Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #102904

Nancy Muturi, PhD, Caribbean Institute of Media and Communication (CARIMAC), University of the West Indies, Mona Campus, Kingston 7, Jamaica, 876-977-1397, nancy.muturi@uwimona.edu.jm and Patricia Donald, MA, CARIMAC, University of the West Indies, Mona Campus, Kingston 7, Jamaica.

Violence against women and girls is a global problem but more prevalent in developing countries. The widespread occurrence of its consequences has led to the declaration of gender-based violence as a public health concern and to be dealt with in that context (PAHO, 2003). Efforts have been made internationally to increase awareness, sensitize the public and alleviate the problem through behaviour change interventions. Strategies used have included media and advocacy campaigns, conferences and workshops, demonstrations and testimonials. In the Caribbean, a multi-agency campaign focusing on the elimination of violence against women and girls was implemented between 1998 and 2001 and evaluated in 2004 through in-depth interviews with key stakeholders and focus group discussions with the beneficiaries of the campaign.

The paper will discuss the process of planning, implementing and evaluating that multi-agency project in Jamaica. Key findings from the evaluation indicate that media campaigns alone are ineffective in addressing serious and sensitive issues that affect women's health, rather a combination with other interventions is necessary if behaviour change is the ultimate goal. Focus on both the victims and perpetrators of violence is crucial, addressing the problem from a social, environmental, economic, cultural, religious context to capture the real causes of the problem. Monitoring and evaluation of such interventions should be done at various stages making the changes where necessary determine success. The issue of timing therefore becomes crucial in programme evaluation.

Learning Objectives:

• By the end of the session, participants will learn about some of the causes of gender-based violence in the Caribbean as well as challenges and lessons learned from the evaluation of the 1998-2001 multi-agency campaign that could be applicable in other gender-based health projects.

Keywords: Communication Evaluation, Violence Prevention

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.