COMMUNICATION CAMPAIGN PROJECT PLAN

Task: Developing A Strategic Communication Plan, Monitoring, and Evaluation of a Development Project

Course Code and Name: MSJ2262 C4D Planning and Process

Project Name: A New Glance at the Horrors of Sexual Abuse

Project Date: Spring 2023

Project Type: Group

Project Completed on Semester No: 10

CI Theme of the Term: Resources Mobilization

Project Description:

A New Glance at the Horrors of Sexual Abuse” is a project focused on addressing the psychological impacts of child sexual abuse in Bangladesh through a comprehensive communication campaign. Using SBCC methods, the awareness about gravity regarding sexual abuse, its psychological impacts, and ways of prevention among parents, children, and society are being encouraged. The initiative consists of art exhibits, social media outreach, and seminars for awareness, opening a channel of discussion, thereby creating a safer environment for children. The project also indicates the rise in cases of sexual abuse noticeably, which call for effective measures

Project Justification:

Child sexual abuse is one of the grave but under-discussed issues of Bangladesh, which generates long-term psychological disorders among victims by perpetuating a cycle of silence and stigmatization. The urgency for breaking this silence, educating the public, and mobilizing resources for prevention and support justifies the focus of this project. It falls into the Resource Mobilization category of CI because it addresses the psychological consequences and societal taboos regarding sexual abuse, with the aim of using community and institutional support for the protection of children from this kind of abuse and for promoting mental health.

DEPARTMENT OF MEDIA STUDIES AND JOURNALISM

Course Name: C4D Planning and Process

Course Code: MSJ2262

Term: Spring 2023

Section: 01

Final Assignment (Group)

Developing A Strategic Communication Plan, Monitoring, 

and Evaluation of a Development Project

Submitted To

Md. Aminul Islam

Senior Lecturer

Bachelor of Social Science, Department of Media Studies and Journalism (MSJ)

University of Liberal Arts Bangladesh (ULAB)

Submitted By

Humaira Binte Kamal (183012056)

Zakia Sultana Sanam; ID: 201012045

Hrituparna Devmoni (201012088)

Sarah Tasneem (191012027)

Date of Submission: Monday, 1^st May, 2023, 11:59 PM

Assignment questions, rubrics, and instruction for Final Assessment

Course Title: Communication Planning and Process  

Semester: Summer 2022

Submission time date: 11: 59pm, May 1, 2023

Students’ Name	Zakia Sultana Sanam
Students’ ID	201012045
Section	1
Total Marks	100
Marks obtained

Goals and Expectations: 

• # You will be able prepare project monitoring and evaluation plan to find solution to real life problems 
• # You will be able design an ideal intervention to bring changes in human behavior 

Constraint: 

• # Lack of practical experience in project planning, monitoring and evaluation    
• # Lack of time 
• # Lack of funds and resources 

Deliverables: 

• # A report detailing project planning strategy, monitoring plan and evaluation plan   
• Submission deadline: The deadline for submission is May 2, 2023

Keep in mind

• # You must read the instructions carefully before writing your answer.
• # Deadline of Submission: 11:59 PM, Monday, May 1, 2022 [Soft copy] at the Google classroom/ and May 2, during office hours (9:00am-5:00pm) [Hardcopy].
• # You must submit the hard copy of your assignment at the designated place, my desk at PA305. And get signed at the exam attendance sheet.
• # No email submission will be accepted
• # An appropriate cover page must be used. The cover page must contain the following: (1) Name of the Department and University with logo (2) Name of the Assignment (Final Assignment Spring 2022); (3) Course Code and Course Title; (4) Name and ID of the Student; (5) Name and Designation of the course teacher; (6) Date of Submission
• # You must write in English.
• # You may consult published academic journals, articles and books etc. In that case, you must write it in your own language and give proper citations*. Any plagiarism will be considered as a punishable offense, and it will severely affect your grades.
• # Your submission must be computer composed.
• # You must submit your assignment at the Google ClassRoom using your account. You also must submit a hard copy of your assignment at the desk of your faculty, and get signed your attendance. Keep in mind, without your sign in the exam attendance sheet, you will be shown absent in the final exam.
• # You must submit your articles in a single MS Word file. You MUST NOT send your assignment in PDF or other file formats.
• # The name of your submission file should be as follows: [Your Name] _ [Your Student ID] _ [C4D: Planning-1] _ [Summer 2022].
• # You will use Times New Roman Font.
• # Keep one-inch margin on each side, and line space 1.5 inch. You will submit all the answers in ONE file. Keep in mind, NOT more than one file.
• # The Course Teacher will run a Similarity-Check in Turnitin. Papers with Similarity index higher than 20% will not be accepted.
• # If the answers of two or more students match completely, or certain paragraphs used in the answer exactly match, all the students having such similarity will get ZERO. No explanation will be accepted in this regard.
• # For any guidance, do communicate with me. You can contact me at: 01718674830 / aminul.islam@ulab.edu.bd

*Citation should be as follows:

In text: (Author Name, publication year)

In Reference: Author name, (publication year). Title of the article, Name of Journal/book, Issue, Volume, page numbers, [for book: publication place: Name of publisher].

