EVALUATIONOFTHEGIRLRISING‘WE DREAM,WERISE’MEDIACAMPAIGN2016– 2017

NitashaNagarajDrPHJordanGenovese,MPH

NidhiDubeyRichaHingoraniLaurenManning

AmitaN.Vyas,PhD

TABLEOFCONTENTSTableofContents 0

Introduction 1

GirlRisingIndia:WeDream,WeRiseCampaign 2

CampaignVideoFormats&Dissemination 4

Monitoring&EvaluationMethods 5

TargetAUDIENCE 6

DataCollection 7

Instruments&Measures 7

StudySampleandRecruitment 8

SurveyResults 8

Socio-demographics 8

MediaUse/Utilization 9

Socialmediaanalytics:CampaignReach,Engagement,andMessage 9

CelebrityInfluencers 10

GirlRisingPartnerships 10

ReachbySocialMediaPlatform 10

Facebook 10

Twitter 10

Instagram 11

SURVEYRESULTS:Campaign&BrandExposure 11

SURVEYRESULTS:PerceptionsoftheCampaign 12

SocialIntentions,Actions,andBehavior 12

DiscussionandConclusion 18

Limitations 19

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INTRODUCTIONItisnoteasytogrowupasagirlinIndia–acountrythatranks125outof159countriesonthegenderinequality index.1Manyobstacleshinder thewell-beingofgirlsandwomen frompre-birth throughadulthood.Persistentgenderdiscrimination,includingdeeplyheldgenderbeliefs,lackofsafety,andlackofequalaccesstosecondaryeducationleadstoinadequateresourceinvestmentforgirlsonthepartofparents,families,andcommunitymembers.Theprevalenceofchildmarriage(47%)2,violence(35.4%)3,andmalnutrition(37.4%)4,areparticularlyhighinIndiaand40%ofgirlsdonotmakeitpastclasseight.

Countless education-focused organizations in India are working to provide schools, books,scholarships, and other resources for girls, but few are working towards changing beliefs andmindsetstoensurethatgirlsareabletoaccesstheseresources.Theperceptionthatagirl’sprimaryrole is as a wife, caretaker, or mother-in-waiting contributes to disproportionate and inadequateinvestment of resources in the girl child’s life– thereby seldom allowing them to reach their fullpotential.GirlRisingchallengesthesepersistentbarriersbychanginghowgirlsarevalued.

GirlRisingchallengesthesebarriersbyusingthepowerofstorytellingtochangethewaytheworldvalues girls. Girl Rising creates multilayered campaigns, disseminating high quality, compellingcontent and accompanying tools via mass media, corporate, community screenings, and NGOpartnersandschoolsinordertoengageindividualsacrosssocietytodotheirpartindismantlingthebarriersholdinggirlsback.InNovember2014,GirlRisingofficiallylaunchedinIndiawithavisionforanationalcampaign to inspirepeopleacross India todreamasbig for theirgirlsas theydo for theirboys. A new production of the film ‘Girl Rising India’ harnessed the talents of India’s biggestBollywood stars including: Freida Pinto, Priyanka Chopra, Alia Bhatt, Farhan Akhtar, and AmitabhBachchaninaHindiversionoftheoriginalfilm,entitledWohPadhegi,WohUdegi(Shewilllearn,Shewillrise).

1UnitedNationsDevelopmentProgramme.HumanDevelopmentReports;2015.Availableat:http://hdr.undp.org/en/composite/GII.AccessedSeptember20,2017.2MinistryofHealthandFamilyWelfareGovernmentofIndia.NationalFamilyHealthSurvey(NFHS-3).Deonar,Mumbai:InternationalInstituteforPopulationSciences;2016.3ChildMarriageFactsandFigures|ICRW.InternationalCenterforResearchonWomen.2016.Availableat:http://www.icrw.org/child-marriage-facts-and-figures.AccessedMarch10,2016.4TheWorldBank.UndernourishedChildren:ACallforReformandAction.;2016.Availableat:http://go.worldbank.org/TUTLNHSPH0.AccessedFebruary9,2016.

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GirlRisingIndia:WeDream,WeRiseCampaign

Howdifferentwouldlifebeforgirlsandtheirfamiliesifthey were given opportunities in equal measure? Howbig would they dream? To what heights would theyscale?Howwouldequalopportunitiesimpactsocietyasawhole?

