Must Bol Campaign strategy

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The campaign strategy for Must Bol

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Must Bol Campaign strategy

  1. 1. A COMMUTINY THE YOUTH COLLECTIVE INITIATIVE CAMPAIGN STRATEGY Addressing issues of Gender Based Violence through Youth-led Social Media Campaign
  2. 2. <ul><li>FORMAL NAME </li></ul><ul><li>COMMUTINY – THE YOUTH COLLECTIVE </li></ul><ul><li>NICKNAME </li></ul><ul><li>CYC </li></ul><ul><li>COLLECTIVE MEMBERS </li></ul><ul><li>80 </li></ul><ul><li>AREA OF WORK </li></ul><ul><li>SUPPORTING YOUTH LEADERSHIP & </li></ul><ul><li>YOUTH DEVELOPMENT IN INDIA </li></ul>ABOUT US YOUTH INTERVENTION LEARNING & LEADING JOURNEY A FELLOWSHIP PROGRAMME FOR YOUNG CHANGELEADERS ACROSS INDIA MEDIA INTERVENTION COMMUTINY MEDIA NETWORK A NETWORK OF GRASSROOTS MEDIA INITIATIVES ON YOUTH ISSUES MEDIA PARTNERSHIP COMMUTINY MEDIA FELLOWSHIP HELPING MAINSTREAM MEDIA UNDERSTAND AND UNCOVER YOUTH ISSUES
  3. 3. <ul><li>FORMAL NAME </li></ul><ul><li>ENGAGING YOUNG MEN USING SOCIAL MEDIA FOR THE PREVENTION OF VIOLENCE AGAINST WOMEN </li></ul><ul><li>NICKNAME </li></ul><ul><li>LET’S TALK </li></ul><ul><li>OUTREACH </li></ul><ul><li>CORE GROUP of 25-30 YOUTH </li></ul><ul><li>10000 YOUTH ON SOCIAL MEDIA PLATFORM </li></ul><ul><li>AREA OF WORK </li></ul><ul><li>TALKING TO YOUNG PEOPLE ABOUT VAW & BUILDING THEIR UNDERSTATING ON THE ISSUE </li></ul>ABOUT THE CAMPAIGN INSTITUTIONAL PARTNERS PARTNERS 4 PREVENTION UNIFEM (part of UN Women) STRATEGIC PARTNERS Aakar, Female Approach to Technology, Jagori, Manzil, Pravah, Pukar INTERVENTION PARTNERS (PROSPECTIVE) AMITY UNIVERSITY, DESHBANDHU COLLEGE, DELHI COLLEGE OF ARTS & COMMERCE, IIT DELHI, JAMIA MILLIA ISLAMIA, JIMS, LADY SRIRAM COLLEGE, RAMJAS COLLEGE, ST STEPHENS COLLEGE, SRIRAM COLLEGE OF COMMERCE, VENKATESHVARA COLLEGE,
  4. 4. Three Phases of Campaign Preparatory Phase (Aug - Oct 2010) Development Phase (Oct - Nov 2010) Implementation Phase (Dec 2010 - Aug 2011)
  5. 5. Preparatory Phase (Aug - Oct 2010) Activities & Agenda Developing a resource pool on GBV Building partnerships with educational institutions and gender organisations Conducting a field survey and a scrutiny of social media campaigns Organizing a stakeholders’ consultation on the campaign
  6. 6. Development Phase (Oct - Nov 2010) Activities & Agenda Facilitating the core team of 25-30 youth to come together Conducting the course on social media and understanding of gender based violence amongst the core group Facilitating the co-creation of the strategy of the campaign – both online and offline Strategizing on utilizing optimum Social Media platforms and set them up
  7. 7. Implementation Phase (Dec10 – Aug11) Activities & Agenda Supporting the youth to take forward the campaign activities Facilitating processes to actively engage with young people on social media platforms Marketing the campaign to reach out to diverse youth audience facilitate the core team to create about 60-80 short films on gender based violence themes
  8. 8. Social Media Tools <ul><li>Video Blog: A space where the 25-30 young people (CG) will upload short films on issues pertaining to violence against women to draw young people to dialog. This will be the home of the campaign. Various social media initiatives will be used to draw audience to this site and to engage young people outside the videoblog in the following ways: </li></ul><ul><li>Filmmaking contest to draw new content & audiences </li></ul><ul><li>Social Networking presence to engage young people </li></ul><ul><li>Photo contest to draw new perspectives as well as variety of media </li></ul><ul><li>Let’s Talk website will get young people to share and understand the realities of VAW amongst Indian youth. </li></ul><ul><li>Social Video sites will be used to reach out to a larger audience </li></ul>
  9. 9. Social Media Tools Lets Talk: A shoutbox based website that will collect experiences of VAW from young men anonymously. These will be up to 100 word notes from perspective of victim, perpetrators and witnesses. This will help people converse openly and effectively on such issues.
