AWAM's Proposal Strategies
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All Women's Action Society (AWAM) - key challenges - target audience - proposal strategies - implementation chart - budget
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AWAM's Proposal Strategies
- 1. All Women’s Action Society Malaysia client strategy proposal
- 2. today’s presentation what is holding awam back? who should be awam’s key audiences? how do awam communicate to these audiences? when should all this happen? how much money is needed?
- 3. treated with respect vision just and equitable society free from violence and discrimination
- 4. key challenges what is holding awam back? human resource lack of visibility public initiation under-reporting
- 5. 3,264 in 2006 3,769 in 2008 challenges domestic violence human resource 47.6% lack of visibility lack in public initiation cases not reported lack in public initiation source: Break the silence 2006 Domestic Violence, Rapes on the Rise in Malaysia: Report 2009 It has only deterred growth but accelerated violence
- 6. additional research: 653responsescollected from survey Focus group interview with 7participants
- 7. who should be awam’s key audiences? malaysian youth community surrounding awam
- 8. generation Y fundamental to long term viability 67.9% respondents under 25 have not head of or only vaguely recalls awam collegeand secondary school students entrenched in social media readily accessbile
- 9. secondary target audience community support is crucial neighbouring residents should form the foundation of awam
- 10. the objective is: renewed focus on public education
- 11. ? How do awamcommunicate to these audiences?
- 12. small budget, big impact awam do not need another big budget event explore alternatives that involve minimum cost what we think
- 13. 6 proposed strategies college campaign secondary school workshops improved relations with community reliance on social media viral marketing tagline
- 14. college campaign set up temporary booths organize talks
- 15. set up computers to encourage students to join awamsocial networks
- 16. talks center around the topic of women and men roles in a workplace
- 17. eradicate discriminatory practices in the corporate world: pregnant women women are underpaid salary differences can be as much as over RM1000 in senior positions source: Gomez and Bendahara 2010
- 18. studies show that 40% of people with higher education volunteer compared with 20% for people with only high school education source: The United States: A Charitable Country 2010 why colleges? higher possibility of recruiting members / volunteers
- 19. circle-k partner with college societies/clubs to provide manpower
- 20. do you know: statistics by women’s aid organization show that gender violence in families is widespread Source: WAO Statistics 2009 2010 74.8% domestic violence 73% have children
- 21. secondary schools workshops, talks
- 22. when should school workshops and talks be held? annual parent-teacher conference meetings reportcarddays
- 23. what should the talks be about? growing up in a discrimination free environment inform students about equality encourage parents to implant this ideal send message that abuse affects not only the victim but children as well
- 24. lack in public initiation lack in public initiation build relationship with neighbourhood community
- 25. Why is relationship with nearby residents important? local support is vital for any organization, especially one that depends on the community for its very existence
- 26. awam should: engage resident associations so that they would direct any women in need to awam
- 27. hold talks to reach target market educate older populace to not be mistakenly content
- 28. Organize Mural Painting Event Bring together awam and the community Short term solution to the lack of signage issue
- 29. malaysiansbelow the age of 24 regularly use the internet 45% Source: 45% of Malaysian youth use Internet over other media 2009
- 30. the importance of internet based social networks
- 31. malaysianyouth spend 38% of their time online reading blogs Source: 45% of Malaysian youth use Internet over other media 2009
- 32. expose to current women-related news take turns in writing blog posts acknowledge AWAM’s achievement
- 33. C 28% depend on social networks for information growing trend of older internet users adopting Facebook
- 34. facebook pages are indexed by external search engine therefore should remove facebook group
- 35. encourage user participation by giving something to talk about
- 36. C facebookbadges Fans: 163 AWAM is an independent feminist organisation committed to improving the lives of women in Malaysia.
- 37. how it works take a picture upload to Facebook ‘like’ photo win a t-shirt photo contest
- 38. free t-shirts anyfacebook or twitter user with more than 2000 friends how it works share or tweet an awam related link contact awam get a free awam t-shirt or other related merchandise
- 40. 72% of NGOs do not have a tagline it is necessary to distinguish and to define source: Nonprofit Branding: How a Strong Tagline Can Benefit Your Nonprofit Organization. n.d.
- 41. so what should be awam’stagline?
- 42. when should all these happen? expected time required take into account existing annual AWAM events complements instead of conflict
- 43. to tie it all up:
- 44. how much is needed? 1. sponsors 2. fundraising campaign
- 45. 1. sponsors: signage out of home media printing percetakandelima
- 46. 2. fundraising: matching gift programme corporate employers match charitable contributions made by their employees
- 47. RM 2006.50 viral campaigns RM 1250 RM 276.50 RM 480 mural painting event changes to awam’s website
- 48. final words: public education should be the key focus
- 49. references Break the Silence. 2006. http://aliran.com/170.html (accessed October 5, 2010). Domestic Violence, Rapes on the Rise in Malaysia: Report. 2009. http://www.medindia.net/news/Domestic-Violence-Rapes-on-the-Rise-in-Malaysia-Report-61513-1.htm (accessed October 7, 2010). Gomez, L. and A. Bendahara. 2010. Many women shunning jobs due to low wages. http://www.nst.com.my/nst/articles/13labour/Article/ (accessed August 29, 2010). Survey: 45% of Malaysian youth use Internet over other media. 2009. http://biz.thestar.com.my/news/story.asp?file=/2009/4/8/business/3651619&sec=business (accessed September 28, 2001). The United States: A Charitable Country. 2010. http://dqydj.net/the-united-states-a-charitable-country/ (accessed October 5, 2010). WAO Statistics 2009. 2010. http://www.wao.org.my/Documents/Annual%20Statistics/Annual%20Statistics%202009.pdf (accessed August 31, 2010).
