1. Social mobilization for prevention of violence against women and HIV in South Africa: Cultural processes for social change Warren Parker, PhD (PCI, South Africa) AIDS 2012 - Turning the Tide Together

2. Program concept A four year program focused on preventing violence against women (VAW) implemented by PCI(SA), KwaZulu-Natal and Western Cape Networks on VAW Initial concept was to focus on addressing social ‘norms’ assumed to be perpetuating VAW, primarily through mass media and other communication A baseline survey revealed that the vast majority of respondents did not support statements justifying VAW and this led to the program approach being re-assessed.

3. Key steps Survey data, along with other qualitative data, informed re-orientation of the program towards addressing the pattern of ‘inaction’ that prevailed when VAW was known to have occurred While pathways of support for women who have experienced VAW were well established – ie. legislation, clinical and other services – there was little clarity on how VAW could be prevented To explore prevention concepts, including how to communicate about prevention a series of Action Media workshops were conducted The workshops led to the development of a symbol and slogan and core ideas for action around which to center the concept community-level response to address VAW

4. Emerging program design PCI (SA) led the development of communication tools and resources including stickers, badges/buttons, leaflets, T-shirts and other items Together with the networks in two provinces, and formal partnerships with a small group of organizations including government entities (eg. Department of Justice), non-governmental organizations involved in VAW (eg. Rape Crisis), and civil society organizations (eg. Church groups), training on VAW and prevention was provided to a core of ‘volunteers’ called Community Engagers (CEs) CEs in turn, identified and trained Community Influencers (CIs) who lived in the respective communities. Activities of CIs included establishing, convening and training Prevention in Action Groups (PAGs)

5. Identifying ‘actions’ While training provided a framework for understanding action to prevent VAW, and provided some examples, the cadre of volunteers was encouraged to develop their own contextually relevant strategies A series of Action Workshops explored and documented these emerging ‘organic’ strategies A cellphone-based SMS system was used to encourage reporting of actions, with these being documented into a SalesForce monitoring system via call- backs

6. ‘Amplification’ As prevention activities unfolded, community mobilization activities became firmly grounded under the banner of ‘Prevention in Action’ including the logo and wide-ranging support materials Actions were ‘amplified’ through ongoing documentation on video, in graphic formats, via events, via facebook and SMS, and through news media There was a growing sense that action to prevent VAW was possible and that it produced tangible change

7. Analysis of reported actions