Domestic and Gender-Based Violence (GBV) Campaign - “Yo respeto a mi familia, vivo sin violencia”

This issue is exacerbated by the COVID-19 crisis, and domestic violence is often normalized and treated as a private matter. As a result, the problem persists, negatively impacting social cohesion and contributing to the disintegration of the social fabric in vulnerable communities. The physical, emotional, and psychological harm caused by domestic violence remains latent. The Guatemalan government has faced challenges in effectively addressing intra-familial and gender-based violence, particularly in the Western Highlands. In response, a community and municipal communication campaign was designed to prevent and reduce domestic violence in four project municipalities: San Pedro Nécta, Chitla, Comitancilla, and Totonicapán. Fundación de Educación y Desarrollo Social (FUDESA) conducted a preliminary survey on domestic violence in these municipalities, which informed the development of a campaign concept. The preferred campaign concept, "Yo respeto a mi familia, vivo sin violencia," was validated through focus groups and approved by USAID. The campaign aims to disseminate visual and audio messages through various local, mass, and digital media to minimize and prevent domestic violence in the target municipalities. The primary and secondary audiences for the campaign are residents of the four target municipalities and 27 communities. The campaign materials include songs, visual aids for cable TV, social media posts, printed materials, and printed materials. The campaign targets two primary segments: youth and adolescent men and women between 15 and 20 years old, and adult men and women between 21 and 45 years old. These individuals are the primary focus of the campaign, with the goal of promoting behavioral change and reducing domestic violence. The secondary segment includes family members, friends, neighbors, and acquaintances of the primary segments, who are also targeted through the campaign. The campaign materials are designed to reach a wide audience and promote a culture of respect and non-violence in the target municipalities. The campaign's goal is to reduce domestic violence and promote social cohesion and community well-being. By addressing the root causes of domestic violence, the campaign aims to create a safer and more supportive environment for all residents of the Western Highlands.