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Description
The project strive to reduce domestic violence and gender-based violence in Estonian society, conducting a campaign that also involves men as positive role models, to reduce the demand for the buying of sex and raise awareness of the topics of human trafficking committed for the purpose of prostitution and sexual exploitation and thirdly to create short films directed at children and young people on the topic of domestic violence, which address different aspects of domestic violence and make viewers think about and discuss domestic and gender-based violence.
The project activities will result in raising people’s awareness of domestic violence and prostitution and the human trafficking that is associated with it. During the project, various groups in society will be informed in both Estonian and Russian. Outreach activities use both traditional and ambient media, in addition to online and social media, as well as outreach events.
Project outputs:
- At least two awareness-raising activities have been carried out to reduce demand for paid sex, reaching at least 12,000 people in Estonia
- Preparation of at least three short films on the topic of domestic violence, aimed at children and young people
- At least one campaign on domestic and gender-based violence, also involving men as positive role model.
Summary of project results
The project''s goal was to contribute to the reduction domestic violence and gender-based violence in Estonian society. It intervened via raising people’s awareness of domestic violence and prostitution and the human trafficking that is associated with it (in Estonian as well as in Russian). Outreach activities used both traditional and ambient media, in addition to online and social media, as well as outreach events.
A campaign "Sõnavägi" (wordplay meaning "force of a word" on a contrary to "Sõjavägi" meaning "armed forces") involving publicly distinguished men as positive role models was carried out to reduce gender-based violence. Campaign was in national TV, (online media) as well as outdoor media, collaborationg with different newsarticles on the subject.
A campaign "“Think With Your Right Head” discouraging the demand for commercial sex and nd raise awareness of the topics of human trafficking was carried out.
3 animated short films directed at children and young people on the topic of domestic violence, which address different aspects of domestic violence (family, friend, animal) and make viewers think about and discuss domestic and gender-based violence were created.
Both campaigns "Word Force" as well as "Think With Your Right Head" were successful and quite well executed with a large contact rate, with "Think With Your Right Head" reaching almost 100 000 people (Facebook +digital platforms of national newspapers Postimees, Delfi, Õhtuleht).
The main target group was an Estonian man.
Short films on domestic violence targeted the youth and educational sector in cooperation with the Estonian Civics Teachers Association.
Summary of bilateral results
Norwegian expert gave Norwegian perspective on campaign structuring and implementation.