The paper "White Ribbon Australia’ s Campaign to Stop Violence against Women" is a perfect example of a marketing case study. Violence against women is a social issue that needs special attention. This social issue in the “ White Ribbon” case studied has been well addressed. Real facts have been well gathered for the identification of the issue and the development of the campaign. The harmful behaviour depicted in the case study is violence against women which affects 30 percent of women globally and gets at least one woman in Australia killed every week.
This violence is committed by intimate partners. It can be assumed that it takes place in homes since the place where behaviour is performed is not provided. The case study has provided various reasons why this behaviour (domestic violence against women) is a problem and the reason why the behaviour should be changed. Domestic violence against women contributes to disability, death and ill-health in Australian women, and causes homelessness for children and women. This behaviour is costly to both individuals and the community at large. Violence against women is costly to the economy of Australia as it rises to approximately 15.3 billion dollars annually.
It is also costly to the growth and development in children because those exposed to domestic violence have increased learning and behavioural difficulties, risk of mental health and are likely to experience or commit violence when they become adults. The benefits of behavioural change for both individuals and community presented in the case study are; reduction of attitudes supporting violence through respect between men and women and building greater gender equality. It is clearly shown in the case study that prior efforts have been done to address the issue such as the “ White Ribbon Campaign” , which is the only national campaign led by men in Australia to end the violence of men against women.
The target audience of the campaign is all men in Australia. The focus of the target audience is very narrow compared to the issue at hand. Targeting men alone will not achieve the targeted objectives of the campaign. The campaign should target the specific individual (those who commit domestic violence), the rest of the men, women experiencing violence to seek help and get children from the violent environment, family, friends and neighbours to provide assistance to women experiencing violence, and the police to stop violence from home by enforcing laws against violent men.
The narrowed target audience (men) is justified by the vision of the White Ribbon Campaign which is to recognize the positive role played by men in preventing violence against women. The purpose of the campaign is the elimination of violence against women through a change of men’ s behaviours and attitudes, by talking to each other in ways that can be understood by them.
The purpose should state the difference the campaign will make, which is to change the behaviour. In this case, the impact of the successful campaign should be to end violence against women. Therefore, the purpose of the campaign in this study has been well presented. The focus of the campaign is on fostering and encouraging male leadership in the prevention of violence against women. This enables men to take an initiative to speak up on behalf of women and come up with a solution as men to prevent violence against women.
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White Ribbon 2014. Australia’s Campaign to Stop Violence against Women, viewed June 7, 2014 from http://www.whiteribbon.org.au/