Todd Minerson, Nick Rodrigue, Ruth Bastedo - Case Study: White Ribbon Campaign - Turning Online Interest Into Offline Action to End Violence Against Women

White Ribbon Campaign Our Future Has No Violence Against Women My Charity Connects: Turning online interest into offline action. White Ribbon Campaignwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women 1) Count the number of women you personally care about in your life. a) 1 – 10 b) 10 – 20 c) 20 – 50 d) 50 – 100 e) Over 100www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women 2) What % of women in Canada will experience an act of physical or sexual violence in their lifetime? a) 10% b) 30% c) 50% d) 65%www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women 3) How much does violence against women cost the Canadian economy each year (health costs, support services, justice, policing, lost productivity etc.) a) $56.5 million b) $300 million c) $1.8 billion d) $4.2 billionwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women 3) Knowing what you know now – raise your hand if you think violence against women is a serious problem in Canada.www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women 4) Keep your hand up if you can name one thing you did in the last 12 months to work to end violence against women.www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women You have just demonstrated two of the key challenges for the White Ribbon Campaign: • Raising awareness on violence against women with men and boys • Moving men and boys from believing there is a problem to acting on that beliefwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Now… I apologize... because I tricked you. • It is very likely you did many things in the last 12 months to work to end violence against women – you just can’t name themwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women What are some of those things? • Challenge sexism • Promote gender equality • Make choices to spend time with your family • Share work around the house • Be a caring man • Hopefully – you didn’t use or threaten violence against womenwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women The White Ribbon Storywww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women December 6th, 1989 – The Montreal Massacrewww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Womenwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Our Mission: CHALLENGING everyone to speak out, and think about their own beliefs, language and actions. EDUCATING young people, especially young men and boys, on the issue. RAISING PUBLIC AWARENESS of the issue. WORKING IN PARTNERSHIP with women’s organizations, international NGO’s, the corporate sector, the media, and other partners, to create a future with no violence against women. SUPPORTING WHITE RIBBON CAMPAIGNS around the worldwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Our Vision: A future with no violence against women.www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women WRC international WRC international Brazil New Zealandwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women WRC international WRC international South Africa Pakistanwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women WRC international Cape Verde WRC international Sri Lankawww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women White Ribbon Campaign is: • The only national organization that it is working on the prevention of violence against women by positively engaging men and boys • A globally recognized issue leader in this work, consulting federal and provincial governments, the UN, and providing training and capacity building to communities and countries around the world • Providing an essential and complimentary prevention and awareness component to the shelter, support and intervention work for women and childrenwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Violence Against Women: The Issue • The overwhelming and disproportionate amount of violence against women is perpetrated by men • The roots of this violence rest in fundamental issues of gender inequality for women, and harmful and violent forms of masculinity in men • While most men may never use violence against women, our silence both perpetuates and tolerates it; while all men may not be part of the problem, we can all be part of the solutionwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Violence as a Gender Issue • Violence is rooted in social norms and unequal power dynamics between men and women • Traditionally, programs have focused on protecting and assisting women and girls • Must also focus on how to address and involve boys and men in preventionwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Violence as a Gender Issue • In relationships, violence may be used by some men as a form of retaining power and control and a need to prove manhood • Men’s violence is not limited to physical assault • Also includes emotional, verbal, psychological, economic, faith based, intimidation, and of course sexual violencewww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women A Glimmer of Hope • 75% of Canadian men feel that it is quite important that men speak out about violence against women* • The UN has recognized in the Unite to End Violence Against Women campaign that men and boys have a vital, and positive role to play in ending men’s violence against women • Young men who are more gender-equitable are generally able to identify a father or other male figure in their lives who modeled or demonstrated gender-equitable roles * White Ribbon Campaign research, Environics 2007, Pollara 2006www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women A Glimmer of Hope • Men’s participation as fathers and mentors can be positive for the lives of women, men and children • Expanding the role of men’s caring for children creates a broader vision of the human capacity of men in family life and society in general • For every girl who is tired of acting weak when she is strong, there is a boy tired of appearing strong when he feels vulnerable • For every boy struggling not to let popular media dictate his desires, there is a girl facing popular media’s attacks on her self-esteemwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women The solution? • Men need to be involved in prevention, raising awareness, changing social norms, and modeling positive behaviour • Men need to work within the field of women’s rights – including the promotion of gender equality, and the transformation of harmful aspects of masculinity • Change needs to happen on a personal, family, community, and systemic levelwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women How Do We Do It?www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Education Action Kit • A teacher resource on gender equality, healthy relationships & ending violence against women • Targeted to reach over 3000 schools in Canada & US • An Independent evaluation in 2004 showed "strong evidence that the Education and Action Kit effectively influences teenagers attitudes, knowledge, and behaviours regarding violence against women.”www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Strength Campaign My Strength is not for hurting… So when guys disrespect women, we say So when I wanted So when she So when I wasn’t So when she that’s not right. to and she didn’t, said no, I said sure how she felt, OK. wanted me to we didn’t. stop, I stopped. I asked.www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Common Ground – YWCA & OSSTFBoys Conferences - ETFO Partnership Partnershipwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Partnership with the Ontario Federation of Indian Friendship Centres • A project to adapt our Strength poster series and Education Action Kit • Cultural and language adaptations reflecting traditional aboriginal teachingswww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Turning online interest into offline action 2 Examples from White Ribbon Campaignwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” Campaign www.itstartswithyou.cawww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women http://www.walkamiletoronto.org/www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” • A web based, bilingual (English and French) campaign, supported by a website and discussion forum • The campaign aims to encourage, inspire and empower men to take an active role in the promotion of healthy and equal relationships boys ages 8 - 14 in their lives • Phase 1 – develop the concept and the basic toolswww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” Rooted in conviction and research 1) There are positive roles men can play in ending violence against women, as fathers, role models, allies, and influencers 2) Family Violence Prevention Fund (US, 2008) research which indicated: • Seventy-three percent (73%) of men think they can make at least some difference in promoting healthy, respectful, non-violent relationships among young people • Seventy percent (70%) are willing to make time to talk to children about healthy, violence-free relationships • 82% of fathers of children under 18 say that they would be willing to make time, but also 63% of men who do not have children under 18 say the samewww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” A couple words on our target audience • 75% of men who believe violence against women is a serious issue, and they could be doing more • Continuum of men • How to identify these men • Have kids, making different parenting choices, dual income families, strong partners, equitable role models,www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” We were interested in hearing some of the reasons men stated for not taking on this important activity with boys in their lives • Never asked, never thought about it • Don’t know how, afraid to make mistakes • Actually doing it, but never made the connection to gender equality, ending violence against women • No one to talk about it with • Was never modeled to them by their fatherswww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” Phase 2 –just launched in May • 3 online learning experiences • 2 strategic partners (ETFO & OCAS) • 9 digital stories • 2 PSAs • YouTube Channel http://www.youtube.com/itstartswithyouWRC • Facebook page http://www.facebook.com/ItStartsWithYouwww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” Worked with: Ruth Bastedo and her team at Continuum Media http://www.experiencecontinuum.com/www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women “It Starts With You. It Stays With Him.” Selected Outcomes • Close to 3000 total views on the YouTube page in only 2 weeks • 76,000 elementary teachers will be able to access the e- learning module • The UN – Say No To Violence Campaign has agreed to feature the campaign around Father’s Daywww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women http://www.walkamiletoronto.org/www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Walk A Mile In Her Shoes • One mile walk through the downtown core, with men wearing women’s shoes • To raise money and awareness for men and boys working to end violence against women • How to break down the barriers for men’s involvement in the issue • Fear, solitude, uncertainty, what exactly can I do?, wow women’s experience is really different, use of humour • How to get men to have fun with an issue that isn’t funnywww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Walk A Mile In Her Shoes • Website/online registration • www.walkamiletoronto.org • Facebook page • http://www.facebook.com/walkamiletoronto • YouTube Channel • http://www.youtube.com/user/WalkAMileTorontowww.whiteribbon.com June 2011

