Campaigns – Page 14 – Open Minds!

Go ahead, just say the word: Condom! Now say it again…

Acting out condoms in broad daylight in India: not an easy task...

Condom!

No one is certain how or where the word originated, but it has become one of those ubiquitous items in modern society.

It’s a two syllable word, fairly easy to pronounce. Then how come so many people – at least in South Asia, home to a fifth of humanity – get their tongues tied or twisted in saying it?

That’s because it’s to do with sex! That’s not a subject that many South Asians still feel comfortable in talking about, in public or even private.

Sex may be a very private matter, but individuals’ sexual behaviour has direct and serious public health implications. Especially today when the world is still struggling to contain and overcome the spread of HIV that causes AIDS.

Condoms originally came into wide use to help prevent unwanted pregnancies and the spread of sexually transmitted diseases (STDs). In the past quarter century, condoms have become a major weapon against HIV.

Despite this, condoms still remain a hush-hush topic among many grown ups, even as the younger generation warms up to them. Across South Asia, we still have some hurdles to clear in normalising condoms – or making it socially and culturally acceptable for people to talk about condom use, and to go out and buy them without fear or shame.

This is the challenge that various communication groups have taken up, especially in India. According to a 2007 survey by UNAIDS and India’s National AIDS Control Organisation (NACO), at least 2.5 million people live with the HIV virus in India, placing the country third in the world after South Africa and Nigeria. However, AIDS prevention in the country is not an easy job. Many people, especially in rural areas, cling on to preconceived taboos about sex — and are often hesitant to use condoms.

In recent weeks, I’ve heard from two campaigns that are trying to change this. One is the BBC World Service Trust working with Indian broadcasters and other partners to normalise condom use through a campaign. I’ll be writing a separate blog post on that effort.

Last month, I received en email from someone called ‘Spread Word for a Better World’, who shared with me web links on a socio-cultural group based in Hyderabad, who are using the performing arts to promote condom awareness.

For over a decade, the Nrityanjali Academy has been singing and dancing their way to the glorification of condom use. They see it as a crucial fight in their central region, where 2 per cent of the population is HIV positive.

P Narsingh Rao, director of Nrityanjali, recently told France 24 online: “Our main target groups are people vulnerable to the HIV virus like sex workers, transsexuals or truck drivers. We tour villages in mobile video vans to show the film. The screening is followed by a question and answer session about condom use and sexually transmitted diseases.”

He added: “We also encourage the use of female condoms, a relatively new concept. We tell the women to negotiate the use of female condoms with their male partners: for men with little sex education, the insertion of the female condom in the vagina can in itself be an erotic act.”

Here are some YouTube videos showcasing their work:

This is an entertaining and educational video in Telugu language on Condom usage, to prevent from sexually transmitted infections and HIV:

A more instructional video on how to use condoms properly:

And finally, an HIV/AIDS song in Telugu – with all the fast-beat music, gyrating and riot of colours we typically associate Bollywood movies and songs with:

The videos speak for themselves. They are matter of fact, engaging and presented by ordinary people (trained entertainers) rather than by jargon-totting medical doctors or health workers. There is none of the awkwardness typically associated with conversations of this subject. No one is tip-toeing around perceived or real cultural taboos. They just get on with it.

Importantly, they involve both men and women, both in performances and in their audiences.

Training young men on just how to do it right...

Images courtesy France 24’s The Observers.

From Chris Rock to Barack Obama: Will electoral life imitate Hollywood art?

Barack Obama is finally confirmed as the Democratic Party’s candidate for President.

This week, while the Democratic Party convention was underway on the other side of the planet, I re-watched the 2003 Chris Rock movie Head of State – and realised how prescient it has been – in some respects.

For those who don’t know the movie, classified as a comedy, here’s the summary from Internet Movie Database: Mays Gilliam, a Washington D.C. neighborhood Alderman, is about to be red-lined out of his job. But after the untimely death of the party frontrunner, Gilliam is plucked from obscurity, and thrust into the limelight as his party’s nominee — for President of the United States. Read full summary and other trivia on IMDB.

