Campaigns To End Violence Against Women And Girls

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CampaignstoEnd Violence against Women and GirlsAuthorsMichaela RaabJasmin RochaContributions and editingLeigh PasqualReviewersAna Maria Cabrera (Argentina)Mallika Dutt (Breakthrough, India)Carolina Gottardo (One World Action)Maria Mejia (Mexico)Todd Minerson (White Ribbon Campaign, Canada)Neelanjana Mukhia (Women Won’t Wait Campaign)Vahida Nainar (Internationalist, India)Santayan Sengupta (Thoughtshop Foundation, India)Ellen Sprenger (Netherlands, based in South Africa)Himalini Varma (We Can Campaign, South Asia)Lisa Vetten (Tshwaranang Legal Advocacy Centre, South Africa)Ricardo Wilson-Grau (Internationalist, independent organisationalconsultant and evaluator based in Rio de Janeiro)Yasmin Zaidi (Brandeis University, Pakistan)developmentSpecial thanks to Jennifer Cooper, Dina Deligiorgis, Nadine Gasman and AldijanaSisic, UN Women1CampaignsDecember 2011

Table of Contents1.INTRODUCTION AND KEY CONCEPTS1.1Overview1.2What is a campaign to end VAW?1.3Why are campaigns needed to end VAW?1.4What works? Key lessons for campaigns to end VAW1.5What can one expect from a campaign on VAW?2.GUIDING PRINCIPLES2.1Grounding in human rights and gender analysis2.2Adhering to ethics in campaigning2.3Consulting those close to the issue2.4Do no harm: protection2.5Informed consent and confidentiality2.6Demonstrating integrity3.CAMPAIGN PLANNING3.1Strategic Planning: essential issues3.2When does it make sense to start or join a campaign?3.3Setting and framing the campaign issue3.4Situation analysis3.5Risk analysis3.6Stakeholder analysis3.7Theories of change in campaigning3.8Campaign approaches3.9Resource mapping4.CAMPAIGN STRATEGY4.1Essential issues4.2Setting the campaign goal, outcomes and timing4.3Identifying stakeholders and target audiences4.4Campaigning tactics and techniques4.5Building and framing a campaign alliance4.6Exit, adapting and scaling-up strategies2CampaignsDecember 2011

4.7Reality check: reviewing the campaign plan5.CAMPAIGN IMPLEMENTATION5.1Do’s and don’ts5.2Campaign leadership and management5.3The art of collaboration in alliances5.4Action planning5.5Monitoring – key issues5.6Adjusting a campaign5.7Managing conflicts and unforeseen crises5.8Growing a campaign5.9Concluding a campaign6.CAMPAIGN COMMUNICATION6.1Overview6.2Do’s and don’ts6.3Designing a communication strategy6.4Crafting the campaign message6.5Choosing communication techniques and tools6.6Using the media6.7Printed materials6.8Audio-visual media6.9Electronic campaigning6.10 Community mobilization6.11 Communication in campaigns for policy/institutional change7.MONITORING AND EVALUATION7.1What is monitoring and evaluation?7.2Key definitions7.3Special considerations in monitoring and evaluating VAW campaigns7.4Building a campaign monitoring and evaluation framework7.5Indicators7.6Data collection7.7Baseline assessment3CampaignsDecember 2011

7.8Campaign monitoring7.9Campaign evaluation7.10 Assessing impact in campaigns7.11 Sharing findings7.12 Sample campaign evaluations7.13 Resources on M&E8.FINANCES AND FUNDRAISING8.1Budgeting and financial control8.2Fundraising8.3Finances in campaign alliances8.4Resources on fundraising9.REFERENCES4CampaignsDecember 2011