Editor's Notes
- The result of that has only deterred the growth of awam – not able to grow as fast as it wantsWhile this is happening, violence and discrimination remains unchecked
- Just by mentioning “college” “secondary”, know where to find them
- It’s not the size that matters, it’s how you use it
- Women – what constitutes as sexual harrassment, how to protect themselves – what legal rights they haveMen – what constitutes as sexual harrasment, coz guys might not think much about what they say, not knowing that they offended women
- The talks would hopefully stop these practices in future when students eventually climb up the career ladder – educate them to not do these things not hiring pregnant women – fear that they will be absent for a long time during maternity leave lower pay for women
- Mention the kementerian thingy here we contacted mrazrul from our SAO office he is glad to help, summore said that the ministry &^% is looking to come as well, can come and give talks together
- Provide manpower to co-plan college events Circle k is one of the best - established in many colleges - same mission to provide charity work to others expose circle k members to AWAM, so they are more likely to volunteer full time for awam in the future
- Statistics by WAO, 74.8% of victims who seeked help from WAO, are victims of domestic violenceThis shows that gender violence in a family situation is very commonMost importantly, out of those victims, 73% have children. children is clearly the victim of gender-related violence as well (then you can talk about the next slide)
- crucial as early exposure would alert children to women’s position in society
- Held at periods whereby the message can be directed to both parents and children. During these times, awam can kill two birds with one stone by reaching both target audiences at the same timeMaximize the effectWhy? (next slide)
- - That’s why workshops must
- It is awam’s responsibility to ensure those closest to them (taman paramount/petalingjaya) supports/believe in their cause
- Engage resident associationsEven if resident associations do not feel the need for awam to give talks- they will now know about awam and the services they p rovide- direct women in need to awam
- Educate older populace to not be mistakenly content with the current state of affairs - teach them abuse, whether verbal or physical is not ok - they might not think that, so its crucial to educate them
- To increase visibility, awam definitely need a billboard/signboard, and they know itAs a short term solution, should organize a mural painting event - solve the signage problem - also encourage closer cooperation with residents (mural painting should be co-organized with resident associations, get to know them)As a long term solution, awam definitely need a proper signboard in the future when the licensing problem is solved.
- This information is backed by our own research that 62% of our respondents said they use internet when seeking for information.
- AWAM should fully make use of it and is free
- - how awam and otherngos r dealing with it n hopefully it motivates them to take actionprovide personal opinionDifferent ideas r expressed – reveal who’s behind AWAM and cultivate a personal relationship with the readers Also, get to know the involvement contributed by AWAMADDthis- button
- Say our own survey
- - Pages – makes it searchable – can easily found by people
- However, using facebook is not that simple, need to constantly service it – answer user questions, encourage user participation - the attractiveness of social ntwrks is because it is not only about consuming information, but generating them and sharing as wellUpdatingfbook posts. It can be anything interesting ranging from statistics, useful info to question. I.E. what is the biggest challenges faced by women today ???
- Fbook badge – easy to create and can be posted anywhere, free - awamchould create one, and actively encourage members/anyone to paste it on their blogs, social networks etc - for example: during the college campaign, awam can help students add them to their own blogs - increase fan base
- Viral marketing that uses internetParticipants would take a picture of themselves holding a placard that completes the sentence “Equality…...” Winner r based how many “liked” they have. Increase visibility of awam among social network users/the number of AWAM members
- Free t shirt programme for social network users with more than 2000 friendsHow it works blah blahBenefit awam as it allows awam to rapidly spread awareness through facebook
- To support, we recommend awam to use youthsay.com web-based campaign tool.Allow companies mostly NGOs to promote the campaign.Youthsays will forward this campaign to their members to promote it at no cost to AWAM. Even an NGO that focus on poverty is also using this tool.
- All these doesn’t effective without a tagline. Repetition of tagline helps ppl remember what an NGO easily identify what the NGO does/causeThe absence of a tagline or the use of an ineffective one (and that’s 72% of you) puts your nonprofit at a competitive disadvantage in soliciting funding, building your staff and base, and increasing use of your programs, services and products.Recognise the importance of one tagline used organization wide. Not only different tagline for different events.But AWAM need to have strong and creative tagline to distinguish itself and define AWAM. A tagline must be linked n consistent of what’s AWAM is about, cause and fighting for. Use it in all marketing channel“Break the Silence” as AWAM’s official tagline was mentionedy by BettyYeoh “Violence against women has become somewhat of a taboo, and is rarely spoken of. - Help ppl to remember - print media, online communication, presentations,
- We tried to find out what AWAM tagline but we r unable to find it.However, we found out that AWAM has uses the tagline ‘break the silence’ in a marathon in year 19xx. Furthermore, we found out that just recently miss betty yeoh did mentions that AWAM is still using this tagline. We r not comfirm about it. But we feel the tagline is appropritate and suitable for AWAM. Because it encourage victims who been suffering for year to speak up for themselves.
- Engage them as students of metropolitan college/ not affiliateed to aawam in anywayContact them with the possibility of supporting awam/willingness
- Charity programme whereby employers match charitablegivings made by employees
- Public education should be the key focus - survey shows many do not know awam and what it does - through focus group made us realize that diff ppl have very different , sometimes conflicting views on women rights - another thing about today’s youth, generation y – benefits of educating them is magnified by the fact that at this age, they are increasingly interested in social related causes. By exposing them early, can ensure that they remain interested in these for years to comeWe believe our strategies can properly supplant that of awam’s and expand awam’s public education effort - require little effort/fundsConfident that it our strategy can help build towards the vision of completely eradicating gender inspired violence in malaysia