By challenging audiences to think aboutthesequestions,GirlRisingIndia’snationalcampaign aims to inspire India’s fathers,brothers, mothers, and communityleaderstodreamasbigforIndia’sgirlsasthey do for their boys. Told through apositive and uplifting lens, Girl Risingdeveloped creative assets for television,radio, and digital (e.g. Facebook, Twitter,etc.)outlets.

Girl Rising, ahead of its launch in India, had partnered with the Ministry of Women and ChildDevelopmentowingto thesimilarities inourmandates.Thissynergisticpartnershippavedthewayfor the production of a short video spot starring GR’s celebrity ambassadors. This video spothighlightedthe importanceofsendinggirlstoschooland inspiredaudiencememberstoencouragegirlstorealizetheirdreams.Thisvideospotwaswidelydisseminatedacrosstelevisionnetworksandcinema halls. Based on its success, GR and the Ministry of Women and Child Developmentcollaborated on the production and dissemination of a new video spot, that brought attention tostereotypesandpromptedviewerstodreambigfortheirsonsanddaughtersinequalmeasure.

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Incollaborationwithoneof theworld’spremieradvertisingagencies,Ogilvy India,GirlRising Indiacreated thispowerfulnewvideocampaign,WeDream,WeRise, to inspireaudiences to reflectonIndia’s daughters, and call attention to age-oldgender stereotypes that have gone unquestionedfor generations. By highlighting the potential ofgirls’ lives, the campaign brought visibility togender biases that are often internalized by girlsand families. The campaign consisted of a 90-secondvideopromptingviewerstoaskthemselvescriticalquestionsabouttheopportunitiesgirlsandboyshave.“Dotheyhavethesameopportunities?How far would girls go, if they dreamt big forthemselves?” Told emotively, this compellingcampaignaimedtochallengeviewers,particularly,parentstocriticallythinkaboutthesequestions.

BeforetheofficiallaunchofthecampaignonOctober13,2016,pre-launchactivitiesand‘teaserposts’wereinitiated(October7th–October12th)tocreatebuzzaroundthecampaign.Thispre-launchstrategydisseminatedcampaignstillsviacelebritiesandpartnerorganizations.Themessagingofthispre-launchstrategywascenteredaroundaspirationsthroughpromotionalsocialmediaposts. GirlRisingIndiasharedpromotionalphotosand“teasers”throughtheirFacebook,Twitter,andInstagramaccounts(seeFigure1).Inaddition,partnerssuchasMagicBus,SavetheChildrenandProjectKHELalsosharedthepre-launchteaserswiththeirsocialmedianetworks.Thepre-launchactivities,bothdonebyGirlRisingIndiaanditspartners,reachednearly60,000socialmediausers.

OnOctober13,2016, incelebrationof InternationalDayof theGirl,GirlRisingIndialaunchedWeDream,WeRise in partnership with the IndianGovernment’s Ministry of Womenand Child Development. The video

Figure1.Pre-launchGir lRisingIndiapost(10/10/16)

Figure2.Girl RisingIndia'sInstagrampostofWeDream,WeRisecampaign(10/13/16)

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campaignwasdisseminatedviatelevision,incinemahalls,andonsocialmedia.Intotal,fourformats(varyingby time)of thecampaignweredistributedbasedon the typeofmediumutilized (i.e., TV,cinema halls, Instagram, Facebook, Twitter, and YouTube). Figure 2 represents the post that wassharedonGirlRisingIndia’sInstagrampage.

CAMPAIGNVIDEOFORMATS&DISSEMINATIONThe campaign launched on social media channels, including Instagram, Facebook, Twitter, andYouTube, also incorporated a call to action (CTA). The campaign developed for social media wasdevelopedinHindiwithEnglishsubtitles.Forthepurposesofdigitaldissemination,thecampaignwasformattedin2videoversions:

- 60-secondvideo(withCTAforInstagram),and- 90-secondvideo(withCTAforFacebook,Twitter,&YouTube)

A 45-second format of the campaign was developed specifically for television, and a 60-secondformat of the campaign was developed for cinema. Both versions of the video formatted fortelevision and the cinema hallswere broadcasted in 5 regional languages (Marathi, Tamil, Telugu,Bengali,andKannada).Thevideosdevelopedfortelevisionandcinemahallsdidnot includeaCTA,andweredisseminatedbytheMinistryofWomenandChildDevelopment.Thevideocampaignfirstlaunched in cinema halls on October 1, 2016 across all of India, running for approximately fourmonths. A second round waslaunchedacross cinemahalls in June2017.

