The document outlines a digital marketing campaign strategy called #HeforShe aimed at promoting gender equality in the UAE. The campaign will use influencers and top leaders to change stereotypical perceptions and encourage men to support women. It involves introduction, pledge, endorsement, negative framing, positive messaging, and testimonial campaigns running from February 2018 to January 2019 targeting men and women aged 18+ in the UAE. The budget is approximately $48,306 with paid and organic social media being the primary channels.

1. Digital Marketing Campaign Strategy #HeforShe

2. Promote Gender Equality amongst men and
women, by creating more awareness amongst men
through specific targeted campaigns using digital
marketing channels
OBJECTIVE
• Royal Families
• Government Entities
• Private and Corporate Corporations
Main Message: #HeforShe
• Entrepreneurs and Startups
• Small and Large Business Owners
• General Public
Target Audience
UAE, Men & Women
Age Grp: 18+
Timeline
Feb 2018 - Feb 2019
Primary Issues
Identity
Politics
Work
Secondary Issues
Health
Education
Violance

3. Main Campaign: #HeforShe
Campaign Pillars
~ Introduction Campaign
~ Pledge Campaign
~ Endorsement Campaign
~ Negative Campaign
~ Positive Campaign
~ Testimonial Campaign

4. Introduction Campaign
Timeline
1 Feb 2018 - 31 Mar 2018
PERCEPTION
Change the
~ Breaking the perception of people inside and outside UAE
~ Breaking the perception that UAE is not a Gender Equal Nation
~ Breaking the Perception of Identity where Women Can be Ministers and men can teach.
~ Breaking work related perception where men can pursue creative career and women can drive a car
Hashtags
#HeforShe
#IamEmirati
#BreakingStereotypes
#IstandwithHer
#ProudFather

5. 1.a Introduction Campaign: #IamEmirati
I am Lojain Omran and I am an Emirati Woman and
YES I am a Broadcaster and an Influenzer
#IamEmirati #BreakingStereotypes #HeforShe
Influenzer Campaign
#IamEmirati
#BreakingStereotypes
#HeforShe
Kick Starting this campaign with the help of top Social Media Influenzers in UAE.
Eg: Lojain Omran, She has 5.5 Million Followers, one message from her can reach
millions.
I am Lojain Omran and I
am an Emirati woman
and YES I am a
Broadcaster and an
Influenzer
Few of the Top Influenzers of UAE:
Lojain Omran, Taim Al Falasi, Huda kattan, Joelle Mardinian,
Mariam Mohamed, Noha Nabil, Rashed Alnuaimi, Zahra Lari

6. 1.a Introduction Campaign: #IamEmirati
I am Lojain Omran and I am an Emirati Woman and
YES I am a Broadcaster and an Influenzer
#IamEmirati #BreakingStereotypes #HeforShe
Influenzer Campaign
#IamEmirati
#BreakingStereotypes
#HeforShe
Kick Starting this campaign with the help of top Social Media Influenzers in UAE.
Eg: Lojain Omran, She has 5.5 Million Followers, one message from her can reach
millions.
I am Lojain Omran and I
am an Emirati woman
and YES I am a
Broadcaster and an
Influenzer
Few of the Top Influenzers of UAE:
Lojain Omran, Taim Al Falasi, Huda kattan, Joelle Mardinian,
Mariam Mohamed, Noha Nabil, Rashed Alnuaimi, Zahra Lari

7. 1.b Introduction Campaign: #IamEmirati
I am Shaikha Lubna Al Qasimi and I am Emirati Woman and
YES I am the current Minister of International Cooperation and Development
#IamEmirati #BreakingStereotypes #HeforShe
Nomination Campaign
Nominate 3 women to share their success stories
#IamEmirati
#BreakingStereotypes
#HeforShe
The campaign will start with viral videos/posts of top women achievers nominating
3 other women from her circle whom she thinks have achieved success in their
own field of expertise. These women could be anyone, be her mother, friends,
relatives, colleagues, entrepreneurs or any other working professional. This
campaign will help us break the stereotypical thinking of people inside and
outside UAE that Emirati women are not allowed to work and have no identity.
I am Shaikha Lubna
Al Qasimi and I am an
Emirati woman and YES I
am the current Minister of
International Cooperation
and Development

8. Pledge Campaign
Hashtags
#WePledge
#MakeaDifference
#IamwithHer
#RealWoman
#RealMen
#GrowingTogether
#WePledge
#MakeaDifference
#IamwithHer
#HeforShePledge
We
Corporate Gants and Government Entities make
a Pledge to hire more women in their team
Timeline
1 Apr 2018 - 31 May 2018
We Pledge to hire more women

9. Endrosement Campaign
Hastags
#StandwithHer
#HeforShe
#MyPartnerMyWife
#WomenRoleModels
Giving
Partners in
Timeline
1 Jun 2018 - 31 Jul 2018
#WeGrowTogether #MyPartnerMyWife
I Stand with My Wife Princess Haya bint al-Hussein
Top leaders sharing stories about their Idol Woman, taging
them for their support and achievements, and how they
have been equally taking responsibilities to build a better
nation. This will be encouraging for Emirati Men and Women
to come forward and take a stand for Gender Equality.

10. Negative Campaign
He Can’t
Timeline
1 Aug 2018 - 30 Sep 2018
She Can’t
Hastags
#HeforShe
#SheCanHeCan
#BreakingStereotypes
This Campaign will try to encourage the audience to think
the other way round. Generate a thought or a question of
right and wrong.
#SheCanHeCan
#StandwithHer
be a leader
She Can’t

11. Positive Campaign
He Can
She Can
Timeline
1 Oct 2018 - 30 Nov 2018
Hastags
#HeforShe
#SheCanHeCan
#BreakingStereotypes
supported me
My wife
I am a Chef #BreakingStereotypes
Bader NajeebProfession should not be divided based on gender. When it
comes to profession in UAE, it’s believed that men should be
in certain fields that are tough and complicated. Examples
are directing or managing organisations &. Women are
more about details and men look at the larger frame of
things.

12. Testimonial Campaign
Stories
Sharing
Timeline
1 Dec 2018 - 31 Jan 2019
Hastags
#WePledge
#MakeaDifference
#IamwithHer
#RealWoman
#RealMen
#GrowingTogether
#RealMen
#GrowingTogether
#HeforShe
#IstandwithHer
supported me
My wife
through depressionsupported me
My wife
through depression
Sharing: Companies who took the pledge will share their
success stories, reports, stats.
Women sharing stories how her husband/Father supported
and motivated them and men sharing stories of how
women supported them

13. ResoursesBudget Plan
Timeline
1 Feb 2018 - 31 Jan 2019
Video Designer
Copywriter
Visual Designer
Social Media Specialist
SEO (If Needed)
2
2
1
1
1
Type of Campaigns Target
Paid
Organic
70k
130k
Percentage
30-40%
60-70%
Channels Target Engagement
Top Influenzer X 2: 20,000
Medium Influenzers X 5: 10,000
Snapchat Geofilter: 11,000
Events + Miscellaneous: 11,000
Total Budget/Month: 4,025.5
Total Budget/Year: 48,306
Facebook
Twitter
Instagram
LinkedIn
Google DIsplay Marketing
Remarketing (Facebook & Google)
3500
3500
3500
3500
10,000
50,000
Total Cost
1284
640.5
1284
350
367
100

14. Rakhi Anand
+91 9072300577
rakhianand.co@gmail.com
Thank you