Public Awareness Campaigns

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Dec 2, 2015 - The social responsibility of the media to achieve ... awareness public communications campaigns; ... Eli R.Katunguka, KYU Council, Top.
Enhancing Media Psychology To Promote Gender Equality For Sustainable Development In Africa

Presenter : Wilson Okaka Authors: Wilson Okaka, Ali Baguwemu, Edward Ntare Rutondoki, Nakasiita Kirabo Nkambwe

Problem statement 1/2 2



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Main problem being investigated Media portrayal of woe is overly negative, sexist, diminished, or patronising and yet media psychology has a significant effect in promoting gender equality and women empowerment for sustainable development in Africa. These stereotypes are often enhanced by the society or communities through culture, religion, tradition, laws, policies, ad practices which discriminate against women in social, economic, political, legal, ad environmental management roles or functions. KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015

Problem statement 2/2 3

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Main problem being investigated The social responsibility of the media to achieve sustainable development goals (SDGs); The essence of media psychology in effective gender awareness public communications campaigns; The role of the media in public communication advocacy for the UN convention on elimination of all forms of discriminations against women (CEDAW); The focus , targets, indicators of SDG on gender equality. KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015

Methods 4 







In this review, we collated published evidence on substance abuse policy, gender equality and women empowerment for the 2030 SDGs using relevant search terms. Initially additional information was sought from the main databases of national, regional, & collaborating international agencies, and the selected UN systems. In the searches, we looked for documents referring to gender and women empowerment research and substance abuse networks, sustainable development, mass media advocacy communication campaigns strategy for substance abuse. Retrieved data were then scrutinized, examined for evidence, consolidated into this presentation. KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015

Key Findings 5











The media have a social responsibility to promote the elimination of all forms of discrimination against women, Exclusive development strategies have led to high gender inequality and women disempowerment on the continent; Public awareness of gender equality and equity policies are too low and shallow in Africa, SDGs provide a fresh opportunity for gender equality progress, and Media literacy is vital for gender mainstreaming for SDGs. KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015

Gender Equality Policy Coordination 6



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Develop communications strategy coordination Audience & environment Message delivery & reach Gender & ethical issues Communication channels Audience participation Research, theory, & model Evaluation & dissemination Improvement sustainability

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Central government Local communities North-South alliance Development networks Civil society(NGOs/CBOs) Private sector (business) Households, & individuals Professional, regulatory, & code of ethics bodies UN/international agencies.

KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015

Conclusions/Recommendations 7

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Women’s image in the media is still wanting. North-South partnerships for community media policy and capacity building, north – south and south-south collaborative interdisciplinary research, university community outreach policy for social transformation of the society, and ICT policy are critical. Community media/radio can promote gender policy dissemination and policy implementation and dialogue. Community radio provide voice for the voiceless, poor, minority, PWDs, children, debates, and local leaders. KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015

Acknowledgements 8



2015 KYU Pre-Conference Convener, Dr. Godfrey Ejuu (PhD) Vice Chancellor KYU, Prof. Eli R.Katunguka, KYU Council, Top Management, Technical, Support, and Administration Personnel;



KYU Dean of Education, Dr. Joyce Asiimwe Ayikoru;



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Pre- Conference Chairs: Dr Ejuu Godfrey, Dr Kagaari James, Dr Elizabeth Opit, Dr Byaruhanga Kadodoba, Dr Ali Baguwemu Pre- Conference Secretariat /Special Committees KYU 2015; Rapporteurs, Presenters, KYU Collaborators, invited Guests; Participants, the Press, KYU Lecturers, and Students; The President, Government, & People in the Rep. of Uganda; May God Bless You All Abundantly. Thank you. KYU INTERNATIONAL CONFERENCE,KAMPALA,UGANDA

December 2, 2015