UNICEF Brazil - May 2011 - Opportunities for youth engagement


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UNICEF Brazil and Digital Media: New Opportunities for Youth Engagement. Presented at @UNICEFdigital's 1st webinar on May 24th, 2011
Created by: Estela Caparelli; Ludmilla Palazzo

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  • 2009 National Survey of Households http://www1.folha.uol.com.br/mercado/795231-acesso-de-brasileiros-a-internet-cresce-113-em-quatro-anos-diz-ibge.shtml Numbers show the presence of Brazilian youth in the Internet Brazil is among the five countries with the highest number of mobile account for young people. (with US, Japan, China and India), according to 20111 SOWC
  • 2009 National Survey of Households http://www1.folha.uol.com.br/mercado/795231-acesso-de-brasileiros-a-internet-cresce-113-em-quatro-anos-diz-ibge.shtml
  • 150 young people from four states discussing and providing recommendations for restructuring the public education system Currently 'renovating' the portal (The new tools being added were suggested by young people, changes have been recommended and deemed useful by young people themselves) This new portal will facilitate the registration of and interaction amongst youth groups.   It will also provide a platform for discussions in several areas/networks (including education, sports, quilombola youth, youth of the semiarid, and the basic rights of children and adolescents), integrating the participation of young activists in these areas and allowing them to share their knowledge, expectations and projects.  
  • Develop their capacity to use and adjust multimedia tools for social mobilization Stimulate collective production and dissemination of contents through the web Knowledge exchange among young people
  • UNICEF in Brazil mobilizes governments and civil society in municipalitis of Semi-arid and Amazon Region through a initiative called UNICEF Municipal Seal In order to strengthen the participation of adolescents in the activities of the Seal, specially to open opportunities to participation in the formulation of public policies in their municipalities. To empower adolescents of these regions, it was launched a project called Adolescents for the UNICEF Municipal Seal, which is implemented by the NGO Instituto Formação in partnership with UNICEF. As part of the project, adolescents learn how to use digital media tools such as blogs to exchange information, ideas and experiences with their peers in other municipalities which are part of the UNICEF Municipal Seal. Adolescents communicated among themselves through emails, telephone and meetings. The idea is to give opportunities for adolescent to work as communicators and to involve them in the discussions related to children’s and adolescent’s rights in their communities. So far, almost 200 adolescents (aged 12-18) of 64 municipalities joined the capacity-building cycle. From this total, 40 adolescents of 40 municipalities are bloggers, giving visibility to the challenges and results obtnained by their communities. Through this digital tool experience, they are also getting more involved with the UNICEF programme and rights-related issue. Now, they feel more capable to join discussion of the Seal Committee, created in each municipality to discuss issues related to the programme.
  • These commisions are formed by public manages, community leaders and rights counselors and discuss issues related to the programme This project is parte of program UNICEF Municipal Seal, which mobilizes municipalities in Brazil for children’s and adolescents’rights. In September 2010, UNICEF in Brazil launched a capacity-building initiatves for adolescents leaders who live in municipalities of Semiarid and Amazon.
  • Another example on how UNICEF in Brazil is engaging younger audiences in the cyberspace is the campaign we launched In last November called For a Childhood free from racism. One of its main strategies to promote national debate and greater awareness about this topic The major innovation of the campaign consisted in combining content that had great potential for dissemination and mobilization (fighting racism in childhood) with an online strategy based on joint action, which allowed information on the initiative to reach a greater number of people on a regular basis, and promoted an interactive communication process that allowed and encouraged replication in users’ own social networks. Campaign-generated information was disseminated through Twitter, Facebook, YouTube site of UNICEF in Brazil and the blog’s campaign. Together, these virtual spaces allowed networks to interact, generating a continuous information flow and involvement.
  • Visitors to the initiative’s blog are invited to share their stories about initiatives against racism, denounce abuse and infringement cases, and access campaign materials for dissemination in their own networks. Campaign-generated information was disseminated through Twitter, Facebook, YouTube and the site of UNICEF in Brazil. Together, these virtual spaces allowed networks to interact, generating a continuous information flow and involvement.
  • We broadcast live in the Internet an interview with our National Ambassador Lazaro Ramos using Twitcam, a technology which allows online live streaming. Answers from Twitter users were answered live by our Ambassador
  • Brazil joined the Global Action Week in Brazil (SAM 2011), which focused on non-discrimatory education and was coordinated in Brazil by the Brazilian Campaign for the Right to Education. Around 20 mil leaflets were produced and they have been distributed to schools, secretaries of education and NGOs all over Brazil.
  • it is important that people disseminating ur msg, but are they really engaged in the campaign? Retweets are important but not everything! In the end, we are also looking for digital activists
  • UNICEF Brazil - May 2011 - Opportunities for youth engagement

