A COMMUTINY THE YOUTH COLLECTIVE INITIATIVE
CAMPAIGN STRATEGY
Addressing issues of Gender Based Violence through Youth-led Social Media Campaign
ABOUT US
FORMAL NAME
COMMUTINY – THE YOUTH COLLECTIVE
NICKNAME
CYC
COLLECTIVE MEMBERS
80
AREA OF WORK
SUPPORTING YOUTH LEADERSHIP &
YOUTH DEVELOPMENT IN INDIA
YOUTH INTERVENTIONLEARNING & LEADING
JOURNEY A FELLOWSHIP PROGRAMME
FOR YOUNG CHANGELEADERS ACROSS INDIA
MEDIA INTERVENTIONCOMMUTINY MEDIA NETWORK A NETWORK OF GRASSROOTS
MEDIA INITIATIVES ON YOUTH ISSUES
MEDIA PARTNERSHIPCOMMUTINY MEDIA
FELLOWSHIP HELPING MAINSTREAM MEDIA
UNDERSTAND AND UNCOVER YOUTH ISSUES
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ABOUT THE CAMPAIGN
FORMAL NAME
ENGAGING YOUNG MEN USING SOCIAL MEDIA FOR THE PREVENTION OF VIOLENCE AGAINST WOMEN
NICKNAME
LET’S TALK
OUTREACH
CORE GROUP of 25-30 YOUTH
10000 YOUTH ON SOCIAL MEDIA PLATFORM
AREA OF WORK
TALKING TO YOUNG PEOPLE ABOUT VAW & BUILDING THEIR UNDERSTATING ON THE ISSUE
INSTITUTIONAL PARTNERSPARTNERS 4 PREVENTIONUNIFEM (part of UN Women)
STRATEGIC PARTNERSAakar, Female Approach to
Technology, Jagori, Manzil, Pravah, Pukar
INTERVENTION PARTNERS (PROSPECTIVE)
AMITY UNIVERSITY, DESHBANDHU COLLEGE, DELHI COLLEGE OF ARTS & COMMERCE, IIT DELHI, JAMIA MILLIA ISLAMIA, JIMS, LADY SRIRAM COLLEGE, RAMJAS COLLEGE, ST STEPHENS COLLEGE, SRIRAM COLLEGE OF COMMERCE, VENKATESHVARA COLLEGE,
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Three Phases of Campaign
Preparatory Phase (Aug - Oct 2010) Preparatory Phase (Aug - Oct 2010)
Development Phase (Oct - Nov 2010)
Development Phase (Oct - Nov 2010)
Implementation Phase (Dec 2010 - Aug 2011)
Implementation Phase (Dec 2010 - Aug 2011)
Preparatory Phase (Aug - Oct 2010)Activities & Agenda
Preparatory Phase (Aug - Oct 2010)Activities & Agenda
Developing a resource pool on
GBV
Developing a resource pool on
GBV
Building partnerships with
educational institutions and
gender organisations
Building partnerships with
educational institutions and
gender organisations
Conducting a field survey and a
scrutiny of social media campaigns
Conducting a field survey and a
scrutiny of social media campaigns
Organizing a stakeholders’
consultation on the campaign
Organizing a stakeholders’
consultation on the campaign
Development Phase (Oct - Nov 2010)
Activities & Agenda
Development Phase (Oct - Nov 2010)
Activities & Agenda Facilitating the core team of 25-30 youth to come together
Facilitating the core team of 25-30 youth to come together
Conducting the course on social media and
understanding of gender based violence
amongst the core group
Conducting the course on social media and
understanding of gender based violence
amongst the core group
Facilitating the co-creation of the strategy of the
campaign – both online and offline
Facilitating the co-creation of the strategy of the
campaign – both online and offline
Strategizing on utilizing optimum
Social Media platforms and set them up
Strategizing on utilizing optimum
Social Media platforms and set them up
Implementation Phase (Dec10 – Aug11)
Activities & Agenda
Implementation Phase (Dec10 – Aug11)
Activities & Agenda
Supporting the youth to take forward the
campaign activities
Supporting the youth to take forward the
campaign activities
Facilitating processes to actively engage with young
people on social media platforms
Facilitating processes to actively engage with young
people on social media platforms
Marketing the campaign to reach
out to diverse youth audience
Marketing the campaign to reach
out to diverse youth audience
facilitate the core team to create about 60-80 short films on
gender based violence themes
facilitate the core team to create about 60-80 short films on
gender based violence themes
Social Media Tools
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
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
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.
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 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 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
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.
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.
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
Social Media Tools
Campaign Blogs: An official blog where CYC and CG will post updates /news about the social media
campaignPlus 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
Campaign Blogs: An official blog where CYC and CG will post updates /news about the social media
campaignPlus 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
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.
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.
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.
Social Media Tools
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.
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.
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.
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
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
Engagement Strategy
Engagement Strategy
THANKYOU
VERY MUCH
Campaign StrategyCYC
1 October 2010
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