Document detail

Digital tools and changing behaviour in relation to violence against women

Birmingham: GSDRC University of Birmingham (2017), 23 pp.
"Campaigns are likely to be more successful when they include messages about legal penalties for non-compliant behaviour and fresh information, and when they reach a large proportion of the intended audience. Digital campaigns must therefore work alongside laws and policies. Legislation can be a key tool in changing behaviour and perceptions of cultural and social norms. Laws and policies that make violent behaviour an offence send a message to society that it is not acceptable.<NZ>Success is more likely if messages are tailored to audiences using social marketing principles and create a supportive environment that enables the intended audience to make changes – e.g. by mobilising communities in support of the campaign.<NZ>To develop effective campaigns, it is also important to use research, such as interviews with key stakeholders and focus groups with members of the target audience, to determine existing attitudes and beliefs and ways of motivating people to change their behaviour.<NZ>Campaign messages should also be pre-tested to ensure they are understood correctly and to minimize any unintended negative effects.<NZ>The most successful interventions work with experienced organisations to develop and deliver sophisticated television/radio programming and communications combined with community mobilisation strategies aimed at changing gender-related norms and behaviours." (Overview, p.3)
Contents
1 Overview, 1
2 Violence Against Women and Girls (VAWG), 3
3 Digital platforms, behaviour change and VAWG, 8
4 Case Studies, 12