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

media coverage, briefing documents (policy briefs, press advisories) and media kits for
journalists may be necessary. If international and national policy-makers are a crucial
target audience, then a research report can be an effective tool to present pertinent
evidence and a concrete proposal for action – possibly in the shape of precise policy
recommendations or draft law provisions. Campaign activists may need a written guide
to promote a coherent message. Young people may be attracted to the campaign
message through colorful booklets presenting stories relevant to their daily lives. The
options are virtually unlimited.
See Tools in “Earned” Media Coverage for guidance on creating media-related print
materials such as press kits, press releases and media advisories. Petitions, letterwriting,
policy briefs and research reports are commonly used in campaigns for
institutional change. See Communication in Campaigns for Institutional Change for
information on these.
Basic rules for producing reading materials:
� Less is more: Producing print materials for reading requires substantial resources.
One should focus on producing high quality materials that are most needed to
reach the campaign goal. An excessively broad variety of print materials may waste
resources and confuse the audience.
� Language: Reading materials must be produced in the language and style target
audiences are most likely to read and understand. In countries or communities,
where there are several different languages used, it may be important to produce
materials in these different languages to effectively reach target audiences.
However, it is also important to note that there could be considerable related costs
therefore e.g. translation, printing in different formats.
� By definition, reading materials target a literate audience. If large sections of the
audience have limited or no reading skills, it may be pointless to produce any reading
materials – unless they are combined with other activities, e.g. activists explaining or
translating the campaign message to the audience. The same caveat applies to
audiences who do not speak the majority language, or who have visual impairments.
Strong visuals can be an important way of communicating in these circumstances.
� Distribution of print materials: print materials and other campaign paraphernalia
need to be brought to their audience. A clear distribution strategy is needed to
ensure that this is carefully planned and budgeted for. Leaflets and brochures may
be distributed at campaign events, through public institutions, such as schools and
medical clinics, or by campaign activists. Research reports and petitions may need to
be hand-delivered to public officials, or made available at events like conferences or
government meetings; they might also be announced or described at a press
conference.
Example: In Nicaragua, Puntos de Encuentro circulates its magazine “La Boletina” to
some 1.100 rural and urban women’s organizations throughout the entire country. The
magazine reports on activities carried out by this broad spectrum of groups, publishes
testimonies and analytical essays in simple language to provoke debate on women’s
rights issues. “La Boletina” is disseminated through the volunteer network “las
emboletinadas” made up of women’s and other community-based organizations which
have a distribution tree crisscrossing the entire country and reaching even the most rural
areas. The “emboletinadas” hand-carry the magazine to isolated communities which are
not reached by the national post or other formal distribution systems.
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Campaigns December 2011