Well, other men have gone from the log cabin to the White House, but there’s a significant difference: Mays Gilliam is black, socially underprivileged and broke. In the movie, he becomes the first black man to be nominated for President by a major party (the story isn’t explicit as to which party). Starting as the absolute underdog, and running against a serving, two-term vice president (middle-aged white male, a war hero and a cousin of Sharon Stone to boot), he works his way through a rocky campaign.

The odds slowly improve as Mays speaks his mind and talks truth to power — a refreshing change from the smooth-talking politicians rendering silky words written by their spin doctors. Mays goes on to become President. That wasn’t quite in the plan of Washington power brokers who nominated him – they had other, less noble, intentions. But once unleashed, there was no stopping Mays Gilliam, a self-styled young man who knows how the other half lives.

Someone has helpfully posted an extract from the movie on YouTube. This is the TV debate that Mays has with incumbent Brian Lewis:

Chris Rock, who wrote, directed and starred in the movie, says he got the idea from the 1984 Democratic presidential nominee Walter Mondale, who chose Geraldine Ferraro — a woman — as his running mate. The Democrats knew they had little chance of defeating incumbent Ronald Reagan, but Ferraro’s nomination allowed them to gain female voters, contributing to the eventual 1992 election of Bill Clinton.

This plot line becomes very intriguing with Republican contender John McCain just picking the little known Alaska governor Sarah Palin as his running mate for vice president.

The parallels between Head of State and Barack Obama can only stretch so far. Illinois Senator Obama is not exactly from an underprivileged background, and his education and credentials are much greater than Mays Gilliams’.
And there are some who never tire of reminding us that Obama is not even fully black.

But where life does imitate art is in how the Washington establishment conspires to keep a young, charismatic black man from ascending to the highest elected office. In the movie, deep rooted political party divisions are crossed as power brokers look for desperate measures to stop Mays Gilliam from marching to the White House.

Now why does that sound vaguely familiar with Obama’s own courageous and remarkable journey so far?

At one point in the movie, when things aren’t going well in his campaign, Mays is asked if he wants to quit. His answer: he can’t afford to quit. He’s not just running for himself, but for all black people. “If I quit now, there won’t be another black candidate for 50 years.”

Head of State may have been made made in 2003 as a comedy, but the US political landscape has changed much in the past five years. Suddenly, the scenario is not comic anymore…

Whatever the eventual outcome, the next few weeks in the run up to the Nov 4 US Presidential Election are going to be very interesting.

Will electoral life imitate Hollywood art? Watch this space….

Read my July 2008 post: Perhaps they don’t know that Barack means a blessing…

NPR asked in January 2008: Has Hollywood paved the way for Obama?

Free us from our addiction to oil: New PSAs from Al Gore’s climate campaign

In July 2007, we had an interesting discussion on this blog on the shrinking durations of nature and environment films and TV programmes. The moving images community is divided on this, with some purists holding out that to pack complex, nuanced messages into a few minutes is akin to dumbing everything down. Noted film-makers like Neil Curry disagreed.

But there’s no argument of the sheer power of well produced public service announcements (PSAs) to move people with a specific, short message. Nothing can beat them for the economy of time and efficacy of delivery.

During August 2008, Al Gore’s ‘We’ campaign for climate change activism released two new PSAs, both appealing to Americans to change their energy habits, especially their addiction to oil. This follows and promotes the challenge Al Gore posed to America in July 2008 “to commit to producing 100 percent of our electricity from renewable energy and truly clean carbon-free sources within 10 years”.

Make the Switch, Repower America

Real change can happen real fast. We can strengthen our economy, lower fuel costs, free ourselves from our addiction to oil, and help solve the climate crisis. We can do this by switching to clean, free energy sources like the wind and sun — and to do it within 10 years. Meeting this ambitious goal would create millions of new jobs, lead to permanently lower energy costs for families and help America lead the fight against global warming. William H. Macy narrates in this ad which premiered on network TV in the US during the 2008 Beijing Olympics coverage.

To Our Leaders: Give Us 100% Clean Electricity in 10 Years

We must save our economy, lower fuel costs, free ourselves from our addiction to oil, and solve the climate crisis. To do this, we must demand that we Repower America with 100% clean electricity within 10 years.

