A campaign is an organized effort to bring public pressure to bear on institutions and individuals so as to influence their actions (Lamb, 1997. The Good Campaigns Guide). Two broad types of campaigns to end VAW can be distinguished: (1) campaigns aiming for institutional and policy change, i.e. for effective laws, policies and institutions that prevent VAW and support VAW survivors, and (2) campaigns aiming for change in individual behaviour and social norms and attitudes (Coffman, 2003. Lessons in Evaluating Communications Campaigns). Awareness-raising campaigns fit under both types as their aim can be to influence people’s behaviour, and/or be a means of attracting attention and generating public support – public awareness is always an important element whether seeking individual behaviour or policy change (or both).
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