Management Response

: Mexico
: 2014 - 2019 , Mexico (CO)
: Evaluation of #HearMeToo Campaign
:
: Mexico
:

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.

: Submitted
Recommendation: To ensure a clear definition of objectives by UN Women from early stages of planning and execution of the campaign.
Management Response: As from the #NoEsDeHombres campaign evaluation findings and recommendations, the #HearMeToo campaign design defined specific, measurable, accurate and timely (SMART) communication objectives for the campaign, which contribute to the achievement of its goals.
Description:
Management Response Category: Not applicable
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
In early stages, design a specific social network campaign strategy with its own objectives and results. Management team: Communication Area 2018/11 Completed Before the implementation of the campaign, a logic framework was designed in order to establish the indicators, objectives and key results expected. Also, part of the campaign construction process, UN Women develops a brief for the creative agency to develop the communication campaign. Also, SMART communications goals, outcomes and indicators were developed for #HerMeToo campaign. (Those documents were shared with the evaluation agency prior the evaluation process).
Recommendation: The advertising agency, together with UN Women must ensure the differentiation of the campaign versus global campaigns with differentiated and relevant content within a programmatic framework, so that they add individually and in turn add to the global campaign. The local campaign must contain special content for the country that adds to the global one, but visibly different.
Management Response: Global campaigns are flexible to adapt to countries´ needs, however, they do not necessarily lead to more local participation. UN Women CO campaigns are widely recognized for improving country ownership and local participation. Adding up to the global conversation of #HearMeToo provided flexibility to address specific local needs through different components and targeting the campaign to a specific group and thematic. A key issue for global campaigns is the degree of detail required in the upfront definition for leeway at the national level to determine detailed activities as needed. The idea of keeping the hashtag #HearMeToo was for adding up to the global conversations. Nevertheless, the campaign objectives and indicators were only related to the youtubers social media accounts and UN Women’s official accounts.
Description:
Management Response Category: Partially Accepted
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
Develop future communication campaigns issued from global initiatives with their own digital strategy and implementation plan to differentiate it from global campaigns. Management team: Communication Area 2020/12 Overdue-Initiated For evaluation purposes we tracked these accounts, and the agency in charge of the assessment, as an added value, also did a general tracking of the #HearMeToo Hashtag. The observations regarding the buzz of the hashtag in general are part of an extra tracking made by the agency. Future local versions of global campaigns will consider more specific components to differentiate from global campaigns but looking for contributing to the UN system target (Glocal campaigns).
Recommendation: UN Women must be able to choose the media plan based on facts, taking the likes and preferences of the target audience as the center of the decision to achieve 360 (total) integration of the channels and the message.
Management Response: 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.
Description:
Management Response Category: Rejected
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
Carry out a pre- campaign study with the target population to identify preferences, knowledge about the topic to develop the creative concept. Management team: Communication Area 2018/11 Completed As stated in the management response, a pre-campaign study was deployed in order to generate insights and data regarding the targeted audiences. As part of the campaign construction process, UN Women developed a brief for the creative agency to develop the communication campaign.
Recommendation: Request the advertising agency to generate closeness with the target, using means, tools and people they are familiar with (influencers), in order to generate a greater link with it and deliver the message in a clear and understandable way.
Management Response: For #HearMeToo campaign the target audience was defined by the Communication team in collaboration with Regional Office and with other UNW CO in LAC region. Once the target audience was defined (Young women between 18-24 years old) several focus group were deployed by the research agency to understand the audiences interests better. Once the target was defined, a pre-test phase was deployed having focus groups with target and non-target audience of different age ranges to test key messages, communication materials, know their perceptions. In #HearMeToo campaign the focus groups were used additionally to know more about the social network consumption of the target audience since it was the first time that UNW CO worked with young people.
Description:
Management Response Category: Partially Accepted
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
Once the creative concept has been developed, identify the moment in which the campaign, the using means and tools can be tested with target audience. Management team: Communication Area 2020/12 Overdue-Not Initiated Given that this was an innovative campaign through the channels of specific youtubers, the materials were being tested as they were being published, meaning that the observations and comments generated by each material aided in improving the following posts. There were not enough resources for doing it otherwise. The popularity of vloggers incited communication teams to include them as a new marketing communication tool, also referred to as influencer marketing. This content appears to be highly influential and may affect young people preferences. However, research on how influencer marketing affects young people is scarce and it is unclear how these young can be empowered to critically cope with this fairly new form of persuasion. Nevertheless, future campaigns will seek to shed light on why and how social media influencers have persuasive power over their young followers.
