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Impact throughout the community.

The Campaign has taken a very solid hold in Brazil and can be seen in various sectors of the population. It is also gaining recognition from the government as an initiative that defends and promotes women's and girls' human rights.

At this stage of consolidation, the organizations involved have a good idea of the efforts that should be further developed at local, intermediate and national levels in order to achieve a greater impact of action with diverse and committed allies.

The National Coordination in Brazil is made up of the Rede Feminista de Saude, Direitos Sexuais e Direitos Reprodutivos (Feminist Network for Health, Sexual Rights and Reproductive Rights), the Rede de Homens pela Equidade de Genero (Men's Network for Gender Equity) and the Coletivo Feminino Plural. Local coordination includes the Forum de Mulheres de Porto Alegre (Porto Alegre Women's Forum), Themis and Maria Mulher--Organizacao de Mulheres Negras (Maria Mulher--Black Women's Organization).

During the development of the Campaign, important alliances have been struck with governmental and civil society organizations at both the national and local levels:

Government

* National Department of Policies for Women.

* National Human Rights Department.

* Chamber of Deputies.

* National Health Council.

* National Council for Women's Rights.

* UNFPA.

* UN Women.

* Municipalities / state governments.

* State legislative assemblies.

* State judiciary.

* The Office of the Attorney General.

* Frente Parlamentar de Homens pelo fim da Violencia contra as Mulheres (Parliamentary Front of Men Against Violence to Women).

* Department of Policies for Women, Rio Grande do Sul. Civil Society

* Associacao Brasileira de Enfermagem (ABEn, Brazilian Association of Nurses).

* 1000 Mulheres pela Paz (1000 Women for Peace).

* Federacao Nacional dos Jornalistas (FENAJ, National Federation of Journalists).

* Observatorio Lei Maria da Penha (Observatory on the Maria da Penha Law).

* Regional offices of the Rede Feminista.

* Movements against the sexual exploitation and trafficking of girls.

* Other feminist networks and coalitions.

* Human rights networks.

* Researchers, scholars, universities.

Local

In the first stage, ACCAT (Campo da Tuca) was joined in the second stage by the Associacao de Mulheres Unidas pela Esperanca (AMUE, Association of Women United for

Hope), Associacao Comunitaria do Morro da Cruz(ACOMUZ, Morro da Cruz Residents Association) and Africanamente.

Various strategies were also developed to promote the actions of the Campaign, including the following:

* The broad dissemination of the Campaign's objectives and activities in different media and Websites and by handing out informational materials.

* Taking a public stand against reported violence against women and girls.

* Dissemination of public announcements and petitions online.

* Intervention with officials when reports of violence were not treated with due diligence.

* Participation in national events organized by various organizations and institutions on issues relating to the status of women and human rights.

* Collaboration with other campaigns (16 Days of Activism, Women Won't Wait, Take Back The Tech!, among others.

* Promotion of sectoral meetings.

* Dialogues.

Products / Results

* National Directory of participants--230 institutions and individuals.

*Training/workshops--International Seminars: Constructing Gender, Essential Undertakings, Women for Peace, Meeting of Black Women's Networks.

* Support from national, state and local governments.

* Presence in the media.

* Projects for the continuation and sustainability of the Campaign in 2012.

* The Campaign received the National Human Rights Award.

* To support and promote women's empowerment.

* To build agendas.

* To involve everyone.

Products / Results at the Local Level

* Directory of local actors.

* Identification of agents of change.

*Training of local oversight and local agents for primary prevention.

* Synergy between local networks specializing in health, education, culture, etc.

* Local activism.

* Awareness building for action.

* Women's empowerment.

* Forum Permanente de Juizados de Violencia Domestica e Familiar contra a Mulher (Permanent Forum of Domestic and Family Violence Judges), the feminist women's movement, the Frente Parlamentar dos Homens pelo Fim da Violencia contra as Mulheres (Men's Parliamentary Front for the End of Violence Against Women), the Municipality of Porto Alegre and the Metropolitan Region, the police, medical clinics, the Nucleo de Prevencao a Violencia da Prefeitura de Porto Alegre (Center for Violence Prevention in Porto Alegre), legislative assemblies from other states.

Communications Strategy

* Use of the theory of communications for social change (based on the principles of Paulo Freire and others).

* Scientific strategy; work with focus groups to select the contents, words, phrases, symbols and characters used in the Campaign.

* Concept of "denaturalization" (Bourdieu).

* Objective: To propose the discussion of issues in society that emphasize VAW as unacceptable.

* Definition of "characters"--a man, a woman and a teenager--and their reflective and questioning discourses.

Materials, Stage 1

* Institutional video.

