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

Example: Breakthrough, a global human rights NGO, launched its Bell Bajao!/Ring the
Bell! campaign in 2008 to call on men and boys across India to take a stand against
domestic violence, by performing a simple bystander intervention – ringing the door bell
when they witnessed such violence taking place. The campaign’s integrated cultural,
organizing and media strategy sought to make the issue part of mainstream
conversation; increase knowledge about and change community attitudes towards DV
and towards HIV-positive women; and alter individual behaviour.
As part of its formative research, Breakthrough conducted a baseline survey to gather
state-specific information on gender-based violence, domestic violence, women’s rights
and related legal provisions (Protection of Women from Domestic Violence Act). In
addition, the baseline recorded the target audience’s media habits, and the information
sources they used and preferred. Secondary data sources were also used eg. from the
WHO and the National Family Health Survey in India. As the campaign progressed,
monitoring activities were initiated to build off the formative research – for example, the
indicators or ‘markers’ measured at the baseline were used to create a benchmark,
monitored at an interval after the launch of the campaign and then again at the end to
guage the impact of the campaign as a whole.
Access the Bell Bajao/Ring the Bell Campaign.
Read the Baseline Survey on Domestic Violence and HIV/AIDS.
Read the Bell Bajao case study.
See a list of campaigns, including those that have been well-research and evaluated.
Defining specific goals and agreeing on a strategic plan: The more specific the
campaign goals, the easier it is to define precise target audiences, communication
channels, tactics and techniques. A deliberate, participatory strategic planning process
generates informed choices and creates an agreed basis for action and accountability.
Devising a strong communications strategy: Effective communication is driven by
the purpose of the campaign: what must change, why, and who needs to be reached so
as to bring about change? Within the overall campaign strategy, a communication
strategy that defines how to capture the attention of target audiences, convey
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Campaigns December 2011