The We Campaign is a project of The Alliance for Climate Protection — a nonprofit, nonpartisan effort founded by Nobel laureate former Vice President Al Gore. Its ultimate aim is to halt global warming

Olympics 2008 campaign: The Best of Us

It’s finally here. The calendar shows 08.08.08 — the date the Chinese hosts selected to open the 29th Olympic Games in Beijing.

All eyes and ears will turn to the opening ceremony and subsequent events in the Chinese capital for the next two weeks. We will be looking forward to the best of us competing for the noblest of ideals in the spirit of excellence, friendship and goodwill.

The build-up to the Beijing Olympics has seen a large number of television commercials and public service announcements (PSAs) using the Olympic theme. Some of them are quite clever, bringing out the best creativity of those who create moving image treats. Today, we feature one such campaign.

For the past year, the International Olympic Committee (IOC) has been running a global promotional campaign, titled “The Best of Us”. Its aim was to communicate the key Olympic values of Excellence, Friendship and Respect to a global youth audience.

The theme of “The Best of Us” is a simple, powerful idea that transcends cultures and borders, motivating young people around the world to participate in sport by proving that sport can bring out their best.

The campaign was developed by the Voluntarily United Group of Creative Agencies (United), part of WPP. This first phase of creative development was led by Sra Rushmore/United, Madrid. The two PSAs are accompanied by a viral video as well as print and digital media items.

Here are the two PSAs:

Teens (above): The “Teens” television advert communicates that being an athlete can help teens overcome their insecurities – either real or those imposed by their peers. It aims to demonstrate how sport can play an important role in boosting young people’s confidence. The film features young athletes from across the world, including Armenia, Belgium, Brazil, China, Egypt, Germany, Ghana, India, Israel, Japan, Mexico, Russia and the United States.

Heroes (above): Legendary Olympic athletes including Roger Federer, Yao Ming, Laure Manaudou, Liu Xiang and Yelena Isinbayeva are among the stars of the International Olympic Committee’s public service announcement entitled “Heroes”. “Heroes” leverages the determination and performance of Olympic athletes to communicate the key Olympic values. The campaign also stars Kenenisa Bekele, Haile Gebrselelassie, Vanessa Ferrari and Carolina Kluft who, along with those mentioned above, star as superheroes seeking to achieve the seemingly impossible.

And finally, here are two of the seven print media posters that made up the Best of Us campaign:

More about the Best of Us campaign on IOC website

JibJab: Perhaps they don’t know that “Barack” means “a blessing”?

“The U.S. Presidential election may be the most undemocratic in the world. Only some 126 million Americans vote, yet the result is felt by 6.6 billion people. Indeed, in some ways it matters even more to non-Americans. The president is constrained domestically by many constitutional checks and balances, but this is far less true in foreign affairs.”

So said Ambassador Kishore Mahbubani, dean of Singapore’s Lee Kuan Yew School of Public Policy and noted foreign affairs commentator in an op ed essay in Newsweek in January 2008. He posed the interesting question: if the whole world could vote in the US presidential election, whom would they choose?

Noting that the world is not unanimous in its choice, he went on to say: “It is clear, however, whose election would have the most dramatic effect: Barack Obama’s. In one fell swoop, an Obama victory would eliminate at least half the massive anti-Americanism now felt around the world.”

Obama
With a dozen more weeks left before the early November election, we won’t hazard a guess on its outcome — but I sure hope Obama wins! Meanwhile, I want to share a very funny, short video that JibJab released last week looking at the whole presidential election campaigning that has gripped Americans this year.

Here’s their own blurb for it:
In our first election satire since 2004’s “This Land” and “Good to be in DC”, we bid farewell to Bush and give Obama and Mccain a proper JibJab hazing! And, of course, who could forget about Hillary and Bill? This rip-roaring musical romp gives the election process the proper spanking it deserves!

Over the weekend, I shared this link with a dozen friends. One of them, an American friend Tedson J Meyers, is an apparent Democratic sympathiser and certainly an Obama fan. He just sent me this rejoinder to JibJab:

I am deeply disturbed by jibjab’s condescension
It is clear that they need some parental attention
Campaigning you see is our way of life
It keeps us keen as the edge of a knife
That’s why I believe jibjab need addressing
Perhaps they don’t know that “Barack” means “a blessing”?

