Communication for social change plays a critical role in promoting violence prevention work. Effective communication helps to build awareness and understanding of gender-based violence, and drive social change toward a more peaceful and non-violent future.

P4P's communication approaches in Phase 1 were informed by research and built upon on what had been shown to work. P4P supported mass media campaigns, and long-term and complex community mobilization approaches to prevent violence. Socialmedia platforms, such as Facebook and Twitter can be an important channel through which to implement effective communication approaches.

While no one communication approach has been shown to be better than another, different types of campaigns work to influence different types of change and often communication efforts must be sustained. In Phase 1 P4P worked closely with its regional and national partners to select campaign designs and strategies that were best suited the capacity and budget of partner institutions and importantly, supported planned objectives to prevent violence and raise awareness.

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