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

campaign strategy to focus on goals, outcomes and the types of actions that must be
carried out (by whom, how and when). The strategy will also determine how to reach
target audiences, and involve potential allies and participants in the campaign.
KEY POINTS TO CONSIDER
In campaign planning, the following points deserve particular attention:
� Effective campaigns are purpose-driven. A shared sense of purpose should
inform all stages of campaign planning and implementation. Campaigns are
complex, onerous processes – lack of goals and concrete plans may waste
resources and fail to produce results.
� Purposeful strategic planning and campaign preparation are crucial. It is
important to note that this stage can often be time consuming and labour-intensive.
Example: Oxfam Great Britain’s We Can campaign to end domestic violence against
women rallies thousands of activists – of both sexes – to challenge abuse. Campaigners
in India, Pakistan, Bangladesh, Sri Lanka, Nepal and Afghanistan, visit households,
persuading couples to find ways to address their differences without violence. The
campaign aims to recruit 5 million volunteer ‘change makers’ by 2011 to mobilize 50
million people against violence.
Watch a video about one of the campaign’s Change Makers.
Oxfam Great Britain decided in August 2000 to start the South Asia-wide campaign. It
then took almost four years of an iterative strategic planning process, encompassing
several rounds of research and consultations throughout the region, to define and plan
the We Can campaign. It was eventually launched in September 2004. Its innovative
approach encouraging women and men to make a formal pledge to end VAW and
devise appropriate action in their own lives has triggered an impressive range of
activities and demonstrable behaviour change among people who took the pledge, the
“change makers”.
Read the Campaign Strategy.
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Campaigns December 2011