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

Examples: Campaigns that aim to trigger learning and personality development
processes among their target audience require theories of change that take into account
the complexity of human thinking and behaviour. Promising examples are Raising
Voices in Uganda and We Can in South Asia. Under the Raising Voices “stages of
change” model, individual community members are guided through a learning process
which begins with a critical exam of one’s own, individual attitudes and behaviour about
VAW and equality between women and men, and leads to concrete, individual and
collective action for change. In parallel, mass scale communication, e.g. through
national media, creates an atmosphere fostering such change. Raising Voices visualizes
this theory of change as shown in the table below (Naker & Michau, 2004. Rethinking
Domestic Violence...). It would be difficult to depict the complex processes that happen
at several levels in a more linear manner.
The We Can Campaign model launched by Oxfam in 2004, consists of the following
layers: (a) the campaign has created an alliance of more than 2,400 member
organizations across six countries in South East Asia (Bangladesh, Sri Lanka, India,
Nepal, Pakistan and Afghanistan), whose purpose it is to (b) recruit individuals to
become volunteer change makers, who (c) commit themselves to refrain from violence
in their own lives and (d) promote the campaign message (“Women are no less valuable
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Campaigns December 2011