DSC campaign evaluation

1. EVALUATION REPORT
VIOLENCE AGAINST WOMEN
Nida Kifayat | Development Support Communication| 20th
April 2017

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Table of Contents
1.Acknowledgements
2.Executive Summery
3.Topic Introduction
4.CampaignReach
5.Evaluation
6.Findings
7.References
8.Appendices

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Acknowledgements
I would like to express my deepest appreciation to all those who provided
the possibility to complete this report. A special gratitude to the fellow final
year students whose contributions in stimulating suggestions and
encouragement, helped me to coordinate campaign project.
Furthermore I would like to acknowledge with much appreciation the crucial
role of the staff of Mass Communication Department, who gave the
permission to use all required equipment and the necessary material to
complete the task, ‘Awareness Campaign on Violence against Women”. A
special thanks goes to my group members, Iqra Zahid, Amna Raza and
Zubeda Arshad who assembled the data for this report and also their untiring
and enthusiastic efforts made possible the completion of this project.
Last but not least many thanks go to the supervisor of this project, “Ma’am
Meemona Ahsan who have invested her full effort in guiding the group
members in achieving the goal. Along with the supervisor, many thanks to
the Mass Communication department’s teachers who spare their time for
interviews and other campaign activities. All their encouragement and
advises ease the path towards an effective communication in presentation
that has improved out communication skills and motivated us to do better.

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EXECUTIVE SUMMARY
Mass communication final year students Nida Kifayat, Iqra Zahid, Amna
Raza and Zubeda Arshad launched an awareness campaign on “Violence
against Women”. Main objectives were to educate the girls about their legal
rights and the different forms of violence against women happen in Pakistan
and other parts of the world.
Various printed and electronic media were used to convey the message via
slogans, “Time to break the silence… Say No to violence against Women”
and on 8th March, women’s Day final multimedia demonstration was
conducted based on data collected by various authentic resources and
newspapers.
The short term objectives of the campaign “Violence against women”
included:
 Drawing students intention towards this social issue
 Highlighting the increasing statistics of VAW in Pakistan
 Enlighten the importance of girls awareness to stand against this evil
 Islam is not conservative religion regarding women’s rights, making
girls aware about that
 Highlighting the role of media regarding this issue and raising
awareness among media student
 Highlighting the role of students to eradicate this evil from society
 Highlighting the reasons behind “Violence Against Women”
Long term objectives of this campaign are:
 Eliminating “VAW” from our society by working on reasons behind
this evil i.e. gender discrimination, low status of women etc.
 Making girls aware about their rights so in future they can fight for it

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 Making them confident about themselves that they have the equal
status like men in society so that they won’t be the victim of any type
of violence against women in future life
Feedbackreceived by the targeting audience was meeting our set objectives,
which make us believe that long term objectives are not far if the young girls
and women kept informed about their rights and status of women in Islam
and Pakistan.

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Topic Introduction:
Violence against women and girls is huge challenge and an obstacle to development
across the world. No region, country or culture in the world is free from violence against
women. It can affect women of every race, age, culture, faith, nationality, profession and
financial situation. According to the UN reports More than a third of the world’s women
and girls have been beaten, raped or sexually abused during their lifetimes.
According to the United Nation’s 1993 charter VAW is defined as, “VAW is any act of
gender–based violence that results in, or is likely to result in physical, sexual or
psychological harm or suffering to women, including threats of such acts, coercion or
arbitrary deprivation of liberty, whether occurring in public or in private life”
Above mentioned definition indicates the following forms of violence as violence against
women:
Violence againstWomen
Forms
Ggggggggggggggggggggggggggggggggggggggggggggggggggggg
gggggggggggggggggggggggggggggggggggggggggggggggggggggg
gggggggggggggggggggggggggggggggggggggggggggggggggggggg
Above mentioned forms of violence against women are highly practiced in Pakistan. As
this data shows the increase in cases with every passing year:
Physical Violence Sexual Violence Domestic AbusePsychological
Violence
Harmful Traditional
Practices

