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Published on Jun 7, 2011
The Ministry of Women and Children Affairs, Government of Bangladesh has been supported by GIZ, on behalf of the German Federal Ministry for Economic Cooperation and Development as well as Danish International Development Assistance (DANIDA) and the Spanish Agency for International Development Cooperation (AECID) to produce and disseminate six TV and Radio Spots and Posters, in a media campaign aimed towards changing attitudes and behaviour which result in gender-based violence.
The campaign comes under the project Promotion of Legal and Social Empowerment of Women of which a key component is institutionalisation and capacity building enabling Bangladeshi women to uphold their rights through the formal and informal justice systems in the country.
The media campaign covers different issues of gender-based violence such as sexual harassment, dowry, early marriage and domestic violence. Two more topics cover women's empowerment and improvement of maternal and newborn health -- achieved with family support.
Real people from different areas of Bangladesh relate their own experiences regarding positive changes. The communication objective of the media campaign is to motivate individual and community action for change towards gender-based violence by learning from role models.
The first phase of the campaign launched in Bangladesh in August 2010 (topics of sexual harassment, early marriage and women's empowerment) has won two awards in the public service campaign category: Silver Award from the Advertising Club of Bangladesh on February 10, 2011; and Gold Award at the Srijan Samman 2011 - Awards for Excellence in Bengali Advertising, in Kolkata, India - instituted by the daily newspaper Dainik Sangbad Pratidin, on February 25, 2011.