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Case Study: Board the Bus 2014
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Case Study: Board the Bus 2014

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Board The Bus campaign was launched to create conversations with respect to women safety in public spaces on the occasion of International Women's Day on 8th March.

Board The Bus campaign was launched to create conversations with respect to women safety in public spaces on the occasion of International Women's Day on 8th March.

Published in: Social Media, Technology, Business

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  • 1. Social Media Case Study How Breakthrough ran a social media campaign for a social cause - #BoardTheBus via Sparklin
  • 2. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 2 of 19 Brand BreakThrough is a unique global human rights organization that believes that human rights begin in our own hearts, homes and actions. https://www.facebook.com/LetsBreakthrough https://www.facebook.com/BellBajao Agency Sparklin is a branding and interactive design agency with strong focus on function. https://www.facebook.com/WeAreSparklin http://sparklin.com/ Target Audience Primary TA: Women in Sec B and C who commute using private vehicles, metro, auto, taxis etc, but not buses. Secondary TA: Males who travel in the bus
  • 3. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 3 of 19 Social Objective Creating a connection between women who don't travel by bus and those who do as they share the same stories. Women in Delhi do not feel safe in buses and hence are boarding alternate modes of transportation. They must accept that it is a space and they have a right to occupy. By boarding the bus, women are creating the conversation around safety and security in public spaces. Their actions today determine how Delhi will act tomorrow. Campaign Objective Engage the target audience on social media to: 1) Convey a Simple Message 2) Build Engagement 3) Generate an Action
  • 4. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 4 of 19 Campaign Idea Board The Bus is a campaign by Breakthrough aims at creating a public conversation around the safety of women in public spaces and generate an action. The campaign is scheduled from 14th Feb’14 till 8th Mar’14. The key elements of the campaign are: 1) #BoardTheBusmicrosite featuring the #boardthebus game 2) On-ground Even: Flash Mobs 3) Facebook Pages: Breakthrough and Bell Bajao 4) Twitter: Breakthrough and Bell Bajao The campaign culminates with celebration of Women’s Day on-ground and the declaration of our Winner of the online game - Board the Bus. The same is accompanied by an on-ground event, calling out people to board the bus for real with Team Breakthrough on Women’s Day.
  • 5. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 5 of 19 Campaign Execution Phase 1: Teaser: Teaser posts and tweets were developed to create buzz around the city. Capturing images of people from across Delhi holding #boardthebus banners and posting the same on facebook, twitter. A day long teaser, where images being captured by us and by many others who noticed the banners on the road, creating a buzz about what #boardthebus is all about. Phase 2: Campaign Launch: The campaign launch began with explaining the objective of the campaign, pushing facts and establishing the gravity of the situation. The primary platform for this phase was Twitter which helped us generate facts, experiences about travel in buses and conversations with opinion leaders on why people must #boardthebus. The facts and opinions were shared across other platforms to generate awareness about the campaign and convey a simple message. News articles regarding the issue were posted and discussed.
  • 6. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 6 of 19 Phase 3: Engagement: While twitter helped convey a simple message, we used Twitter to generate user generated solutions for this issue. We tied up with organizations working for a similar issue. Meanwhile, understanding Facebook as a medium, we designed content which was visual heavy and could easily go viral. We designed memes that people can easily relate to. Questions were asked related to the memes and people guessed which celebrity would own this bus. Various videos are created to disseminate the message of #boardthebus. Voxpop videos are created so as to give a platform for women to share their experiences. An animated video is also produced for the same. http://goo.gl/WfydFL http://goo.gl/UYBMbq Paranoma Photo of the Flash Mob: ow.ly/uc8KG
  • 7. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 7 of 19 Phase 4: Generate an Action: Once the audience understood the campaign, shared their views and experiences, we took it a step further and made boarding the bus fun for them. We launched our #boardthebus game (http://brkth.ru/OCA1hc)
  • 8. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 8 of 19 The game allowed the users to sign up through Facebook and own a customized bus. They could also board other buses. Once they own a bus, they set out on a pre-decided route that takes them to the famous places in Delhi. Various trivia (related to safety of women) based quests are designed for the player to go from one destination to another. Points can be earned with every newly resolved quest. Facebook and twitter content drives traffic to the microsite, informing about new quests and announcing the leader board every day. Social media is also used to promote the on-ground events, including flash mobs at colleges in Delhi and the #boardthebus finale event on 8th March, inviting people to CP to board an actual bus.
  • 9. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 9 of 19 Rewards offered to the daily and the ultimate winner The daily winners (based on points earned on that day) are awarded with customized campaign Mugs and T-Shirts. The winner of the complete game at the end of the campaign tenure completing in the fastest time period gets ‘two flight return tickets from Delhi to Mumbai’. The runners up get ‘Dinner for Two at 1911, The Imperial, Delhi’.
  • 10. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 10 of 19 Campaign Recognition 1) A contest organized by FLOW chose #boardthebus project as the most innovative and creative activity on Women’s Day 2014. http://goo.gl/bGKvAq 2) Times of India covered Board the Bus campaign http://goo.gl/ZU0nmm
  • 11. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 11 of 19 2) Stop Street Harassment published a write-up about Board the Bus campaign. Stop Street Harassment is a non-profit organization dedicated to documenting and ending gender-based street harassment worldwide. http://goo.gl/bD1ZPp 4) Jezebel.com published a write up: "Board the Bus' seeks to empower women to take back public spaces. http://goo.gl/QqkLbh
  • 12. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 12 of 19 Tweet Mentions Breakthrough
  • 13. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 13 of 19 Bell Bajao
  • 14. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 14 of 19
  • 15. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 15 of 19 Facebook Interactions Breakthrough
  • 16. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 16 of 19
  • 17. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 17 of 19 Bell Bajao
  • 18. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 18 of 19 Results of th Social Media Campaign Facebook: Page Page Likes Comments Post Likes Total Engagement Shares Breakthrough 522 178 5781 22,351 358 Bell Bajao 780 154 2789 16,337 210 Twitter: Page Retweets Replies Followers Favourites Mentions Breakthrough 439 63 204 184 400 Bell Bajao 256 167 111 127 719 Use of hashtag #boardthebus-527
  • 19. Branding + Interaction Design Delhi office: 130/2, Masjid Moth, South Extension II, New Delhi #BoardTheBus Socia Media : 19 of 19 Website: Facebook Sign ups-1533 #boardthebus pictureupload and tagging-630 Friends’ Invited-3500 Page Viewers-12,262 Unique Visits from India-6693 Total Visits-7794