ThedigitalspotlaunchedonOctober13,2016throughGirlRisingGlobalandGirlRisingIndia’sFacebook,Twitter,andInstagramsocialmediapages.Further,thecampaignwas‘boosted’viaFacebookandTwitterpaidposts.TheCTAurgedviewerstowriteWeDream,WeRiseontheirhandsandsharetheirdreamsand

Figure3.TwitterPostfromPriyankaChopraaftertheTwitter ChatheldonNovember9, 2016)

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Figure4.TimelineofWeDream,WeRise campaignactiv ities

aspirationswith@GirlRisingIndiaonsocialmedia,usingthecustomhashtag#WeDreamWeRise.OrganizationsthatpartneredwithGirlRisingonthedissemination,bypostingthevideoandCTA,includedDasra,MagicBus,SavetheChildren,YouthKiAwaaz,BollyshakeandGlobalIndiaFund.GRcelebritysupportersandinfluencerspostedtheadontheirsocialmediaaccountsaswell,andincludedPriyankaChopra,PreityZinta,MaheshBhatt,FreidaPinto,ShoojitSircar,TaapseePannuandPoojaBhatt.Finally,theaddebutedacrossmultipletelevisionnetworks,includingSony,Star,Zee,DD,NDTV,CNN,TimesNow,B4U,AajTak,UTV,9XM,andETV,inDecember2016andcontinuedtorunthroughforfourmonths.

Aspartofthesocialmediacampaign,GirlRisingIndiahostedaTwitterchatonNovember9,2016tocontinue amplifying #WeDreamWeRise. The Twitter chat asked participants a series of questionsprompting a discussion about gender norms. The one-hour chat was flagged off by Girl RisingAmbassador,PriyankaChopra,whoalsoparticipatedinthechattoamplifythereachandbreadthofthediscussion.TheTwitterchatmade16millionsocialmediaimpressionsduringand

followingthechat.(seeFigure3).Figure4depictsthetimelinefortheWeDream,WeRisecampaignacrossallplatforms.

MONITORING&EVALUATIONMETHODSGirlRisingpartneredwithTheGeorgeWashingtonUniversityMilkenInstituteSchoolofPublicHealth(GW)toconductadescriptiveevaluationofthesocialmediacampaign.

Twomain sources of data were analyzed: 1) an online survey, and 2) social media analytics. TheevaluationaimedtoanswertheresearchquestionsoutlinedinTable1.

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TARGETAUDIENCEPeopleacrossthesocialmediauniversewereexposedtothesocialmediacampaign.However,giventhe campaign’smessaging to youth and parents, special efforts weremade to reach this primaryaudiencefortheWeDream,WeRisecampaign:

● Youthandyoungparents● Ages18-45● ResidingineitheraTier1city5oraTier2city6inIndia

5TheReserveBankofIndiaclassifiestiersbasedonpopulation(basedon2001census).Tier1citieshaveapopulationof100,000ormoreandincludeMumbai,Delhi,Bangalore,Chennai,Kolkata,Hyderabad,Pune,andAhmedabad.6Tier2citiesTier2citieshaveapopulationbetween50,000and99,999andincludeAmravati,Lucknow,Chandigarh,Jaipur,Patna,Madurai,Pondicherry,Indore,Vadodara,Bhopal,Coimbatore,andVellore.

Table1.ResearchQuestionsfortheWeDream,WeRiseMediaCampaign

Domain Questions

CampaignReachandEngagement

Whatisthereachandengagementofthecampaignacrossallsocialmedia(Facebook,Twitter,InstagramandYouTube)platformsandpartners(bygender,age,andgeographiclocation)?

Whichinfluencers(individualsandorganizations)amplifiedthereachofthecampaign?

CampaignRecall&Perceptions

WhatistherecallandawarenessoftheWeDream,WeRisecampaign?

Doesrecallandawarenesssignificantlydifferbysocio-demographics?

CampaignPerceptions WhatareperceptionsoftheWeDream,WeRisecampaign(e.g.agreementwithmessaging,likeability,sentiment,personality,comprehension)?

Doperceptionssignificantlydifferbysocio-demographics?

BrandRecognition DidthecampaignincreaserecognitionoftheGirlRisingbrand?

Doesbrandrecognitionstatisticallydifferbysocio-demographics?

SocialActions,Intentions,andBehaviors

Whatistheengagementwiththecampaign’sCTAandwebsite?

Didthesocialmediacampaignincreasesocialcommunication,andsocialactionintentions/behaviors?

