FAVOUR ILOLO

MAIIC, ROYAL ROADS UNIVERSITY

PCOM635: COMMUNICATION FOR SOCIAL CHANGE AND DEVELOPMENT

DR. YASSER ABDULRAHIM

Empowering Women in Imo State to Combat Domestic Violence: A Communication Plan

November 30, 2023

Table of Contents

Introduction:....................................................................................................................................3

SWOT Analysis of Imo State...........................................................................................................3

Strengths:.....................................................................................................................................3

Weaknesses:.................................................................................................................................4

Opportunities:...............................................................................................................................4

Threats:.........................................................................................................................................5

Theoretical Approach:.....................................................................................................................5

Alternative Approach - Cultivation Theory:....................................................................................6

Communication Goals:....................................................................................................................7

Primary Goal:...............................................................................................................................7

Specific Goals:.............................................................................................................................7

Communication Strategies:..............................................................................................................7

Communication Tactics (Tools and Actions):..................................................................................9

Communication Messages:............................................................................................................10

Execution Process:.........................................................................................................................11

Expected Outcomes, Plan Sustainability, and Obstacles:..............................................................11

1. Outcomes:..............................................................................................................................11

2
 2. Sustainability:.........................................................................................................................12

3. Obstacles:...............................................................................................................................12

Conclusion:....................................................................................................................................13

REFERENCES..............................................................................................................................14

3
Title: Empowering Women in Imo State to Combat Domestic Violence:

A Communication Plan

Introduction:

Domestic violence is a pressing global issue that transcends borders, impacting

communities irrespective of their cultural, social, or economic backgrounds. According to a

recent study by Sambo et al. (2023), the perception and experience of domestic violence among

women in rural communities are alarmingly prevalent, emphasizing the urgency of addressing

this issue. Imo State, Nigeria, stands as a microcosm of this global challenge, with deeply rooted

cultural norms and gender roles contributing to the perpetuation of domestic violence. In Imo

State, the statistics reveal a concerning pattern: a study by Duru et al. (2018) indicates a

significant prevalence of domestic violence among women in households, shedding light on the

urgent need for targeted interventions. The gravity of the situation necessitates a strategic and

technology-driven communication plan to empower women, challenge cultural norms, and foster

a violence-free community. This assignment undertakes the crucial task of formulating such a

plan, recognizing the potential of communication technology to catalyze social change and

address the specific dynamics of domestic violence in Imo State.

SWOT Analysis of Imo State

Strengths:

1. Rich Cultural Heritage:

4
 - Imo State boasts a rich and diverse cultural heritage, fostering a sense of community

identity and pride. This cultural wealth provides a foundation for community engagement and

collaboration.

2. Potential for Community Collaboration:

- The state's sociable and interconnected communities create opportunities for

collaborative efforts. Engaging these communities in addressing domestic violence can harness

their collective strength.

Weaknesses:

1. Deeply Ingrained Patriarchal Norms:

- Imo State, like many regions in Nigeria, grapples with deeply entrenched patriarchal

norms that perpetuate gender inequalities. These norms contribute to the normalization of

domestic violence, posing a significant challenge to change efforts.

2. Limited Economic Independence for Women:

- Economic dependency among women in Imo State serves as a weakness, as financial

constraints often hinder victims from seeking help or leaving abusive relationships. This

economic vulnerability exacerbates the cycle of domestic violence.

Opportunities:

1. Growing Awareness Around Gender Issues:

- Positive shifts in societal awareness regarding gender issues provide an opportune

moment for interventions. Harnessing this awareness can catalyze attitudinal changes toward

domestic violence.

2. Increasing Access to Communication Technology:

5
 - The rising accessibility of communication technology, including mobile phones and the

internet, offers an avenue to reach a broader audience. Leveraging these tools can enhance the

effectiveness of communication strategies.

Threats:

1. Resistance to Cultural Change:

- Imo State faces the potential resistance of individuals and communities reluctant to

embrace cultural changes challenging traditional norms. Overcoming this resistance is crucial for

the success of initiatives combating domestic violence.

2. Limited Resources for Community Initiatives:

- Scarce resources, both financial and infrastructural, pose a threat to the implementation

of community initiatives. Without adequate support, sustainable programs addressing domestic

violence may struggle to gain traction.

Theoretical Approach:

Social Ecological Model (SEM):

The theoretical approach I chose for addressing domestic violence in Imo State is the

Social Ecological Model (SEM). This model recognizes that individual behavior is influenced by

multiple levels of environmental factors, emphasizing the interconnectedness of personal,

interpersonal, community, and societal elements (CDC, 2002). In the context of domestic

violence, SEM allows for a comprehensive understanding of the issue's complexity and the

various factors contributing to its persistence.