* Three motivational videos for the Internet and for discussions.

* Printed materials (for different audiences) to inform public opinion, flyers, postcards, brochures supporting the network of treatment for women and girls who have been victims of violence, stickers, banners, tee-shirts, cloth bags and other promotional materials.

Use of ICTs

* Website (02).

* Facebook.

* Twitter.

* Interviews on radio, TV, Websites and in newspapers. Second Stage (2011)

* Investment in ICT and audiovisual material.

* New, updated website design.

* New video with animation of the Campaign characters.

* Postcards.

* Flash mob on November 25, with performance and video.

* YouTube channel (100 videos).

* Articles in magazines, newspapers.

* Interviews on radio, TV, Websites and in newspapers.

* Reproduction of new printed materials for November 25.

* Support material for women's treatment centers.

* Public protests--display of banners.

Highlights

* Partnership with 1000 Women for Peace: training, workshops and ongoing actions.

* Alliance with journalists: National Journalism Competition with funds from the federal government (through the Casa da Mulher Catarina).

* Continuity of the Campaign with a focus on violence against girls ensured in 12 states with funding from the federal government (through the Coletivo Feminino Plural).

* Joint action with municipalities for the reproduction of materials and activities.

* National workshop on feminist methodologies with the UNFPA.

* Partnership with the Blogueiras Feministas movement (400 blogs throughout the country) for flash mob, collective blogs and public actions.

* Partnerships for festivals, including Carnival.

* Adaptation of methodology to the specifics of each community.

[ILLUSTRATION OMITTED]

Recognition

National Human Rights Award given to the Rede Feminista, for its work in the fight against violence and the promotion of the Punto Final Campaign.

Lessons Learned

* Coordination of the Campaign located in a respected, well-known national network, with broad capacity for dialogue.

* Work with other networks and coalitions.

* Partnership with women's movements to support favorable public policies.

* Work on multiple levels.

* Focus on windows of opportunity.

* Adaptation to contexts--local methodology.

* Creativity and use of new strategies.

* Political breadth.

* Collective work.

Challenges

* To expand and strengthen men's involvement.

* To improve the theoretical methodology for primary prevention.

* To establish new partnerships for action against violence against girls in the next stage.

* To be sustainable.

Conclusions

* The Punto Final Campaign in Brazil has been established as one of major initiatives to address violence.

* The Campaign has a solid local presence, with defined goals.

* The Campaign has helped to empower women, without alienating men.

* The Campaign will continue in 2012.

Goals at the Local Level

* To develop a primary prevention strategy against VAW from the theoretical framework of the Punto FinalCampaign (the theory of behavior change tailored to specific situations, implemented in a planned and controlled manner and using the theory of communication for social change.)

* To promote the mobilization of men and women of all ages, races and ethnicities, bearing in mind diversity, in order to develop local work plans for the prevention of VAW, recognizing it as a problem of the community and society as a whole.

* To draw attention to the possible outcomes of gender-based violence that affects women and girls.

In Campo da Tuca

Reflecting on the implementation and development of the pilot project in the region of Campo da Tuca, in the municipality of Porto Alegre, Rio Grande do Sul, we can see evidence of the achievement of positive indicators with regard to local promotion of the Campaign. The establishment of a local committee with the participation of 80 institutions--community organizations and movements, NGOs, municipal government agencies, professional associations and individuals who are prepared to participate--reveals the significant degree of acceptance for the proposal.

Testimonials from participants in the campaign on improvements in self-esteem, conflict resolution among adolescents and greater demand for services for women in the community are small but significant signs of change. Communication materials disseminated by the local committee ensure the local presence of the Campaign, as well as participation in various activities. The specific process of identifying community agents of change began in the second half of 2010, with the incorporation of people willing to work together and to allow activists to enter their homes to discuss the issue of violence against women. Placing the sticker "Violence against women is not allowed in this house" on the front door denoted the acceptance of the Campaign proposal by the community.

The Violence Continues

Despite these initiatives, the phenomenon of violence and victimization of women in Brazil continues to show high rates, although more attention is being paid to this phenomenon. The Rede Feminista de Saude believes that no effort is enough when it comes

to facing a crime of such enormous dimensions, with deep roots in Brazilian society and culture that shapes the relationships between women and men.

The incidence and prevalence of such violence in the country reveals high rates of human rights violations of women of all ages, races and ethnicities, sexualities and social classes. Turning a blind eye to this reality only allows the continuation and perpetuation of a culture based on the use of force and power against women.

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Title Annotation:BRAZIL
Publication:Women's Health Journal
Date:Oct 1, 2011
Words:1553
Previous Article:Organizations.
Next Article:The high cost of violence to women's health and lives.

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