Communication, Persuasion and Media Strategy for Domestic Violence Campaigns

This report discusses the communication, persuasion and media strategy used by Refuge and White Ribbon campaigns to raise awareness against domestic violence. It covers their impact, communication channels, content analysis, and 4Ps of social marketing communication. The report highlights the importance of social media in promoting campaigns and generating awareness in society.

Communication, Persuasion and
Media Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 2............................................................................................................................................3
Information gathering..................................................................................................................3
Content analysis of communication along with discussion and critique.....................................6
4Ps of social marketing communication......................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
Appendix........................................................................................................................................12

INTRODUCTION
Domestic-violence defined as a crime which involves abusive, bullying behaviour of
person towards their partner they can be a family member or their partner. In most of the cases
women are the prime victim of domestic-violence. They are harassed by strangers by their
partners, family members, these activities torn their self-confidence. Refuge campaign and White
ribbon campaign of UK both campaign work against domestic-violence they work to end the
violence against women. These campaign has provided support to many women they give them a
opportunity to rise again. This report consist of how these campaign work for domestic-violence
victims, with the use of various social media communication channel, billboards and magazines
they have promoted their campaigns to develop awareness in society.
MAIN BODY
PART 2
Information gathering
Refuge campaign
This campaign is for children and women against domestic violence. This is the award
winning national campaign and working on domestic violence which is happening in the society.
People who are working with this campaign approach women or children who are facing
domestic violence and also provide them necessary help (Idriss, 2018). This campaign is raising
awareness against domestic violence which is happening with women and children. The
objective of this campaign is to support gender equality and it further says that gender equality
should at every aspect whether it sis workplace or house so that in the future violence can be
prevented. Campaign is started so that attitude of people can be changed in order to end domestic
violence. So that is why they are providing services in order to end domestic violence.
Communication channels:
Social media

With the help of social media campaign which is #givethemrefuge by doing partnership with the
agency. This campaign has run on facebook. The objective of this is to raise awareness regarding
hidden survivors which has faced domestic violence and also raising money for their front line
workers who are providing front line services. As children in UK is facing domestic violence
every year and that is impacting children for long time period by affecting them mentally and
physically. So refuge are working for children and will help those children..
Poster
as per this poster every week atleast two women are facing domestic violence. So role of refuge
is to save women and children so that they escape from domestic violence. Refuge further said
that they understand domestic violence and under domestic violence women are slapped and
beaten brutally and hence results in their death (Downes, 2017). In domestic violence men takes
control over women.
Celebrity support
refuge campaign is supported by many celebrities and those are high profile celebrity. Along
with celebrities many individuals and various organisation has also supported this campaign.
Celebrities like Helena Bonhan Carter etc has supported this campaign. Celebrity support will
give benefit to this campaign because high profile celebrity is followed by huge audience so
when they support any campaign then it will be helpful in spreading awareness to large audience.
Online campaign
refuge has done partnership with Avon and created online campaign so that they can help people
and also their loved ones who are facing domestic violence. Out of every four women one
women faced domestic violence in their life span. It means that anyone sister, friend, neighbour,
daughter or wife is at high risk. Women who has faced domestic violence require support. So this
campaign which is 1 in 4 women campaign support women by empowering them so that they
speak about abuse.
Impact website
Through impact website refuge can narrate full story of abuse which women has suffered and
also support which is provided by refuge and what outcome has arise from the support (Stanley
and Devaney, 2017). Through this campaign they want to convey that they do not only saves life
but they change life.

White ribbon campaign:
This is the movement which is started by men and boys in order to stop domestic or male
violence against women. This is started by feminist men in London. This campaign has started so
that awareness can be spread regarding male violence which is faced by women since long time.
This campaign also promotes gender equality, good relationship and vision of masculinity. As
per this campaign education should be provided to men and boys about gender equality and also
mentoring young men about this issue. So men and young boys has to wear white ribbons to
show that they are against domestic violence which is happening with women.
Communication channels:
Pamphlet advertisement
As per this advertisement men are saying that they are standing against domestic violence and its
all types. All men wear white ribbon which shoes that they are against domestic violence and
sexual abuse. The advertisement has also provided number of women and men. So that victim
women can call at the given number for any help (Kuskoff and Parsell, 2020).
Hoarding advertisements
as per this advertisement white ribbon is asking UK community to come forward and show their
support to victims and say no to domestic violence. Accoutring to this campaign within every 2
women 1 is facing domestic violence and sexual harassment at their workplace or at their home.
So with the help of this campaign they are encouraging people to speak up for this issue and not
to remain silent.
Billboard
through this advertisement it is showing that violence is bad in every case and here they are
demanding to end violence which is happening with women and children by men. Women are
also part of community and they have right to speak or work. If society is giving them so many
rights then why still women are becoming victim of sexual abuse. This has to be end and men
are supporting this campaign in order to educate other men for the same.
Rally
People of UK has organised rally to show support for white ribbon campaign. They are showing
support that they are against women violence or harassment and it has to be stopped. Young girls
and women are facing domestic violence every now and than so it must be stopped (Lumsden