Who are these guys? Here’s a self intro from their YouTube channel:
Brothers Gregg and Evan Spiridellis founded JibJab in 1999 with a few thousand dollars worth of computer equipment, a dial-up Internet connection and a dream of building a global entertainment brand. In 2004, their election parody “This Land” spark an international sensation and was viewed more than 80 million times online. NASA even contacted the brothers to send a copy to the International Space Station! Since then, JibJab has premiered ten original productions on The Tonight Show with Jay Leno and received coverage on every major news outlet. In 2004, Peter Jennings named the brothers “People of the Year.”

See my April 2007 blog post featuring another JibJab video: What We Call the News

Broadcasters and climate change: Turn off your lights, but not your minds!

Let there be darkness!

That could well be a message from your local radio this weekend. Radio channels across Asia would be asking their listeners to turn off their lights for an hour or two today, 21 June 2008.

The Asia Pacific Broadcasting Union (Abu), an alliance of (mostly government-owned) radio and television stations across Asia, has urged broadcasters to join a campaign to encourage listeners to “Turn off Your Lights” for one or two hours as a step to raise awareness of global warming.

According to Abu, the Tokyo Broadcasting System (TBS) made the suggestion at a meeting in Tehran in November 2007. The Japanese broadcaster hopes that the event will encourage the public “to not only to save energy but to give consideration to wider global warming issues.”

Global warming and resulting climate change are such major concerns that every action counts. So we hope the Abu-inspired campaign, although hardly original, will be successful.

It might have made more sense for the broadcast alliance to be part of the more widely observed Earth Hour — an annual international event created by The World Wide Fund for Nature (WWF), held on the last Saturday of March, that asks households and businesses to turn off their non-essential lights and electrical appliances for one hour to raise awareness towards the need to take action on climate change. It was pioneered by WWF Australia and the Sydney Morning Herald in 2007, and achieved worldwide participation in 2008.

As this composite NASA image of the Earth at night shows, energy use is proportionate to the level of economic activity and social development. Asia accounts for a good deal of the world’s lights at night.

Earth at night - NASA composite image

But at the bigger picture level, broadcasters can and must do a great deal more than merely talk about the multi-faceted, rapidly-evolving issue. For a start, they need to take a closer look at their own industry, which is not known to be particularly efficient in its resource and energy use.

I’ve been writing and talking about the need for the TV broadcast and film-making industries to become more climate friendly (even if everybody can’t immediately become carbon-neutral). These industries are not particularly known for their energy or resource use efficiency.

At Asia Media Summit 2007 held in Kuala Lumpur, Malaysia, Abu’s secretary general himself chaired a session on climate change and the broadcsat media.

We heard passionate and articulate views from radio and television managers in Asia on how the airwaves can carry various messages that would sensitise governments, industry and individuals on the climate crisis — and how to live with its many impacts. But I was frustrated that the session was entirely on broadcasters carrying climate change related news and content.

All that’s necessary – but not sufficient. Surely, carrying relevant content is only one part of what broadcasters can do. When it was question time, I asked the more than 400 media managers in the audience: how can our own industries reorient core operations to become more climate friendly?

I noted that a good deal of carbon dioxide – the principal gas that warms up the planet – is emitted by the radio and TV production and broadcast processes, through the use of lights, cameras, transportation and transmitters, etc. Broadcast Television, in particular, is on a high energy mode with a fondness for dazzling lights, super-cooled studios and heavy production gear. The digital revolution has helped bring down size and weight, but it’s not yet a particularly light-weight business.

And energy is consumed not just at the production and transmission end, but when signals are received too. News from that front is not very encouraging: new plasma screens for High-definition Television (HDTV), the trendy new wave, gobble up more power at the viewing end too.

Have Asia Pacific companies engaged in the broadcast industry addressed these integral issues? How many of them calculate carbon dioxide emissions from their day-to-day operations and offset it by comparable investments in renewable energy or support for community-operated greening efforts?