Recommendation: The advertising agency through its knowledge of the target – by means of the insights obtained by the research and evaluation agency - must work the creative concept around the natural means of the target (related channels), in order to achieve identification and relevance.
Management Response: The #HearMeToo campaign was an innovative campaign through the channels of specific youtubers (Vloggers), the materials were being tested as they were being published, meaning that the observations and comments generated by each material aided in improving the following posts. In this particular case, the youtubers were the ones in charge of developing and creating the communication materials and UNW CO accompanied, guided and reviewed the content previous publication in social networks. It is important to highlight that the creative concept was developed considering the type of videos and materials the target consumes, nevertheless the target was not familiar with VAW; that is why it was difficult to achieve relevance.
Description:
Management Response Category: Partially Accepted
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
For future campaigns with influencer marketing strategies, develop a creative concept with the audience in mind, the digital channels consumption and preferences. Management team: Communication Area 2020/12 Overdue-Initiated The creative idea for the campaign was developed from the data and insights obtained by the research agency. The #HearMeToo campaign was presented to the talent agency and the youtubers.
Recommendation: Select the Influencers that adhere the cause but being relevant to the message to be transmitted without it clashing with their usual content, through the talent network that advertising agencies have, as well as the UN Women media contacts.
Management Response: The three selected vloggers are youtubers who are followed because their personality, as well as they have interesting contents, standing out mainly for the clarity with which they explain, the go step by step, in addition to their creativity for tutorials / content. Regarding their personality, they are identified as having a pleasant personality and a life without scandals. In addition, it exists a close link between the youtuber and the audience, feeling that they speak to them. According to studies, relatability and attainability are two of the biggest reason’s teenagers are impacted by YouTubers, they are perceived as equal. They are ‘just’ average teens creating unique content. Attention is gained for their personalities, unique talents and creativity, which teenagers strive to achieve. The intimate stories about personal lives make them seem approachable and trustworthy; nevertheless, almost none of YouTube celebrities has VAWG as a discussion subject, therefore the campaign shine a light on violence and raise concern on the vloggers and their audience.
Description:
Management Response Category: Partially Accepted
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
While partnering with social media influencers, select the ones that are more involved or related with campaign´s topic for driving engagement from the target audience Management team: Communication Area 2020/12 Overdue-Not Initiated Given that this was an innovative pilot campaign directed at audiences with which UN Women never worked before, it helped us understand them and the influencers they follow. Violence against women and girls is a topic that is not widely discussed among vloggers and their audiences; therefore, it was not possible to involve influencers this big that talk about these issues, because there are nonexistent. The campaign also contributed in putting this topic in their agendas for the first time.
Recommendation: Both UN Women and the evaluation and research agency should adapt the post-test evaluation to the way in which the campaign was carried out (as was the case with the Brand Lift Influencers), to be faithful to the segment and the way of execution in such a way, the results are reliable and consistent with reality.
Management Response: This was considered in #HearMeToo campaign by developing pre-focus groups to have insights and will be compared with the final results. The monitoring and evaluation team and programme team were involved since the inception phase of #HearMeToo campaign and throughout all the process to provide technical assistance to the evaluation agency in order to ensure a gender-responsive approach throughout the evaluation.
Description:
Management Response Category: Accepted
Thematic Area: Ending violence against women (SPs before 2018)
Operating Principles: Not applicable
Organizational Priorities: Youth engagement
UNEG Criteria: Gender equality
Key Actions
Responsible Deadline Status Comments
Develop a pre and post campaign evaluation plan in accordance with communication goals as well as the best evaluation methodologies to ensure that there are no gaps in its implementation Management team: Communication Area 2019/12 Completed UN Women’s County Office is pioneering this type of evaluations for understanding the sociocultural impact these campaigns have, but sometimes the resources only allow for small evaluation (or data-generation) components. For future strategies we propose the deployment of more rigorous vetting processes that can be conducted by the Country Office in order to select more-effective influencers. There were not enough resources for conducting a tool as expensive as that one (Brand Lift Influencers) previous the launch of the campaign.