and Harmer, 2019). Men are supporting this campaign because they are also part of the society
and this has became society issue.
Magazine
voice male is the magazine which is supporting white ribbon campaign. This magazine has
printed article in which they are educating people about domestic violence by showing figures
regarding how many women and young girls are facing it. Voice male is also with this campaign
and through their magazine they will continuously spread awareness for this issue and also ask
people to support campaign which are against women violence or abuse. If awareness would be
at great level than only it can be expected that such abuse will be reduced or can be eliminated
from the society.
Content analysis of communication along with discussion and critique
Refuge campaign:
Campaign message can change with time because at starting this campaign was to save
women and young girls from sometime abuse then after that they have also started spreading
awareness for the same. As it can be stopped only if people of UK will get awareness and will
understand that domestic violence is not good and should be stopped. The recipient of the
message which this campaign is spreading is general public of UK and specifically male
population. As male are doing domestic violence on female. So they have to stop these practices.
The message is very simple which is to stop domestic violence but having great impact on
people's life (Wilcock, 2019). Domestic abuse should not be taken lightly so raising voice against
them is very important. Call to action is done so that campaign can reach to their target audience.
Here call to action is done with the help of social media, celebrity support, impact website,
online campaign and poster. When this campaign gives any message regarding abuse then it is
given with light background and always it is having image of women in every message. So that
to show that this campaign is for women support and to save them from domestic violence.
Evoked emotion is this campaign spread sadness among people when they see that there
are many women which is facing domestic violence at their home or at their workplace. This is
very painful to handle. As women is not a commodity so they should be given respect and must
not treated unequally. Online campaign has to be made colourful so that it attracts lots of people.
Poster should also be made colourful because when things are colourful then only it attracts
various people towards them. Poster is loaded with information. I believe that poster should be

short and precise. If the information is short then only it would be read by many people. Front
page of impact website seems to be very boring. So there is need to add some more pictures so
that website can look attractive. I believe that yes there is clarity in every advertisement which is
give by refuge campaign (Stanley and et.al., 2017). As every advertisement is showing clearly
about the aim of campaign which is against women domestic violence. It will definitely help in
attracting target audience and also it will motivate audience to join this campaign. With this
campaign people will get connected emotionally. Advertisement will also help in getting funds
for the campaign. As funds are required if campaign want to run for longer period in order to
create awareness and stop domestic abuse.
White ribbon campaign:
As per this campaign men are protesting against women sexual violence. But with
changes over time many organisations and individuals has also joined this campaign. This has
made the campaign more strong. If more and more people join campaign then it is helpful in
spreading more awareness and also helpful in accomplishing goal of the campaign more quickly.
The recipient of this campaign are common people. They should get education about this issue
and its consequences. Common men which include men and women who support such practices
should have come to know that domestic violence is wrong and it will not be tolerated. The
message is stop domestic violence, child abuse, sexual harassment (Donaldson, McCarry and
McCullough, 2018). For call to action this campaign has chosen promotion in the form of
pamphlet, billboard, magazine, rally and hoarding. Through these promotional instruments they
campaign can target wide audience. White ribbon campaign always take campaign in black
colour. It can be seen that there hoarding, billboard or any other advertisement is with black
background and have ribbon image with it. Evoked emotion is trust. As after seeing the
campaign trust of people has emerged because this campaign is supported by6 huge audience and
the main thing is it is started by men. So men are also understanding that domestic abuse is
wrong and it should have to be stopped. In billboard or hoardings contact information is missing.
People who will see the advertisement and wanted to contact the campaign members then
that is not possible. As contact details are absent. People can call member of campaign for
complaining about domestic violence if it is happening with them or with their loved one's. Some
people can also call if they want to give donation or funds to this campaign. Yes there is clarity
and consistency in message which is give by these communication channels. It is in the form of

