SOCIAL
MEDIA
STRATEG
Y
Addressing
issues of
Gender
Based
Violence
through
Youth-led
Social
Media
Campaign
A COMMUTINY THE YOUTH COLLECTIVE INITIATIVE
ABOUT US
FORMAL NAME
COMMUTINY – THE YOUTH
COLLECTIVE
NICKNAME
CYC
COLLECTIVE MEMBERS
80
AREA OF WORK
SUPPORTING YOUTH LEADERSHIP
&
YOUTH DEVELOPMENT IN INDIA
YOUTH INTERVENTION
LEARNING & LEADING JOURNEY
A FELLOWSHIP PROGRAMME
FOR YOUNG CHANGELEADERS
ACROSS INDIA
MEDIA INTERVENTION
COMMUTINY MEDIA NETWORK
A NETWORK OF GRASSROOTS
MEDIA INITIATIVES ON YOUTH
ISSUES
MEDIA PARTNERSHIP
2
COMMUTINY MEDIA FELLOWSHIP
HELPING MAINSTREAM MEDIA
UNDERSTAND AND UNCOVER
YOUTH ISSUES
ABOUT THE CAMPAIGN
FORMAL NAME
ENGAGING YOUNG MEN USING SOCIAL
MEDIA FOR THE PREVENTION OF
VIOLENCE AGAINST WOMEN
NICKNAME
LET’S TALK
TARGET OUTREACH
3000 YOUTH IN COLLEGE CAMPUS
30000 YOUTH ON SOCIAL MEDIA
PLATFORM
AREA OF WORK
TALKING TO YOUNG PEOPLE ABOUT
GENDER BASED VIOLENCE AND
BUILDING THEIR UNDERSTATING ON
THE ISSUE
INSTITUTIONAL PARTNERS
UNIFEM (part of UN Women)
UN Volunteers (UNV)
UN Development Programme (UNDP)
STRATEGIC PARTNERS
Aakar, Female Approach to Technology,
Jagori, Manzil, Pravah, Pukar
INTERVENTION PARTNERS
(PROSPECTIVE)
AMITY UNIVERSITY, DESHBANDHU
3
COLLEGE, DELHI COLLEGE OF
ARTS & COMMERCE, IIT
DELHI,
3
JAMIA MILLIA ISLAMIA, LADY
SRIRAM COLLEGE, RAMJAS
COLLEGE, ST STEPHENS COLLEGE,
SRIRAM COLLEGE OF COMMERCE,
VENKATESHVARA COLLEGE,
Social Media
Tools
Video Blog: A space where the 25-30 young people (CG) will
upload short films on issues pertaining to violence against
women to draw young people to dialog. This will be the home of
the campaign. Various social media initiatives will be used to
draw audience to this site and to engage young people outside
the videoblog in the following ways:
•Filmmaking contest to draw new content & audiences
•Social Networking presence to engage young people
•Photo contest to draw new perspectives as well as variety of
media
•Let’s Talk website will get young people to share and
understand the realities of VAW amongst Indian youth.
•Social Video sites will be used to reach out to a larger audience
Social Media
Tools
Lets Talk: A shoutbox based website that will collect
experiences of VAW from young men anonymously. These will
be up to 100 word notes from perspective of victim, perpetrators
and witnesses. This will help people converse openly and
effectively on such issues.
Social Media
Tools
Social Networking: We will have accounts on three most
popular social networking sites (Facebook/Orkut/Big Adda) and
will use them to draw in young people. The focus will be on peer
to peer conversation led by CG. The SN will be further
leveraged as effective outlet for the dissemination of media
products & other resources generated during the campaign to
spark further debate. One plan will be use targeted FB ads. We
will use contests like ‘Man of the Fortnight’ and FB ads to draw
audience to this platform. Some of the audience will be directly
engaged on social networking sites and some will be channeled
to Videoblog for further conversation.
Social Media
Tools
Film Contest: To support the videoblog and to draw more young
people, we will organize an online filmmaking contest, drawing
general student population to make films on VAW issues (further
refined by CG). The contest will be hosted on the videoblog and
there will be peer voting to further draw in audiences. The
contest will be on different themes. We will have a voting
process to better understand the audience and their
understanding on VAW.
Photo Contest: to get more young people to articulate their
thoughts on VAW, we will anchor an online photo contest on
Flickr/Facebook. Users will be encouraged to tag a picture with
certain keywords and weekly/fortnightly winners will be
announced.
Social Media
Tools
Campaign Blogs: An official blog where CYC and CG will
post updates /news about the social media campaign
Plus a flanking blog that can aggregate articles/videos/news
on youth perspectives on violence against women from
across the Internet. The aim is to create a one-stop site which
can be an archive on youth voice and youth perspectives on
violence against women. This blog can potentially be hosted
on enegagingmen.net
Social Media
Tools
Twitter: Twitter will be used to communicate with literally tens
of thousands of people at one go and establish points of
debate. Using apps like hootsuite, we will understand
stakeholder understanding and voices on VAW and converse
accordingly. Twitter will also be used as a tool to gauge and
understand public perception of the campaign as well. Lastly a
twitter out will give the online world, a feed of all online activities
also as well as market the videoblog.
Social Video: Social Video sites like
Youtube/Vimeo/Dailymotion will be highly effective in
disseminating the short films created by young people. At the
same time, we will further create an online depository of short
videos and films on gender based violence issues on these
websites.
Engagement
Strategy
1. Young people to start thinking about VAW [ 2-3 themes]
2. Video Blogging & Contest: telling a story using an exciting medium
3. Participate in a contest/platform where their storytelling is being
reviewed by peers.. Voted for selection
4. Call on friends, peers, family to watch & vote
5. Rewards: Physical prizes, DVD of most voted films, opportunity for
attending workshops
6. Recognition: Certificates, screening of films, Celebrity jury’s
comments
7. Influence: Leadership in generating a discussion on VAW,
leadership of a global campaign
8. Call for Action: Creating offline options for engagement
Social Media
Tools
Flickr: We will create a group account where young people
involved in the campaign can post photographs from their
respective projects. An effort will also be made to involve a
wider youth demographic to share images dealing with
issues of gender based violence.
Social Bookmarking: Social bookmarking sites like
Digg/reddit/del.icio.us will be used to further disseminate
various social media ventures created during this campaign
as well as create a public archive of relevant
articles/videos/podcasts on issues pertaining to gender
based violence.
THANK
YOU
VERY
MUCH
Campaign Strategy
CYC
29 September 2010