A NEW GLANCE AT THE HORRORS OF SEXUAL ABUSE

Problem: Psychological disorders in children due to sexual abuse in Bangladesh

Mission: Implementing SBCC methods in order to reduce the factors which trigger the situation and create awareness in order to promote prevention.

Vision: Educating the population about child sexual abuse.

Goals:

• # Creating awareness about the mental disorders which are caused by sexual abuse.
• # Creating awareness about the severity of sexual abuse in children.
• # Educating the mass along with the target audience about the methods of prevention.

Background:

Sexual abuse is not an unfamiliar term in Bangladesh. Although it is forbidden to talk about out loud, but almost every woman in this country has experienced sexual abuse in one way or another. Unfortunately, some of these women have experienced this horrific experience very early in their lives. Pedophilia is a silent but fatal problem in Bangladesh yet no effective measures have been yet taken to reduce it.

Most of the victims of sexual abuse have been abused by their family member, family friends or someone who has access to their homes. So, it is obvious that the threat is much more dangerous than it seems. Ensuring safety of children cannot be limited to only parents anymore. Everyone, including children, must be aware of the dangers that threaten their safety and they should know how to protect themselves.

Analysis of the Situation:

Children being sexually abused is becoming a silent killer in this country. The victims are mostly unheard. Not addressing this problem damages the victim slowly and results in psychological disorders in later life which contradicts with the goals of ensuring mental and physical wellbeing of humans in sustainable development. This problem is hard to identify as the victims are often reluctant to talk about it due to social stigmas.

The victim’s occupation was categorized into three types: children studying in the general education system of Bangladesh, madrasah students, and others (domestic worker, day labor, workers, etc.). The occupation of alleged perpetrators was categorized into the teacher (both general and madrasah), student (general and madrasah), manual labor (transport workers, labors, farmers, etc.), businessperson (large and small businessmen, shopkeepers), politician, service holder (govt. and non-govt. staff, doctors, engineers, security personnel, law enforcers, etc.), and others (retired, unemployed, vagabond, traditional healer, emigrants, etc.). Based on occupation, perpetrators’ social status was categorized into a local influential person (teachers, political figures, religious leaders, and service holders), and others (manual laborers, students, businessmen, security personnel, transport workers, non-govt. staff, and others, etc.).

The relationship status between alleged perpetrators and victims was classified as within family relationship (biological parents and other family members), known but not within a family relationship (person with a romantic relationship, classmate, teacher, neighbor, employer or colleague, and another local known person), and unknown (where any specific relationship status was not mentioned). Perpetrator’s relationship with the victim was further dichotomized as ‘known’ (combining ‘family relationship’ and ‘known but non-family relationship’) and ‘unknown’. (Anik, 2021)

Root Cause Analysis:

Figure: Root Cause Problem Analysis on Psychological disorders in children due to sexual abuse in Bangladesh.

Fishbone Analysis:

Figure: Fishbone Problem Analysis on Mental disorders in children due to child sexual abuse.

Personal Growth:

Going through a trauma like sexual abuse can impact greatly on a child’s mind. This kind of experience introduces a child very early to the monstrosities of this world and it affects how a child perceives the world. A child who believes the world is filled with evil will never live up to be a peace-loving human. He or she will only resent the world and the people in it.

Social Behavior:

Trauma can have severe effects on a child and it may lead the child to be an introverted person. Hesitant to share or express feelings, unable to make friends, unable to speak up for themselves, these are the results of suppressing emotions.  

Long term effects:

Depression, anxiety, post-traumatic stress disorder (PTSD), and lack of trust are the most reported conditions among the victims who were sexually abused as children. These problems hamper their well-being and make them unable to function normally in life. 

