Awareness-Raising Strategy for Project EQUAL
Tackling GBV in Uzbekistan: A Comprehensive Awareness-Raising Strategy
After successfully designing the Project ID for Project EQUAL, we embarked on the ambitious task of conceptualizing, developing, executing, and overseeing the Awareness-Raising Strategy. This initiative aimed to enhance understanding of gender-based violence (GBV) among Uzbekistan's local population. To ensure success, we outlined clear objectives for the strategy:
Key Objectives
Reaching Diverse Audiences: Engaging multiple target groups, stakeholders, and beneficiaries to inform them about GBV.
Stimulating Public Discourse: Encouraging conversations that promote awareness and policy change on GBV.
Shifting Perceptions: Changing societal views by emphasizing universal values like human rights and democracy.
Crafting a Targeted Approach
Our strategy was informed by a detailed stakeholder analysis to maximize reach and tailor messages effectively. Using a method we coined “attention tension”, we began by focusing on stakeholders already inclined to support our campaign's values. By engaging these groups early, we aimed to amplify the message through their networks, achieving a ripple effect that broadened the campaign's reach.
Three-Pillar Communication Strategy
To deliver impactful messaging, we structured the Awareness-Raising Strategy around three key pillars:
1. Physical Media Campaign
This pillar included:
Print and physical media to disseminate campaign materials widely.
On-site campaigns such as face-to-face (F2F) information days with local media and community members.
Memorabilia to serve as lasting reminders of the campaign's message.
An animated book on GBV to engage younger audiences and families.
While the execution of the Physical Media Campaign was subcontracted locally to reduce costs, we retained project management, curation, and creative direction to maintain alignment with the campaign’s vision.
2. Digital Media Campaign
Leveraging digital platforms, this campaign focused on engaging audiences online with interactive and thought-provoking content.
3. Audiovisual Campaign
Aimed at creating visually compelling narratives, this pillar included:
An animated character to personalize and humanize the campaign’s message.
An animated movie on GBV to inspire and educate through storytelling.
End-to-End Oversight
We retained full responsibility for the Digital Media and Audiovisual Campaigns, from project management and creative direction to execution, ensuring consistent messaging and high-quality output across all channels.
The result is a multi-layered campaign designed to educate, inspire, and effect change in Uzbekistan, addressing the complex issue of GBV with precision, sensitivity, and creativity. If you'd like to dive deeper into this strategy, you can find more details in the Awareness-Raising Strategy document.