www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women WAMbush [wam-boo sh] - noun, 1. Derived from the English, ambush; an act or instance of attacking unexpectedly from a concealed position. 2. Walk A Mile – ambush; an act of appearing unexpectedly from a concealed position to recruit participants while wearing 3 inch red stilettos. http://www.youtube.com/watch?v=uPD9-Qa_PJ8www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Measuring Success • 32.3 million media impressions • $121,746 raised last year (over $200,00 in just 2 years) • 750 participants • 35 corporate teams • 1,647 new donors and contacts acquired • Winner of two IABC Awardswww.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Thursday September 29, 2011 Get Pumped!www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Turning Online Interest Into Offline Action Some Lessons Learned 1. Know your target audience – like really know them! 2. Do your homework – look for the research. 3. Be creative – use humour. 4. Have a specific ask – make it easy to engage! 5. Forge strong partnerships – you can always do more with partners than on your own! 6. Consider “enlightened self-interest” – the what’s in it for me factor?www.whiteribbon.com June 2011

White Ribbon Campaign Our Future Has No Violence Against Women Thank You! 365 Bloor Street East, Suite 203 Toronto, Ontario M4W 3L4 Canada Tel: 416-920-6684 www.whiteribbon.comwww.whiteribbon.com June 2011

Todd Minerson, Nick Rodrigue, Ruth Bastedo - Case Study: White Ribbon Campaign - Turning Online Interest Into Offline Action to End Violence Against Women

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Todd Minerson, Nick Rodrigue, Ruth Bastedo - Case Study: White Ribbon Campaign - Turning Online Interest Into Offline Action to End Violence Against Women Presentation Transcript