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According to recent report of Human Resources Commission Pakistan, in between 2004
and 2016 above mentioned cases of VAW were reported:
This is an alarming situation of VAW in Pakistan and women needs to know their
real status in the light of Islamic rights and constitution of Pakistan.
It is stated in the constitution of Pakistan that,
 All citizen are equal before law and are entitled to equal protection of law
 There shall be no discrimination on the basis of sex alone
 No citizen otherwise qualified for appointment in the service of Pakistan
shall be discriminated against in respect of any such appointment on the
ground only of ... sex ...Steps shall be taken to ensure full participation of
Women in all spheres of national life.
 The state shall protect the marriage, the family, the mother ... The state
shall ... [ensure] that ... women are not employed in vocations unsuited to
their sex....
Sexual Violence, 4734
Honor Crimes, 15222
Burning Cases, 1535
Domestic Violence,
1843
Suicide,
35935
Women
Kidnapping,
5508
Sexual Violence Honor Crimes Burning Cases Domestic Violence Suicide Women Kidnapping

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Violence against women is a complex social, economic and cultural phenomenon
but responsible key factors and root cause are Gender inequality and
discrimination. According to United Nations “Violence against women and girls is
not only a consequence of gender inequality, but reinforces women’s low status in
societyand the multiple disparities between women and men”
All researches, theories and reports come to a conclusion that reasons of “Violence
against Women” is deeply rootedin;
 Gender Inequality
 Gender Discrimination
 Low Status of women in society
 Male Dominant society
 Patriarchic Culture
No matter what are the reasons behind this evil, because of VAW women and
children can have physical, social, psychological effects, in both long and short
term which results in serious consequences.
It’s the common perception of West that most of the ill practices of VAW are
related with Religion, well some are but in the case of Islam it’s not true. Islam is
the only religion which uplifted the status of women in society almost 1300 year
ago. - Equality does not mean identically. Islam has set women’s economic, social
and financial rights in the society. Islam has given rights to mother, sisters, wives
and daughters. Islam believes in equality between men and women.

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CAMPAIGN REACH:
Violence against women is vast topic and a global issue. In our awareness
campaign we specifically elaborated those points which sets fit in our society.
Campaign was strategically planned and executed in the following 4 steps:
Problem was identified by survey method. As VAW is a vast topic therefore it was
required to get to know the target audience perception. 100 girls were asked the
same question and by keeping in view their answers, they can be categorized in
the following terms:
Question: What is violence against women?
Answers:
(a) Don't Know
54%
(b) Sexual
Harrasment
18%
(c ) Domestic Abuse
27%
(d) Violation of
Women's rights
1%
Ratio
(a) Don't Know (b) Sexual Harrasment
(c ) Domestic Abuse (d) Violation of Women's rights
STEP 1
Identifying
The Problem
STEP 2
Planning
STEP 3
Implementing
STEP 4
Evaluation

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Sample size 100
Age Group 16-25
Gender Female
Social Class Unidentified
Education Intermediate Level to Masters Level
Above provided research based data set the campaign’s dimension and
helped to formulate the further strategy and planning. It was identified
that lack of knowledge even in educated class regarding VAW is the
key reason behind increased statistics of VAW in Pakistan. Main focus
was to inform the students about this issue and make them realize their
role to eradicate this evil from society.
After setting the general and specific objectives of campaign, a proper
plan was prepared based on using different media, constructing
messages, conducting further surveys, going through the existing
reaches, conducting interviews and ways to promote the campaign’s
central idea by different catchy slogans and other activities.
The first phase of implementation of strategy started in the mid of
February from 16thFebruary 2017 to 20th Feb 2017 respectively. White
ribbons were distributed among the students which indicates that we
stand with the victims of VAW. Different face to face communication
in the form of informal group discussions was also conducted.
In the second phase the print material was used to draw the student’s
attention. Various posters were designed and pasted on the crowded
areas of college such as cafeteria, entrances, busses areas, college
grounds and gyms, outside the departments and in the hallways to
spread the word. Different slogans were used while constructing the
print material. 1000s of ribbons were distributed, more than 500 badges
were designed and distributed among the college students. Banners and
shirts were designed to promote the campaign to achieve the main
objective that is raising awareness regarding violence against women.

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In the 3rd phase of implementation of strategy, outdoor media was used.
Campus radio FM radio 98.6 Voice of Margalla was utilized.
Campaign organizers promoted their campaign via discussion program
in which they shared their activities and the central idea of their
campaign. Head of Mass Communication department Madam Ambreen
Saba and college principle Madam Firdous Fatima was also
interviewed in the radio program in order to gain an expert and
experienced opinion to inspire the students. Assistant Professor of Mass
communication department Madam Yasmeen Siraj’s video message
was recorded and played in front of target audience to aspire them and
in order to achieve the awareness goal.
4th and final phase was implemented on Women’s day 8th march 2017
in the form of seminar. 120 students along with the teachers attended
that. Final multimedia demonstration was held with the introductory
musical skit.
In four phases with in the time period of 23 days from 16th February
2017 to 8th March 2017 respectively, the whole strategy was
implemented and in every phase the outcome was positive.

