Development of a Communication Strategy to Reduce Violence against Children in South Africa: A Social-Ecological Approach
Date
2017-12-23
Authors
Edberg, Mark
Shaikh, Hina
Rimal, Rajiv N.
Rassool, Rayana
Mthembu, Mpumelelo
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Abstract
Research on violence against children, though extensive, has not been effectively
deployed for the development and tailoring of communication efforts aimed at
specific national, local and cultural contexts within which such violence occurs.
This article presents a staged, multi-sectoral communication strategy to reduce the
incidence of violence against children in South Africa. Drawing on formative data
collected through a literature review, key informant interviews, focus groups, and
a stakeholder review meeting, the research team, in collaboration with UNICEF
South Africa, formulated a communication strategy aimed at combatting violence
against children. The data analysis and strategy development within a socialecological
framework sought to identify factors at multiple levels that contribute to
violence against children in the South African context. The communication strategy
is designed to achieve positive social and behaviour change outcomes in South Africa
with respect to the treatment of children, and also to provide an approach as well as
specific elements that are potentially replicable to some extent in other countries.
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Citation
Edberg, M., Shaikh, H., Rimal, R. N., Rassool, R., & Mthembu, M. (2017).
Development of a communication strategy to reduce violence against children in South Africa: A social-ecological approach. The African Journal of Information and Communication (AJIC), 20, 49-76. https://doi.org/10.23962/10539/23576