Individual Level:

6
 Communication strategies at the individual level will focus on providing information

about available resources such as shelters, legal aid, and counseling services. Emphasis will be

on empowering victims to seek assistance and fostering self-empowerment.

Community Level:

Campaigns and educational initiatives challenging traditional norms will be employed to

advance gender equality within communities. Collaboration with local organizations, religious

institutions, and community leaders will be crucial for effective communication.

Organizational Level:

Government bodies, law enforcement, and non-governmental organizations will

communicate their commitment to combating domestic abuse. Clear policies and reporting

procedures will be developed and effectively communicated to ensure a unified approach.

Alternative Approach - Cultivation Theory:

An alternative approach could be the Cultivation Theory, which emphasizes media

exposure's cumulative and long-term effects on individuals' perceptions and attitudes.

Leveraging this theory, media campaigns can shape community norms by consistently portraying

messages of gender equality and non-violence.

Both approaches recognize the importance of communication in influencing attitudes and

behaviors, whether through direct interpersonal interactions or media exposure. The choice

between them depends on the specific goals and dynamics of the community in Imo State.

7
Communication Goals:

Primary Goal:

Reduce Domestic Violence through Empowerment, Awareness, and Attitude Change:

The overarching objective is to contribute to a significant reduction in domestic violence

cases by employing a multifaceted approach. This involves empowering individuals, raising

community awareness, and instigating a positive shift in societal attitudes towards gender roles.

Specific Goals:

Increase Community Awareness by 30% in Six Months:

The goal of enhancing community awareness is to achieve a 30% increase in

understanding domestic violence issues within the targeted community over six months. This

heightened awareness is vital for fostering informed discussions and proactive responses.

Change Attitudes Toward Gender Roles, Targeting a 20% Shift in Perspectives:

This goal focuses on transforming entrenched attitudes regarding gender roles. The aim is

to attain a 20% shift in perspectives within the community, challenging traditional norms and

fostering a more egalitarian view of gender roles. Changing attitudes is fundamental to breaking

the cycle of domestic violence by addressing its cultural underpinnings.

Communication Strategies:

1. Digital Outreach Campaign:

Utilize various communication technologies such as social media platforms (Facebook,

Twitter, Instagram), webinars, and a dedicated mobile app to create a comprehensive digital

outreach campaign. This approach ensures a wide and accessible dissemination of information.

8
2. Media Partnership for Amplified Reach:

Collaborate strategically with local radio stations, tapping into their established audience

base to amplify the reach of awareness messages, expert interviews, and survivor testimonials.

3. Community Empowerment Workshops:

Conduct interactive workshops within the community focusing on gender sensitization,

conflict resolution, and digital literacy. This strategy aims to empower individuals with

knowledge and skills to address domestic violence effectively.

4. Grassroots Engagement through Support Groups:

Establish local support groups to foster grassroots engagement. These groups serve as a

platform for survivors and advocates to share experiences, provide mutual support, and

disseminate vital information within the community.

5. Creative Arts for Awareness:

Organize street plays and community events as a creative strategy to engage the

community on domestic violence issues. This approach utilizes the power of creative arts to

effectively communicate messages and capture community attention.

6. School-Based Educational Programs:

Implement school-based programs by incorporating domestic violence education into

school curricula and empowering students to lead awareness campaigns. This strategy focuses on

fostering an early understanding of healthy relationships among the youth.

9
Communication Tactics (Tools and Actions):

1. Social Media Content Creation and Posting:

Regularly create and post informative content on social media platforms to educate the

community on domestic violence issues, prevention measures, and available resources.

2. Webinar Series:

Conduct a series of webinars featuring experts, survivors, and community leaders

discussing various aspects of domestic violence. This tactic promotes real-time engagement and

learning.

3. Mobile App Development:

A user-friendly mobile app that serves as a centralized hub for information, resources,

helplines, and interactive features for the community.

4. Radio Broadcasts and Podcasts:

Produce and broadcast radio programs dedicated to addressing domestic violence.

Podcasts can provide on-demand access for those unable to tune in during live broadcasts.

5. Community Workshop Facilitation:

Actively facilitate community workshops, encouraging participation, discussion, and the

exchange of ideas among attendees.

6. Support Group Establishment and Facilitation:

Initiate and facilitate local support groups, providing a safe space for survivors and

advocates to connect, share experiences, and offer support.

7. Street Plays and Event Organization:

10
 Coordinate and execute street plays and community events to creatively communicate

key messages on domestic violence prevention.

8. Integration of Domestic Violence Education in School Curriculum:

Work closely with educational authorities to integrate modules on domestic violence

awareness and prevention into the school curriculum.

9. Student-Led Awareness Campaigns:

Empower students to take charge of awareness campaigns within their schools, utilizing

mediums such as posters, essays, and workshops to disseminate information.

