DOMESTIC VIOLENCE AGAINST WOMEN IN INDIA

INTRODUCTION
Bride tortured to death for dowry, Married woman harassed by inlaws, School going girl succumbs to her injuries after beaten by father, A seventy year old woman killed over property dispute, Harassment of women in Chandigarh All these and what not, turn to any newspaper at random and you would find the reports of such kind of violence all over the country. These are all what we come to know through different forms of media. There are more such cases which go unreported every day. In fact, include the cases which we our self indulge in, or the ones which we witness in the neighbourhood but are hesitant in taking even a single step to reduce their occurrences. In our society, domestic violence is bursting. It is present almost everywhere and nowhere is this eruption more intense than right behind the doors of our homes. Behind closed doors of homes all across our country, women are being tortured, beaten or killed. It is happening in rural areas, towns, cities and in metropolitans as well. It is crossing all social classes, genders, racial lines and age groups. It is becoming a legacy being passed on from one generation to another. The term used to describe this exploding problem of violence within our homes is Domestic Violence. This violence is towards someone who we are in a relationship with, be it a wife, daughter, sister, mother or grandmother. It can be parents, in-laws or any other atrocity towards a woman. Anyone can be a victim. This violence has a tendency to explode in various forms such as physical, sexual or emotional. Since times immemorial, domestic violence has been an intrinsic part of the society we are living in. The contributing factors could be the desire to gain control over another family member, the desire to exploit someone for personal benefits, the flare to be in a commanding position all the time showcasing ones supremacy so on and so forth. On various occasions, psychological problems and social influence also add to the vehemence. Women are often in great danger in the place where they should be safest: within their families. For many, home is where they face a regime of terror and violence at the hands of somebody close to them somebody they should be able to trust. Those victimized suffer physically and psychologically. They are unable to make their own decisions, voice their own opinions or protect themselves for fear of further repercussions. Their human rights are denied and their lives are stolen from them by the ever-present threat of violence. Domestic violence is a health, legal, economic, educational, and developmental and, above all, a human rights issue. Much has been done

to create awareness and demonstrate that change is not only necessary, it is also possible.

DEFINITIONS AND KEY CONCEPTS

There is no universally accepted definition of violence against women. Some human rights activists prefer a broad-based definition that includes "structural violence" such as poverty, and unequal access to health and education. Others have argued for a more limited definition in order not to lose the actual descriptive power of the term. In any case, the need to develop specific operational definitions has been acknowledged so that research and monitoring can become more specific and have greater cross-cultural applicability. The United Nations Declaration on the Elimination of Violence against Women (1993) defines violence against women as "any act of gender-based violence that results in, or is likely to result in, physical, sexual or psychological harm or suffering to women, including threats of such acts, coercion or arbitrary deprivation of liberty, whether occurring in public or in private life." This definition refers to the gender-based roots of violence, recognizing that "violence against women is one of the crucial social mechanisms by which women are forced into a subordinate position compared with men." It broadens the definition of violence by including both the physical and psychological harm done towards women, and it includes acts in both private and public life. The Declaration defines violence against women as encompassing, but not limited to, three areas: violence occurring in the family, within the general community, and violence perpetrated or condoned by the State. Domestic violence includes violence perpetrated by intimate partners and other family members, and manifested through:

Physical abuse such as slapping, beating, arm twisting, stabbing, strangling, burning, choking, kicking, threats with an object or weapon, and murder. It also includes traditional practices harmful to women such as wife inheritance (the practice of passing a widow, and her property, to her dead husbands brother). Sexual abuse such as coerced sex through threats, intimidation or physical force, forcing unwanted sexual acts or forcing sex with others. Psychological abuse which includes behaviour that is intended to intimidate and persecute, and takes the form of threats of abandonment or abuse, confinement to the home, surveillance,

threats to take away custody of the children, destruction of objects, isolation, verbal aggression and constant humiliation.

Economic abuse includes acts such as the denial of funds, refusal to contribute financially, denial of food and basic needs, and controlling access to health care, employment, etc.

