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The 2018 UN theme for 16 Days of Activism against Gender-Based Violence (25 November – 10 December) under the UNiTE to End Violence against Women campaign was, Orange the World: #HearMeToo.
UN Women Mexico joined the global campaign with its proper #HearMeToo campaign seeking to raise awareness about how to respond and support other young women who are and have been victims of violence.
To achieve this and in order to know the segment in depth, the problem they face and what they know about the subject, a qualitative pre-test phase was carried out to determine the market and an early stage of information gathering called “Qualitative Pre-Test: violence experienced by young Mexican women, ”which consisted of conducting group sessions to detect insights on violence in the lives of young women (aged 18 to 24), in addition to identifying digital media that they use most frequently. This was in order to be able to design an assertive and focused communication.
UN Women Mexico chooses to narrow the campaign to violence that this audience lives during the courtship based on the findings of said previous study, the main being that most women of the segment had suffered some kind of violence during the stage dating, either experientially, or through a third person. At the same level of importance, it was learned that the channel more important by which this segment learns and consumes content is through the digital channel, specifically Instagram media first, and Facebook and YouTube in second place. A key feature of these platforms and that was used subsequently for the development of the campaign, it is the existence of personalities known as influencers.
As part of the campaign construction process, UN Women developed a brief for the creative agency to develop the communication campaign.
The campaign lived on the digital channel through 3 influencers: Dany Hoyos, Craftingeek and Raiza Reveyes, who through audiovisual content invited their followers to join the #HearMeToo movement through share an image on social networks where the video was hosted with content generated by themselves, with the orange-painted hand accompanied by the hashtag: #HearMeToo.
For its part, UN Women, through its official site, hosted during campaign guideline, a didactic and easy to understand material called: “Do’s and Dont’s what to do if you are witness to a case of violence ”, which concisely explained what to do and what not to do when the person finds out about a case of violence against a friend, sister or woman nearby.
The evaluation of the #HearMeToo campaign used mixed techniques (qualitative and quantitative) to incorporate the detection of perceptions and opinions of the target audience. The report systematizes the main findings of the qualitative pre-test phase to determine the market and two post-test components to assess the campaign implementation: qualitative post-test and quantitative post-test: Brand Lift Influencers.
The evaluation enabled the identification of lessons learned and a strategic guidance that will be useful to design and implement in the future other communication campaigns. The campaign met its communication goals; nevertheless, the assessment of the campaign raises the need to better tailored digital-only campaigns. The evaluation findings enable UN Women to detect areas of opportunity where we can further improve the oncoming campaigns.
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