I didn’t get clear answers to any of these questions from the dozens of movers and shakers in Asian broadcasting in the audience — which indicated that these concerns have not been given sufficient thought.

This was disappointing, but I can only hope it doesn’t stay that way for too long. Other players in the communication sector, such as telecom companies, have already started addressing industry-wide, smart contributions they can make in the pursuit of a more climate friendly society.

Lights, camera, action!

So here’s the challenge to radio and TV broadcasters across Asia: by all means, ask your audiences to turn unnecessary lights off every now and then, or even every day. But like charity, good climate conduct begins at home. It’s just not enough being a diligent distributor of climate messages or a mirror of contemporary society’s attempts to adopt climate-friendly lifestyles.

To confront climate change effectively and sincerely, broadcasters must turn those bright lights on to themselves — and adopt meaningful, lasting ways to contain and then reduce their own industry’s emissions.

That’s when they can switch from being part of the problem to part of the solution.

Women on the Frontline: Reporting from the battlefront at…home!

“Violence against women threatens the lives of more young women than cancer, malaria or war. It affects one in three women worldwide. It leaves women mentally scarred for life — and it is usually inflicted by a family member.”

With these words, Annie Lennox, the British singer and social activist, presents a new global series of investigative television documentaries called Women on the Frontline that begins on the global satellite TV channel BBC World today, 18 April 2008.

The seven half-hour films shine a light on violence against women and girls in different parts of the world – East and West, North and South. The series takes the front to homes, villages and cities of our world where a largely unreported war against females is being waged.

Read my Feb 2008 blog post: Half the sky, most of the suffering…

The films cover Nepal, where thousands of women are trafficked each year; Turkey, where killing in the name of honour continues; Morocco, where women political activists who have survived torture and imprisonment testify before a government truth and reconciliation commission; the DRC, where women bear the brunt of a 10-year war in the eastern provinces; Colombia, where women have been tortured in the shadow of a guerilla war; Mauritania, where women who have been raped may go to prison; and Austria, where, under a new law, perpetrators of domestic violence are forced to leave home.

Here’s the line up of depressing reports in this series, produced by Geneva-based dev tv and London-based One Planet Pictures – both international partners of TVE Asia Pacific.

Nepal: A Narrow Escape
Turkey: Killing in the Name of Honour
Morocco: Never Again
Democratic Republic of Congo: Find a Word for It
Austria: Showing the Red Card
Mauritania: No film name known yet
Colombia: Justice in the Region of Death

Check dev tv website for broadcast times on BBC World

On the Frontline… is a ‘vehicle’ for independent producers to tell compelling stories about the people who uphold civil society where it is most at threat. The strand started with the 2006 pilot series Doctors on the Frontline, a profile of Medecins Sans Frontieres (MSF) field doctors made by Dev TV film-makers.

Since then, the series has covered villages battling desertification and land degradation, nurses and para-medics on humanitarian missions in hot spots of the world, and children living with social and environmental disintegration.

“On the Frontline has gone behind the lines with rebels and filmed among violent street gangs but this time we’ve taken the frontline mostly into the home, where even after 20 years in production, I’m still shocked to see how many obstacles lie between women and equality, and the violence they must still endure,” said Robert Lamb, Executive Director of the series.

A number of UN agencies, including UNFPA and UNIFEM, donor countries such as Austria, non-governmental organizations and other partners provided information and support for the latest series of Women on the Frontline.

Soon after its initial run on BBC World, the series will be distributed in the Asia Pacific region by TVE Asia Pacific.

Read official brochure of Women on the Frontline TV series

March 2008 blog post: Unseen women, unheard voices

The Meatrix Reality: Mixing animation, activism and spoof

When I gave up eating all meat nearly 15 years ago, I had some explaining to do.

Breaking away from the pack is never that easy. Friends and colleagues wanted to know if I had suddenly gone religious (most certainly not: I practise no religion and frown upon all); or become an animal-hugger (well, not quite); or if I was too sick to eat a ‘normal diet’ anymore.

That last one was closer to the truth. I became a partial vegetarian because I wanted to stay healthy. I realised how unhygienic meat production and distribution were in my part of the world, and yes, I was also sensitive about the excessive cruelty to animals who end up on dining tables.

