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

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MOST Clubs: Summary of Preliminary Findings on Attitudes and School Climate, California Department of Public Health Epidemiology and Prevention for Injury Control Branch. Kitzinger, Jenny, 1994. “Challenging Sexual Violence Against Girls: A Social Awareness Approach”, in Child Abuse Review, 3, pp.: 246-258. Klugman, B., 2009. Less is More – Thoughts on Evaluating Social Justice Advocacy. KnowHowNonProfit, 2010. Monitoring and Evaluating Your Campaign Lacayo, V. & Singhal, A., 2008. Pop Culture with a Purpose! Using edutainment media for social change, Oxfam Novib/KIC. Lamb, B., 1997. The Good Campaigns Guide, National Council for Voluntary Organisations Publications, UK. MANGO Guide to Financial Management for NGOs MANGO, 2009. Mango’s Health Check. McGill University and DuPont Canada, p 42 McGuire, 1969 McManus & Dorfman, 2002. Silent revolution: How U.S. Newspapers Portray Child Care, Berkeley, CA: Berkeley Media Studies Group. Media Monitoring Africa. Empowering Messages: What You Should Know: Strategic Communication and Gender-based Violence. MENA Donors Directory. Michau, L. & Naker, D., 2004. Rethinking Domestic Violence- A Training Process for Community, Raising Voices, Uganda. Michau, L., 2007. “Approaching old problems in new ways: community mobilisation as a primary prevention strategy to combat violence against women”, in Gender & Development, 15 (1), pp. 95-109. Molony, T., Konie, Z., Goodsmith, L., 2007. “Through Our Eyes: Participatory Video in West Africa”, in Forced Migration Review No. 27. National Council to Reduce Violence against Women and their Children, 2009. The Cost of Violence against Women and their Children, Australia. New Tactics in Human Rights, 2004. the ABCs of Self-Care O’Flynn, M., 2009. Tracking Progress in Advocacy: Why and How to Monitor and Evaluate Advocacy Projects and Programmes, INTRAC. O’Sullivan, G.A., Yonkler, J.A., Morgan, W., and Merritt, A.P. 2003. A Field 318 Campaigns December 2011
Guide to Designing a Health Communication Strategy, Baltimore, MD: Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs, Baltimore, MD, USA. One World Trust. Accountability for Policy Research. Open Society Initiative for Southern Africa (OSISA) and ActionAid International. 2007. Making the Grade Organisation for Economic Co-operation and Development – Development Assistance Committee (OECD-DAC), 2002. ‘Glossary of Key Terms in Evaluation and Results-based Management’, Working Party on Aid Evaluation, OECD-DAC, Paris. Organizational Research Services on behalf of the Annie E. Casey Foundation, 2009. Getting Started: A Self-administered Guide to Theory of Change Development and Advocacy Evaluation Planning. Pact Tanzania, Media Guide (Advocacy Expert Series) Pact Tanzania. Civil Society and Advocacy Manual (Advocacy Expert Series). Pasqual, L., 2009. Time for Action – Implementing CEDAW in Southeast Asia, UNIFEM. Pesántez-Calle, Nidya, 2008. Campaign Of 16 Days Of Activism Against Gender Violence, 2004-2007, Evaluation Document, UNIFEM. Pittman, A. with the support of Naciri, R. 2007. Cultural Adaptations: The Moroccan Women's Campaign to Change the Moudawana, Institute of Development Studies. Portillo, L. 2001. Señorita Extraviada/Missing Young Woman, produced by Independent Television Service Production, USA. Potter, S. 2008. Incorporating Evaluation into Media Campaign Design on VAWnet, a project of the National Resource Center on Domestic Violence/Pennsylvania Coalition Against Domestic Violence, Harrisburg, PA, USA. Potter, Sharyn J., Moynihan, Mary M., Stapleton, Jane G., Banyard, Victoria L. 2009. Empowering Bystanders to Prevent Campus Violence Against Women. A Preliminary Evaluation of a Poster Campaign, in Violence against Women, 15(1). Prochaska, J., DiClemente, C., & Norcross, J., 1992. In search of how people change: Applications to addictive behaviors, American Psychologist, 47, 1102- 1114. 319 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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(VAW). The guide presents a variety
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Source: Making a Difference: Strate
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See the video. Visit the Say No-UNi
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constructive guidance should be off
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� Avoid being long-winded since a
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� If a prominent individual (poli
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6. Follow up with the media. Follow
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Practical tips for op-eds - Humaniz
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� Less is more: the design of vis
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Read the White Ribbon Campaign case
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Source: Lacayo, V. & Singhal, A., P
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UNIFEM Say No Campaign T-shirts fro
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Participation - Government of Catal
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- Picture scenes that target audien
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The ‘Say No - Unite to End Violen
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Refer to the section on Community M
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media specialists need to be involv
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video material that is easily disse
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Tools for digital video: � The in
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and South Asian audiences, it conta
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cyber-bullying of teenage girls, th
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The colorful campaign site is desig
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and tactics for communicating your
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� Provide an opt-out function for
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Chat/cyber dialoguing Many social w
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Mobile phones in campaigns - exampl
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applied to other issues and used by
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KEY ISSUES IN COMMUNITY MOBILIZATIO
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Raising Voices has developed a deta
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the My Strength Campaign in Califor
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(Oxfam murals with messages painted
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Read more in the publication: Gaye,
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comprehensive series of guides such
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GAMES FOR CHANGE Games for Change i
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*Items 4 and 6 can be omitted if th
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other visual means to capture the r
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audience so as to garner public sup
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� If it is highly likely to rally
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screened, a documentary film about
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special care to invite journalists,
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(e.g. CEDAW) must submit regular re
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to online complaint forms for the I
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Bear in mind: Before signing up for
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eached. In campaigns, external fact
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the changes in the individuals, gro
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4. Choose benchmarks and indicators
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Page 277 and 278: LEVELS OF MONITORING Monitoring the
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Page 281 and 282: Another aspect is to monitor media
Page 283 and 284: � Conducting a Participatory Eval
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Page 287 and 288: Matters, a free, hour-long online t
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Page 291 and 292: Advanced research designs for impac
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Page 297 and 298: � Domestic Violence Campaign - Ma
Page 299 and 300: challenges that exist. It provides
Page 301 and 302: � Operational costs, i.e. the cos
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Page 305 and 306: 2. Mapping internal and community r
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Page 309 and 310: Example: Urgent Action Fund Africa,
Page 311 and 312: Where campaign funds are held in th
Page 313 and 314: REFERENCES Advocacy Online, 2009. E
Page 315 and 316: Communication for Change, 2010. A L
Page 317: Heifetz, R. and Laurie, D., 1997.
Page 321 and 322: Advocacy and Lobbying Manual Shapir
Page 323 and 324: 2001.“Bold rape-awareness posters
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