    1. 1. UNICEF in Brazil and digital media: new opportunities for youth engagement
    2. 2. <ul><li>Brazil statistics: </li></ul><ul><li>41.7% of the population above 10 years-old accessed the web; </li></ul><ul><li>71% of the population aged 15-17 accessed the web (34% in 2005) </li></ul><ul><li>58% of population above 10 years-old have mobiles (94 million people) </li></ul><ul><li>Social media: </li></ul><ul><li>Twitter: 8,5 million users (second most active group) </li></ul><ul><li>Facebook: 1,3 million users </li></ul><ul><li>Orkut = 30 million users(most active group) </li></ul>
    3. 3. Internet and the use of ICTs as a mirror of inequalities 1/3 of the country’s population ( 190 million ) has access to the Internet in the North and Northeast almost half of the population do not have access to mobiles phones
    4. 4. UNICEF Brazil in the WEB www.unicef.org.br
    5. 5. UNICEF in Brazil: webpages Webpages and blogs UNICEF Municipal Seal Urban Centres Platform
    6. 6. UNICEF in Brazil: children www.unicefkids.org.br
    7. 7. UNICEF in Brazil: adolescents Voice of the Adolescents <ul><li>Communication platform supported by UNICEF: </li></ul><ul><li>For engaging adolescents from different networks in discussions on: </li></ul><ul><li>- Secondary education </li></ul><ul><li>Rights to Safe and Inclusive Sports (event in Rio) </li></ul><ul><li>Sexual exploitation </li></ul><ul><li>Currently registered: 150 adolescents from four Brazilian states </li></ul>www.vozdosadolescentes.org.br
    8. 8. UNICEF in Brazil: adolescents Youth News Agency Since 2005, this news agency covered special events (e.g World Social Forum and IIIWC) June, 2011: permanent coverage with production coordinated by 23 Youth Councils of Viração Project, supported by UNICEF (300 adolescents communicators) Multimedia content generated by adolescents with the use of cell phones www.agenciajovem.org
    9. 9. Semi-arid Youth Communicators Virtual community (Ning) to share information about adolescent led projects in the Semi-arid region (Minas Gerais State) Over 400 adolescents from 125 municipalities participating in online discussions forums, social mobilization, and rights advocacy activities. 440 foruns 150 vídeos (TV broadcasts) 2000 photos UNICEF in Brazil: adolescents http://jovenscomunicadores.ning.com
    10. 10. UNICEF in Brazil: adolescents Adolescents for the UNICEF Municipal Seal Network of adolescents from 40 municipalities, who created blogs to promote social mobilization Adolescents are using their new communication skills to express their ideas, participate in the decision-making process, and share their ownership for the Municipal Seal of Approval process. http://adolescentesproseloma.wordpress.com
    11. 11. <ul><li>Opportunities </li></ul><ul><li>Discussions in chats and virtual platforms help adolescents to take part in </li></ul><ul><li>decision-making processes; </li></ul><ul><li>By creating virtual platforms adolescents help to organize networks such as the Adolescents for The Right to Inclusive and Safe Sports . This platform will </li></ul><ul><li>strenghthen the network of adolescents created in the event. </li></ul><ul><li>Blogs are new possibilities for adolescents to express and disseminate their ideas </li></ul><ul><li>Blogs gave new “status” to adolescents in the Seal municipalities and their participation is positively recognized by Municipal Seal commissions. Adolescents share ownership for the process, and feel more integrated as a group. </li></ul><ul><li>Strengthening the network: two Meetings of Adolescents Bloggers </li></ul>
    12. 12. UNICEF in Brazil: adolescents <ul><li>Challenges </li></ul><ul><li>Lack of a social participation culture (Exception: religious groups) </li></ul><ul><li>Adolescents initiatives lack support from municipal governments, NGOs or even schools </li></ul><ul><li>Digital gap – Internet access is still a problem, specially in the rural and indigenous areas </li></ul><ul><li>How to make virtual spaces more attractive and interactive? </li></ul>
    13. 13. Campaign on the impact of racism on childhood: using a “virtual platform” to give visibility to a theme rarely discussed in Brazil Sinergy of channels and contents For a childhood free from racism
    14. 14. Direct and simple messages: spread the word! For a childhood free from racism <ul><li>The blog presents a “call for action” in a very direct and simple way: </li></ul><ul><li>10 steps one can follow to promote a childhood free from racism </li></ul><ul><li>Tell your story of action against racism to inspire others </li></ul><ul><li>Download and disseminate materials </li></ul><ul><li>How to report cases of racism </li></ul>www.infanciasemracismo.org.br
    15. 15. Interaction through the blog: Internet users are invited to share their stories about initiatives against racism For a childhood free from racism
    16. 16. Interaction using live online streaming technology National Ambassador Lazaro answered questions sent real time by Internet users about the impact of racism in childhood For a childhood free from racism
    17. 17. One day action in the National Day of Children’s Literature Goal: disseminate references of children’s books which value and represent racial and ethnical diversity For a childhood free from racism <ul><li>Blog posted references of books and bookstores provided by Brazilian specialists </li></ul><ul><li>Raffle of books using Twitter (grabbing people’s attention) </li></ul><ul><li>Dissemination through our virtual platform and Twitter as the main channel #literaturasemracismo </li></ul>
    18. 18. Spreading the word: Global Action Week in Brazil Goal: disseminate our online action in the offline world For a childhood free from racism Example 1: Global Action Week in Brazil: focus on non-discriminatory education. Campaign messages and blog URL included in 20,000 leaflets distributed to schools, education secretariats and NGOs countrywide Example 2: URL on the TV, radio, outdoors and buses
    19. 19. In the last four months: 40,000 people watched the video on the UNICEF Brazil YouTube Channel 9,500 people visited the blog More than 7,000 people shared the link to the YouTube Video For a childhood free from racism
    20. 20. <ul><li>Lessons learned: </li></ul><ul><li>Content is everything: digital media tools are means </li></ul><ul><li>You can only achieve expected results if the content is interesting and presented in an creative way, AND the format allows interaction (remember: cyberspace is a competitive venue!) </li></ul><ul><li>Clear messages: make it easier for people – especially influencers – to understand and talk about our work </li></ul><ul><li>Numbers are important, but consistent engagement is what matters </li></ul>For a childhood free from racism
    21. 21. Thank you! Estela Caparelli [email_address] Ludmilla Palazzo [email_address]