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VAWG programmes should monitor and respond to instances of backlash. It is essential that participants who experience backlash, especially backlash that is violent or threatening and including technology-facilitated GBV, are able to access support such as safe spaces, security, referral systems and access to the resources needed to recover. Programmes should work with implementing partners to establish clear and culturally appropriate reporting mechanisms and referral mechanisms for participants who experience backlash. See the page on how to strengthen referral mechanisms.

Programmes can be more effective and reduce the risk of backlash when they are designed to be culturally sensitive and appropriate. EVAWG efforts often involve challenging local norms, beliefs and customs; however, it is important that they do so respectfully. It is important for initiatives to be led and facilitated by local people, with a strong understanding of cultural norms and traditions. This can help address the risk of EVAWG initiatives being perceived as being imposed from outside as opposed to being community-supported and led.

VAWG programmes can improve buy-in across communities by establishing local partnerships with respected institutions and opinion leaders, who are able to help reduce the risk of backlash and resistance. For example, initiatives might partner with local faith leaders, celebrities, men and boys, as well as non-traditional actors as champions of change, to encourage support for the programme. In addition, initiatives could partner with media outlets and conduct community dialogues to share positive messages around EVAWG and reduce the potential impact of false information that may be circulated. …

EVAWG efforts can generate greater support by engaging in open dialogue to hear the concerns and perspectives of those who may disagree with the programme. Listening to these perspectives is key to understanding the challenges faced, provides an opportunity to address misconceptions about ending VAWG, and helps raise awareness about the importance of doing so. Open listenings sessions and dialogues should be facilitated at all levels, including within communities, at the State level, within institutions, and among civil society actors.

These open dialogues may be most effective if…

Teams developing an EVAWG programme should conduct analysis during the design phase to identify potential risks. This analysis should identify harmful social norms and behaviours along with gender and social hierarchies that may be challenged through these efforts. Following this analysis, initiatives should work with local women’s rights organisations (WROs) and feminist organisations to develop risk minimisation and mitigation strategies. For example, to reduce the risk of individual women’s rights activists being targeted, programmes should ensure their data protection processes are robust…

EVAWG initiatives should consider whether there are other key events happening in the area or around the time they are implementing a campaign that they can use to amplify their campaign. They may also wish to combine campaigns with in-person events, as evidence suggests that this can have a greater impact on challenging harmful attitudes, behaviours and norms. For example, during the 16 Days of Activism, there is already a lot of international attention on ending VAWG. EVAWG efforts could consider aligning their campaign with the theme of the 16 Days of Activism and using their hashtags on…

EVAWG campaigns should work with WROs and CSOs to identify how to reach audiences with diverse needs, who may otherwise be excluded from engaging with campaign materials. Campaigns should consider the following:

Languages: Campaigns should consider whether the campaign needs to be in one language or whether this will exclude target audience members who speak other languages. If there is a risk of exclusion, the campaign should work with individuals who speak that target language to translate messages. Campaigns should be careful to ensure any messages are translated by individuals with a…

When developing the methods of an EVAWG campaign, programmes should work with WROs and CSOs to identify which channels will likely be most effective for affecting change in communities or among particular target groups. For example, programmes could consider:

Written materials such as pamphlets and flyers
Posters and visual materials with images in clear locations
Dance, music, theatre and other performance art
Social media campaigns
Marches, sit-ins, lobbying decision-makers, and other forms of protest
Television and radio shows
Partnering with organisations and institutions…

Effective campaigns often have a few clear messages that they communicate to their audience in a verbal and visual language that they understand. Programmes should think about what they want their audience to know or how they want their audience to act at the end of the campaign. They should work closely with communication experts, WROs, and target audience representatives to identify and refine catchy messages that capture what the campaign is trying to articulate in a context-appropriate and impactful way. Messages should be short and memorable and consideration needs to be given to language…

Campaigns are most effective when they are targeted towards particular audiences. EVAWG initiatives should conduct stakeholder mappings in advance of a campaign to identify the target audience(s), their interests, priorities and the channels through which they access information and messaging. For example, a campaign focused on changing a law or policy may target decision-makers or voters, while a campaign focused on ending school-based violence may target teachers, parents and adolescents. Identifying the audience(s) of a campaign will help ensure that the campaign is designed and…