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

2nd step: List relevant strengths, weaknesses, opportunities and threats of each
stakeholder. The template below can be adapted to fit on large flip-charts or pin boards
for joint brainstorming.
Target/
involve/ignore
Stakeholder A
Stakeholder B
…
Strengths
Weaknesses
Threats
Opportunities
3 rd step: For each stakeholder, assess (i) what they mean to the campaign, i.e. the
positive or negative actions they can take towards the campaign goals, and how
important, potentially effective and likely it is they take this action is, and (ii) what the
campaign means to them, i.e. what aspects of the campaign they are likely to support
and which may antagonize them.
FORMATIVE RESEARCH ON TARGET AUDIENCES
In behaviour change campaigns, and when designing mass communication tools to
support all types of campaigns, it is important to gain a precise idea as to the target
audiences’ knowledge and behaviour regarding the campaign issue. The case study
below shows how such formative research informs campaign design.
Case Study: The One Man Can Campaign in South Africa
As South Africa has amongst the highest levels of domestic
violence and rape in the world, and the largest number of people
living with HIV, women are particularly vulnerable. One Man Can
(OMC) was launched by the NGO Sonke Gender Justice in
partnership with South African and international organizations
during the 2006 Sixteen Days of Activism against Gender
Violence. Funded by the South African Government and
international donors including UNICEF, the IOM and the Ford
Foundation, the campaign was implemented in all nine South African provinces.
Activities: The campaign supports men and boys to take action, individually and
collectively, to end domestic and sexual violence and to promote healthy, equitable
66
Campaigns December 2011