Project

Crimes of violence against women in the Republic of Guatemala

Design and implementation of a communication strategy and awareness measurement and monitoring of crimes of violence against women

"Services for the design and implementation of a communication strategy and awareness measurement and monitoring of citizens and crimes of violence against women and other rights in the Republic of Guatemala". The overall objective of the project is to support Guatemalan citizens, especially those belonging to vulnerable groups (particularly children, adolescents, women and indigenous peoples), to become aware of their rights and how to access justice when they are violated. To reach this objective, a communication strategy was designed, focusing on the protection offered by public institutions in cases of crimes of violence against women, sexual violence, exploitation and trafficking. The service includes the design, implementation and monitoring of a strategy to prevent and contrast violence against women. The communication campaign was tailored to the target groups (including translation of messages to major Mayan languages), envisaged wide coverage and frequent exposure to campaign messages through multiple channels.

The communication strategy is designed to reach effects on the population at three levels:

  • awareness and understanding of the problem;
  • change in attitude towards the problem;
  • behavioural change for both victims of violations as well as justice operators.