Women who were abused eventually grow up and manifest their hatred on others, resulting in domestic violence, suicidal behavior, passive- aggressive behavior and sadism which effects the lives of everyone around the victim. Women who have been sexually victimized as children report problems relating both to women and men, continuing problems with their parents, and difficulty in parenting and responding to their own children. In DeYoung’s (1982) sample, 79% of the incest victims had predominantly hostile feelings toward their mothers, whereas 52% were hostile toward the abuser. Meiselman (1978) found that 60% of the incest victims in her psychotherapy sample disliked their mothers and 40% continued to experience strong negative feelings toward their fathers. Herman (1981) also noted that the rage of incest victims in her sample was often directed toward the mother and observed that they seemed to regard all women, including themselves, with contempt. In addition, victims reported difficulty trusting others that included reactions of fear, hostility, and a sense of betrayal. Briere (1984) noted fear of men in 48% of his clinical subjects (vs. 15% of the non-victims), and fear of women in 12% (vs. 4% of those who had not been sexually victimized). Incest victims seem especially likely to experience difficulty in close relationships: Sixty-four percent of the victims in Meiselman’s (1978) clinical study, compared with 40% of the control group, complained of conflict with or fear of their husbands or sex partners, and 39% of the sample had never married. 

These results are supported by findings from Courtois’s (1979) sample, in which 79% of the incest victims experienced moderate or severe problems in relating to men, and 40% had never married. There is at least one empirical study that lends support to the idea that childhood sexual abuse also affects later parenting. Goodwin, McCarthy, and Divasto (1981) found that 24% of mothers in the child abusing families they studied reported incest experiences in their childhoods, compared with 3% of a no abusive control group. They suggested that difficulty in parenting results when closeness and affection is endowed with a sexual meaning, and observed that these mothers maintained an emotional and physical distance from their children, thus potentially setting the stage for abuse. (Browne & Finkelhor, 1986)

Target audience: 

	Senior managers of development organizations
Age	30-40
Socio-economic Status	Upper Middle – Upper Class
Gender	Male				Female
Education	English medium		Bangla Medium		English medium		Bangla Medium
Interests	Sports, Adventure, Arts, Foreign Music and movies, Education, aspires to settle abroad, Social Work, Brands Cars		Sports, Adventure, Arts, Traveling, Social Work, Career, Designer Brands Cars, Education, Travel, Bikes, Bangla and Hindi music and movies, aspires to go abroad, etc.		Pop Culture, Fashion & Style, Arts, Music, Foreign Movies and culture Hangouts, aspires to go abroad, etc.,		Fashion & Style Arts, Traveling, Social Work, Career, Both English ,Bangla and Hindi music and movies, aspires to go abroad, etc.
Profession	Senior Manager		Senior Manager		Senior Manager		Senior Manager
Behavioral Patterns	Follows latest trends, Optimistic, Dreamers, Passionate, nuclear families etc.		Follows latest trends, Optimistic, Dreamers, Passionate, Emotions over rational, Thrifty, etc.		Follows latest trends, Optimistic, Dreamers, Passionate, Emotions over rational, nuclear families etc.		Follows latest trends, Optimistic, Dreamers, Passionate, Emotions over rational etc.
Media Consumption Platforms	Online	Offline	Online	Offline	Online	Offline	Online	Offline
	FacebookYouTubeLinkedInInstagram	ConcertsSeminars, Events, Exhibitions,	FacebookYouTubeLinkedInInstagram	Concerts,Expos, EventsExhibitions	FacebookYouTubeLinkedInInstagram	Concerts,Seminars, EventsExhibitions	FacebookYouTubeLinkedInInstagram	Concerts,Expos,EventsExhibitions

Solution:

• # Educating parents on how to create a safe space for their children to talk about what is bothering them.
• # Teaching children about how to express themselves freely.
• # Teaching both parents and children about the signs of a predator.
• # Family Counseling/Therapy to exercise opening up to each other.

Teach The 5 Personal Safety Boundary Rules:

Start early with children (in an age-appropriate way) and set clear safety boundary rules for your children. The following list gives the five personal safety boundary rules.

• # No one should look at the private parts of your body.
• # No one should ask you to look at the private parts of their body.
• # No one should touch the private parts of your body.
• # No one should ask you to touch the private parts of their body.
• # No one should show you pictures of private parts on the TV, in magazines, on the computer or on a cellphone. (How Can I Prevent Sexual Abuse?, n.d.)

Communication channels:

Exhibitions showcasing the horrors of the victims through art for the target audience (i.e., Senior managers of a development organization).

Regarding the fact that our target audience is highly intellectual, the communication medium must be able to meet their level of intellect. Simple posters, or banners might not be enough to reach this particular audience.

Seminars hosted by intellectuals, with the participation of victims of sexual abuse, addressing the prevention methods.

Social media contents, such as static images to create awareness about the situation.

