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

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WHEN DOES IT MAKE SENSE TO USE E-CAMPAIGNING? � If there are campaign staffers available who are familiar with the various tools of electronic communication. � To reach large, scattered audiences whose key members routinely use electronic communication devices. In countries where internet use or mobile phone usage is wide-spread, both advocacy and behaviour-change campaigns make extensive use of electronic communication tools. � To trigger immediate action: e.g. campaigners hear on Friday night that the campaign issue will be discussed in parliament on Monday, and want to mobilize voters to contact their local member of parliament. � To disseminate a large amount of information available at relatively low cost, e.g. by posting it on a website or spreading it through e-mail. Bear in mind: - As with any other media, e-campaigning must be crafted deliberately and carefully. Do not rush into trying out a tool without assessing expected benefits against the costs (including staff time and technical expertise). Poorly designed electronic campaigning may damage your credibility, while inappropriate use of some tools, e.g. excessive e-mailing, may irritate your target audiences. - Remember the digital gender divide – for a number of reasons (including gaps between average incomes of women and men and unequal access to education), women tend to use or have access to electronic media less frequently than men. But the particular audience you target may be perfectly computer-literate depending on the context. - Take into account the targeted users’ internet connection speed: if your target audiences are likely to have slow connections, avoid using animations and large downloads. - Do not use e-campaigning if no-one in your organization or alliance is familiar with the relevant tools, or if your audiences do not frequently use electronic media. Tackling VAW with Technology The lack of adequate resources, information or analysis that explores communications and technology policies that prevent, minimize or address harm to women is a challenge faced by advocates working on violence against women. To address this, the Association for Progressive Communications Women's Networking Support Programme (APC WNSP) is running a two and a half year project (that started in early 2009) to strengthen women’s use of information and communications technologies (ICTs) to combat VAW, particularly by helping women negotiate the fraught terrain of ICTs where freedoms go hand in hand with growing privacy and security concerns. As part of the project, GenderIT.org published a series of papers that provide a snapshot and baseline on the law and policy on ICTs and VAW in 12 countries across Africa, Asia and Latin America. The papers illustrate the different opportunities and challenges for how ICTs impact on VAW, either worsening the problem (eg. use of ICTs in trafficking) or offering solutions (eg. providing platforms for women to collaborate and network against violence). Among the issues explored are internet and mobile phone access and usage, privacy and the unauthorised use of images of women and girls, 214 Campaigns December 2011
cyber-bullying of teenage girls, the growing use of mobile phones as a means of greater control and monitoring of women, and the use of ICTs to better protect and assist victims of violence. Read more: Erika Smith and Sonia Randhawa, Violence Against Women and ICTs, Gender Centred Bulletin, GenderIt.org, 2009. Abstracts of the country papers – Argentina, Cambodia, Brazil, Colombia, Congo, Democratic Republic of Congo, Pacific Islands, Malaysia, Pakistan, Philippines, South Africa and Uganda –are available on the website. Tool: � Fairsay, Oxfam GB, Advocacy Online, 2008. E-Campaigning Resource Pack Websites A campaign website presents the campaign on the internet. Such websites can dramatically enlarge the audience and serve as a vehicle to make campaign materials available at little cost. An effective website is the central clearinghouse for all electronic campaign tools: it advertises the message and campaign events, offers background information (e.g. research reports, documentary videos and links to other relevant websites), as well as precise advice for action (e.g. policy briefs, action alerts, etc). It can include tools for activists and campaign supporters, e.g. posters for print-out, or special mobile telephone ringtones, and offer a space for the audience to share their thoughts. Links to social media such as Twitter and Facebook relay the website and its messages to viewers’ networks. One can also use the campaign website to raise money – there are numerous types of available software that can direct users to a secure site where they can make contributions via credit card or Paypal (a secure internet payment system that is widely used all over the world). Bear in mind: - Your website is likely to become a centerpiece of your campaign communications. Take time to craft it carefully and pre-test it with members of the target audiences. - Websites need to be frequently updated with accurate, attractive information. If your site includes interactive functions, such as a chat room or comments stream, you need a moderator who monitors new contributions every day, so that anything inappropriate (e.g. offending messages or unwanted commercial advertisements) can be removed swiftly and urgent queries responded to. - Websites work best when combined with other media tools, e.g. e-mail updates that announce new content and invite your audience to visit the website. You can encourage users to subscribe to an e-mail messaging service, or to an RSS feed that relays news from your website to the subscribers’ site. An RSS feed allows a reader to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place. RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator", which readers have to sign up for. There are many free RSS readers available online. - Many providers offer “free” website hosting and easy guidance on setting up your site or blog. Check carefully whether 215 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
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Seeking feedback from others should
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- Which are the core tasks that nee
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call for different skills in the ca
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(FAQs) that they can use during pub
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5.3 THE ART OF COLLABORATION IN ALL
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� It should allow for learning fr
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than others, or when costs are disp
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- Milestones, i.e. specific moments
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5.6 ADJUSTING A CAMPAIGN There are
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misunderstandings and conflicts. On
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alliance has overcome them, generat
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What is my role? To what extent am
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Example: The We Can end all violenc
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and ethics of campaigning to end VA
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To draw lessons for the future, it
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6. CAMPAIGN COMMUNICATIONS OVERVIEW
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friends. Additional precautions mus
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and others to increase their traini
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sub-themes for the campaign were id
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Page 171 and 172: Bear in mind: � All communication
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Page 177 and 178: Source: Making a Difference: Strate
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Page 187 and 188: 6. Follow up with the media. Follow
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Page 231 and 232: Raising Voices has developed a deta
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Page 261 and 262: eached. In campaigns, external fact
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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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