1. INTRODUCTION AND KEY CONCEPTS1.1OVERVIEWThis module provides practical guidance to institutions and individuals interested orinvolved in campaigning to end violence against women and girls (VAW), including,amongst others, women’s groups, human rights and other civil society and developmentorganizations, government entities, and community groups. It draws from and builds ontime-tested tools and literature, a growing body of evidence from research and a widerange of campaigns to end VAW.The module is divided into 8 sections which describe the different, multi-faceted aspectsof campaigning on VAW. The last section offers links to existing campaigns and relevantnetworks, as well as references for further information. Readers who wish to gain aquick overview should focus on this introduction and Guiding Principles, as well as thebeginning of the sections on Campaign Planning and Campaign Strategy.Essential knowledge on VAW: Readers who have little experience in work to endVAW are advised to start by visiting the Overview of Violence against Women and Girlsin Programming Essentials.Terminology: Throughout this module, the acronym VAW designates violence againstwomen and girls. The United Nations Declaration on the Elimination of Violence AgainstWomen (1993) defines VAW as any act of gender-based violence that results in, or islikely to result in, physical, sexual or psychological harm or suffering to women, includingthreats of such acts, coercion or arbitrary deprivation of liberty, whether occurring inpublic or in private life. “There are many forms of violence against women, includingsexual, physical, or emotional abuse by an intimate partner; physical or sexual abuse byfamily members or others; sexual harassment and abuse by authority figures (such asteachers, police officers or employers); trafficking for forced labour or sex; and suchtraditional practices as forced or child marriages, dowry-related violence and honourkillings, when women are murdered in the name of family honour. Systematic sexualabuse in conflict situations is another form of violence against women” (WHO, 2009.Promoting Gender Equality to Prevent Violence against Women.)See also Defining Violence Against Women and Girls in Programming Essentials.5CampaignsDecember 2011

Key elements of campaigns on VAW: Strong basis in human rights and gender analysis: Regardless of the campaigncontext, theme and strategy, any campaign on VAW must be grounded in theunderstanding that VAW is a human rights violation rooted in, and contributing to,power imbalances between women and men. Campaigning ethics: In campaigns on VAW, ethics are particularly important toprevent the potentially severe security and emotional hazards that peopleinvolved in the campaign may be exposed to, such as women and childrensurvivors of VAW, or advocates who speak out publicly. Ethics also contribute tothe credibility and effectiveness of a campaign. Strategic campaign planning: This requires formative research and analysis todefine the problem, assess the situation (including risks and opportunities),identify the stakeholders, and develop a theory of change that illustrates theapproach to best achieve the campaign goal. Campaign strategy: Just as planning determines WHAT to do, strategydetermines HOW to do it. It represents the roadmap or course of action thatshould be taken to meet the campaign goal. It lays out the outcomes and types ofactions that should be carried out (by whom, how and when), and the targetaudiences that should be reached (by whom, how and when). Campaign implementation: This focuses on the ‘nuts and bolts’ of translating thecampaign strategy into concrete actions and activities. It involves action planning,monitoring, determining campaign leadership and management structures, howto work together in alliances, and manage tension. Campaign communications: Communication is the very essence of campaigning,and a decisive element in any successful campaign on VAW. Effective campaigncommunication is multi-pronged, combining different techniques and tools toreach and influence target audiences. Monitoring and evaluation: These are campaign management activities to ensurethe campaign is run as effectively as possible, and to learn from experience.Monitoring tracks campaign implementation, while evaluation analyses the dataand findings tracked to assess the effectiveness of the campaign. Campaign financing and fundraising: Budgeting is a critical part of transparentfinancial management and accountability. When combined with rigorous financial6CampaignsDecember 2011

control, it enhances the efficiency of a campaign, and protects it from potentiallydamaging allegations of financial mismanagement. This is especially significant incampaigns that need to raise funds from external donors.1.2WHAT IS A CAMPAIGN TO END VAW?DEFINITION: A campaign is an organized effort to bring public pressure to bear oninstitutions and individuals so as to influence their actions (Lamb, 1997. The GoodCampaigns 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). Awarenessraising campaigns fit under both types as their aim can be to influence people’sbehaviour, and/or be a means of attracting attention and generating public support –public awareness is always an important element whether seeking individual behaviouror policy change (or both).SCOPE: A campaign may target vast sectors of the general public, or specific, smalleraudiences, e.g. law makers, health practitioners, teachers, youth, men or parents. It canfocus 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 specificlocalities, as illustrated in the examples below.Illustrative Campaigns with different Scope-International: The global UNiTE Campaign launched by UN Secretary-General BanKi-Moon in 2008 calls on governments, civil society, the private sector, the mediaand the entire United Nations systems to join forces in addressing the globalpandemic of violence against women and girls.-Regional: The End FGM European Campaign, launched by Amnesty Ireland in2010, aims to protect young women and girls living in Europe from female genitalmutilation/ cutting (FGM/C). It calls for European institutions to enhance prevention,7CampaignsDecember 2011

