Transcript CHALLENGE Family Violence A gender

CHALLENGE Family Violence
A gender-violence primary prevention
partnership project 2013-2015
Social marketing to PVAWC
Victoria’s Largest and Most Vibrant Municipality
PROJECT OVERVIEW
3 year Department of Justice – Community Crime
Prevention, RVAWC grant funded
Gender Violence Prevention project across Casey,
Cardinia, Greater Dandenong in partnership with Monash
Health to:
Prevent violence before it occurs (Primary Prevention)
not focussing on victims or perpetrators of violence –
target is mainstream community attitudes/social norms that
support violence, and addresses key determinants:
unequal power relations
gender stereotypes
broad culture of violence
Victoria’s Largest and Most Vibrant Municipality
‘CHALLENGE’
METHODOLOGY
Male Leadership model building on the White Ribbon
Campaign
Key interventions:
Social Marketing UPSTREAM PREVENTION MESSAGES
Community Development CAPACITY BUILDING OF MALE
COMMUNITY LEADERS
(Bystander Action)(Caring Masculinity)
Structural Change COMMUNITY SETTINGS/WORKPLACES
Victoria’s Largest and Most Vibrant Municipality
DEFINITION
SOCIAL MARKETING – IHP resource kit (DHS 2003)
Programs designed to advocate for change
Influence behavior of target audiences
Persuasive not just information
Benefit society as a whole
Shift attitudes and change peoples view of themselves and their relationship with others
Change values and behaviors
HEALTH INFORMATION –
Raise awareness of the causes of…
Services and supports
Encourage personal responsibility
Victoria’s Largest and Most Vibrant Municipality
BORDERLANDS LITERATURE
SEARCH FINDINGS
• PVAW Awareness Raising (Health information)
• Educative (about the extent of the problem for women –
and families*, Crime – what’s not acceptable)
Effectiveness? Behaviour change?
• More victims seeking help…Perpetrators?
• Downstream Social Marketing
• Bystander intervention – targeting victims/, perpetrators
Skills to intervene?
• Most challenge individual behaviour,
not the social construct of masculinity/gender that
creates unequal power, stereotypes and lead to
sexism, and violence (Social norms and structures).
Victoria’s Largest and Most Vibrant Municipality
INTEGRATED HEALTH
PROMOTION FRAMEWORK
Tertiary Prevention
Early Intervention
Individual Interventions
Service
delivery
Population Interventions
Information
Education
Family/
gendered
Violence
Awareness
Raising
Referral
information
on support
services
Responding
Primary Prevention
Social
Marketing
Community
Development
Structural
Change
Social Norms
Community
Advocacy
Social
Structures
Campaign
materials –
Promoting
No to
violence, or
Bystander
intervention,
or
Respectful
individual
relationships
Individual Behaviour
Victim Perpetrator
Victoria’s Largest and Most Vibrant Municipality
SOCIAL MARKETING
INNOVATION
COMMUNITY DEVELOPMENT APPROACH
(RCN/SW)
features
• Grassroots/Citizen driven/ Bottom up (group relevance and participation)
• Liberating
• Develops information about problem, Increases awareness of causes,
Provides messages of change
• Focuses on structural inequalities eg. Social Justice (Human Rights)
• Sites for change – Community settings, Family
UPSTREAM SOCIAL MARKETING APPROACH (O+ rights – vote/pay)
features
• Recognises environmental barriers to change occurring at the individual
level
• Advocates changes in policy, laws, structures – Systems change
• Target for messages are policy makers, those with structural influence
• Sites for change - Economic, Political, Social-Gender-Cultural
Victoria’s Largest and Most Vibrant Municipality
SOCIAL MARKETING
EVIDENCE & LEARNING
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Social marketing should influence behaviour AND result in change
Evidence – negative campaigns haven’t worked
Is one strategy in a mix – not the only strategy
Time limited/of its time
Social marketing/key messages should demonstrate the change - WHO
2010
No to Violence but…What are we saying YES to? Adj.Prof J. Boulet
2007
Campaign requires a gender analysis, Respond to gendered dynamics
Dr T Castelino 2011 & Dr M Flood 2001
Recognise and respond to Personal Costs (limitations) to change
> Flood, Digapony, Pease,
Highlight the Individual and Social Benefits of change
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Motivational - attractive(marketing principle)
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Victoria’s Largest and Most Vibrant Municipality
CHALLENGE PROJECT
MODEL
Engagement of mentors to support
Community Leaders
Community Leaders to showcase/promote
social marketing in settings
Input to development of key messages and
design of social marketing
Victoria’s Largest and Most Vibrant Municipality
FOCUS GROUP DIRECTION
SOCIAL DETERMINANTS
Rigid Stereotypes; Broader Cultures of Violence
Important to hold perpetrators (gender) accountable, link
solution to cause of problem
Construct of Masculinity (challenge acceptance of male
violence, and perceptions)
Gender Man box – Men are advantaged, Disadvantages for
men and women
Promote alternative “Healthy CARING masculinity”
Insert video clip
Victoria’s Largest and Most Vibrant Municipality
KEY CONCEPTS
• Men supporting/respecting women
• Men supporting each other to support/respect women
• Men supporting/respecting women in the workplace/in
leadership
• Fathers supporting daughters and “female gendered”
activities
• Caring fathers active in female gendered roles
• Men influencing men and boys to respect/support women
Victoria’s Largest and Most Vibrant Municipality
QUESTIONS ??
Thankyou
Tracey Blythe (BA Comm Dev,
M Soc.Science Policy & Management)
Team Leader Health Promotion,
City of Casey
On behalf of the CHALLENGE FV project
Victoria’s Largest and Most Vibrant Municipality