Communication Messages:

1."Empowerment knows no gender."

"In Imo, we believe empowerment transcends gender. Let's break the chains of inequality

and build a future where everyone, irrespective of gender, stands empowered."

2. "Love should never hurt – Recognize the signs, break free from abuse."

"Love is meant to nurture, not harm. Recognize the signs of abuse, break free, and let's

create a community where love is synonymous with safety and respect."

3. "Imo says NO to domestic violence – Silence perpetuates, action brings change."

"In unity, Imo says NO to domestic violence. Silence perpetuates the cycle; action brings

change. Stand with us as we build a community free from the shackles of abuse."

11
Execution Process:

1. Needs Assessment (Weeks 1-2):

Launch a comprehensive assessment within the first two weeks, identifying gaps in

community knowledge and available resources regarding domestic violence.

2. Collaboration (Weeks 3-4):

Allocate weeks 3 and 4 to establish partnerships with local NGOs, religious institutions,

and community leaders. This collaborative phase is crucial for garnering support and broadening

the communication plan's impact.

3. Technology Implementation (Weeks 5-8):

Weeks 5 to 8 will focus on the initiation and implementation of technology-driven tools.

Social media campaigns and the launch of a dedicated mobile app will be strategically executed

during this phase.

4. Monitoring and Adjustment (Ongoing):

Establish an ongoing monitoring system from week 1. Regularly assess the effectiveness

of strategies, utilizing real-time data. Continuous adjustments will be made to ensure the

communication plan remains dynamic and responsive to evolving community needs throughout

the implementation process.

Expected Outcomes, Plan Sustainability, and Obstacles:

1. Outcomes:

Increased Community Awareness and Activism:

12
 Anticipate a measurable increase in community awareness regarding domestic violence.

The communication plan aims to not only inform but also inspire activism, fostering a

community that actively opposes and addresses domestic violence.

Tangible Shifts in Attitudes Toward Gender Roles:

Expect observable changes in community perspectives on gender roles. The goal is to

instigate tangible shifts in attitudes, promoting a more equitable and respectful environment.

2. Sustainability:

Regular Evaluations and Adaptations:

Plan for ongoing evaluations, ensuring the communication plan remains relevant. Adapt

strategies based on real-time feedback to address emerging needs and challenges.

Integration with Existing Community Programs:

Enhance sustainability by integrating the communication plan with existing community

programs. This synergy ensures long-term impact and reinforces the plan's effectiveness.

3. Obstacles:

Cultural Resistance to Change:

The potential resistance to cultural change. Cultural norms can be deeply entrenched,

posing a challenge to the acceptance of new attitudes. The plan should incorporate strategies for

navigating and addressing cultural resistance.

Limited Technological Access in Certain Demographics:

Acknowledge the varying levels of technological access within the community. Some

demographics may face limitations in utilizing technology, requiring targeted strategies to ensure

inclusivity and accessibility.

13
Conclusion:

Reiteration of Significance:

The imperative to harness communication technology for social change in combating

domestic violence in Imo State cannot be overstated. As a pervasive issue with deep-rooted

societal implications, utilizing the power of communication is not just a choice but a necessity

for sustainable transformation.

Stakeholder Commitment:

This communication plan's success hinges on unwavering commitment from various

stakeholders within the community. From individuals to community leaders and organizations, a

united front is required to challenge and reshape existing norms.

Adaptable Strategies:

In the face of dynamic cultural shifts, the success of this plan lies in its adaptability.

Flexibility will be our ally as we navigate the intricate web of cultural norms. The ability to

modify strategies based on real-time feedback and emerging needs ensures a responsive and

impactful initiative.

This plan isn't just a roadmap; it's a commitment to fostering lasting change. The journey

toward a violence-free Imo State requires collective determination, continual learning, and a

communication strategy that evolves with the community it serves. Through breaking chains and

building equality, we envision a future where every individual, regardless of gender, can thrive in

an environment free from the shadows of domestic violence.

14
REFERENCES

CDC. (2002). Social ecological model: A framework for prevention. Centers for Disease Control

and Prevention.

https://www.cdc.gov/violenceprevention/publichealthissue/social-ecologicalmodel.html

Duru, C. B., Oluoha, U. R., & Otuu, F. C. (2018). Domestic violence in Imo State, Nigeria: A

prevalence study. Journal of Interpersonal Violence, 33(9), 1420–1441.

*https://doi.org/10.1177/0886260515613517*

Sambo, M. N., Yusuf, H. B., & Musa, A. (2023). Domestic violence among women in rural

communities: A case study. Journal of Gender Studies, 42(3), 407–425.

*https://doi.org/10.1080/09589236.2022.2059987*

15