DISPELLING myths and promoting facts to reduce gender-based violence (GBV) in Jamaica is the goal of Women’s Media Watch (WMW) Jamaica’s latest media campaign dubbed WE-Talk FACTSS — Fostering A Culture Towards Safety & Security.

Launched through an informative and immersive experience at Emancipation Park, New Kingston, recently, the campaign forms a core part of the organisation’s efforts to change behaviours around GBV, alongside islandwide workshops and research under their WE-Talk for the Reduction of GBV project.

The launch featured the début of the first campaign ad; a panel discussion on GBV among adolescents; booths and displays from partner agencies; and a creative, 70-foot-long Tunnel of Misconceptions through which attendees got an immersive, audiovisual education on some of the most common myths about GBV in Jamaica.

Highlighting the campaign’s focus on factual, honest discussions about gender and violence, WMW Board Director Judith Wedderburn said to effectively combat GBV we must first tackle the harmful stereotypes that fuel it.

“The campaign is about challenging these deeply ingrained beliefs at their core [so that] we can break down barriers and build a more inclusive and understanding society,” she said.

Dr Madani Thiam, acting head of development cooperation at Global Affairs Canada, expressed support for the innovative approach taken by WMW Jamaica which used research conducted under the WE-Talk project to inform campaign messaging.

“Understanding GBV behaviours and the norms associated with them allows us to develop strategies for addressing and even mitigating harmful effects while promoting respect and creating a safer environment for all, including in the digital landscape as things progress,” Dr Thiam observed.

Noting that there are no easy solutions, he called on the collective community to “continue to work on harnessing and applying all that we have learned, which is so fundamental to the transformative change that we’re trying to achieve”.

Nardia McLaren, acting director for community liaison at the Bureau of Gender Affairs, highlighted the importance of institutional and legislative change in this effort.

“It is important to ensure that our policies and procedures, as well as our legal and regulatory frameworks, facilitate timely support and redress for survivors,” she stated, highlighting the campaign’s focus on education, training, and behaviour change as timely and necessary.

The launch featured booth displays from organisations including Eve for Life, Jamaica Network of Seropositives, Jamaica Community of Positive Women, Violence Prevention Alliance, the Bureau of Gender Affairs, and a special Clothesline Project installation courtesy of Mary Seacole Hall’s I’m Glad I’m A Girl Foundation.

After a riveting panel discussion informed by panellists Judith Wedderburn; Patrick Lalor, policy and advocacy officer at Jamaica AIDS Support for Life); and Shemar Bryan, law student and human rights advocate, the first campaign advertisement was unveiled. Attendees got an extra treat when real-time video footage of their reactions to the Tunnel of Misconceptions were aired.

The WE-Talk FACTSS campaign is scheduled to run on traditional and social media over the next two years as part of the WE-Talk project, a five-year initiative funded by Global Affairs Canada, managed by Oxfam Canada, and implemented by WMW Jamaica.