Live talk shows on social media, hosted by intellectuals with a large number of followers in order to reach and educate the masses as well as getting the attention of the target audience.

Approach:

Approach	Steps	Requirements	Expected Outcome
Exhibition	Selecting VenueSelecting Artists Selecting ArtPublishing the event on social mediaSending Invitation (Both physically and virtually)Taking Feedback	Art CuratorArtistHostsEvents and Activation LogisticsSocial media manager Print Materials (For invitations and Feedback forms)	The selected artworks will showcase the true picture of the situation in hand. Visual supplements will have a longer lasting impact on the audience in terms of awareness.
Static social media content	Copywriting Multiple Static content makingModify/ Update	CopywriterDesignerPhotoshopGrammarly	Each Static imagery will contain information regarding the awareness aspect of the situation which will inform the audience that sexual abuse is a very lethal problem in Bangladesh
Live Talk shows on social media	Hosting the event on Facebook LiveDiscussing the severity of the situationQ & A session with the audienceTaking Feedback	HostsIntellectualsSocial Media PlatformFeedback forms (virtual)	After the static contents aware the public about the situation, Live talk shows will help further the knowledge of the public on the subject itself. Any questions regarding sexual abuse and its impacts and prevention will be answered by the intellectuals.
Seminars	Hosting the eventMedia exposureIncrease participation via social media exposure	HostsIntellectualsJournalistsFeedback forms	A seminar with media exposure will reach more people and it will put emphasis on the importance of focusing on the prevention of sexual abuse in children

Timeline:

Methodology:

Implementing SBCC methods in order to influence the thought process of the audience.

Stages of change:

     (Urban Adolescent SRH SBCC, 2015)

The current situation is at the Precontemplation stage where the audience is not yet fully aware of the circumstances concerning sexual abuse in children. Our job is to first make our target audience aware by various communication channels. By hosting an exhibition dedicated to the victims of sexual abuse, our target audience can get a glimpse of the horror the victims go through. For an intellectual group of people such as senior managers of a development organization, sophisticated communication mediums are required to get their attention to this subject. Gathering aspiring artists to host an exhibition which will have art pieces centered around the theme. This will attract and educate a more sophisticated audience.

That is how we get to the contemplation stage.

In this stage, we will be able to get enough attention from the target audience to motivate them and become committed to this matter. Once we have enough attention on this matter through the exhibition, our message will reach more people who will be able to make necessary changes in order to strengthen our cause.

With the help of the intellectual individuals who are within our reach, we can host seminars dedicated to this matter, we can invite our target audiences in the seminars and discuss about the possible solutions to eradicate sexual abuse permanently. The seminars can be hosted free of cost by collaborating with universities such as ULAB, BRAC etc.

To elevate this on to the next stage which is preparation, we need to contact the people we have reached and with the help of those individuals we shall host talk shows on social media to raise more awareness and include more people. These sessions can be interactive as well, where the general public can share their thoughts about this and help us establish a safe environment for children. We can implement behavioral changes by influencing people’s perception on sexual abuse by using religious speakers as one of the spokespersons in the talk shows might reach a certain audience and help to change their perception.

If we can gather enough support from the general public, our target audience is bound to think twice about this situation and take necessary actions to reduce sexual abuse in children.

Cost Assumption: 

This project requires very little funding. The exhibition can be hosted at a public place (i.e., Abahani Field) which will require permissions from the authorities. The event must be well promoted in social media to attract the right crowd. We will ask the artists to volunteer to showcase their talent, the ones who accept will be called to exhibit their art. Invitations will be sent to our specific target audience individually.
👉 The talk shows will be hosted on social media (i.e., Facebook live) by religious leaders, influencers and intellectuals in order to minimize costs and reach more people.

👉 The funding for the exhibition can be managed via crowd funding and GoFundMe.
👉 Approx budget for a 3-day exhibition: 80 thousand to 1 lac taka.

Monitoring:

Objectives:

The main objective of the monitoring plan would be to keep an eye on the project, oversee the progress being made and how effective the campaign has been. This plan shall – 

• # Keep track of the progress being made.
• # Keep track of engagement with the audience.
• # Keep track of the feedback, both positive and negative.

Roles and responsibilities:

A dedicated team will be monitoring the project throughout its runtime. 