Doessocialcommunicationaboutthecommunicationdifferbysocio-demographics?

Doessocialactionintentions/behaviorsdifferbysocio-demographics?

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● Regular use of social media (logged into their social media accounts such as: Facebook,Twitter,orInstagram,inthepast7days)

DATACOLLECTIONAself-administered,anonymous,web-basedsurveywascreatedinSurveyMonkey,anonlinesurvey

administrationplatform.Participantswereaskedtocompletethesurveyonemonthafterthelaunch

of the digital campaign (November 14, 2016) and it remained open through the end of January

(January 31, 2017). The survey took no longer than 15-20 minutes to complete. The study was

approvedbyTheGeorgeWashingtonUniversityOfficeforHumanSubjects(IRB#101624).Eligibility

criteriaforthesurveyincludedEnglishproficientadultsbetweentheagesof18and45whoutilized

Facebook, Instagram, Twitter, or YouTube in the last seven days. An iPad rafflewas utilized as an

incentiveforsurveycompletion.

Thesocialmediaanalyticssoftware,Brand24,waslicensedtocapturereachandengagementdatafor

the social media campaign. Brand24 was configured to track online posts on Facebook, Twitter,

Instagram,andYouTube.Inaddition,throughkeytermsincluding:WeDream,WeRise;GirlRising;I

am Girl Rising; Girl Rising India;We are dreamers; #GirlRising; #IAmGirlRising; #WeDreamWeRise.

Brand24alsoprovidedeffectivemonitoringoftheGirlRisingbrandacrosstheInternet,andallowed

accesstobothcurrentandarchivalmentionswhichprovidedcontrasttopre-campaignmentionsto

post-campaignmentions.Finally,Brand24alsoofferedafeaturecalled“VoiceShare”that indicated

whatpercentageoftheentirediscussionoccurringonthewebisduetoaspecificinfluencer.

INSTRUMENTS&MEASURES

Surveyquestionsfocusedonthefollowingdomains:demographics,mediause/utilization,campaignmessage, brand recall and perceptions, social action/intentions, and gender perceptions/attitudes.Itemsinthesurveyweredrawnandadaptedfromvalidatedinstrumentsusedinpriorsurveys.

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STUDYSAMPLEANDRECRUITMENTThe campaign evaluation focused primarily on reach,engagement, and sentiment, and recruited a conveniencesampletoelicitfeedbackonthecampaign.Recruitmentforthe survey occurred via several methods: (1) Posting thesurveyonGRIndia’ssocialmediaaccountsandwebsite;(2)Prompting viewers and partners to share the survey withtheir personal and professional networks via social mediaand other web outlets (e.g. email); and, (3) Utilizing paidposts featured on Facebook, Twitter, and Instagram.Usingstrategictargetingofcustomaudiencesallowedustoreachpeople who had previously interacted with GR’s content(i.e.,theadcampaign)onFacebook.

ResultsSOCIO-DEMOGRAPHICSTable 2 presents characteristics of the study sample thatcompletedtheonlinewebsurvey(N=252).Asshown,44.5%of thesample isbetween18and24yearsofage;63.2% ismale; 42% live in a Tier 1 city; and slightly over thirtypercent(32.3%)ofthesamplehavechildren.Ofthosewhohad children, 41.3%only hadone child, and40%had two.The sample was highly educated with nearly 60% ofparticipantsholdingagraduatedegreeorhigher,and38.4%havinghadcompletedclass12.DespiteeffortstoreachTier2 residents and parents, the study sample reflects young,urban,andhighlyeducatedadultsinIndia.

Table2.StudySampleCharacteristics,WeDream,WeRiseCampaign,N=252

N(%)

Age

18-24 157(44.5)

25-34 93(26.3)

35-44 46(13.0)

45andolder 57(16.1)

Gender

Male 223(63.2)

Female 130(36.8)

Location

Tier1city 110(42.0)

Tier2city 72(20.4)

OthercityinIndia80(22.7)

OutsideofIndia 31(10.6)

Children

Yes 84(32.3)

No 176(67.7)

Howmanychildren?

