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

espondents through probability sampling techniques, or “convenience” sampling
(interviewing stakeholders at locations where they're likely to be or where they get in
contact with the campaign). The major advantage of mini-surveys is that the data can be
collected and analyzed within a few days.
Role Play
Role play can be a highly effective and respectful means to learning about knowledge
and attitudes, while allowing survivors to talk about violence without having to recount
personal experiences. See also Interactive drama which can involve using role play as a
way to engage different members of a target community.
Example: The Stop Violence Against Women, Break the Silence campaign carried out
by the Gender Studies and Human Rights Documentation Centre in Ghana during the
2007 Sixteen Days of Activism against Gender Violence focused on awareness-raising
in rural communities and used role play to assess people’s awareness and knowledge of
VAW (Source: Stop the Bus! I Want to Get On campaign: Lessons from campaigns to
end violence against women in South Africa, Zimbabwe and Ghana, Womankind, 2008).
Participatory sketching and photography
Participatory sketching and photography are also creative ways of soliciting qualitative
information, especially on “sensitive” issues such as VAW. They can be effective
especially when targeting an audience that is not very comfortable with writing or
speaking responses, or an audience that may be illiterate. Respondents are asked
similar questions as in an interview or survey, but answers are to be provided as
photographs or drawings, rather than spoken or written.
Example: This method was used to gauge how listeners of the Sudanese
entertainment-education serial radio drama Ashreat Al Amal ("Sails of Hope"),
produced by Population Media Center (PMC), derived personal meaning from the plot,
the characters, and the educational messages. See Singhal A., Greiner, K., Hurlburt, S.,
A Participatory Assessment of Ashreat Al Amal, an Entertainment-Education Radio
Soap Opera in the Sudan, Ohio University and Population Media Center, 2006.
Direct response tracking
Some ads used in campaigns ask readers or viewers to give a direct response, or a
measurable action, e.g. by calling a toll-free number, sending in a coupon or bounceback
card, visiting a website or clicking on an icon. These responses can be counted
and used as an indicator for the reach of the campaign.
Data collection methodologies
In addition to the Tools for data collection described above, a range of methodologies
based on participatory assessment can be used.
Outcome mapping
Outcome mapping brings together process and performance monitoring. It can be used
to observe (1) the changes in the behaviours, actions, activities, and relationships of the
people, groups, and organizations with whom a program works directly; (2) the
strategies that a program employs to encourage change in its partners; and (3) the
functioning of a program as an organizational unit.
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Campaigns December 2011