The campaign #NoEsDeHombres, part of the Safe Cities and Safe Public Spaces for Women and Girls programme in Mexico City, was a groundbreaking multi-stakeholder intervention experience for the CO due to its innovative approach and high public impact. The campaign responded to one of the key recommendations of the programme scoping study, which was to develop prevention campaigns targeting men and boys with the aim of creating non-violent masculinities. In the context of Mexico, and indeed globally, there has been a tendency for campaigns on sexual violence and other forms of violence against women to target women and girls who are the main beneficiaries of such campaigns. In this sense, the first innovative aspect of the Safe Cities Mexico City campaign therefore was that -unlike previous campaigns- it targeted perpetrators and men more generally. The creative concept of the campaign was innovative because it consisted of two phases: an unbranded phase where two videos were launched on social networks by influencers and some of our key media partners under the hashtag #NoEsDeHombres generate debate and dialogue on sexual harassment and other forms of sexual violence on public transport without revealing that this is a UN Women and Mexico City Government campaign. The campaign adopted experiential marketing techniques to connect the target audience to the issue by immersing them into a memorable experience that provokes emotions and empathy which it is anticipated will have a greater impact and lead to a potential shift in attitudes. The second phase which was launched a week after the launch of phase 1, consisted of a poster campaign distributed throughout the public transport system in Mexico further to a launch event with high profile influencers that were very active in the first stage of the campaign. Furthermore, the design of the campaign brought together different sectors who are not accustomed to working together such as advertising and communications specialists with government representatives and women’s NGO’s. Through several consultation sessions UN Women secured agreement on the innovative design and messaging of the campaign. Before finalizing the design of each component of the campaign, focus groups were undertaken with target audience (men aged between 20-50 years of age who are frequent users of public transport) to test each communications product. The results of these focus groups confirmed that in order to generate emotions or empathy with men it was vital that the campaign did not refer to women and girls in general but rather refer to specific women in their lives so that they can visualize their own mothers, daughters, girlfriends or friends and therefore feel that they want to be part of the solution to end sexual harassment against women and girls.
The evaluation of the Safe Cities campaign #NoEsDeHombres employed innovation to ensure that learning, good practice and recommendations could be identified for future campaigns. Given the dearth of information regarding what works in EVAW campaigns and further to the unprecedented exposure the campaign achieved in media and social networks internationally, a decision was made to invest in a robust and innovative evaluation. The evaluation consisted of a mixed methods approach utilizing both traditional programing evaluation methods such as focus groups and a pre-post-campaign survey as well as innovative methodologies that are very common in the advertising sector but not ordinarily utilized in social campaigns. The innovative methods adopted include: (i) social listening which consists of an analysis of the conversations and activities that took place on social networks during the implementation of the campaign through a semiotics perspective, and (ii) intuitive associations which utilizes neuroscience techniques to capture the spontaneous reactions of participants exposed to the campaign. The evaluation served as a first experience to create a model for evaluable campaigns and enabled the identification of lessons learned and a strategic guidance that will be useful to design and implement in the future other communication campaigns in Mexico and other countries regionally and globally.
The campaign met its communication goals and included innovative processes through the use of multiple methodologies and mixed evaluation methods like its intuitive associations component resulting in a powerful gender-responsive communication tool backed by both men and women. Moreover, it strengthened the institutional capacities of the CO, the advertising agency and the donor to address issues related to sexual harassment and violence against women.