One 33(41.3)

Two 32(40.0)

Threeormore 15(18.7)

Levelofeducation

CompletedClass8 6(2.3)

CompletedClass12 99(38.4)

Graduateorhigher 153(59.3)

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MEDIAUSE/UTILIZATIONTable 3 outlines social media use among study participants.Nearly90%ofparticipantsusesocialmediadaily,and89.3%ofparticipants use social media on their mobile phones.Approximatelytwo-thirdsoftheparticipantsreportedwatchingtelevisiondaily,and43.2%ofparticipantsgotothecinemahalla few times a year. With respect to specific social mediaplatforms, Facebook is used most among participants (68%)followed byWhatsApp (59.2%), FacebookMessenger (41.4%),and Instagram (33.7%). Given the recruitment focused on“regular” users of social media, the sample has high mediautilization,andwasthereforelikelytohavebeenexposedtotheWeDream,WeRisecampaign.

SOCIALMEDIAANALYTICS:CAMPAIGNREACH,ENGAGEMENT,ANDMESSAGE

The We Dream, We Rise campaign was amplified on socialmediaviacelebrityambassadorsandsupporters.Thevideowasuploaded on multiple social media platforms and by multipleinfluencers. Table4presents the celebrity influencers involvedin the campaign, and the reach received through their socialmedia channels. As seen in Table 4, Priyanka Chopra reached82.5%ofthetotalreach,andactressPreityZintareached2.6%and producer Mahesh Bhatt reach 1.2%. In total, the WeDream,WeRisecampaign reached25millionpeoplegloballyonsocialmedia.Mediareachdatawascollectedvianumerousplatformsandaggregatedintheanalysis.

Social media analytics software allowed us to identify keyinfluencers throughout the duration of the campaign. Twomajor classes of influencers contributed to the campaign’sreach:celebrityinfluencersandGirlRisingpartnerships.

Table3.MediaUseAmongStudySample,WeDream,WeRiseCampaign,N=252

N(%)

Socialmediaoncellphone(N=252) 225(89.3)

Socialmediausefrequency(N=246)

Daily 221(89.8)

Weekly 19(7.7)

Lessthanweekly 6(2.4)

Socialmediausebyplatform

Facebook 240(68)

WhatsApp 209(59.2)

FacebookMessenger 146(41.4)

YouTube 146(41.1)

Instagram 119(33.7)

Twitter 103(29.2)

Google+ 99(28.0)

LinkedIn 66(18.7)

Other 21(5.9)

WeChat 18(5.1)

TelevisionFrequency(N=255)

Daily 170(66.7)

Weekly 35(13.7)

Lessthanweekly 50(19.6)

Cinemahallfrequency(N=257)

Weekly 29(11.3)

Fewtimesamonth 61(23.7)

Fewtimesayear 111(43.2)

Never 56(21.8)

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CelebrityInfluencersCelebrity influence played a critical role in thecampaign’s success. Table 4 shows the social mediareachforthecampaign’stopninecelebrityinfluencers.These influencers include Bollywood actresses:Priyanka Chopra, Preity Zinta, Freida Pinto, MiniMathur, Shoojit Sircar, Taapsee Pannu and PoojaBhatt, Nigerian actress Rahama Sadau, Bollyshakedancer Elif Khan, Bollywood film director MaheshBhatt, and notable media and campaign managerPragyaVats.

GirlRisingPartnershipsGirl Rising partnerships with various organizationscontributed to further amplification of the campaign.Girl Rising Global social media accounts were amongthe top five influencers each week of the campaign.Otherkeyorganizationsthatcontributedtothereachwere: Bollyshake,Magic Bus, Save theChildren India,GlobalCitizenIndia,MalalaFund,YouthKiAwaaz,andTheBetterIndia.

ReachbySocialMediaPlatformFacebook–SincetheWeDream,WeRisecampaignvideowasdisseminatedpredominatelyonFacebook,themajorityoftheGirlRising-drivenreach(i.e.reachfromGirlRising’sposts)wasonFacebook.MostoftheviewingoccurredinMaharashtra(10%)andDelhi(7%).Afteraweekofcampaigndissemination,alargeportionofviewersemergedinPunjab.

Thecampaignvideo’sprimaryaudiencewaswomenage25to34.However,whenthesurgeinviewershipoccurredinPunjabfivedaysintothecampaign,theprimaryaudienceofFacebookviewersweremenage25to34.AsofJanuary31,2017GirlRising’sFacebookvideopostoftheWeDream,WeRisecampaignhasbeenviewed64,000times—with61,215uniqueviewers.Further,theGirlRisingIndiapostalonereached300,000people.

