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

o The resource mobilization strategy, which maps available and required
resources (financial, institutional, networks, etc), and outlines the
campaign fundraising plan. (See Resource Mapping and Financing and
Fundraising Strategies)
o A scaling-up strategy, if it is intended to bring the campaign to a larger
scale.
o An exit strategy, which determines when and how the campaign will be
ended.
o In longer-term campaigns, it may be useful to include different scenarios
for the future.
Example: The South Asia We Can Campaign to End All Violence against Women
provides a 20-page campaign strategy for its first phase on the campaign site. The
paper summarizes the campaign rationale, the goal and objectives, the orientation for
the first two years, information on the target audience and campaign alliance building,
visibility guidelines, main activities at national and regional levels, and the planned
impact assessment and documentation. In addition, rich audio-visual documentation of
campaign events and activists’ (“change makers”) testimonies provide vivid examples.
See the external evaluation.
Multi-pronged strategies
Within the overarching campaign strategy, several processes run in parallel, each
requiring its own sub-strategy, complete with formative research, theories of change,
situation and stakeholder analysis and resource mapping:
� Communication strategy, including media and other forms of outreach (see
Campaign Communication): It defines how the campaign will capture the
attention of the target audiences and prompt them to take the action the
campaign calls for. Strategic communication is results-oriented, evidence-based,
“client”-centered, participatory, benefit-oriented (the audience perceives a benefit
in taking the action proposed), multi-channel, high quality and cost-effective
(O’Sullivan et al, 2003. A Field Guide to Designing a Health Communication
Strategy). Effective communication strategies are multi-pronged, targeting
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Campaigns December 2011