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

Key elements of campaigns on VAW:
� Strong basis in human rights and gender analysis: Regardless of the campaign
context, theme and strategy, any campaign on VAW must be grounded in the
understanding that VAW is a human rights violation rooted in, and contributing to,
power imbalances between women and men.
� Campaigning ethics: In campaigns on VAW, ethics are particularly important to
prevent the potentially severe security and emotional hazards that people
involved in the campaign may be exposed to, such as women and children
survivors of VAW, or advocates who speak out publicly. Ethics also contribute to
the credibility and effectiveness of a campaign.
� Strategic campaign planning: This requires formative research and analysis to
define the problem, assess the situation (including risks and opportunities),
identify the stakeholders, and develop a theory of change that illustrates the
approach to best achieve the campaign goal.
� Campaign strategy: Just as planning determines WHAT to do, strategy
determines HOW to do it. It represents the roadmap or course of action that
should be taken to meet the campaign goal. It lays out the outcomes and types of
actions that should be carried out (by whom, how and when), and the target
audiences that should be reached (by whom, how and when).
� Campaign implementation: This focuses on the ‘nuts and bolts’ of translating the
campaign strategy into concrete actions and activities. It involves action planning,
monitoring, determining campaign leadership and management structures, how
to work together in alliances, and manage tension.
� Campaign communications: Communication is the very essence of campaigning,
and a decisive element in any successful campaign on VAW. Effective campaign
communication is multi-pronged, combining different techniques and tools to
reach and influence target audiences.
� Monitoring and evaluation: These are campaign management activities to ensure
the campaign is run as effectively as possible, and to learn from experience.
Monitoring tracks campaign implementation, while evaluation analyses the data
and findings tracked to assess the effectiveness of the campaign.
� Campaign financing and fundraising: Budgeting is a critical part of transparent
financial management and accountability. When combined with rigorous financial
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Campaigns December 2011