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Reaching goals

Last edited: January 03, 2012

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From a campaign management point of view, campaigns must have end points. The exit strategy normally determines the end point of a campaign. But when has a campaign truly attained its goal? For example, in a campaign for harsher punishment of rape, the campaign may end as soon as the criminal procedure code has been reformed accordingly, or it may continue until judges actually implement the reformed code in a sufficient number of rape cases. An awareness-raising campaign may stop as soon as a survey shows that the target audience can recall the campaign message, or it may continue until there is evidence that this knowledge actually leads to changed behaviour, e.g. an increase in survivors reporting VAW and seeking specialized support, or reduced occurrence of harmful traditional practices such as female genital mutilation/ cutting (FGM/C) or child marriage.

One can envisage several broad stages and phases of a campaign, e.g.: (i) campaign launch, (ii) subsequent campaign activities (including monitoring and evaluation), (iii) if the goal is attained: public celebration, e.g. in a rally and/ or a press conference, (iv) monitoring further developments, e.g. implementation of the changed law, (v) if needed, design of a new campaign phase, which may define a new end point for the campaign.