A study of campaigns as a platform in advocating public awareness on domestic violence against women in Malaysia / Anisafina Maidin

Numerous initiatives to advocate awareness on issues related to domestic violence against women across the globe through campaigns were deliberated at national or international levels. This qualitative study focuses on campaigns as a platform in advocating public awareness on domestic violence against women in Malaysia with the objectives to analyse the challenges, evaluate the strategies employed to overcome existing challenges in promoting campaigns, evaluate the most reachable platform to execute campaigns, and to propose a framework to strengthen the implementation of campaigns of domestic violence against women in Malaysia. To gain insights on the central focus of this study, fifteen (15) informants who are stakeholders from the government officials, policy makers as well as NGOs who were involved directly in the initiatives to promote campaigns on domestic violence against women in Malaysia were interviewed. Data analysis was conducted simultaneously with data collection, and the data were analysed manually. Thematic analysis were employed to analyse the data. Findings revealed four (4) significant themes on the challenges that exist in campaigns on domestic violence against women in Malaysia as follows; i) culture and its influence, ii) impact of media, iii) government’s commitments and iv) readiness to disclose violence experiences. Additionally, three (3) themes were revealed in the strategies employed to overcome existing challenges faced in campaigns on domestic violence against women in Malaysia are i) planned campaigns elements for sustainability in campaigns, ii) coalition building and iii) utilizing the media. Findings also revealed two (2) themes as the most reachable platform to execute campaigns on domestic violence against women in Malaysia as follows i) selection of new media and ii) traditional medium of communication. Hence, the framework for enhancing campaigns on domestic violence against women in Malaysia were proposed highlighting the important aspects of research outcome, action plan, communication and evaluation. In conclusion, the results of this study showed that despite the challenges, Malaysia through the relevant stakeholders has implemented campaigns on domestic violence against women at various stages, from policy makers to grass-root level. The developed and implemented campaigns must be designed according to the diversified cultural aspects and the changing need of the targeted group of society.