And it’s not just in Asia that organised meat production is increasingly hazardous to human health (not to mention the untold suffering by farm animals and the growing power of big agri-business companies). Animal rights and environmental activists have been pointing these out for years. And as powerful documentaries like Fast Food Nation (2006) documented, it is not only meat that’s crushed in the powerful mincing machine, but the whole of society.

But just how do we carry this message to the young Digital Natives who are the most eager consumers of meat and fast food? As we discussed some months ago, the big challenge is to take complex development issues in the right durations (shorter the better) and right formats (mixed or pure entertainment).

The Meatrix Moopheus

I was delighted, therefore, to belatedly discover the innovative and insightful series called The Meatrix. Funnily, I heard about it from two sources almost at the same time. A Malaysian activist I was visiting in Georgetown, Penang, last week highly recommended it. Two days later, my colleague Manori Wijesekera returned from having screened one of our own films at the 16th Earth Vision Film Festival in Tokyo – where The Meatrix was a finalist in the children’s environmental film category.

The Meatrix is an animated spoof on The Matrix trilogy (1999 – 2003). It uses humor and thinly veiled characters and situations from the original Matrix films to educate the uninitiated about factory farms.

Evidently, it was made with the blessings of the Wachowski brothers who created the science fiction thriller series. The first animation, The Meatrix, starts when Moopheus the Cow finds Leo the Pig at a family farm and informs him that corporations are taking over the way farms used to be. By taking the blue pill, Leo can remain at ease in his current situation, or by taking the red pill, Leo can see just how far the rabbit hole goes. (Of course, the good Leo takes the red one.)

Watch the first animation on YouTube:

In this case, the Meatrix is the illusion created by big time agricultural corporations who have taken over most family-run farms in the west, and turned them into ruthless factories producing meat and dairy products. Those who take on the Meatrix – at grave risk to their life and limbs – reveal how these factory farms are pumping steroids, antibiotics and growth hormones to maximise production, exposing unsuspecting consumers to major health risks like mad cow disease and antiobiotic resistance.

There are two short sequels to the original Meatrix: The Meatrix II: Revolting, and The Meatrix II½. They all pack action, suspense and even a bit of romance….just like the Matrix films did. And all the Meatrix animations are under five minutes in duration – just right for the fast media generation!

The Meatrix is collaboration between GRACE (Global Resource Action Center for the Environment) and Free Range, a cutting-edge design company with a social conscience. It’s the mission of GRACE to eliminate factory farming and to preach the message that sustainable agriculture is both a better environmental and economic choice for rural communities.

In February of 2003, Free Range developed the Free Range Flash Activism Grant, offering the prize of a flash movie production to forward the work of a worthy nonprofit. GRACE was the first recipient, in recognition of its important work on farm reform.

When The Meatrix I launched in November 2003, the viral grassroots film broke new ground in online advocacy, creating a unique vehicle in which to educate, entertain and motivate people to create change. The Meatrix movies have been translated into more than 30 languages and are now the most successful online advocacy films ever with over 15 million viewers worldwide.

Get involved – what you can do to stop the Meatrix from marching on and on to restaurants and homes of the world

The Meatrix animations and the interactive website built around them are fine examples of crossing the other digital divide (between Digital Immigrants and Digital Natives) that I have been writing about. This is Education for Sustainable Development (ESD) with none of the pomposity and preaching of UN agencies and other development organisations who are, sadly, trapped in their own version of a Verbiage Matrix where text, text and more text seems to be their whole reality.

It’s time some of our development friends took a red pill to see what lies outside their charmed and illusory circles.

PS: By the way, I still eat fish and other seafood, largely because on my frequent travels in Asia I turn up in places where being a complete vegetarian is simply not realistic (try Korea, for example). I now say I eat only those creatures that swim, but none that walks on land. One of these days, I will give up temptations for all flesh…

Half the sky, most of the suffering…and seeking everyone’s attention!

What’s one of the biggest reasons for suffering from violence?

Is it War? Racism? Extremism?

Or simply being born a woman?

One in 3 women is a victim of violence.

