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

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and communication technology (ICT) can be used to end VAW, but also the negative role ICT can play in VAW. � The Take Back the Tech! Campaign (2009) calls for systematic use of technology in ending violence against women. Its website in Spanish, French and English, includes a comprehensive campaign kit and many examples of websites, digital postcards and videos. � A key focus area for Gender Links, a Southern African NGO, is the transformation of gender relations in and through the media. They conduct research, training, and create and share content that shows how gender can be integrated into media outputs, taking advantage of the opportunities presented by information technology and strengthening the communication skills of gender activists as well as women in decision-making. The group has pioneered gender and media literacy courses, and they also host the secretariat of the Gender and Media Southern Africa (GEMSA) network. See their courses for the media on covering gender violence. � The Tactical Technology Collective provides tools, guidance and many case studies on the use of ICT and audio-visual tactics for human rights advocacy. Specialized in e-campaigning, it presents a host of user-friendly, step-by-step guides for common e-campaigning tools, such as the Quick and Easy Guide to Online Advocacy. � Socialbrite.org provides guidance on setting up an SMS campaign on their website including a general introduction to different forms of SMS campaigning and a presentation of different technical options for how to set up an SMS campaign. � The University of Toronto Citizen Lab (2007) offers Everyone’s Guide to By- Passing Internet Censorship (in English, Burmese and Russian), a short manual presenting simple ways to circumvent filter mechanisms that exist in some countries to block access to certain websites, e.g. those of human rights organizations. � Using Mobile Phones in Advocacy Campaigns is a brief guide that describes how to organise a successful campaign using mobile phone technology, with examples from Argentina, UK, USA and Africa, and useful lessons learnt from campaigns. � The Multimedia Training Kit by ItrainOnline (2003) is an online resource that focuses on the technical aspects of how to use new media to communicate development messages. Sections include searching the Internet, digital audio production, databases, and content development skills – there are also specific materials on the theme of VAW. Available in English, French, Spanish, Arabic and Russian. � The Social Media Toolkit, produced by the US Centers for Disease Control and Prevention (CDC), offers guidelines on how to plan, develop and implement social media activities. Although developed for use by the CDC, the toolkit can be 226 Campaigns December 2011
applied to other issues and used by other organisations when developing social media tools. � Strategising Online Activism: A Toolkit, produced by the Association for Progressive Communication, Women’s Networking Support Progamme and Violence is Not Our Culture (2011). � E-Campaigning Resource Pack (2008) by Fairsay, Oxfam GB, and Advocacy Online. � Social Media Tools for Advocacy – Facebook, developed by WOUGNET is a simple guide to what Facebook is all about, and how it can be used for advocacy. 227 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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issues of sustainability. The docum
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Effective campaigning is built arou
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QUESTIONS TO CONSIDER WHEN CRAFTING
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� If the audience is highly diver
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Bear in mind: � All communication
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~~~~~ The Southern Africa Counter-T
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Page 177 and 178: Source: Making a Difference: Strate
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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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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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