Campaign Week 3: Press and Prep

Our launch event invite -- similar to one of the two billboard designs/messages.

It occurred to me that I might have started with this blog post, i.e. what are we doing here and why? Press release following.  We had a press briefing this week to inform the press about the launch and encourage some coverage before the event.  We created a guide for journalists that outlines the correct terminology and facts surrounding domestic violence in Cote d'Ivoire, and how they can be part of the solution.  We created similar guides for health, civil and education sectors, see below. 

Media Guide

Issouf Fofana, our uber-campaign manager, talking with RTI, 

the naitonal TV station.

T-shirt prototype with one of the women'smessages
 (but we are doing a woman's cut of course!)

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