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

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(From The Change Agency, Problem Tree Analysis) FRAMING THE CAMPAIGN ISSUE Once the campaign issue (the problem) has been defined, the following questions should be asked to determine how best to frame it: – Is the problem new or old? Is it increasing or decreasing? (Identification of trends) – How has the problem been addressed so far, in what ways, to what success? (Identification of existing approaches) 52 Campaigns December 2011
– What other possible solutions are there to this specific problem, or this type of problem? Building on the results of the previous research steps, a mind-map can be drawn to generate and visualize ideas of possible solutions. (Brainstorming on solutions) Additional research may be necessary to frame the campaign issue more precisely – or change it altogether, if it is found that the initially identified issue was imprecise or ill- chosen. Campaign impact evaluations suggest that campaigns which are based on sound formative research, i.e. preliminary and continuous research that is constantly fed back into the campaigning process, are more likely to develop a successful campaign strategy and generate impact. See the Monitoring and Evaluation section in this module for specific research methods and approaches. Specific guidelines for research on legal issues are contained in the Legislation module. CONDUCTING FORMATIVE RESEARCH Formative research, i.e. research carried out before and during the campaign to determine and refine the campaign planning process, provides accurate, up-to-date information to strategically develop the campaign on a sound basis. The complexity and nature of formative research depends on a number of factors, including the nature of the campaign. For example, in an advocacy campaign for legal change, analysis of law, law- making processes, the institutions involved and ways of influencing these will be key topics for formative research. In behaviour change campaigns, formative research examines the prospective target audience, their behaviour and the factors which influence it. Using social marketing theory, formative research is used to determine the best ways to reach the intended target audiences. [See formative research on target audiences for a case study that illustrates how this can influence campaign design.] Formative research should combine several methods and use different sources of information so as to take into account different perspectives and cross-check the data obtained. Where resources are insufficient for large-scale surveys, participatory research methods, e.g. focus group discussions, can be used to obtain basic 53 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 and 32: - Competence: The subject must be a
Page 33 and 34: 3. CAMPAIGN PLANNING 3.1 STRATEGIC
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: Problem trees visualize the causes
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
Page 85 and 86: The campaign achieved that (i) the
Page 87 and 88: Further information on campaign act
Page 89 and 90: The campaign was considered a succe
Page 91 and 92: 3.9 RESOURCE MAPPING Resource mappi
Page 93 and 94: 4. CAMPAIGN STRATEGY 4.1 ESSENTIAL
Page 95 and 96: o The resource mobilization strateg
Page 97 and 98: campaigns that seek to improve poli
Page 99 and 100: “Specific” doesn’t imply “u
Page 101 and 102: 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
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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
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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