Fundamentals of PVAW and Values Based Messaging
In this pre-recorded webinar, Kit McMahon, CEO of Women's Health in the South East (WHISE), discusses the fundamentals of preventing gender-based violence and the use of values-based messaging in the context of the Respect and Equality in TAFE (RET) framework.
Key points on the fundamentals of preventing gender-based violence:
Violence against women is prevalent in Australia, but it is preventable by addressing the underlying drivers, which include condoning violence against women, men's control of decision-making, rigid gender stereotypes, and male peer relations that emphasize aggression and dominance.
Intersecting forms of discrimination and oppression, such as racism, ageism, and ableism, can compound the risk of experiencing violence for certain groups of women.
Primary prevention focuses on stopping violence before it occurs by promoting gender equality, challenging gender stereotypes, and supporting positive, equal relationships.
The Change the Story framework provides a comprehensive approach to preventing violence against women, which can be adapted to different settings and population groups, such as working with men and boys, LGBTQI+ communities, and the education and training sector.
Key points on values-based messaging:
Values-based messaging is a communication approach that aligns with health messaging and speaks to deeply held beliefs and principles that underpin the drivers of violence.
It involves identifying core values, focusing on intrinsic values, being consistent, and connecting values to desired actions.
Values-based messaging frames messages positively, using a vision, barriers, and action structure, and targets supporters, persuadables, and opponents differently. I
In the context of Respect and Equality at TAFE , values-based messaging can be incorporated into policy documentation, recruitment campaigns, student services, curriculum design, communications, and engagement with industry and community partners. The webinar emphasizes the importance of understanding the drivers of gender-based violence, applying evidence-based frameworks like Change the Story, and using effective communication techniques like values-based messaging to prevent violence and promote gender equality in the education and training sector.
The prerecorded webinar can be accessed via You Tube here - https://youtu.be/yfBcZa9QTRI - and runs for around 1 hour and 10 minutes.
