obtain pro bono support from an advertising company? � Is free air-time available from TV or radio stations, including community radio? � What community organizations could pass on the message? � What additional resources can be mobilized, e.g. by enlarging the alliance, hiring specialists or contracting out parts of the communication work? Examples: In the framework of the Secretary-General’s UNiTE Campaign, the Tajikistan Taekwondo Federation and North Korea National Federation of Taekwondo and Kickboxing Team promoted Zero Tolerance to violence against women through a largescale awareness raising effort that reached more than 800 athletes from 84 countries. 172 Campaigns December 2011
~~~~~ The Southern Africa Counter-Trafficking Assistance programme (SACTAP) run by the International Organization for Migration (IOM) used (i) theatre performances and (ii) a 13-part serial radio drama to raise awareness on human trafficking among the Mozambican community in South Africa, especially miners, and encourage people who may have been trafficked or potential whistleblowers to seek help, e.g. by calling the IOM hotline. The combination of these two channels enabled the IOM to reach out to a 173 Campaigns December 2011
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Authors Michaela Raab Jasmin Rocha
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4.7 Reality check: reviewing the ca
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1. INTRODUCTION AND KEY CONCEPTS 1.
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control, it enhances the efficiency
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communication channels to focus on
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� Challenge and influence change
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Men and boys must be engaged as key
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Source: Appiah, K., Oct. 2010. The
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criminalizing VAW, is necessary so
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compelling campaign messages, and s
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1.6 WHAT CAN ONE EXPECT FROM A CAMP
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2. GUIDING PRINCIPLES 2.1 GROUNDING
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experience the campaign issue in th
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For further information, see the Do
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2006. Linking Gender-Based Violence
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- Competence: The subject must be a
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3. CAMPAIGN PLANNING 3.1 STRATEGIC
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Read the external evaluation. See t
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a tight budget can obtain quality s
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3.2 WHEN DOES IT MAKE SENSE TO STAR
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effort in their own countries (on k
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Campaign achievements: Organizers s
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intimate partners, traditional heal
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In sum, in a campaign there are sim
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- Seek advice from experts in colle
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Problem trees visualize the causes
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- What other possible solutions are
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(2) A “help” message that would
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Mapping opportunities helps to dete
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Economic factors may include issues
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2. For each risk that is probable a
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stakeholder mapping and identifying
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elationships), dotted lines more in
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elationships that men and women can
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3.7 THEORIES OF CHANGE IN CAMPAIGNI
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change: advocacy campaigns (general
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gun violence against women by creat
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Examples: Campaigns that aim to tri
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Campaign Evaluation, and O’Sulliv
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BEHAVIOUR CHANGE CAMPAIGN APPROACHE
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first 21 months of the campaign, th
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� The Legislation Module provides
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The campaign achieved that (i) the
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Further information on campaign act
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The campaign was considered a succe
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3.9 RESOURCE MAPPING Resource mappi
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4. CAMPAIGN STRATEGY 4.1 ESSENTIAL
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o The resource mobilization strateg
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campaigns that seek to improve poli
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“Specific” doesn’t imply “u
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Bear in mind: Campaigns are inheren
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opinion-makers, including mass medi
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Source: Making Rights a Reality: Bu
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Example: It’s Against All the Rul
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If the aim of a campaign is to prom
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special care to invite journalists,
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networks. In addition, donors may b
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� Determine what you need the all
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insights if it is shaped by the per
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eports are planned, is a key source
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Chat/cyber dialoguing Many social w
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Mobile phones in campaigns - exampl
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applied to other issues and used by
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KEY ISSUES IN COMMUNITY MOBILIZATIO
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Raising Voices has developed a deta
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the My Strength Campaign in Califor
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(Oxfam murals with messages painted
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Read more in the publication: Gaye,
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comprehensive series of guides such
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GAMES FOR CHANGE Games for Change i
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*Items 4 and 6 can be omitted if th
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other visual means to capture the r
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audience so as to garner public sup
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� If it is highly likely to rally
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screened, a documentary film about
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special care to invite journalists,
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(e.g. CEDAW) must submit regular re
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to online complaint forms for the I
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Bear in mind: Before signing up for
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eached. In campaigns, external fact
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the changes in the individuals, gro
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4. Choose benchmarks and indicators
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violence). Sample question: How man
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participatory assessment tools adap
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espondents through probability samp
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elow, from Oxfam GB Bangladesh Offi
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hesitate to talk about it. Surveys
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LEVELS OF MONITORING Monitoring the
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three sets of questions: (1) Is the
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Another aspect is to monitor media
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� Conducting a Participatory Eval
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Kenya, Uganda and Venezuela. In add
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Matters, a free, hour-long online t
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communication campaign evaluation i
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Advanced research designs for impac
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Different stakeholders may require
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include a request for feedback on s
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� Domestic Violence Campaign - Ma
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challenges that exist. It provides
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� Operational costs, i.e. the cos
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Grant from donor B Community contri
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2. Mapping internal and community r
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information on the expected results
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Example: Urgent Action Fund Africa,
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Where campaign funds are held in th
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REFERENCES Advocacy Online, 2009. E
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Communication for Change, 2010. A L
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Heifetz, R. and Laurie, D., 1997.
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Guide to Designing a Health Communi
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Advocacy and Lobbying Manual Shapir
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2001.“Bold rape-awareness posters
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