  10. 10. Social Media Tools Social Networking: We will have accounts on three most popular social networking sites (Facebook/Orkut/Big Adda) and will use them to draw in young people. The focus will be on peer to peer conversation led by CG. The SN will be further leveraged as effective outlet for the dissemination of media products & other resources generated during the campaign to spark further debate. One plan will be use targeted FB ads. We will use contests like ‘Man of the Fortnight’ and FB ads to draw audience to this platform. Some of the audience will be directly engaged on social networking sites and some will be channeled to Videoblog for further conversation.
  11. 11. Social Media Tools Film Contest: To support the videoblog and to draw more young people, we will organize an online filmmaking contest, drawing general student population to make films on VAW issues (further refined by CG). The contest will be hosted on the videoblog and there will be peer voting to further draw in audiences. The contest will be on different themes. We will have a voting process to better understand the audience and their understanding on VAW. Photo Contest: to get more young people to articulate their thoughts on VAW, we will anchor an online photo contest on Flickr/Facebook. Users will be encouraged to tag a picture with certain keywords and weekly/fortnightly winners will be announced.
  12. 12. Social Media Tools Campaign Blogs: An official blog where CYC and CG will post updates /news about the social media campaign Plus a flanking blog that can aggregate articles/videos/news on youth perspectives on violence against women from across the Internet. The aim is to create a one-stop site which can be an archive on youth voice and youth perspectives on violence against women. This blog can potentially be hosted on enegagingmen.net
  13. 13. Social Media Tools Twitter: Twitter will be used to communicate with literally tens of thousands of people at one go and establish points of debate. Using apps like hootsuite, we will understand stakeholder understanding and voices on VAW and converse accordingly. Twitter will also be used as a tool to gauge and understand public perception of the campaign as well. Lastly a twitter out will give the online world, a feed of all online activities also as well as market the videoblog. Social Video: Social Video sites like Youtube/Vimeo/Dailymotion will be highly effective in disseminating the short films created by young people. At the same time, we will further create an online depository of short videos and films on gender based violence issues on these websites.
  14. 14. Social Media Tools Flickr: We will create a group account where young people involved in the campaign can post photographs from their respective projects. An effort will also be made to involve a wider youth demographic to share images dealing with issues of gender based violence. Social Bookmarking: Social bookmarking sites like Digg/reddit/del.icio.us will be used to further disseminate various social media ventures created during this campaign as well as create a public archive of relevant articles/videos/podcasts on issues pertaining to gender based violence.
  15. 15. <ul><li>Young people to start thinking about VAW [ 2-3 themes] </li></ul><ul><li>Video Blogging & Contest: telling a story using an exciting medium </li></ul><ul><li>Participate in a contest/platform where their storytelling is being reviewed by peers.. Voted for selection </li></ul><ul><li>Call on friends, peers, family to watch & vote </li></ul><ul><li>Rewards: Physical prizes, DVD of most voted films, opportunity for attending workshops </li></ul><ul><li>Recognition: Certificates, screening of films, Celebrity jury’s comments </li></ul><ul><li>Influence: Leadership in generating a discussion on VAW, leadership of a global campaign </li></ul><ul><li>Call for Action: Creating offline options for engagement </li></ul>Engagement Strategy
  16. 16. THANK YOU VERY MUCH Campaign Strategy CYC 1 October 2010

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