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When working on public-facing campaigns and awareness-raising programmes, it’s important to prepare and ensure the availability of resources for the safe and confidential reporting and disclosure of violence. In many cases, media campaigns may lead to women and girls speaking about their experience of violence for the first time. Prompt referrals and services should be made available and publicised as part of campaigns in line with ethical standards.

Where media work directly involves survivors or covers an incident of violence, it is important to prioritise survivors’ rights to dignity…

When working with media partners, it is important to design and deliver campaigns and edutainment based on contextual insights and the latest evidence, for example:

Make information accessible: Identify and distil the message of the campaign, and what the audience needs to know, and make sure information shared is simple, bold, clear and accessible. Positive and aspirational messaging is often more appealing than punitive or corrective messaging.
Tailor campaigns for the intended audience: Identify and consider the target audience for the campaign, the language to use and the tone to…

There is little evidence that awareness-raising activities on their own are able to significantly reduce violent behaviours, although they may start to improve knowledge and attitudes around VAWG. This is especially the case with one-off campaigns whether in print, radio, TV or social media. As a result, to be most effective, it’s important to integrate awareness campaigns into multi-component prevention and response programmes. For example, a series of radio programmes might interview couples that have participated in a prevention programme to reduce intimate partner violence to showcase…

When working with the media, educational entertainment - or edutainment - can be used to tackle complex social issues, norms and behaviours. Research shows that edutainment can play a key role in changing attitudes and behaviours concerning VAWG and can be effective in introducing new positive norms and behaviours. The impact of edutainment programming can be further enhanced by opportunities where communities can come together to watch or listen to the programme, then reflect, discuss and build new skills together. But not all edutainment programming is equally effective and one-off…

Mass media plays a critical role in shaping public opinions and raising awareness, creating an enabling environment for changes in structural and social norms. By working with media partners, strategic influencing and campaigning can improve laws, policies and regulatory frameworks on matters relating to gender inequality and VAWG. Relevant policy analysis, research and recommendations can be useful tools to share with journalists in their coverage.

Working with media partners to provide sensitivity training and encourage positive storytelling can help challenge harmful stereotypes and contribute to changing norms about violence. It is important to encourage positive media content about survivors and their resilience and about successful interventions to prevent and respond to violence. At the centre of efforts should be the principle of ‘do no harm’, such as not re-traumatising survivors. For example, Spotlight Initiative programmes in Kyrgyzstan, Tajikistan, Timor-Leste, and Uganda, among others, have trained journalists to sensitively…

Programmes working with girls should ensure that rigorous risk mitigation measures are included to recognise and safeguard against risks of backlash and potential violence and abuse perpetrated during the programme.  As most girls will be under 18 years, it is important to put in place child safeguarding policies and protocols.

This means organisations commit to not exposing children to the risk of harm and abuse, and that any concerns an organisation has about a child’s safety within the community they are working in are reported to the appropriate authorities. Equally, this includes…

Adolescent girls commonly face gender-based and age-based barriers to their participation in decision-making spaces, and leadership opportunities on issues that affect them and matter to them. Evidence shows that building girls’ self-efficacy, confidence and skills can support changes in attitudes to gender equality and help reduce gender-discriminatory practices, such as child marriage or limitations on girls’ mobility outside the home. Such capacity building can be provided through awareness raising, skills training and peer support initiatives, for example in safe spaces. Girl-led…

Work with adolescent girls cannot be effectively undertaken in isolation of wider attitudes, behaviours and social norms that shape the lives of girls, or without engaging key stakeholders that influence the lives of girls including parents and caregivers, service providers, men and boys and traditional or faith leaders.

This is especially important as social attitudes and contexts can influence the normalisation of violence against girls, such as Early and Forced Child Marriage (EFCM), Female Genital Mutilation/Cutting (FGM/C), older men making sexual approaches to girls once they reach…

An important element of working with and for girls on VAWG programming involves providing access to high-quality, girl-friendly services for girls who have experienced violence. Working with girls can also require additional sensitivity and specialised training; where girls have survived violence, it’s important to provide them with age-sensitive care. The types of violence that girls are exposed to, their capacity and agency, and the resources available to them can vary significantly across developmental stages of girlhood. Services should be age and developmentally appropriate, located in a…