Wow - Report impact & dissemination

1. Youth Exchange on
#GENDER EQUALITY
#EQUAL OPPORTUNITIES
and #MEDIA LITERACY
Report on Impact and Dissemination

2. THE PROJECT
WOW – Women Overcoming the World is a youth mobility project that took place in Castro, a village in
the South of the Apulia Region. The activities have been from 21st to 28th September 2016. The project
will involve a platform of 48 young people (aged 18-25 years old), members of youth organizations from
Bulgaria, Greece, Italy, Malta, Ireland, Germany, Poland and Spain.
The project’s idea come from the need of the involved
NGOs to fight discrimination and violence against
women within their local communities (offline) and within
the wider society (online and on media), which is
continuously arising, despite the great institutional efforts.
All the involved stakeholders agreed with the urgency to
educate young people to a more inclusive society based
on the equal access for women to society. The successful
stories of WOW stories, together with its results, have
been shared and spread all over the network as an
example and a best practice in the field, to be replicated
in different context ad a model for promoting gender
equality.
IL CONTESTO

3. THE CAMPAIGN’S OBJECTIVES
- The communication strategy has been designed to help our project and our organisation to
communicate effectively and meet the core project’s objectives., which were:
- to provide young people with information, knowledge and tools for fighting gender discrimination and
violence, through an empathetic and experiential approach;
- to provide media literacy and proper digital education for youngsters as tool for producing positive
change in the society, through the creation of media-campaign and equipping them with a wider
knowldege on Hate Speech;
- to settle a Campaign Offline (flashmob) and online (viral spot) for the promotion of positive image of
women on media.

4. THE STRATEGY
More commonly, communication goals were different according to
the different target audiences. In our case target were:
.
- Young people online, in the network of the participants to the
project.
- Member of the NGOs involved in the projects;
- General online users;
The basic idea for our campaigns was mainly for behaviour-change. In our case, communication goals
and objectives were basically be identical to the overall campaign goals and objectives: e.g. to “break
the silence” on domestic violence and, in the meanwhile, to educate a stimulate awareness on existing
rights and laws.

5. PLATFORMS AND TOOLS
At the beginning, we promoted a survey within our network in order to state the
different usage of the Internet, as Social Network are differently used among the
different countries.
We finally came up to the idea to focus more on Facebook and Instagram
through a viral campaign to be shared afterwards by the participants and NGOs
involved.

6. THE PREPARATION
The main idea of participants was to use the main articles of the
CEDAW convention as a chance and an opportunity to keep within
the circle of Gender Issues and, in the meanwhile, to provide
alphabetization of online users through videos and pictures.
Following the principles of non formal education, the Campaign has been ideated, designed, realized
and finally shared and promoted by the participants themselves.
The participants suggested the idea to focus the campaign on the CEDAW convention. The Convention
on the Elimination of All Forms of Discrimination against Women (CEDAW), adopted in 1979 by the UN
General Assembly, is often described as an international bill of rights for women. Consisting of a
preamble and 30 articles, it defines what constitutes discrimination against women and sets up an
agenda for national action to end such discrimination.

7. THE IMPLEMENTATION
In order to provide a visual identity, participants created a common layout useful for all the pictures and
video realized. Thus, it has been possible for users online to recognize the concept and to easily recall
the campaign during its implementation.

8. THE IMPLEMENTATION

9. THE IMPLEMENTATION

10. THE ANALYSIS
Thanks to Insight Data and to the analysis of web traffic, we have been able to check the impact of the
Campaign in Facebook and Instagram in terms of Sharing, Likes, Interactions.
Facebook
Insight Data

11. THE ANALYSIS
Thanks to Insight Data and to the analysis of web traffic, we have been able to check the impact of the
Campaign in Facebook and Instagram in terms of Sharing, Likes, Interactions.
Facebook
Insight Data

12. THE OUTCOMES
Thanks to Insight Data and to the analysis of web traffic, we have been able to check the impact of the
Campaign in Facebook and Instagram in terms of Sharing, Likes, Interactions.
Facebook results

13. THE OUTCOMES
Thanks to Insight Data and to the analysis of web traffic, we have been able to check the impact of the
Campaign in Facebook and Instagram in terms of Sharing, Likes, Interactions.
Instagram results

14. CONTATTACI
info@seyf.eu - 3289771014 - 3284415303