billboard so it will attract the attention of mass audience. Advertisement is also given in
magazine which is print media. In the research it is also proved that in UK there are many people
which still prefer print media to get updated and recent information (Bradbury‐Jones and Isham,
2020). Information which is printed about the campaign in magazine is given very colourful and
in detail manner. So that audience who read the article could understand about this campaign and
it also encourage them to participate.
4Ps of social marketing communication
Social marketing is aim to develop change in society, by using various social marketing
channel one can convey their message and can be able to change the behaviour of audience for
the benefits of the society. The 4Ps of marketing describes how people can use social marketing
to develop concern about their message in audience.
Product:
Product a service which is provided to change the behaviour of audience. With the help
of social marketing many people opens up about their personal worst experience. Many
campaigns run on social media to develop awareness about any crime in society. It the channel
through which many domestic-violence victims has spoken about their experience which
generate concern among many people. Social media platform offers best channel to speak up
about anything. Through which many campaigns have grabbed the eyes of many people it gives
them a chance to share their experience to generate awareness about the crime in society
(Veletsianos and et.al 2018).
Price:
Price factor always determine before starting any activity. Social media pricing defers in
it promotional activities. Campaign started on social media required investment in its
promotional activities. Every campaign requires monetary cost which is direct cost made from
exchanging of goods and services. To promote the campaign many people associated with the
influencer who promote their campaign so that people can watch them and persuade to show
their support to campaign. Most of the people are generally support domestic-violence campaign

to show their moral support to the victims. They give them chance to promote their campaign on
no cost.
Place:
Social media platform provides better channel to express their thoughts and awareness in
society. Social media platform allows people to share their story. Many activists have started
campaigns to share their experience, they have spoken up their story to develop awareness in the
society (Roberts and Marchais, 2018). People noticed their issue if they feel connected towards
it, promotional activities played an important role to grab the attention of audience, with this
many people show their support to campaign.
Promotion:
Promotional activities always played an important role in particular activities. Social
media is the main source of promotional activities. Many domestic-violence campaign has
started with social media to promote their ideas to generate awareness in the society against any
violence. Social campaign promotes many victims to share their side story to create awareness in
the society. Many campaign approaches popular social media influencer to tell their story to
audience, with the help of them many people started reading the story of victims which enables
them to show their support and to stop violence in the society.
CONCLUSION
Through this report it can be concluded that two domestic violence campaign has got
selected from UK which are Refuge campaign and White ribbon campaign. Every campaign is
consisting five advertisement channels which are social media, magazine, hoarding, billboard,
pamphlet, poster, celebrity promotion, rallies etc. although message of these campaign gets
updated with time. Message of both campaign is to spread awareness and to give solution of
domestic violence which is happening with women and young girls. Campaign also provide help
to victim by supporting them and educate men to not do such practices. Every communication
channel is giving clear information and will be helpful in covering wide audience. Message
which is given by the campaign is clear and consistent.

REFERENCES
Book and Journal
Bradbury‐Jones, C. and Isham, L., 2020. The pandemic paradox: The consequences of COVID‐
19 on domestic violence. Journal of clinical nursing.
Donaldson, A., McCarry, M. and McCullough, A., 2018. Preventing gender based violence in
UK universities: The policy context. Gender based violence in university communities:
Policy, prevention and educational initiatives, pp.105-126.
Downes, J., 2017. “It’s Not the Abuse That Kills You, It’s the Silence”: The silencing of sexual
violence activism in social justice movements in the UK Left. Justice, Power and
Resistance. 1(2). pp.35-58.
Idriss, M.M., 2018. Key agent and survivor recommendations for intervention in honour-based
violence in the UK. International journal of comparative and applied criminal
justice. 42(4). pp.321-339.
Kuskoff, E. and Parsell, C., 2020. Preventing domestic violence by changing Australian gender
relations: Issues and considerations. Australian Social Work. 73(2). pp.227-235.
Lloyd, M. and et.al 2017. Women’s experiences of domestic violence and mental health:
Findings from a European empowerment project. Psychology of violence. 7(3). p.478.
Lumsden, K. and Harmer, E. eds., 2019. Online othering: Exploring digital violence and
discrimination on the web. Springer.
Roberts, T. and Marchais, G., 2018. Assessing the role of social media and digital technology in
violence reporting. Contemporary Readings in Law & Social Justice. 10(2).
Stanley, N. and Devaney, J., 2017. Gender-based violence: Evidence from Europe. Psychology
of violence. 7(3). p.329.
Stanley, N. and et.al., 2017. “What matters to someone who matters to me”: using media
campaigns with young people to prevent interpersonal violence and abuse. Health
Expectations. 20(4). pp.648-654.
Veletsianos, G. and et.al 2018. Women scholars’ experiences with online harassment and abuse:
Self-protection, resistance, acceptance, and self-blame. New Media & Society. 20(12).
pp.4689-4708.
Wilcock, C., 2019. Why are migrant campaigns different from homeland campaigns?
Understanding belonging in context among UK‐Sudanese activists. Global
Networks. 19(2). pp.179-196.

Appendix
Refuge campaign
social media
poster
Celebrity support

https://www.refuge.org.uk/our-work/campaigns/warning-signs-2/
Online campaign
Impact website
White ribbon campaign
Pamphlet advertisement

Hoarding advertisements
billboard
Rally

Magazine