The Respect & Respond campaign aims to prevent violence against women in South Sudan through social norms marketing. Research shows social norms influence gender relations and violence, so the campaign will strengthen positive norms and raise awareness that communities disapprove of violence against women. It will be piloted in four states to evaluate its effectiveness before potential nationwide expansion. The campaign principally uses radio to address intimate partner violence, the most common but hidden form of abuse, by promoting the message that most partners do not perpetrate violence.

1. Respect & Respond (R&R) Campaign
FACT SHEET
Why a campaign to prevent violence against women? Research has
shown that social norms have a strong influence on relations between
men and women, as well as gender-based violence (GBV). Social norms
marketing can help to strengthen positive norms and make people aware
that the majority of their community believes that women should be
supported and free from violence.
What is the research behind the campaign? The IRC used a combination
of recent studies from organizations such as UNICEF, UN Women,
UNFPA, DANIDA and the ARC on the prevalence and nature of GBV in
South Sudan. They also conducted extensive focus group discussions in
diverse communities in the participating states to determine specific
attitudes and behaviors around GBV. Target groups were further
queried to determine which leaders might be influential messengers as
well as what messages might be most effective in the campaign.
What is the most common form of violence against women in South
Sudan?
The most common form of violence in South Sudan is Intimate Partner
Violence, or IPV. Sometimes called “domestic violence,” it is also the
most difficult to address because it is often hidden from the
community or simply viewed upon as “part of life.” Nevertheless, it
must be pointed out that the majority of partners and husbands are
not perpetrators of violence despite what may be the community
perception, and the more people are aware of this, the weaker this
R&R Fact Sheet Page 1

2. false perception will become. This is the reasoning behind the positive
messages of the campaign.
Why not a nationwide campaign?
The R&R campaign is being piloted in the four states of Northern and
Western Bahr el Gazal, Lakes, and Central Equatoria. This is being
done so that the campaign can effectively be evaluated and compared
to those states that will not be exposed to the campaign. If the
campaign is deemed successful after one year, the intention is to gain
funding to roll it out in the remaining states.
The posters are in English and Arabic—what about other languages?
This campaign will be principally a radio campaign given the low literacy
level of the majority of the target audiences. This is also the reasoning
behind the very descriptive images in the posters, so that even with no
text, the messages will be understood. The most common local
languages will be used in radio programs in addition to English and
Arabic. The radio drama series will be produced in English, Arabic and
Dinka as these are the most common languages in the participating
states.
How can the media become involved? The media is a key player in the
campaign. By reporting about GBV accurately and responsibly, and
providing women and other survivor advocates a voice in their stories,
they can help people to understand how best to handle cases of
violence in their communities and families as well as promote the idea
that women all women should be respected, supported and free from
violence. Further, by offering a participatory forum via local radio
programs, all community views can be part of the conversation and
ultimately, the solution to end violence against women in South Sudan.
How can individuals become involved? Individuals in participating states
can talk to their families and friends about the messages of the
campaign and/or join listening groups led by IRC or partner groups.
Community leaders can give women an opportunity to voice their views
R&R Fact Sheet Page 2

3. and opinions in a public forum. Elders and police will have the
opportunity to participate in R&R workshops on GBV prevention to
better serve their communities.
Who’s paying for the campaign? The R&R campaign and activities are
funded by the Danish Development Assistance Programmes (DANIDA)
R&R Fact Sheet Page 3