Member	Role
Sarah Tasneem	In charge of monitoring the responses from the audience in social media platforms during the talk shows and also analyze the response collected from social media contents
Humaira Binte Kamal	Responsible for creating valid social media contents and arranging the talk shows
Zakia Sultana Sanam	Monitoring the exhibition which will be held to showcase artworks related child sexual abuse
Hrituparna Devmoni	Monitoring the reactions and how the information is being received in the seminars

Key Performance Indicators (KPI):

Action	Key Performance Indicator
Art Exhibition	-Number of entries -Number of shares of the event in social media- Amount of buzz generated
Live Talk shows on social media	-Number of participants-Number of likes-Number of shares-Amount of traffic in the talk show event’s page on social media
Static Content in social media	-Number of likes-Number of shares
Seminars	– Number of participants

Monitoring Tools:

Action	Monitoring Tool
Art Exhibition	-Checklist (Checking progress)-Time management-Cost management -Survey after the event
Live Talk shows on social media	-Taking Entry logs of participants-Survey after the event
Static Content in social media	-Keeping track of the increase of likes, comments, shares
Seminars	-Taking Entry logs of participants-Time management-Cost management- Survey after the event

Evaluation:

Objective:

The objective of the evaluation plan is to make sure the data is collected properly and available for analyzing.

This plan shall –

• # Help us to figure out the awareness level of the audience of sexual abuse in children.
• # It should determine the attitude of general people towards sexual abuse on children. 
• # Help us determine the potential effectiveness of actions against sexual abuse which may be taken in the future. 
• # Measure the amount of engagement from the audience.
• # Determine the effectiveness of the project itself.

Key Performance Indicators (KPI):

Action	Key Performance Indicator
Art Exhibition	-Number of people appeared -Number of shares of the event in social media- Amount of traffic in the event’s page on social media-Number of mentions in social media
Live Talk shows on social media	-Number of participants-Number of likes-Number of shares-Number of referrals – Amount of traffic in the talk show event’s page on social media
Static Content in social media	-Number of likes-Number of comments/replies per post-Number of shares and reposts
Seminars	– Number of participants-Number of mentions in social media

👉 The number of shares and likes on social media will directly correlate to the conversion rate.
👉 The reactions of the audience during the exhibitions, should be accounted for to determine if the information has been received positively or negatively.

👉 The effect of the project can be measured by the buzz which has been generated in social media, such as – how many people are talking about the event? Is it trending? 
👉 The reach each post gets should explain if the post is trending or not. 
👉 The demography is also important in terms of calculating the success of the project. We need to reach people who are not aware of the sexual abuse situation in Bangladesh and aware them about it. The success lies in the increase of literacy/ awareness level.

👉 The members of the group will be responsible for collecting this data and compiling it to decide if the project is successful or not.

👉 Failure to reach enough people might indicate that mistakes have been made in the communication channels

👉 The evaluation of social media data can be done via “Analytics’ on YouTube and “Insights” on Facebook.

Evaluation Tools:

Action	Evaluation Tool
Art Exhibition	Feedback forms
Live talk shows on social media	Feedback forms (Virtual)
Static Content in social media	Feedback forms (Virtual)
Seminars	Survey Feedback Forms

References: 

1. 01. Browne, A. W., & Finkelhor, D. (1986). Impact of child sexual abuse: A review of the research. Psychological Bulletin, 99(1), 66–77. https://doi.org/10.1037/0033-2909.99.1.66
2. 02. Anik, A. I. (2021, August 16). Deviance from the ethical standard of reporting child sexual abuse in daily newspapers of Bangladesh. Nature. https://www.nature.com/articles/s41599-021-00880-0?error=cookies_not_supported&code=2e7e7b05-17eb-49b6-bcae-40cdcd86a62e 

03. How Can I Prevent Sexual Abuse? (n.d.). Bethesda. https://www.bethesdaok.org/prevent Urban Adolescent SRH SBCC. (2015, September 13). Stages of Change – Urban Adolescent SRH SBCC. Urban Adolescent SRH SBCC -. https://sbccimplementationkits.org/urban-youth/urban-youth/part-1-context-and-justification/social-and-behavior-change-communication-theory/stages-of-change/

Learnings and Outcomes (Self-reflection):

👉 Gained profound insight into the psychological effects of child sexual abuse and huge societal problems caused by it.

👉Earned practical experience in SBCC strategy implementation for sensitive issues.

👉 Acquired the right skills in comprehensive communication campaign design and execution using various artistic outlets, social media outreach, and seminar packages.

👉Further developed data analysis and presentation skills within the realm of psychological trauma and impacts reaching farther than the actual event in victims.

👉 Managed a group project, thereby increasing coordination and teamwork to ensure cohesive delivery of content.

👉 Engaged diverse audiences-parents, children, and community members-effective in fostering awareness and support.

👉 Attended to the need for resource mobilization by developing actionable strategies that can be used in leveraging community and institutional resources for preventing and responding to child sexual abuse