A campaign may target vast sectors of the general public, or specific, smaller audiences, e.g. law makers, health practitioners, teachers, youth, men or parents. It can focus on specific forms of violence, or on particular issues around the theme of violence. The scope of a campaign can be world-wide, regional, nation-wide or limited to specific localities, as illustrated in the examples below.
Illustrative Campaigns with different scope
The global UNiTE Campaign launched by UN Secretary-General Ban Ki-Moon in 2008 calls on governments, civil society, the private sector, the media and the entire United Nations systems to join forces in addressing the global pandemic of violence against women and girls.
The End FGM European Campaign, launched by Amnesty Ireland in 2010, aims to protect young women and girls living in Europe from female genital mutilation/ cutting (FGM/C). It calls for European institutions to enhance prevention, protection and treatment for women living with FGM/C or under threat of FGM/C. Some 500.000 girls and women in the European Union are estimated to have undergone female genital mutilation/ cutting.
One of the first and most influential campaigns to end VAW, Zero Tolerance, started out as a Scottish campaign in 1992 launched by the Edinburgh City Council to educate large segments of the population on the prevalence and nature of VAW.
The Uganda-based NGO Raising Voices has inspired the emergence of community-level campaigns to end VAW. They assist community organizations to plan and develop activities that mobilize women and men, girls and boys to transform attitudes and behaviours within their communities.