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

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� Readership or audience – i.e. the types of people who use the media (find out by watching the media – generally it is easy to understand which audience they target) � Track record – do they have a good reputation with your target audience? Talk to representatives of the audience to find out. Consider the advantages and disadvantages of different types of media: 176 Campaigns December 2011
Source: Making a Difference: Strategic Communications to End Violence against Women, UNIFEM, 2003. Over the last decade, electronic media such as the internet have revolutionized audiovisual campaigning, cutting costs and enabling “viral” (i.e. rapid and uncontrolled) spread of images and sound. Please refer to the section on e-campaigning for information on using the internet, mobile telephone and other electronic tools in campaigning. TYPES OF MEDIA COVERAGE Work with the media must be planned and organized deliberately. Supportive coverage of the campaign and its messages in the press, on radio and TV, and by web-based news providers can enhance campaign visibility, broaden its audience and lend added credibility to the message. 177 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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DV taking place. The campaign’s i
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Have we discussed the hypotheses fo
Page 125 and 126: Seeking feedback from others should
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Page 133 and 134: 5.3 THE ART OF COLLABORATION IN ALL
Page 135 and 136: � It should allow for learning fr
Page 137 and 138: than others, or when costs are disp
Page 139 and 140: - Milestones, i.e. specific moments
Page 141 and 142: 5.6 ADJUSTING A CAMPAIGN There are
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Page 147 and 148: What is my role? To what extent am
Page 149 and 150: Example: The We Can end all violenc
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Page 153 and 154: To draw lessons for the future, it
Page 155 and 156: 6. CAMPAIGN COMMUNICATIONS OVERVIEW
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Page 163 and 164: issues of sustainability. The docum
Page 165 and 166: Effective campaigning is built arou
Page 167 and 168: QUESTIONS TO CONSIDER WHEN CRAFTING
Page 169 and 170: � If the audience is highly diver
Page 171 and 172: Bear in mind: � All communication
Page 173 and 174: ~~~~~ The Southern Africa Counter-T
Page 175: (VAW). The guide presents a variety
Page 179 and 180: See the video. Visit the Say No-UNi
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Page 183 and 184: � Avoid being long-winded since a
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Page 187 and 188: 6. Follow up with the media. Follow
Page 189 and 190: Practical tips for op-eds - Humaniz
Page 191 and 192: � Less is more: the design of vis
Page 193 and 194: Read the White Ribbon Campaign case
Page 195 and 196: Source: Lacayo, V. & Singhal, A., P
Page 197 and 198: UNIFEM Say No Campaign T-shirts fro
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Page 205 and 206: Refer to the section on Community M
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Page 211 and 212: Tools for digital video: � The in
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Page 217 and 218: The colorful campaign site is desig
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Page 221 and 222: � Provide an opt-out function for
Page 223 and 224: Chat/cyber dialoguing Many social w
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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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