THE SOCIAL MARKETING ENVIRONMENT

PROGRAM FOCUS Violence against women by their partners is now recognised as a major international public health problem, in both developed and developing countries. Traditional domestic violence program/campaigns focus on legal threats and sanctions in an attempt to stop men from being violent. While the incarceration of violent men and the issuing of protection orders are necessary components of domestic violence prevention interventions, they do not - and cannot - remove the fear women experience in terms of the man reappearing some time, some place, often with tragic consequences. Furthermore, many women do not want to leave the relationship, nor do they want the man incarcerated; they simply want the violence to stop. An ideal and innovative social marketing initiative is that the program should acknowledge these factors and aims and its main focus is to reduce womens fear by motivating perpetrators and potential perpetrators to voluntarily attend counselling programs. CAMPAIGN PURPOSE The campaign should be a unique initiative, being the first non-punitive campaign focussing primarily on perpetrators of domestic violence, asking them to voluntarily seek help to change their violent ways. The logic is that if violent men voluntarily change their violent behaviour, this will not only reduce the incidence of violence, but reduce the fear felt by their women partners. There will therefore be substantial benefits to mental and physical health for all parties. The purpose of such campaigns is to encourage women to report incidents, and, where necessary, to leave the family home and to take out civil protection (or restraining) orders against violent partners.

SWOT ANALYSIS Strengths The government and various NGOs have significant funds for the conduction of the campaign. The government and various NGOs have resources and mechanisms in place for coordinating an integrated response to domestic violence across various states. The government is willing to work with contractors with significant expertise in social marketing and the health issue to contribute to the success of the campaign. The planners have to deal with a difficult social issue with a potentially controversial goal of targeting perpetrators that many might consider in need of criminal action instead of intervention. Planners would need to engage a number of stakeholders for buy-in and support of a program to target perpetrators of domestic violence. This program would be the first to target violent men. There is a risk that womens victim support organizations which are sometimes very female-oriented will be biased against men. It is important for these organizations and their members to understand that the campaign's primary aim is the safety of women. It is recognized that the sector not only needs to be informed of the unit's intentions very early on, but their knowledge, advice, and support should be sought whenever possible. Because majority of the times

Weaknesses

Opportunities Threats

the campaign relies on government funding, changes in government policies/priorities or in the ruling party could lead to a decrease in funding. Backlash from men's groups is possible since the campaign does not include female-tomale violence.

DATA ON DOMESTIC VIOLENCE AGAINST WOMEN IN INDIA

Violence against women is a serious problem in India. Overall, one-third of women between ages 15-49 have experienced physical violence. In total, 35 percent have experienced physical or sexual violence. This figure translates into millions of women who have suffered, and continue to suffer, at the hands of husbands and other family members. National Family Health Survey-3 collected information from married and unmarried women between age 15-49 about their experience of domestic violence. Married women were also asked about their experience of emotional violence. NFHS-3 findings underscore the extent and severity of violence against women in India, especially married women. Married women are more likely to experience physical or sexual violence by husbands than by anyone else. Nearly two in five (37 percent) married women have experienced some form of domestic violence by their husband. Forms of domestic violence against women At least one of these acts 37 %

Forced her to perform any sexual acts that she did not want to Threatened her or attacked her with a knife, gun, or any other weapon Tried to choke her or burn her on purpose Kicked her, dragged her, or beat her up Punched her with his fist or with something that could hurt her Twisted her arm or pulled her hair Slapped her Pushed her, shook her, or threw something at her

5% 1% 2% 12 % 11 % 15 % 34 % 14 %

Slapping is the most common act of physical violence by husbands. 34 percent of married women say their husband has slapped them; 15 percent say their husband has pulled their hair or twisted their arms; and 14 percent have been pushed, shaken, or had something thrown at them. Often, this physical and sexual violence causes injuries. Almost two in five women who have experienced physical or sexual violence report having injuries, including 36 percent who had cuts, bruises or aches; 9 percent who had eye injuries, sprains, dislocations, or burns; and 7 percent who had deep wounds, broken bones, broken teeth, or other serious injuries. The prevalence of spousal physical or sexual violence is much higher among women in the poorest households (49 percent) than among women in the wealthier households (18 percent). Nearly half (46 percent) of married women with no education have experienced spousal violence; similarly, nearly half of women whose husbands have no education (47 percent) have experienced spousal violence. Twelve percent of married women with 12 or more years of education have experienced spousal violence, compared with 21 percent of married women whose husbands have 12 or more years of education. This suggests that womens own education reduces their likelihood of experiencing spousal violence more than their husbands education. Spousal violence is lower among couples in which husbands and wives have both been to school and are equally educated (23 percent) than among couples where the husband has more education than the wife (36 percent).