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EVALUATION
MAIN COMPONENTS
Activities Outcomes
a) Survey Helped in formulating the further
strategy
b) Printed Material Draw the students attention
c) Posters Helped in promoting the campaign to
bring change at every possible level
among students
d) Banners Motivated students to attend the
seminar
e) Badges Remainder to stand by the purpose of
raising voices against the violence
against women
f) Ribbons Triggered to sympathize with victims
and pledge not to be the victim of this
evil in future life and raising voice
against it
g) Slogans “Time to Break the silence… Say No to
Violence against women” mobilized
students to raise their voices
h) Campus Radio Program Worked as outdoor media to promote
the campaign
i) Printed Shirts Students were motivated enough to be
the part of this campaign and to spread
it in their social circle
j) Students Participation They realized the sense of responsibility
in order to fight for their rights and be
the voice of victims
k) Interviews Inspire the students to fight the
obstacles and stay confident because
State and Islam believes in equality
l) Musical Skit Make target audience attentive to
actively listen to the whole detailed
multimedia demonstration and an idea
to those who were unaware to the topic

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ACHIEVED OBJECTIVES
SHORT-TERM OBJECTIVES
I. Clear understanding of campaign’s message to the targeted audience
II. Increased confidence and awareness in students about their rights
III. Increased knowledge about the topic and its various forms clearly
IV. Elimination of wrong perceptions about women’s status in society
V. Change in knowledge and attitude towards the issue
INTERMEDIATE OBJECTIVES
I. Increased awareness of warning signs and risk factors for women abuse
II. Increased knowledge about available resources for women’s help to raise
voice against violation of their rights
III. Increased confidence to offer support and make referrals
LONG-TERM OBJECTIVES
I. Increased actions in response to warning signs and risk factors
II. Increased number of women seeking for help
III. Positive role of media instead of sensationalizing this issue
IV. Reduction in statistics of VAW in Pakistan
V. Reduction in incidence and prevalence of women abuse
VI. Different sectors of society work in collaboration with each other to
eliminate this issue from our society

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Findings:
Violence against women is considered as sensitive topic and hardly
discussed issue at educational institutes. But keeping in view the current
statistics of VAW and increasing traditional practices in Pakistan, more
awareness campaigns are need to be launched especially at the educational
level to make students aware about their rights and their role in eliminating
this evil from society. Education and awareness are the tools to make women
aware of their rights and feel confident to talk over this issue and to raise
their voices against it. All sector’s collaboration is required to make women
feel free to discuss their problems and seek for help.
One of the major reasons behind increase in violence against women
reported cases statistics is unawareness about the rights. If 23 days campaign
can bring such an effective output than long term campaigns will surely
affect the girls and women at mass level. There’s a need of realizing this.

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References:
i. Journal of Pakistan Medical association (JMPA), Article,
“Violence against women” by Praveen Azam Ali (University
of Sheffield, United Kingdom), Maria Irma Bustamante
Gavino
ii. (Aga Khan University School of Nursing, Karachi Pakistan)
a. (April 2008)
iii. Online Journal by Muhammad Arif entitled, “Wake up call”
(University of Punjab- Lahore Pakistan) (2014)
iv. “Orat Foundation” annual report, published in December
2014 (p22-45)
v. White ribbon organization annual report 2016, (p13-19)
vi. Dawn newspaper editorial archives
vii. The Nation newspaper editorial archives
viii. The News newspaper editorial archives
ix. Express Tribune Editorial archives

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x. Geo TV, documentary archives
xi. United Nations annual reports of women commission (2014)
xii. UN secretary-General’s study on violence against women
(Presented on 61st session of the General Assembly, Item 60(a) on
advancement of women.
xiii. Human Right Council(20th session)
(Report of the special rapporteur on violence against women. Its
causes and consequences, Rashid Manjoo”
xiv. VAW, gender disparity report 2015
xv. Aware girls survey report 2014
xvi. Pakistan Gender news aware report, 7th March 2016
xvii. Pakistani women article archives
xviii. Dr. Zakir Naik Lectures archives

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Appendices:
VAW: Violence against women
UN: United Nations
HRCP: Human Resources Commission Pakistan
UNHRC: United Nations Human Resources Commission