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

large audience via the radio drama, and engage people more actively through the
theatre show held near the targets’ main areas of activity.
Listen to the Dealers/Troco radio serial.
~~~~~
The theatre play Khuluma Africa was performed by a youth group, Alertas da Vida. Its
messaging was developed in a process involving formative research and consultation
with key stakeholders and community members. It was found that to reach the diverse
segments of the target audience effectively, it was necessary to bring the production to a
range of venues, including churches, clinics, transport ranks, mining hostels, night clubs,
and public spaces in Johannesburg CBD and mining communities. (Graham, 2008)
~~~~~
The University of New Hampshire in the United States ran the ‘Know Your Power’
campaign for two months in 2010, targeted at students on the college’s campus. The
campaign used social marketing communication channels to focus on students’ roles as
bystanders and how they could prevent or intervene in situations of sexual and intimate
partner violence and stalking on campus. The channels used were considered the best
means of catching the attention of students and generating campus-wide awareness in
a short period of time. The Know Your Power campaign is the social marketing
component of the university’s nationally known ‘Bringing in the Bystander’ violence
prevention programme.
The campaign was developed around a series of eight images, which were put on
posters hung at strategic areas around campus (such as fraternity/sorority houses), on
‘table tents’ at all university dining facilities, on the side of university shuttles and offcampus
buses, and on bookmarks distributed at all campus and off-campus bookstores
and libraries. In addition, the images appeared as ‘pop-up messages’ every time
students logged on to any university computer. A public service announcement was
developed to be screened at all athletic events, and a special welcome pack was given
out to all first-year students containing campaign products and information. A dedicated
campaign website was also set up with a checklist for bystander action, important phone
numbers to report violence or assist victims, and information about federal and New
Hampshire state laws regarding sexual and domestic violence and stalking.
The Know Your Power campaign has undergone an evaluation and preliminary results
show a promising variation in the awareness of students who reported seeing the
campaign images and those that did not, and demonstrate a relationship between
identifying with the situation in the posters and internalizing the campaign messages.
RESOURCES:
� Developing Effective Communications Materials – Report by Raising Voices of a
regional training workshop in 2008 on skills for development of effective
communication materials for the prevention of gender based violence in the Horn,
East and Southern Africa. For a quick reference and checklist, see Guidelines for
Creating Communications Materials on Violence Against Women.
� Picturing a Life Free of Violence: Media Communication Strategies to End
Violence Against Women (2001)- Report by UNIFEM and Johns Hopkins
University Center for Communication Programs (JHUCCP) is a resource for
practitioners and organizations addressing issues of violence against women
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Campaigns December 2011