How to create and market a #MeToo movement.

1. #MeTo
o
Krupa Umrania 64 |Gaurav Gauba 73
Megha Modha 77 | Simran Jain 100
Dhruvi Modi 102 | Salman Ahmed 103

2. What is it?
• Created by Tarana Burke in
2006
• To promote Empowerment
through Empathy
• Movement against sexual
harassment and sexual
assault

3. • Internationally, it went viral in 2017 after
Alyssa Milano filed a case against Harvey
Weinstein
• In India, the movement gained
momentum when Actress Tanushree
Dutta accused Nana Patekar
Diffusion of Innovation

4. Adoption of Innovation
Venturesome
• Victims (who are ready to open up, high class)
• NGO itself
• Followers
Early Majority
• People getting influenced by word of mouth
Late majority
• Middle and lower class
Laggards
• People with orthodox beliefs

5. Stakeholders
Stakeholders
Victims
Public
Corporates
Government
Media
Family

6. Competition
Direct
Family
Assaulter
Society
Workplace
Politicians
Form Generic
Therapy Sessions
Meditation
Online Forums
Desire
Victim
Psychiatrist

7. Mapping Environment
Political & Legal
• Police
• BMC permit
• NOC from nearby societies
• Sexual Harassment Act, 2013
• Social Media
• Media / PR
• Application
• Website
Technological
• Own funds
• Charity
• Donors
Economic
• Society
• Class
Cultural

8. AW
KEEnlighten - Encourage - Empower

9. AW KE
Movement
MeToo
Tagline
#MeToo to #NoMoreMeToo – Change is on the way!
Colour for awareness
Purple
Enlighten - Encourage - Empower

10. AW KE Enlighten - Encourage - Empower
MISSION
To spread awareness about the
prevalence of sexual assault and
harassment in an organization

11. AW KE Enlighten - Encourage - Empower
OBJECTIVES
• To Create Awareness Regarding Sexual Misconduct, Harassment or Assaults in
Workplace Irrespective of the Gender with the help of retweets , likes , #tags,
views on social media websites
• Ensuring 12% less number of sexual harassment cases in the next 2 years
• To create an environment conducive for people at workplaces to share their
problems and grievances
• To empower people to speak up for themselves and for others

12. AW KE Enlighten - Encourage - Empower
Segmentation
Workplaces in Mumbai
Targeting
People facing sexual harassment
at these workplaces
Differentiation
Positioning
STDP

13. Marketing strategies
• Associate with HUMANS OF BOMBAY to market the
#MeToo movement on social media
COST BENEFIT
ECONOMIC
TIME & ENERGY
SOCIAL- Social platform
Generic marketing product - Organization

14. Marketing strategies
• To make an app and a website where they are comfortable
enough to share their stories
COST BENEFIT
ECONOMIC
TIME & ENERGY
SERVICE
SOCIAL
PYSCHOLOGICAL
Broadening marketing product - Service

15. Marketing strategies

16. Marketing strategies
• The app and website would be connected with professional
counsellors who would help them regain their confidence
• Eg Westkentmind and Carers Federation
COST BENEFIT
ECONOMIC- Cost of hiring
GIVE UP OLD BEHAVIOUR & UNDERTAKE NEW
BEHAVIOUR - Adopting outsourcing
SERVICE
SOCIAL- Connecting with the registered users
PYSCHOLOGICAL
Generic marketing organization - Knowledge

17. Marketing strategies
• Create a mascot for the movement
COST BENEFIT
ECONOMIC
TIME & ENERGY
PRODUCT
SOCIAL
PSYCHOLOGICAL
Generic marketing product- idea

18. Marketing strategies
• Arrange meet-ups and group
discussion sessions
COST BENEFIT
ECONOMIC
TIME & ENERGY
SOCIAL
PSYCHOLOGICAL
Generic marketing product- Idea

19. Marketing strategies
• Conduct flash mobs, street plays and marches
COST BENEFIT
ECONOMIC
TIME & ENERGY
SOCIAL
Generic marketing organization - Cultural & Knowledge

20. Marketing strategies
• Distribute badges & ribbons signifying #MeToo
COST BENEFIT
ECONOMIC
TIME & ENERGY- Designing
PRODUCT
SOCIAL
Generic marketing product – Idea
Broadening marketing product - Goods
#MeToo

21. Marketing strategies
• Ask influential people to urge people to come with their stories
COST BENEFIT
TIME & ENERGY SOCIAL
Generic marketing product - Person

22. Marketing strategies
• Conduct seminars at workplaces with an objective to recognize the
importance of awareness about sexual harassment at workplaces and
urge people to share their stories
COST BENEFIT
ECONOMIC- Venue expenses and professional fee
TIME & ENERGY
SERVICE
SOCIAL
Generic marketing product - Idea & Organization
Broadening marketing product - Service

23. Marketing strategies
COST BENEFIT
ECONOMIC
TIME & ENERGY
PRODUCT
SOCIAL
Generic marketing product - Idea
Broadening marketing product - Product
• Tying up with Newspaper agencies for distributing pamphlets along
with newspapers

24. What is it?