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  • Social Marketing: Crime Against Women

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    Domestic violence is a prevalent but hidden social problem. It causes physical, sexual, psychological and economic harm to female victims and forces them to live in fear. Cultural factors like gender socialization and beliefs about male superiority contribute to domestic violence, as do economic factors like women's economic dependence and lack of education/training. The document outlines a social marketing campaign to address domestic violence in Mumbai through mass media advertising, a helpline for men, and funding counseling programs for perpetrators, victims and children. The campaign's objectives are to promote perpetrator responsibility, increase awareness of domestic violence as a crime, prevent future acts of violence, and ultimately end acts committed by perpetrators.

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    Domestic Violence

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    Domestic violence is a prevalent but hidden social problem. It causes physical, sexual, psychological and economic harm to female victims and forces them to live in fear. Cultural factors like gender socialization and beliefs about male superiority contribute to domestic violence, as do economic factors like women's economic dependence and lack of education/training. The document outlines a social marketing campaign to address domestic violence in Mumbai through mass media advertising, a helpline for men, and funding counseling programs for perpetrators, victims and children. The campaign's objectives are to promote perpetrator responsibility, increase awareness of domestic violence as a crime, prevent future acts of violence, and ultimately end acts committed by perpetrators.

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    47 views13 pages

    Social Marketing: Crime Against Women

    Uploaded by

    aditi.kaul.1
    Domestic violence is a prevalent but hidden social problem. It causes physical, sexual, psychological and economic harm to female victims and forces them to live in fear. Cultural factors like gender socialization and beliefs about male superiority contribute to domestic violence, as do economic factors like women's economic dependence and lack of education/training. The document outlines a social marketing campaign to address domestic violence in Mumbai through mass media advertising, a helpline for men, and funding counseling programs for perpetrators, victims and children. The campaign's objectives are to promote perpetrator responsibility, increase awareness of domestic violence as a crime, prevent future acts of violence, and ultimately end acts committed by perpetrators.

    Copyright:

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    of 13

    SOCIAL MARKETING

    CRIME AGAINST WOMEN


    WHAT IS DOMESTIC VIOLENCE?
    • Domestic violence:
    – Physical
    – Sexual
    – Psychological damage
    – Forced social isolation
    – Economic deprivation
    – behavior

    Causes the VICTIMS to live in


    FEAR
    Why Domestic violence?

    • Prevalent
    • Hidden social problem
    • Women Victims
    • Negative Influence
    CAUSES
    • Cultural:
    • Gender-specific socialization / Peers
    • Cultural definitions - sex roles
    • Inherent Belief - superiority of males
    • Values - proprietary rights
    • Notion - family = private sphere
    • Male – Family HEAD
    • Customs of marriage (bride price/dowry)
    • Violence – resolve conflicts
    CAUSES
    • Economic:
    • Economic dependence
    • Employment
    • Education and training for women

    • Others:
    • Low Literacy
    • Notions – family private affair & Not under state
    control
    • Risk - challenge to status quo/religious laws
    RESOURCES
    • Volunteers
    • Converted Perpetrators
    • Partners
    • Police Records
    SEGMENTATION
    • Low Income families
    • Socially Backward class
    • Low Literacy groups
    • Newly wed couples (Dowry / societal
    pressures)
    • Conservative households (Religion /
    Beliefs)
    TARGET AUDIENCE
    • PRIMARY TARGET • SECONDARY TARGET

    – All men
    – Women
    – Male perpetrators – Direct & Indirect Victims
    – Families and Friends
    VISION
    • To improve community health by making the
    society a better place by putting a STOP to
    DOMESTIC VIOLENCE

    MISSION
    • The Mission of the campaign is to contribute to
    the reduction and prevention of domestic
    violence in Mumbai
    OBJECTIVES
    • Promote
    • Perpetrator is responsible for Domestic Violence
    • Increase awareness
    • Domestic violence = Crime
    • Not an acceptable method of resolving problems
    • Prevent
    • Domestic Violence
    • End
    • Acts of violence committed by perpetrators
    EXCHANGE BENEFITS
    • Ego • Less Family
    • Self Control Disruption
    • Embarrassment • Healthy Family
    • Time • Respect
    • Authority • Better Future
    • Personal Ethics
    • Love & Harmony
    • Monetary Gains
    IMPLEMENTATION PROCESS
    • Define the Social problem
    • Identify – Who must Act to solve the
    Problem
    • Conduct Formative Research
    • Develop interventions
    • Deliver & Monitor Program
    • Evaluation
    CAMPAIGN STRATEGY
    • City wide mass media advertising.
    • media and public relations activities.
    • men’s domestic violence helpline - a 24-hour telephone
    information, counseling and active referral service for
    men.
    • funding of counseling and behavior change programs for
    perpetrators and ‘at risk’ men.
    • funding of counseling, education and support programs
    for victims and children.
    • collaboration with police training and services.
    • production of information resources.

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