Campaigns to End Violence against Women and Girls

Campaigns

to

End Violence against Women and Girls

Authors

Michaela Raab

Jasmin Rocha

Contributions and editing

Leigh Pasqual

Reviewers

Ana 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 organisational

consultant and evaluator based in Rio de Janeiro)

Yasmin Zaidi (Brandeis University, Pakistan)

development

Special thanks to Jennifer Cooper, Dina Deligiorgis, Nadine Gasman and Aldijana

Sisic, UN Women

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Table of Contents

1.

INTRODUCTION AND KEY CONCEPTS

1.1

Overview

1.2

What is a campaign to end VAW?

1.3

Why are campaigns needed to end VAW?

1.4

What works? Key lessons for campaigns to end VAW

1.5

What can one expect from a campaign on VAW?

2.

GUIDING PRINCIPLES

2.1

Grounding in human rights and gender analysis

2.2

Adhering to ethics in campaigning

2.3

Consulting those close to the issue

2.4

Do no harm: protection

2.5

Informed consent and confidentiality

2.6

Demonstrating integrity

3.

CAMPAIGN PLANNING

3.1

Strategic Planning: essential issues

3.2

When does it make sense to start or join a campaign?

3.3

Setting and framing the campaign issue

3.4

Situation analysis

3.5

Risk analysis

3.6

Stakeholder analysis

3.7

Theories of change in campaigning

3.8

Campaign approaches

3.9

Resource mapping

4.

CAMPAIGN STRATEGY

4.1

Essential issues

4.2

Setting the campaign goal, outcomes and timing

4.3

Identifying stakeholders and target audiences

4.4

Campaigning tactics and techniques

4.5

Building and framing a campaign alliance

4.6

Exit, adapting and scaling-up strategies

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4.7

Reality check: reviewing the campaign plan

5.

CAMPAIGN IMPLEMENTATION

5.1

Do¡¯s and don¡¯ts

5.2

Campaign leadership and management

5.3

The art of collaboration in alliances

5.4

Action planning

5.5

Monitoring ¨C key issues

5.6

Adjusting a campaign

5.7

Managing conflicts and unforeseen crises

5.8

Growing a campaign

5.9

Concluding a campaign

6.

CAMPAIGN COMMUNICATION

6.1

Overview

6.2

Do¡¯s and don¡¯ts

6.3

Designing a communication strategy

6.4

Crafting the campaign message

6.5

Choosing communication techniques and tools

6.6

Using the media

6.7

Printed materials

6.8

Audio-visual media

6.9

Electronic campaigning

6.10 Community mobilization

6.11 Communication in campaigns for policy/institutional change

7.

MONITORING AND EVALUATION

7.1

What is monitoring and evaluation?

7.2

Key definitions

7.3

Special considerations in monitoring and evaluating VAW campaigns

7.4

Building a campaign monitoring and evaluation framework

7.5

Indicators

7.6

Data collection

7.7

Baseline assessment

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7.8

Campaign monitoring

7.9

Campaign evaluation

7.10 Assessing impact in campaigns

7.11 Sharing findings

7.12 Sample campaign evaluations

7.13 Resources on M&E

8.

FINANCES AND FUNDRAISING

8.1

Budgeting and financial control

8.2

Fundraising

8.3

Finances in campaign alliances

8.4

Resources on fundraising

9.

REFERENCES

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1. INTRODUCTION AND KEY CONCEPTS

1.1

OVERVIEW

This module provides practical guidance to institutions and individuals interested or

involved in campaigning to end violence against women and girls (VAW), including,

amongst others, women¡¯s groups, human rights and other civil society and development

organizations, government entities, and community groups. It draws from and builds on

time-tested tools and literature, a growing body of evidence from research and a wide

range of campaigns to end VAW.

The module is divided into 8 sections which describe the different, multi-faceted aspects

of campaigning on VAW. The last section offers links to existing campaigns and relevant

networks, as well as references for further information. Readers who wish to gain a

quick overview should focus on this introduction and Guiding Principles, as well as the

beginning of the sections on Campaign Planning and Campaign Strategy.

Essential knowledge on VAW: Readers who have little experience in work to end

VAW are advised to start by visiting the Overview of Violence against Women and Girls

in Programming Essentials.

Terminology: Throughout this module, the acronym VAW designates violence against

women and girls. The United Nations Declaration on the Elimination of Violence Against

Women (1993) defines VAW as any act of gender-based violence that results in, or is

likely to result in, physical, sexual or psychological harm or suffering to women, including

threats of such acts, coercion or arbitrary deprivation of liberty, whether occurring in

public or in private life. ¡°There are many forms of violence against women, including

sexual, physical, or emotional abuse by an intimate partner; physical or sexual abuse by

family members or others; sexual harassment and abuse by authority figures (such as

teachers, police officers or employers); trafficking for forced labour or sex; and such

traditional practices as forced or child marriages, dowry-related violence and honour

killings, when women are murdered in the name of family honour. Systematic sexual

abuse 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.

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