Virtual Knowledge Centre to End Violence against Women and Girls

Last edited: February 13, 2019
Campaigns
                            
                              Introduction                                    
                            
Overview
                              What is a campaign to end VAW?
                            
                            DefinitionScopeDurationThemes
Why are campaigns needed to end violence against women and girls?
                              What works? Key Lessons for campaigns on VAW
                            
                            Lessons on stakeholders Lessons on key messagesLessons on approachesLessons on planning and implementation Lessons on ethics
What can one expect from a campaign to end VAW?

                              Guiding Principles                                    
                            
                              Grounding the campaign in human rights and gender analysisAdhering to ethics in campaigning Consulting those close to the issueDo no harm: protectionInformed consent and confidentialityDemonstrating integrity
                            
                              Campaign Planning                                    
                            
                              Strategic planning: essential issues
                            
                            OverviewKey points to considerEssential checklist

                              When does it make sense to start or join a campaign?
                            
                            Important questions to askJoining a campaignTiming

                              Setting and framing the campaign issue
                            
                            Defining the problemResearch ethicsTools for problem analysisFraming the campaign issueConducting formative research

                              Situation analysis 
                            
                            OverviewSWOT analysisPolicy analysisPESTEL analysis
Risk analysis 
                              Stakeholder analysis
                            
                            OverviewInfluence assessment gridRainbow and onion diagramsStakeholder SWOTFormative research on target audiences

                              Theories of change in campaigning
                            
                            OverviewTheories of institutional changeTheories of behaviour change

                              Campaign approaches
                            
                            Campaigns for behaviour changeCampaigns for institutional changeCalling for urgent attention to specific cases
Resource mapping

                              Campaign Strategy                                    
                            
                              Essential issues
                            
                            OverviewKey elements of an effective campaign strategyMulti-pronged strategiesCampaigning as part of wider efforts to end VAW

                              Setting the campaign goal, outcomes and timing
                            
                            Setting the campaign goalSetting the campaign objectives or desired outcomesSetting the time frame

                              Identifying stakeholders and target audiences
                            
                            OverviewIdentifying target audiencesKey tools to identify targetsGetting to know the target audience
Campaigning tactics and techniques
                              Building and framing a campaign alliance
                            
                            Advantages of campaign alliancesFraming an alliancePractical steps in alliance building

                              Exit, adapting and scaling-up strategies
                            
                            Exit strategyAdapting successful or promising campaign modelsScaling up
Reality check: Reviewing the campaign plan

                              Campaign Implementation                                    
                            
Do’s and don’ts
                              Campaign leadership and management
                            
                            Leading the campaignIngredients of effective campaign managementCampaign staff and volunteers 

                              The art of collaboration in alliances
                            
                            Ways of working togetherEffective steering structuresOvercoming challenges in alliances
Action planningMonitoring – key issues When to adjust a campaign
                              Managing conflicts and unforeseen crises
                            
                            Conflict managementConflict preventionConflict analysis and resolution in groupsDealing with unforeseen crises
Growing a campaign
                              Concluding a campaign
                            
                            Reaching goalsTerminating or transforming a campaign allianceIssues to consider when ending a campaign

                              Campaign Communication                                    
                            
OverviewDo’s and don’ts
                              Designing a communication strategy
                            
                            Key steps in designing a communications strategyEssential factors for an effective communication strategySample communication strategies

                              Crafting the campaign message	
                            
                            Key elements of the campaign messageQuestions to consider when crafting the messageEthical considerations in messages on VAW

                              Choosing communication techniques and tools
                            
                            OverviewWhich communications techniques and tools will work for the campaign?Determining communication channels

                              Using the media
                            
Media strategyTypes of media coverageAttracting media coverageEducating the media
                              Tools in ‘earned’ media coverage 
                            
                            InterviewsPress or media advisoriesPress releasesPress conferencesPress KitLetters to the editorOpen/Opinion editorial columns

                              Printed materials
                            
OverviewGeneral tips on printed materialsCampaign logoPrint materials for reading
                              Common print materials used in campaigns 
                            
                            Campaign leaflets and brochuresCampaign posters, postcards, stickers, buttons, and t-shirtsComic booksNewslettersAdvertisements in the pressPrinted material for display

                              Audio-visual media
                            
Purpose-driven audio-visual toolsWhen does it make sense to use audio-visual tools?Public service announcementsEducational entertainment (Edutainment)
                              Video, film and radio
                            
                            Digital videoCommunity radio

                              Electronic campaigning
                            
What is e-campaigning?When does it make sense to use e-campaigning?
                              Tools in e-campaigning
                            
                            WebsitesBlogsPodcastsInternet videoEmailThe social webChat /cyber dialoguingSMS and mobile phone campaigning
Guidance on e-campaigning: relevant links

                              Community mobilization
                            
OverviewKey issues in community mobilization
                              Common activities in community mobilization
                            
                            ClubsCommunity meetingsMurals (Wall paintings)Cultural eventsDemonstrationsFilm screening and participatory video productionTraining for activistsParticipatory games

                              Communication in campaigns for policy/institutional change
                            
Overview
                              Tools in policy/institutional change campaigns 
                            
                            Policy briefsModel policies and research reports for advocacyLobbying and question timeLetters and petitionsDemonstrations, marches and ralliesVigilsSpeeches and public statementsPublic hearings and mock tribunalsStunts and street theatreAlternative and shadow reporting as a campaign elementComplaints and UN human rights monitoring bodies
Sharing information and expanding networks

                              Monitoring and Evaluation                                    
                            
What is monitoring and evaluation?Key definitionsSpecial considerations in monitoring and evaluating VAW campaigns
                              Building a campaign monitoring and evaluation framework
                            
                            Designing an M&E planPractical tips for developing the M&E framework

                              Indicators
                            
Overview
                              Common indicators in campaign M&E
                            
                            Some indicators for campaign communicationsIndicators in behaviour change campaignsIndicators in institutional change campaignsTools for defining indicators

                              Data collection
                            
Overview
                              Tools for data collection
                            
                            Focus group discussionsRapid assessment surveys and mini-surveysRole playParticipatory sketching and photographyDirect response trackingData collection methodologies

                              Baseline assessment
                            
                            What is a baseline assessment?Baseline surveys

                              Campaign monitoring
                            
                            What needs to be monitored?Levels of monitoringGetting and recording the informationMeetings for monitoringObserving and recording campaign activitiesMedia monitoring

                              Campaign evaluation
                            
OverviewTypes of campaign evaluationPreparing an evaluation
                              Evaluation methods and tools
                            
                            Qualitative approachesQuantitative surveys
Special tools to evaluate mass communication activitiesEvaluating advocacy campaigns: assessing policy changeSocial network analysis
Assessing impact in campaignsSharing findingsSample campaign evaluationsGeneral resources on M&E

                              Campaign Finances and Fundraising                                    
                            
                              Budgeting and financial control
                            
                            OverviewEstablishing a budgetIn-kind contributionsFinancial Control

                              Fundraising
                            
OverviewMain steps in planning for campaign fundraising
                              Institutional donors
                            
                            Identifying institutional donorsKey steps in mobilizing institutional donor support
Individual and community donorsMobilizing in-kind supportManaging donor relations
Finances in campaign alliancesResources on fundraising

                              References                                    
                            
                              References