This is the powerful message in this one-minute-long public service announcement (PSA), which can be viewed here:

It was produced by the London-based advertising agency Leo Burnett for UNIFEM, the United Nations Development Fund for Women. With a striking series of images, it reveals that violence against women is one of the most common forms of violence in the world.

This PSA is part of a new global campaign on this scourge.

As UNIFEM says: “Violence against women and girls is a problem of pandemic proportions. At least one out of every three women around the world has been beaten, coerced into sex, or otherwise abused in her lifetime — with the abuser usually someone known to her. Perhaps the most pervasive human rights violation that we know today, it devastates lives, fractures communities, and stalls development.”

The campaign has elements on awareness raising as well as a call to action. The latter includes an online signature campaign that seeks to collect at least 100,000 signatures from those who oppose violence against women.

The online ‘signature book’ opened for signatures on 26 November 2007 with an appeal from actress and UNIFEM Goodwill Ambassador Nicole Kidman. She called the violence many women worldwide face “an appalling human rights violation that can be stopped”, and asked everyone to add their names to a growing number of supporters saying “NO” to violence against women at http://www.saynotoviolence.org.

She added: “The more names we collect, the stronger our case to make ending violence against women a top priority for governments everywhere.”

Watch her appeal on YouTube:

The UN Trust Fund to End Violence against Women , established in 1996, will receive US$ 100,000 from the United Nations Foundation for 100,000 signatures

I have just signed up, on this leap day 29 February 2008. Three months since the campaign was launched in New York, it has so far gathered a little over 58,500 signatures.

It’s certainly commendable – but not nearly enough, and still more than 40,000 needed to reach the modest target of 100,000.

Not that it’s just a numbers game, of course. The quality and sincerity of commitment matter a great deal. At the same time, UNIFEM and other UN agencies trying to engage the public through online interactive methods should study how successful activist groups do the same — with much better and faster results.

Avaaz.org is a leader among these. It is a new global web movement with a simple democratic mission: to close the gap between the world we have, and the world most people everywhere want. Set up in early 2007, it has quickly evolved into online community through which hundreds of thousands of concerned people are taking action together on urgent issues like climate change, poverty, human rights and the crises in the Middle East and Burma.

In October 2007, I joined Avaaz in its signature campaign to focus global attention on the political violence and gross abuse of human rights in Burma. In just four days, thousands of Avaaz members donated over $325,000 online to support the Burmese people’s efforts to peacefully promote political change and tell the world about their struggle.

The Burmese junta may not care for millions of people protesting or donating online, but the leaders of the democratic world – pondering their response to the atrocities in Burma – would find it hard to ignore this surge of public concern.

But it’s a long leap from Burma to the bed room or backyard. A major difficulty faced by those campaigning to focus on violence against women: they are countering actions that are widely distributed, pervasive and sustained over time. Much of it happens at personal and family level, necessarily beyond the public and media’s glare. Incidents flare up only occasionally to spill over to the public space to become news events or talking points.

So, as in many similar instances, out of sight often means out of mind.

The big challenge is how to raise public awareness on a wide-spread issue of violence that happens, to a large extent, in private. The facts and figures are compelling as they are alarming and depressing. The campaigners have lined up some of the biggest celebrities (like Nicole Kidman) and enlisted big guns like UN Secretary General Ban Ki-Moon.

All necessary, but not sufficient.

The campaign needs more than just star power or the UN’s clout to galvanize mass action. For a start, UN agencies need to get out of their fondness for coining and using endless acronyms. Even with my regular forays into the development community’s acronym jungle (read my post on the alphabet soup), I was recently puzzled when a film-maker colleague referred to GBV in an email without explaining it. It took me full five minutes to realise that she meant gender-based violence.

And some imaginative ways of raising the public profile would also help. Browsing on YouTube, I came across this video from Ireland. As one article described it:
“The ghosts and spirits of the millions of women who have been murdered, violated, oppressed, excluded, driven into exile, denied freedom of speech, denied participation in any decisions concerning their lives, because of war, religion, race, culture, age, disability, sexuality, poverty, bonded slavery, domestic violence or bureaucracy, glided in and out of the shoppers of Galway on 7 December 2007.”