Media Guide |
Nationwide Social
Marketing Campaign to Prevent Domestic Violence in Cote d’Ivoire: “Brisons le
Silence!”
Abidjan, February 22,
2012 –
On the 5th of March, 2012, The
International Rescue Committee (IRC) launches Brisons le Silence (Break the Silence) a social marketing
campaign to combat violence against women and girls in Cote d’Ivoire. The
project, initiated in October 2010, is financed by The World Bank and the Novo
Foundation, and has gained in-country sponsorship from Moov, a
telecommunications company, and Sotra, Abidjan’s municipal bus company. The
campaign will use social norms marketing to encourage the reporting of conjugal
and partner violence, the support of survivors, as well as promote equitable
gender norms and positive attitudes toward women.
The target audiences
include men ages 18-35 and housewives of the same age bracket. The messages
address both action and social norms for each target group :
For the men :
1) Nous sommes une équipe contre la violence. (We are a team against
violence.)
2) Protéger les femmes, c’est aussi notre affaire! (Protect women, it is also
our business.)
For the women :
1) Brave femme, lève-toi contre les violences! (Brave woman, stand up
against violence !)
2) Chez nous, la violence n’a pas sa place! (There is no place for
violence in our home !)
Several national artists
and celebrities are participating in the campaign, including the Ivoirian
soccer star Kolo Habib Touré and his wife, Hip Hop stars Nash, and DJ Mix,
Reggae star Kajeem, and renowned actresses Akissi Delta et Marie Louise Asseu.
Protestant, Catholic and Muslim leaders are also acting as spokespersons for
the campaign.
Activities include :
·
The
launch takes place at the Palace of Culture in Abidjan on the 5th of March,
2012, 2-4pm. The event will include a dramatic sketch on the theme of domestic
violence, comments from partners, a testimonial from a survivor, and
performance of the original campaign theme song by participating artists.
·
The
launch will be followed by activities in all the IRC regions and participating
social centers, in Abidjan, Yamoussoukro, Bouaflé, Daloa, Duékoué, Bangolo,
Man, Danané et Biankouma.
·
The
campaign includes radio and TV spots, radio scenarios and news stories,
posters, billboards, localized information via information calendars, a free
hotline for survivors and assisters, as well as t-shirts and bracelets.
Background of the Campaign :
Why a marketing campaign to affect social norms?
Social marketing campaigns use traditional commercial marketing techniques to affect
behavior and attitudes related to social problems. Research has proved that social norm campaigns can have a
profound effect on attitudes and behavior related to gender norms and violence
against women. The Brisons le Silence campaign promotes both positive social norms
related to gender as well as specific actions to support survivors.
The International Rescue Committee (IRC) responds to the
world’s worst humanitarian crises and helps people to survive and rebuild their
lives. At work in over 40 countries and 22 U.S. cities to restore safety,
dignity and hope, the IRC leads the way from harm to home.
For more information
please contact :
Monika Bakayoko-Topolska,
GBV Program Coordinator, IRC T:
+22507202516 E: monika.topolska@rescue.org
Virginia Williams, Campaign Director, Social Marketing Consultant: T:
+1 202-297-1777 E: virginia@newviewmedia.tv
No comments:
Post a Comment