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

control, it enhances the efficiency of a campaign, and protects it from potentially
damaging allegations of financial mismanagement. This is especially significant in
campaigns that need to raise funds from external donors.
1.2 WHAT IS A CAMPAIGN TO END VAW?
DEFINITION: A campaign is an organized effort to bring public pressure to bear on
institutions and individuals so as to influence their actions (Lamb, 1997. The Good
Campaigns Guide). Two broad types of campaigns to end VAW can be distinguished:
(1) campaigns aiming for institutional and policy change, i.e. for effective laws,
policies and institutions that prevent VAW and support VAW survivors, and (2)
campaigns aiming for change in individual behaviour and social norms and attitudes
(Coffman, 2003. Lessons in Evaluating Communications Campaigns). Awareness-
raising campaigns fit under both types as their aim can be to influence people’s
behaviour, and/or be a means of attracting attention and generating public support –
public awareness is always an important element whether seeking individual behaviour
or policy change (or both).
SCOPE: A campaign may target vast sectors of the general public, or specific, smaller
audiences, e.g. law makers, health practitioners, teachers, youth, men or parents. It can
focus on specific forms of violence, or on particular issues around the theme of violence.
The scope of a campaign can be world-wide, regional, nation-wide or limited to specific
localities, as illustrated in the examples below.
Illustrative Campaigns with different Scope
- International: The global UNiTE Campaign launched by UN Secretary-General Ban
Ki-Moon in 2008 calls on governments, civil society, the private sector, the media
and the entire United Nations systems to join forces in addressing the global
pandemic of violence against women and girls.
- Regional: The End FGM European Campaign, launched by Amnesty Ireland in
2010, aims to protect young women and girls living in Europe from female genital
mutilation/ cutting (FGM/C). It calls for European institutions to enhance prevention,
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Campaigns December 2011