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Purpose-driven audio-visual tools

Radio and television are commonly used in large-scale campaigns to end VAW. Well-designed mass media advertisements can reach and potentially engage nation-wide audiences. Purpose-driven audio-visual media, i.e. programmes produced specifically for a campaign, include public service announcements (PSAs) and other types of advertisements. Many national campaigns led or sponsored by government agencies have produced successful PSAs on radio and television, e.g. to raise awareness on the harmful effects of VAW, to direct survivors to support services and options for redress, and to expose the links between VAW and the spread of HIV. See also Public service announcements

Because audio-visual tools produced specifically for campaigns can be extremely costly, sourcing for pro-bono support from PR/advertisement agencies to help develop them, and radio/TV networks for free or sponsored airtime, could be very helpful. Alternatively, other cost-effective ways to use radio and TV include doing interviews, or taking part in talk or call-in shows.

Practical tips

  • Identify radio or TV stations which broadcast interviews on social issues and propose to be their guest, e.g. for an interview, a call-in program or a talk show.
  • For people who are not experienced with media appearances, it may be a good idea to conduct a few mock interviews with a friend and ask for feed-back beforehand. Think carefully of the essential points of your message that you must get across, and make sure you practice saying them.
  • Avoid being long-winded since airtime is always likely to be very short, a few minutes at the most. Instead, speak in ‘sound-bites’, which are succinct phrases that are easy to understand, and get your point across quickly and effectively.
  • If you participate in a call-in show, mobilize campaign members to call and support your point. Where possible, ask the radio or TV station to provide you with a recording of the interview – this can be a helpful reference when you are monitoring and evaluating your campaign.