Samoa launches 16 Days of Healing campaign

APIA, Samoa - Under the EU-UN Spotlight Initiative, the United Nations in Samoa and civil society have launched a social media video campaign for the 16 Days of Healing. The theme of the campaign is 'Stop, Reflect, Refocus and Heal'. It runs from 25 November, the International Day for the Elimination of Violence Against Women and Girls to 10 December, International Human Rights Day. 

During the 16 days, social video content will spread motivational, inspiring and culturally appealing messaging calling for family and community cohesion in Samoa. The campaign comes at a time when the people of Samoa are experiencing the devastating consequences of a pandemic that pushed many into unemployment and socio-economic distress. During this period, domestic violence spiked in a country that already reports some of the highest rates of violence against women in the region.

The campaign features civil society activists working to end violence against women and girls through community-led interventions that promote women’s rights and building respectful relationships across genders. The focus of these conversations is on unpacking the root causes of violence, discussing prevention and healing strategies, and enhancing awareness of services that can offer help. 

Campaign participants wear orange, the colour representing the 16 Days of Activism against Gender-Based Violence UNiTE Campaign.

The healing aspect of the campaign is emphasized through the use of Samoan shiva (dancing), which instills a sense of self-worth, pride and confidence in one’s culture (fa’asinomanga), identity, people, country and oneself. 

The first video of the 16 Days of Healing aired nationally and regionally.

Watch the second video, a discussion of violence against persons with disabilities, below.