protection and treatment for women living with FGM/C or under threat of FGM/C.Some 500.000 girls and women in the European Union are estimated to haveundergone female genital mutilation/ cutting.-National: One of the first and most influential campaigns to end VAW, ZeroTolerance, started out as a Scottish campaign in 1992 launched by the EdinburghCity Council to educate large segments of the population on the prevalence andnature of VAW.-Community-based: The Uganda-based NGO Raising Voices has inspired theemergence of community-level campaigns to end VAW. They assist communityorganizations to plan and develop activities that mobilize women and men, girls andboys to transform attitudes and behaviours within their communities.DURATION: Campaigns to end VAW can take place over different periods of time.Those addressing an urgent, narrowly circumscribed cause may be short, running forjust a few weeks or months. Those that seek to change social attitudes and practicesshould be of at least a medium duration, lasting up to 5 years, or long-term, sometimesstretching over an entire decade or more.Example: An example of a long-term campaign is Freedom from Fear, launched in 1998by the Western Australia Family and Domestic Violence Taskforce, a government body.The 10-year community education campaign accompanied criminal justice and otherinterventions that were integrated in a multi-pronged strategy to end VAW. Targetingperpetrators of domestic violence, it successfully encouraged violent men (or those withviolent tendencies) to seek treatment for their behaviour by calling a dedicated “Men’sDomestic Violence Helpline”. In the first 21 months of the campaign over 6000 callswere received with a large proportion (64%) of those calling being men in the primarytarget group (ie.perpetrators or men 'at risk').Read the Freedom from Fear mid-campaign assessment (2000) describing the researchunderpinning the campaign development and evaluation.Example: An example of a short-term campaign is the ‘Know Your Power’ campaign,which the University of New Hampshire in the United States ran for two months in 2010,targeted at students on the college’s campus. The campaign used social marketing8CampaignsDecember 2011

communication channels to focus on students’ roles as bystanders and how they couldprevent or intervene in situations of sexual and intimate partner violence and stalking oncampus. The channels used were considered the best means of catching the attentionof students and generating campus-wide awareness in a short period of time. The KnowYour Power campaign is the social marketing component of the university’s nationallyknown ‘Bringing in the Bystander’ violence prevention programme.Visit the campaign website.Read the campaign evaluation.THEMES: As violence against women and girls is present in all societies and takesdifferent forms in different contexts, the number of possible campaign themes isimmense. Many behaviour change campaigns have focused on domestic violence,warning perpetrators about its consequences and encouraging survivors to seekspecialized support. Campaigns for institutional change have held governments toaccount on their obligations to translate relevant international Treaties into nationallegislation, including the Convention on the Elimination of All Forms of DiscriminationAgainst Women (CEDAW), the Convention on the Rights of the Child (CRC) and theConvention against Torture and other Cruel, Inhuman or Degrading Treatment. Thereare also campaigns that tackle international and cross-border issues, such as traffickingof women and children, sexual violence as a tactic of warfare, and the role ofinternational law and justice in protecting women’s and girls’ rights. Still others focus onissues rooted in local customs and traditions, such as child or forced marriage orharmful initiation rites. Where mass media play a strong role in shaping social norms,campaigns that tackle unhealthy gender stereotypes or degrading, sexist depictions ofwomen in the media can contribute to preventing VAW.The choice of the campaign theme depends on the local context, and the campaigners’skills, resources and ability to mobilize support. A wide range of examples and casestudies are included throughout this module.Examples: Behaviour change campaign themes9CampaignsDecember 2011

