Campaigns & influencing programming

 EN FR / ES   (requires Box access:

  Ideas wall

  • Multi-level campaign on 
1) social and political / policy and community norms, state policy, media and public discourse ; 
2) interpersonal relations in the family amongst peers at work; and 
3) individual knowledge, attitudes, perceptions of risks and motivation to change. 
  • In depth solutions are needed to once-off campaigns. 
  • In countries there are (too?) many simultaneous campaigns.  
  • Varied messages VAW confuses people 
  • Need concerted regional actions
  • Need to go beyond CAMPAIGNING.  Look at SOCIAL MOVEMENT  building 
  • We are struck by the dichotomy with regard to “services” and influencing 
  • Embracing uncomfortable spaces rather than silencing
  • Solution to effective campaign:  need for polling within target audience on campaign messaging
  • When looking at key strategies to overcome rejection on potential resistance to the concept of positive masculinity - Refer to campaigns like “He for She” (UN) on projects lead in other countries: Zambia, Tadjikistan, Zimbabwe, South Africa
  • mass media, social media (includes edutainment, pop culture)
  • F2F/direct media - eg theatre
  • Importance for Oxfam to have a mix of mainstreamed and stand-along programming to end VAWG/GBV


  • Where does the greater impact lie:  in small regional activities or national campaigns?
  • Where do we intervene first to create change? 
  • Where does change happen? 
  • Relation of government, individual, institutions and society in creating change? 
  • How to create a “feminist approach” civil society to engage in policy and politically issues for woman?
  • Are we engaging in big trends & influencing donors, World Bank, etc.?
  • How can northern affiliates contribute with campaigning to end VAW and GBV? 
  • In a coalition based campaign, what is the niche or “unique selling proposition” or value-add for Oxfam?

 VAW Campaign

    How to measure and monitor change in individuals and institutions? 

    1. Segmentation -> particular tools for specific groups 
    2. Private sector -> CSR, ads, partnerships 
    3. Individuals vs institutions must be treated differently 
    4. Social media analysis 
    5. Contextualize strategies by : Spheres of influence  Communities  Countries Regions 
    6. Must fit to the timeframes of campaign 
    7. Use ambassadors from key institutions to help design tools 
    8. Separate willingness and ability – they need to be measured in different ways



    Sally Golding.
    Skills Building Session.  “Influencing/campaigns to change ANB”  

    Sally Golding-Campaigning on VAW-P2P

    Tina Musuya.
    Skills Building Session “Everyday activism”

    Michelle Deschong.
    Skills Building Session “Lobbying skills”.  

    Michelle Deshong_Effective-Lobbying_P2P

    Aissa Toure.
    Skills Building Session.  “E-learing, ICT, teens”


    Joselyn Bigirwa.
    Marketplace.  “Multi-stakeholder”.  

    Joselyn Bigirwa_Multistakeholder program Uganda_P2P

    Saleema Munir.
    Think tank.  “Aligning formal and informal laws and norms”.  
    SVRI presentation.  “Women’s political participation”.

    Saleema Munir - Women's Political Leadership Pakistan - SVRI presentation

    Conor Molloy.
    Marketplace/SVRI.  “Edutainment”.

    Conor Malloy- Bangladesh Edutainment- SVRI forum

    Julie Thekkudan.
    Think Thank.  “Translating online change to change on the ground”.

    Audrey Baril.
    Marketplace.  “We Can/advocacy”.