#slutwalkjhb takes place at Zoo Lake, Johannesburg, South Africa on Saturday september 24, 2011. 11:00am This is the prelim report. A future report will be presented at the end of the event.

1.
SlutWalk
ORM
Report

2. The quote that catalyzed The
Slutwalks!

4. Slutwalk Mission Statement!

5. Slutwalk
online
overview

6. Brand Value!
!
BrandsEye calculates the Ad Value equivalent of!
the total mentions at R1, 524, 832.50 !
!
!
This means the South African related Ad value is!
R503, 111.45 for the reporting period!
!

7. Slutwalk Around the world!
144 Slutwalks Globally

8. South Africa
In relation to the rest of the world !
South Africa generated more than 30% of the tracked mentions. While South African
Slutwalks were tracked in more detail, the volumes generated in South Africa –
purely based on location - places South Africa as the 2nd highest number of mentions
per country. The United States has the largest share of voice online. The increase in
rape cases in South Africa in 2010 was a large driving force for Slutwalk
conversation.

9. South Africa
Positive Sentiment!
In terms of sentiment, on a scale of neutral or listing to acclamation, South Africa has
the 2nd most positive mentions online. Interestingly the negative conversation was in
South Africa was minimal. While there was opposition to the Slutwalk, it did not effect
the overall sentiment. The supporters of the Slutwalk have been extremely vocal and
supportive of each other online – amplifying tweets, defending the right to protest and
have been, generally, well received. On twitter, Slutwalk Johannesburg has been
instrumental in catalyzing conversation and disseminating information to a responsive
follower base of 541.

10. South Africa
Negative Sentiment
There were less than 150 explicitly negative mentions about the Slutwalk in
Johannesburg and Cape Town. Much of the negative conversation was catalyzed
by opinion columns and blogs decrying the use of the word “slut” and claiming
that the Slutwalks are perpetuating the very perception the protests were trying to
abolish. The negativity online in South Africa was surprisingly low. Although their
have been opposing opinions, such as Zama Ndlovu’s Mail and Guardian column,
It would seem the basis for the negativity is overshadowed by the cause itself.

11. South Africa
Credibility!
Slutwalk enjoys attention from a vast range of sources with varying credibility. In
South Africa the dominant credibility score was in the range of 3 – 6. This
incorporates journalists, credible news websites and opinion leaders on Twitter.
Mentions generated by slutwalk Facebook and Twitter accounts have been given a
credibility of 9, as they are the authority on the subject.
This indicates that, locally, the message is being received by many different people
with varied levels of “authority”.

12. South Africa
Media origin!
The conversation is consumer driven. Consumers do not need official Slutwalk
accounts to generate the conversation for them. The conversation is largely organic in
that consumers generate content themselves. South African’s online seem to focus on
the Slutwalks in South Africa. Much of the international conversation highlighted
success and challenges faced by other campaigners in other cities or countries. News
reports have been focused on the increases of rape in South Africa and the implied
relevance of the Slutwalk. Also, initial news reports that the Slutwalk would be taking
place in South Africa also received large volumes of attention.

13. Share of Voice
Key Influencers!
The majority of the conversations and organization took place on social media. The
top 6 key influencers are all from Twitter, which generated the most conversation.
Actress and designer Sandi Schultz is the main organizer of the event.

14. Online conversation
!

15. Online conversation!
http://n24.cm/qCxdv9 http://bit.ly/qmHFb5

16. Online conversation!
http://bit.ly/oZon41 http://bit.ly/pIWshj

17. Online conversation!
http://bit.ly/nY313g

18. Online conversation!

19. Online conversation!
This particular article was
picked up and published to
huffingtonpost.com,
forbes.com, msnbc.com,
theglobeandmail.com,
thegaurdian.co.uk,
cbsnews.com,
washingtonexaminer.com,
Iol.co.za and 11 other
online news agencies.
http://huff.to/oYMEIZ

20. Online conversation!

21. Popular Slutwalk Slogans!
“Whatever we wear, wherever we go. Yes means yes
and No means NO!”!
”Rapists rape people, not outfits”.
!
“By definition rape is not asked for.”!
“I love consensual sex!”
“My clothes are not my consent”
!
“Shame and blame belong to rapists only!”
!
“My fight began the day I was born.”!
“I was wearing pants and a sweatshirt – was I asking for
it?”
!

22. Images from Slutwalks!

23. Images from Slutwalks!

24. Images from Slutwalks!

25. Learnings!
• South Africa has positioned itself “front and center” online when it comes to the global
conversation around the Slutwalks.
• A follow up report must be compiled to track the progress and most importantly the reaction to
Johannesburg’s Slutwalk on 24th September 2011.
• South Africans have made it clear that despite the fact that some do not agree with the name
“Slutwalk” the cause is one that needs to be supported. This is the likely reason for the minimal,
explicitly negative sentiment online.
• Slutwalk is a very clear and unambiguous campaign. The protests are clearly branded. The fact
the name itself a talking point in South Africa supports this.
• The organization online is focused and clear. The call to action is consistent across all platforms
and is driven on social media platforms - Facebook and Twitter in particular.
• The majority of the mentions are positive and the overall message is clear: The emphasis is that
rape is never excusable.