Scotland - In response to the low conviction rate for rape (2.9%), and the welldocumented humiliation experienced by female victims in court, Rape Crisis Scotlandstarted a campaign in 2008 with the theme of challenging prejudicial public attitudes thatwomen ‘ask for it’ in certain circumstances – if they dress in a way considered‘provocative’, if they drink, or if they are intimate in any way with their attacker beforebeing assaulted. The campaign called ‘This is not an invitation to rape me’ produced avariety of publicity materials including posters, postcards and a downloadable briefingpack for activists and individuals interested in learning more about the campaign issue.Afghanistan – The Afghanistan Independent Human Rights Commission (AIHRC)celebrated 2007’s International Day for the Elimination of Violence against Women witha campaign called “Don’t destroy the future of your children by forced marriages.” Theday was celebrated through conferences, meetings, gatherings and media broadcasts.Messages from the Chief of Justice, Speaker of the Parliament, Attorney General, Chiefof Peace and Stability Commission and people from the general public condemningforced marriages were broadcast by the national and private television channels inKabul. Billboards with messages on forced marriages were printed and installed in fivemain squares of Kabul, conveying messages on forced and underage marriages.1.3WHY ARE CAMPAIGNS NEEDED TO END VAW?Campaigns over the past decades have contributed significantly to heighteningawareness of VAW as a violation of human rights that affects society as a whole. Theyhave helped to rally support for and influence change in international and nationallegislative and policy frameworks. In spite of such progress, however, violence againstwomen and girls is still rampant in all parts of the world. A continuous, protractedeffort throughout society and across disciplines is needed to effectively address thecauses of VAW, which are rooted deep in social attitudes and practice.Campaigns are an appropriate tool in this endeavor, because they can: Make VAW a public issue, and highlight the fact that it is a public concern thataffects all segments of society.10CampaignsDecember 2011

Challenge and influence change in individual and society-wide attitudes andbehaviours that condone and tolerate VAW. Serve as a vehicle to inform and educate VAW survivors about their right toreceive support and redress, and how they can claim these rights. Catalyze the initiatives of different organizations and individuals in coordinated,multi-layered and multi-sector action to prevent VAW and provide effective support toVAW survivors. Build critical mass for change by bringing together people from differentbackgrounds to create opportunities to learn from each others’ experience, formnetworks and grow wider and more powerful movements. Develop leadership skills among campaign organizers and supporters, andempower women and men, girls and boys to become individual agents of change,and advocates of gender relations that are free of violence and based on equality.1.4WHAT WORKS? KEY LESSONS FOR CAMPAIGNS ON VAWLESSONS ON STAKEHOLDERSProviding access to VAW prevention and response services (added, repeatedfrom ethics section further below): Campaigns on VAW tend to increase demand fordirect support to VAW survivors, as women who have not dared to report theirexperience of VAW may feel encouraged to seek support. It is critical therefore thatcampaigns, and especially those that focus on awareness-raising, not be undertakenunless survivors and other community members have access to minimum services(health, protection and legal) or referrals to get the support they may need. In manyinstances, outreach or advocacy may result in a woman or girl speaking out about herabuse for the very first time, and prompt counseling and care should be made readilyavailable, in line with ethical standards.If inadequate or no support services are available, it may be advisable to start withprojects or advocacy campaigns for the establishment of organizations supporting VAWsurvivors. Another option would be to re-frame the campaign to call for justice, andaddress inequities faced by women and girls in their daily lives, rather than to directlyaddress VAW.11CampaignsDecember 2011

If protection and support services are available to survivors, it is also crucial forcampaigners to work to establish links and co-ordinate activities with the organizationswhich provide such services, e.g. counseling centers, women’s shelters and police andjudicial officials trained to deal with VAW-related issues. Keep an up-to-date list ofaddresses and telephone numbers where survivors can be referred to, and regularlyshare information with service providers as the campaign progresses. See Services for Victims in the Legislation module.Example: The IOM’s Southern Africa Counter-Trafficking Assistance programme(SACTAP) developed a serial radio drama called ‘Dealers/Troco’ as part of its campaignto raise awareness about human trafficking and advertise its help lines in South Africa,Zimbabwe and Zambia. The toll free help lines are manned by counsellors who havebeen trained to respond to calls ranging from general enquiries to requests forassistance from trafficked persons.For additional information, see the website.Working with men and boys: Although evidence shows that, no matter the form andcontext of VAW, perpetrators are overwhelmingly men, VAW deeply affects all segmentsof society. It can destroy social networks and tear apart families and communities.Effective campaigns, therefore, must include and target not only women and girls, butmen and boys.12CampaignsDecember 2011

Men and boys must be engaged as key alli

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 chan

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