Dear members, I am writing from the International Center for Research on Women and read with interest the example from Cambodia. ICRW is a private non-profit organisation based in Washington DC with an office in New Delhi, India. We have been working on domestic violence in India since 1997. ICRW, in partnership with Drishti Media Collective, has just finished running a television campaign on domestic violence in four satellite channels in India during March 2002. (The 'BOL'(SPEAK) campaign on air! was aired on Star News, Star Gold, Sahara and Sony.) The campaign consists of eight one-minute public service messages on domestic violence.
ICRW has been doing research in India on domestic violence for the last five years, with support from the USAID. The research points to the wide-spread existence of domestic violence in all classes on the one hand and the complete denial of the issue in certain classes on the other. It shows that nearly 40% of the women sampled reported experiencing a form of physical violence at least once in their lifetime, and 43% report experiencing one form of psychological violence at least once in their lifetime. Shockingly, 50% of the women reporting physical violence reported experiencing it during pregnancy. (Reports available on-line www.icrw.org) It was felt that the research findings had to be communicated in an innovative manner to the larger community and foster debate on the issue. ICRW set up a partnership with Drishti Media Collective, an Ahmedabad-based group which has produced several award-winning documentary films and radio serials on development issues since 1991. The result of this partnership is a set of eight public service messages (PSM's) that aim to break myths about domestic violence, show women as agents rather than victims and show the possibility of relationships that need not resort to violence as a conflict resolution method. It aims to bring domestic violence squarely into drawing homes for discussion, debate and action. The PSM's feature six women who have had the courage to speak about their experience of violence openly, they feature fathers who proudly stand by their daughter's decision to lead a life of dignity, and they show men on Indian streets expressing their opinion on the issue - denying it, condemning it and offering alternatives. At a time when most television programming offer regressive stereotypes as role-models we seek to create a small but significant ripple. I feel it is very important for organisations to first realise the importance of tapping the mass media as a possible resource for communicating findings. Apart from this I would say that if one is targetting the mainstream media it is very important to work with people from within the mainstream who understand that sensibility. It is important to walk the line between what one wants to communicate and do it in a manner that is popular. To draw from our experience we chose to use 'real' speakers but there are elements in the messages that are not 'alternative' or 'documentary'. We also worked with the best technicians in the industry. We found that as our product had a very contemporary 'look' channels could not turn us away when we sought free air time. >2. Are there specific examples of successful, innovative media materials >and campaigns to end VAW? The ICRW campaign, a music video by Letsbreakthrough, are examples I can think of from India. >3. What tactics do NOT work in using media to end VAW? Why? Are there >specific examples of failed media materials and campaigns to end VAW? Definitely keeping the message simple works. I have found campaigns that have not worked because there is an information overload. In communicating for ending violence against women I also feel it is important to show reality rather than stage or dramatise incidents. I feel this distances audience from what is being communicated. >4. What is needed to foster good relations with media agencies and >convince them to carry material to end violence against women? Constantly lobby with the media agencies. Prepare briefs on a regular basis and keep them informed. Appeal to their social conscience if you are trying to push a product with them - point out how little the mass media contributes to such issues. Also recognise the effort they put in to carry campaigns of this nature. >5. Do you think that it is effective to use the same media techniques to >end VAW as companies use to sell products? Why? I feel the same logic cannot be applied - especially since many efforts in media on ending VAW are badly funded and if such organisations lobby with the media agencies they are always on a weaker foot if they use a commercial logic. If however it is a well-funded effort then it is quite easy to use the same approach as a regular advertiser. Like I said earlier, it pays to maintain pressure and also to keep timeliness in mind - if there are laws on an issue being discussed in parliament, if there is a specific high-profile incident of violence against a woman - it helps if you ride on that to create extra pressure. I don't think media campaigns on their own can change politicians actions or public opinion - what they can do is focus attention on an issue and garner public support for it and make it a talking point. I feel that a media campaign in combination with other efforts can direct policy change. With thanks ICRW and Drishti Vijaya Nidadavolu Media Consultant International Centre for Research on Women N - 126, Greater Kailash - 1, New Delhi - 110 048 Ph: 00-91-11-6283933, 6468495 Fax: 00-91-11-6284726 E-mail: [EMAIL PROTECTED] Visit: www.icrw.org ***End-violence is sponsored by UNIFEM and receives generous support from ICAP*** To post a message, send it to: <[EMAIL PROTECTED]> To subscribe or unsubscribe, send a message to: <[EMAIL PROTECTED]>. In the 1st line of the message type: subscribe end-violence OR type: unsubscribe end-violence Archives of previous End-violence messages can be found at: http://www.edc.org/GLG/end-violence/hypermail/
