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

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as physical maltreatment of their daughters. It can be highly educational and empowering for campaigners to carefully examine their own lives and ensure they do not perpetrate or condone any form of VAW. See also “Starting with an insider initiative”. 32 Campaigns December 2011
3. CAMPAIGN PLANNING 3.1 STRATEGIC PLANNING: ESSENTIAL ISSUES OVERVIEW Strategic planning is the process of analyzing the current situation, setting goals for the future, and determining how to effectively reach those goals. Campaign planning is not a simple “prelude” to the actual campaign—it is of central importance to effective campaigning and should receive as much attention and effort as the subsequent campaign activities themselves. In fact, the success of a campaign is inherently linked to how rigorously it has been planned from the outset—analyzing the context, identifying problems and solutions, specifying target audiences and outlining an appropriate course of action all enhance the chances of reaching campaign goals (Coe & Kingham, Tips on Good Practice in Campaigning). Ideally, all members of the campaign team or alliance should be involved in planning, as well as key stakeholders, particularly representatives of the target audience. This section describes the crucial first steps for a campaign —the research and analysis steps that must be taken to a) determine why or when to start a campaign, b) define the campaign issue (the problem), c) identify the necessary stakeholders to target or involve, and then d) develop an appropriate campaign approach that best responds to the issue. The following section explains how to develop the Campaign Strategy, the roadmap or course of action for effective campaign implementation. Bear in mind: Both campaign planning and campaign strategy processes can overlap, and in some cases even be interchangeable. One easy way of distinguishing between the two is: planning determines WHAT to do, while strategy determines HOW to do it. In the case of campaigns, the planning stage asks the question: What needs to change? To answer, one will need an analysis of the situation and the specific problem to be addressed; a purpose to drive the campaign; and a vision for the future the campaign is intended to contribute to. The planning stage also asks the questions: How will the campaign contribute to change? And who are the key stakeholders? To answer, one will need to determine an appropriate theory of change, and conduct a thorough analysis of stakeholders. All of this lays the foundation for then developing a 33 Campaigns December 2011
Page 1 and 2: Authors Michaela Raab Jasmin Rocha
Page 3 and 4: 4.7 Reality check: reviewing the ca
Page 5 and 6: 1. INTRODUCTION AND KEY CONCEPTS 1.
Page 7 and 8: control, it enhances the efficiency
Page 9 and 10: communication channels to focus on
Page 11 and 12: � Challenge and influence change
Page 13 and 14: Men and boys must be engaged as key
Page 15 and 16: Source: Appiah, K., Oct. 2010. The
Page 17 and 18: criminalizing VAW, is necessary so
Page 19 and 20: compelling campaign messages, and s
Page 21 and 22: 1.6 WHAT CAN ONE EXPECT FROM A CAMP
Page 23 and 24: 2. GUIDING PRINCIPLES 2.1 GROUNDING
Page 25 and 26: experience the campaign issue in th
Page 27 and 28: For further information, see the Do
Page 29 and 30: 2006. Linking Gender-Based Violence
Page 31: - Competence: The subject must be a
Page 35 and 36: Read the external evaluation. See t
Page 37 and 38: a tight budget can obtain quality s
Page 39 and 40: 3.2 WHEN DOES IT MAKE SENSE TO STAR
Page 41 and 42: effort in their own countries (on k
Page 43 and 44: Campaign achievements: Organizers s
Page 45 and 46: intimate partners, traditional heal
Page 47 and 48: In sum, in a campaign there are sim
Page 49 and 50: - Seek advice from experts in colle
Page 51 and 52: Problem trees visualize the causes
Page 53 and 54: - What other possible solutions are
Page 55 and 56: (2) A “help” message that would
Page 57 and 58: Mapping opportunities helps to dete
Page 59 and 60: Economic factors may include issues
Page 61 and 62: 2. For each risk that is probable a
Page 63 and 64: stakeholder mapping and identifying
Page 65 and 66: elationships), dotted lines more in
Page 67 and 68: elationships that men and women can
Page 69 and 70: 3.7 THEORIES OF CHANGE IN CAMPAIGNI
Page 71 and 72: change: advocacy campaigns (general
Page 73 and 74: gun violence against women by creat
Page 75 and 76: Examples: Campaigns that aim to tri
Page 77 and 78: Campaign Evaluation, and O’Sulliv
Page 79 and 80: BEHAVIOUR CHANGE CAMPAIGN APPROACHE
Page 81 and 82: first 21 months of the campaign, th
Page 83 and 84:
� The Legislation Module provides
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The campaign achieved that (i) the
Page 87 and 88:
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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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
Page 291 and 292:
Advanced research designs for impac
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Different stakeholders may require
Page 295 and 296:
include a request for feedback on s
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
Page 303 and 304:
Grant from donor B Community contri
Page 305 and 306:
2. Mapping internal and community r
Page 307 and 308:
information on the expected results
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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 and 318:
Heifetz, R. and Laurie, D., 1997.
Page 319 and 320:
Guide to Designing a Health Communi
Page 321 and 322:
Advocacy and Lobbying Manual Shapir
Page 323 and 324:
2001.“Bold rape-awareness posters
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