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

different audiences and audience segments through different mediums, channels,
at different venues, using different techniques.
� Management and coordination processes in campaign organizations and
alliances must be defined at the outset (see Campaign Implementation).
� Fundraising strategy (see also Finances and Fundraising): Establishing a realistic
budget for the campaign and planning how best to raise necessary funding is a key
element of success. Under-resourced campaigns may terminate prematurely without
reaching their goal, which may demoralize campaigners and their audiences.
� Learning strategy (see Monitoring and Evaluation): Monitoring campaign activities,
the response and outcomes they provoke, as well as relevant external developments
and changes in the campaign context are vital for effective campaign
implementation. Furthermore, campaigns should generate learning for future
campaigns through quality evaluation, documentation and dissemination of findings.
� Exit, adapting and scaling-up strategies: What criteria need to be met to end a
campaign? What needs to happen at the end of a campaign? An exit strategy
answers these questions. Scaling-up strategies determine when and how a
campaign, e.g. a “pilot” campaign that introduces an innovative approach, can be
extended to a larger scale.
Campaigning as part of wider efforts to end VAW
It is important to remember that campaigning is only one aspect of a wide-ranging
effort to prevent and respond to violence against women and girls.
Comprehensive, nation-wide work to end VAW should include community interventions,
services for VAW survivors, training of relevant professionals (e.g. health, police and
judicial staff), effective laws and their enforcement, support to men who need to stop
violent behaviour (e.g. through activities in peer groups), as well as programmes in
schools and on campuses to inform and empower children and youth to prevent VAW
(VicHealth, 2005. Review of Communication Components of Social Marketing...)
With this in mind, it is important to examine how a planned campaign will fit into the
overall context of efforts to end VAW. For example, campaigns that urge violence
survivors to seek help or shelter in areas where these services might be limited or non-
existent, can put survivors at further risk and do more harm than good. Similarly,
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Campaigns December 2011