The cycle of domestic violence is repeated across generations. Women whose mothers were beaten by their fathers are twice as likely to experience violence as women whose mothers were not beaten by their fathers: 60 percent, compared with 30 percent. Women married to men who get drunk frequently are more than twice as likely to experience violence as women whose husbands do not drink alcohol at all. However, even though alcohol is important, it is not the only factor accounting for the high prevalence of violence against women, as 30 percent of even women whose husbands do not drink have experienced spousal violence. One in six (16 percent) married women have experienced emotional violence by their husband. Sixteen percent of never married women have experienced physical violence since they were 15 years of age, generally by a parent, a sibling, or a teacher. One percent of never married women report having ever been sexually abused by anyone. Among never married women who have experienced sexual violence, 27 percent say that the perpetrator of the violence was a relative.

CAUSES OF DOMESTIC VIOLENCE AGAINST WOMEN

Dissatisfaction with the dowry and exploiting women for more of it. Arguing with the partner. Refusing to have sex with him. Neglecting children. Going out of home without telling the partner. Not cooking properly or on time. Indulging in extra marital affairs. Not looking after in-laws. Infertility in females. Desire for a male child. Alcoholism of husband.

There have been gruesome reports of young bride being burnt alive or subjected to continuous harassment for not bringing home the amount of demanded dowry. The Tandoor Murder Case of Naina Sahni in New Delhi in the year 1995 is one such dreadful incident of a woman being killed and then burnt in a Tandoor by his husband. This incidence was an outcome of suspicion of extra marital affairs of Naina Sahni which led to marital discord and domestic violence against her. In urban areas there are many more factors which lead to differences in the beginning and later take the shape of domestic violence. These include more income of a working woman than her partner, her absence in the house till late night, abusing and neglecting in-laws, being more forward socially etc.

TARGET AUDIENCES & OBJECTIVES

TARGET AUDIENCES Primary Target Audiences Violent men, or perpetrators; i.e., men who are physically violent against their domestic partners, acknowledge it as a problem, and are not currently in treatment. While these men may not take full responsibility for their behavior, they can be reached.

Secondary Target Audiences The second identified target audience segment were men 15-40 years old "at risk" of committing domestic violence. Potentially violent men were defined as those subjecting their partner to non-physical forms of abuse (e.g., emotional abuse, financial deprivation, social isolation). There is evidence that these non-physical forms of abuse are often precursors to physical abuse. Tertiary Target Audiences A third target group consisted of those individuals who might encourage the primary target audience to seek assistance: victims, family members, friends and professionals with whom they might come in contact (e.g., lawyers, doctors, nurses, Police Officers, counsellors). Finally, the campaign targeted all members of the community in terms of maintaining the salience of domestic violence as a community concern, and in terms of reinforcing men not engaged in violent behaviour. OBJECTIVES & GOALS For all audiences, the primary communication objectives of the promotional materials were that: (a) the perpetrator, not the victim, is responsible for the violence; and (b) that there are no circumstances in which violence is justified. Amongst members of the primary and secondary target groups, the main communication objectives were to increase awareness that non-punitive, anonymous help was available and to stimulate motivations and intentions to seek help. The intermediate behavioural objective was that they should call the helpline for assistance, or seek assistance from some credible source. The final behavioral objectives - particularly following counselling - were a reduction in violent incidents - both physical and verbal - amongst perpetrators, and the prevention of violence amongst potentials. The overall goals of the campaign are the reduction of violence against women by male partners and, consequently, increased physical and mental health amongst victims. The campaign aims to achieve the goal of reduced violence by voluntary behaviour change amongst male perpetrators, and the prevention of first and subsequent acts of violence amongst potential perpetrators.

COMPETITORS The major competitors for this campaign are Many women do not even acknowledge that they are the victims of domestic violence.

As most of the women suffering from domestic violence are married they do not want to complain against their husbands or in-laws because of the socio-cultural pressures. Men who are generally the culprits accept that they have committed domestic violence but do not acknowledge that they are the perpetrators. Men also deny that they have ever conducted domestic violence even though they might have committed it.

SOCIAL MARKETING STRATEGIES

PRODUCT

The core product, that is, the end-benefit being offered to violent men in relationships, is the opportunity to keep their relationship intact by ending the violence towards their partner. Actual products are:

The primary end-product can consist of counselling programs delivered by private service providers, subsidised by the government. Another major product is the telephone counselling helpline staffed by trained counsellors who offer counselling over the phone and may attempt to get violent callers into battered programs. The helpline can revolutionize the campaign. It is the easiest way for the telephone counsellors to deliver counselling over the phone. A further aim is to engage the callers sufficiently so as to obtain permission to send educational self-help materials to an address nominated by the caller, and to encourage callers to call again when in need if they are reluctant or not able to enrol in a counselling program. Self-help booklets provided tips on how to control violence and how to contact service providers. These self-help booklets can also be provided on audiocassettes.

