Targeted media campaigns to build awareness of torture

SLamwaka — Mon, 12 Feb 2007 10:24:06 -0600

As part of its advocacy and communications work, the African Center for Treatment and Rehabilitation of Torture Victims (ACTV) has engaged in multimedia campaigns to build awareness of torture issues among targeted populations in Uganda. After completing a month-long radio campaign targeting policy makers, ACTV found that many of its own clients had been exposed to the radio messages. They used the demographic profile of their clients to design a broader media campaign targeting a younger (20-35), less-educated group. One minute radio spots featuring a dramatized torture scene, followed by information about the Convention Against Torture and a message from ACTV providing information about ACTV’s services in Kampala and elsewhere. ACTV continues to target higher-educated demographic groups, including refugees, security agents, and the donor community, using print media. Finally, ACTV has featured television documentaries designed to run 17-20 minutes in order to maintain viewers’ interest. These documentaries have featured medical professionals discussing torture issues, and viewer feedback (“I saw you on TV!”) has demonstrated the campaign’s effectiveness.

Liberia 2007