Campaign evaluation: 16 Days of Activism on GBV Copy
Campaign Brief: 16 Days of Activism on Gender-Based Violence
Dates: 25 November – 10 December 2019 (16 days)
Platforms: Facebook, Twitter, Instagram, YouTube and Love Matters Arabic website
Number of posts: 99 posts on Facebook (18 post of them were videos), 100 tweets on Twitter, 52 posts on Instagram, 5 articles on the website
The campaign was in partnership with Plan International Egypt, Edraak Foundation for Development and Equality, and Love Matters Arabic. It had three main targeted audiences, the women at work, the managers, and the colleagues. The campaign discussed the following:
- The difference between the harassment and normal interaction between work colleagues
- The role of managers/power in GBV at work
- The negative and positive role of the colleagues at work
- Guidance on how to prevent GBV at work
- Some success stories from organisations which have policies and procedures in place to fight GBV
Outputs
Top Liked Post
Video: Listen to Engy Wegdan and don’t let anyone doubt your judgment?
- Reach: 994.577 users
- Engagements: 60K
- Video play: 40K
- Likes: 2.6K
Additionally, the Engy Wegdan Video on Twitter was the most liked tweet during the campaign.
Top Shared Post
Post: How do you know you support harassment?
- Reach: 179K users
- Engagements: 8K
- Shares: 302
- Comments: 299
This post provoked a number of comments blaming women for sexual harassment because of their way of dressing or behaving which required a lot of interaction from the moderators.
Top Commented Post
Video: Why is female genital mutilation a crime from a medical point of view?
- Reach: 1,2M users
- Engagements: 50K
- Likes: 2.3K
- Shares: 291
- Comments: 734
This post provoked a number of comments about the need for FGM mainly from a religious point of view, which required a lot of interaction from the moderators. Despite the intense discussions, only 37 likes were angry.
Overall, the campaign was generally accepted by our audience, Love Matters Arabic did not receive any un-likes, content reports or spam during the campaign time.
Future recommendations:
- Limit the campaign time to 10 days to avoid losing users who are not interested in the topic.
- Have a celebrity in the videos increase the reach of the videos.
- Further refine story telling techniques (see module 7.1) to ensure maximum audience engagement.
- Use videos that contain real people as they are relatable to the audience.
- Create posts that courage the audience to participate in comments or express their views as this encourages the audience to interact more. Polls posts are also an important consideration for testing the water when discussing new topics or themes.