PRICE With respect to costs, although domestic violence occurs across all income levels, preliminary investigations and service-provider experience suggested that fees for courses and materials could serve as a barrier for many members of the primary target audience. Hence, all materials and most counselling programs are to be provided at no cost to participants who are referred through the helpline. This pricing strategy is also considered to be more equitable to ensure that victims of low income perpetrators should not be disadvantaged by their partners limited income. With respect to other costs, because there are legal implications for disclosing violence--potential shame and embarrassment, the helpline should ensure anonymity and the counsellors are trained to deal with these issues and feelings. It is this need for anonymity that requires the strategy of the helpline as the first point of contact for these men, with mass media advertising creating awareness and motivation. PLACE Service providers should establish themselves throughout the metropolitan area and in areas throughout the state. Programs should be time scheduled to allow employed males to access in non-working hours. It is known fact that access to programs (but not to telephone counselling) is geographically limited outside major population centres. Following phases of the campaign will adopt distribution strategies designed to provide greater access to violence counselling service providers. The telephone counselling and self-help booklets are especially useful for

those who are not able to access a counselling program. The Helpline should be staffed by counsellors during the night to provide maximal access. PROMOTION The primary medium for reaching violent and potentially violent men is television advertising supported by radio advertising and posters. Extensive care should be undertaken to ensure the acceptance of the ad messages by the target group without negatively impacting victims. There should be minor publicity of individual cases who has undergone counselling. Extensive public relation activities should be undertaken with a number of relevant stakeholders, especially a range of womens groups, police, counselling professions and other government departments. This involves repeated visits to these organisations and continually updating them on campaign developments. The campaigns advertising and publications should avoid threats of imprisonment and other legal sanctions, and instead focus on arousing feelings of guilt and remorse felt by the primary target audience, and specifically by emphasizing the effects of domestic violence on women.

SOCIAL MARKETING PROGRAM MANAGEMENT

PROGRAM PLAN INCLUDING TIMELINE & BUDGET Plan new or improved services

The government should provide the helpline, which would be staffed 24 hours a day. The helpline can be designed to o Offer information about domestic violence. o Provide telephone counselling by people trained in the field of domestic violence. o Offer to get violent callers into counselling programs. o Offer to send educational self-help materials to an address of the callers choice. o Encourage callers to call again when they need help. The telephone counsellors are o Men who had considerable skills training and experience in dealing with violent men. o Able to gain the trust of men, listen to their stories, and assess their level of denial and minimization. o Able to confront men about violence and encourage them to get into programs.

Plan communication intervention/promotion activities

Television commercials: All the commercials are used to create impact and awareness of the campaign messages. They are also designed to lead at risk men to call the helpline. Newspaper advertisement: Newspaper ads are used to support and reinforce the television messages and promote the helpline number, Radio: The goal is to try and reduce the stigma attached to calling a helpline. Public relations: The campaign should carry out activities with a number of relevant stakeholders, especially a range of womens groups, counselling professionals, and government departments. This involves repeated visits to these organizations to update them on campaign developments. Other PR activities includes an official campaign media launch, resource displays at public venues, articles in stakeholder newsletters and journals, participation in radio interviews, and press releases as appropriate. Print materials: The campaign can produce a comprehensive set of publications that would support its messages and call to action. These publications and other materials are used to inform

stakeholder groups and to provide the primary target audiences, professionals, employers and victims with direct access to information about domestic violence and services that could help them.

EVALUATION Evaluation should measure the following

General awareness of, attitudes towards, and professed behaviours relating to domestic violence. That includes the audiences' o Awareness of domestic violence as an important social issue. o Whether the audiences saw domestic violence as acceptable under certain circumstances. o Their inclination to behave in physically or emotionally violent ways. Awareness of how to get help such as knowledge about available support services, awareness of where to telephone for help, etc. Inclination to advise others to telephone the helpline. Advertising reach and impact i.e., awareness of advertising, message take-out, attitudes towards the campaign, calls to the helpline, acceptance of referrals to counselling.

The domestic violence against women has somewhat decreased in the urban areas due systematic plan carried out by the government and the NGOs. Other reasons for the decrease in domestic violence in the urban areas is due women getting more conscious about the various laws against domestic violence, increase in the educational level of women, getting more independent and consciousness about self respect. However the issue of domestic violence against women in rural areas is a bit of concern with women do not have any or little access to available resources such as government schemes, access to helpline, women empowerment schemes, etc.