GUIDELINES FOR ESTABLISHING A NETWORK OF SUPPORTERS FOR COMMUNICATION IN A DOMESTIC VIOLENCE PREVENTION CAMPAIGN IN MUANG NGAM TOWN MUNICIPALITY, SINGHANAKHON DISTRICT SONGKHLA PROVINCE

Abstract

This research aimed to investigate: 1) guidelines for establishing a communication advocate network for campaigns to reduce domestic violence, and 2) persuasive communication strategies for the communication advocate network in Muang Ngam Municipality, Singhanakhon District, Songkhla Province. This study employed a qualitative research methodology, focusing on individuals playing key roles in local campaigns. A purposive sampling method was used to select 27 participants from seven groups: policymakers, executives of relevant organizations, corporate communicators, educators, at-risk individuals, community leaders, and communication scholars. The research instrument was a semi-structured in-depth interview. Data were collected through individual interviews and analyzed using content analysis to synthesize key findings.

          The research findings revealed that 1) Guidelines for establishing an effective network require a systematic approach consisting of six steps: (1) establishing policy legitimacy and declaring clear intentions; (2) defining transparent policies and administrative structures; (3) forming an integrated steering committee; (4)defining roles and responsibilities through
a survivor-centered approach; (5) selecting network members based on competency and ethics; and (6) providing continuous capacity building with a mentorship system. and 2) Persuasive communication guidelines are systematically designed across three levels: (1) value creation; (2) providing factual information; and (3) a call to action. These strategies are implemented alongside the creation of new community norms and the use of opinion leaders as catalysts. The core principles rely on safety, confidentiality, and non-stigmatization, which collectively ensure the sustainable success of domestic violence reduction campaigns at the local level.