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Description
The main goal of the project is to increase the awareness of the target population about the availability and specifics of therapeutic programs for perpetrators of violence in close relationships, through a thematic communication campaign. The aim is to raise awareness of all available programs for perpetrators of violence in the Czech Republic, as well as the benefits and limits of the therapy of violent bahaviour.
The expected output is a general increase in the overall knowledge of the issue by about 5% (see evaluation activity) and the range of OTS min. 2,500,000 people with a special focus on regional populations in places where specific programs operate (Prague, Brno, Hradec Králové, České Budějovice, Kladno…)
As one of the outputs of the project, we expect a certain "destigmatization" of violence and a lowering of the threshold for potential clients to enter therapeutic programs, especially for men. This intention is by no means to relativize violence and its consequences (!). The intention is to inform potential clients that if they take responsibility for their actions, violence can be stopped and brought under control through targeted therapeutic work.
The project will be implemented in cooperation with several other NGOs and at the same time, we expect to communicate with many other organizations and institutions for which the topic is important.
Summary of project results
The implementation of the project made it possible to increase awareness in Czech society about domestic and gender-based violence and the possibilities to prevent it. Cooperation with experts from organizations dedicated to this issue throughout the Czech Republic enabled to get new ideas for the campaign itself, as well as for advocacy activities within the project and preventive and therapeutic work itself.
Round tables with involved organizations
3 round tables were held (24.11.2022, 15.2.2023, 10.1.2024) where we defined the goals, key messages and visuals of the campaign and then its implementation and results. Cooperation with experts from other organizations led to the establishment of the "Stop the Violence" association, which will continue the initiated activities in the area of advocacy , preparation of industry standards, informing the public, etc.
Campaign conceptualization and communication plan
As part of the 1st round table, a concept was agreed upon with cooperating organizations. Subsequently, there was a call for tenders for suppliers of the creative concept and communication plan of the campaign, in which 4 applicants from creative and communication agencies participated and the best of the proposals was selected. In April 2023, the key visuals of the campaign were finalized and the final version of the communication plan was prepared.
Creation of campaign content based on concepts and communication plan
micropage mock-up of the project was prepared , which acts as a signpost for those interested in programs for violent people, including an interactive map of support containing links to organizations offering additional information or services.
Several variants of billboards, posters and leaflets and other information materials were created.
Implementation of the campaign
www.zastavnasili.cz) was launched .
Preparatory billboards were displayed on a total of 200 rented billboards, areas in the subway, etc.
We distributed leaflets to the public at educational events and to selected specific places where we expected an increased number of interested people from the target group. A total of 28,665 leaflets were distributed, which we continue to use.
4 video spots were filmed (Clip names: "Seek help", "Solve your violence in time", "Some things cannot be undone" and "Stop the violence" ), which were shown during round tables with experts of information events for the public. They can also still be viewed on the website (www.zastavnasili), YouTube and social networks. The clip was also shown on Czech television (a total of 30 screenings).
We presented information about the campaign and the possibilities of working with violent people in a total of 66 media outlets (Print and online media, radio and television interviews, etc.).
We also inform about the issue of working with violent people about our own campaign using social networks, with the help of PPC advertising. We also continue to work with influencers who help spread our content through their own channels. A total of 37 posts on social networks were registered.
Social networks+ online advertising 3,175,100
Media 4,576,360
Advertising in trains 6,308,100
Citylight Metro 310,884
Billboards 436,846
Flyers 28,665
Czech television 1,119,897
After adding up the measured impact of the campaign, a total of 15809939 people were affected. But some are counted several times in this number.
Research and evaluation
A two-phase (before the start and before the end of the campaign) research was carried out to assess the impact of the campaign.
The evaluation report places the research results and the entire project in a wider context and has added information for further use of the project''s outputs within the organization.
Advocacy work
A total of 34 advocacy meetings were held, where expansion possibilities, financing and other aspects of work with violent persons were discussed.
Publicity
During the implementation of the project, 2 press releases were issued. 10.1. In 2024, we also prepared an information event about the progress of the project and the results of the campaign. The information event was for experts and the public, and representatives of the media also participated.
The project outputs are published on the project website www.zastavnasili.cz
With help of 4 clips, more than 200 billboards and flyers, 37 posts on networks, final beneficiery reached out to public. The Stop the Violence campaign was scored by 9%. residents. The share of people aware of therapeutic programs for perpetrators of violence has increased by 11%.
The campaign recorded 66 media outlets.
There were 3 round tables and 34 advocacy meetings.
The project beyond the original plan led to the establishment of an association of organizations working with perpetuators.