Twitter–GirlRisingIndiaalsodisseminatedtheWeDream,WeRisecampaignvideoviaTwitter.Inthedurationoftheevaluationperiodofthecampaign(October10th–February1st),GirlRisingIndia’sTweetsgarneredoveronemillionimpressions.Tweetsthatgeneratedthemostsocialmediatraffic

Table4.CelebrityReach,WeDream,WeRiseCampaign

Celebrity SocialMediaReach

%oftotalReach

PriyankaChopra 20,617,657 82.5%

PreityZinta 655,406 2.6%

MaheshBhatt 309,146 1.2%

FreidaPinto 145,219 0.6%

PragyaVats 42,820 0.2%

MiniMathur 34,898 0.1%

RahamaSadau 35,115 0.1%

ElifKhan 17,441 <0.1%

PoojaBhatt 14,009 <0.1%

TotalReach 25,000,000

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andreachwereassociatedwithPriyankaChopra’sNovember9thTwitterchat.Thecampaignwasviewedpredominatelyamong18to24yearoldslivinginMaharashtra(seeTable5).

Instagram–TheWeDream,WeRisecampaignwaspostedtoGirlRisingIndia’sInstagramaccountandwaswell-receivedamongitsviewers.ThemajorityofInstagramtrafficwithrespecttothecampaigncamefromBollyshake’sWeDream,WeRisedancepostsinNovember2016(seeTable5).

SURVEYRESULTS:CAMPAIGN&BRANDEXPOSURETable 6 provides results from the survey on the mediaoutletswhereWeDream,WeRisewasseen.Thecampaignwas most frequently recalled when prompted with askingparticipants if theyhad seenavideoasking themtodreambig for India’s girls—where nearly 53% of participantsreported seeing the ad. The least aided recall was adescription of the main visual tenants of the film: girlswearing “masks”—where only 36.4% of participants reported seeing the ad, indicating that the“masks”werelikelynotthemostmemorablevisualforviewers.However,whenrespondentswereshowna specific image fromthecampaignvideo,45.1% reported that theyhadseen the image.Over fifty percent (52.9%) of participants said that they had seena video online asking them todreambigforgirls.Itisimportanttonotethatmuchoftherecruitmentforthesurveyoccurredviasocialmediaadsandspecificallytargetedpeoplewhohadbeenexposedtothevideoonsocialmedia.

Nearly two-thirds of the sample reported previously seeing the Girl Rising logo.Male participantswere less likelytohaveseentheGirlRising logocomparedtofemaleparticipants.Females(72.3%)were significantly more likely than males (57.9%) to report having seen the Girl Rising logo; andparticipantslivinginTier2cities(65.9%)weresignificantlymorelikelytoreportseeingavideoonlineaskingthemtodreambigforIndia’sgirlscomparedtoparticipantslivinginTier1cities(54.1%)andcomparedtoparticipantslivinginothercities(38.5%)inIndia.

Table5.WeeklytopinfluencersintheWeDream,WeRisecampaign.

Pre-launch10/10-10/12 10/13-10/19 10/20-10/26 10/27-11/2 11/3-11/9 11/10-11/16 11/17-11/23 11/24-11/30

GirlRisingGlobal

PriyankaChopra MaheshBhatt ElifKhan Priyanka

ChopraGirlRisingGlobal Bollyshake GirlRising

Global

PragyaVats PreityZinta GirlRisingGlobal Bollyshake Bollyshake Toor

Manpreet

ZoeScandalis Bollyshake

ProjectKHEL SavetheChildrenIndia PoojaBhatt GRIndia GirlRising

GlobalAnahitaDhondy

WaneneGrace

TasveerSeattle

Table6.ExposureLocation,WeDream,WeRiseCampaign,N=155

Location %(N)

Television 32.0(39)

News 14.8(18)

SocialMedia 57.4(70)Internet 53.3(65)

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SURVEYRESULTS:PERCEPTIONSOFTHECAMPAIGNSocialIntentions,Actions,andBehaviorTable7showsdataregardingtheattitudesandperceptionsofthesurveyparticipantswithrespecttothe We Dream, We Rise campaign video. Among the questions that assessed perceptions andattitudestowardthecampaign,therewerenumerousdifferencesinresponsesbyparticipantgenderand level of education.When asked if “they know girls that feel the sameway as the girls in thevideo,”88%ofparticipantswhohadcompletedagraduateeducationormoreagreed,comparedtoonly 75% of those who had completed class 12, and 50% of those who had completed class8(X2=6.893,df=2,p=.032).

Whenasked ifparticipantsthoughtthe“videowasboring,”16%ofmenagreedthatthevideowasboring compared to 6.3%of female participants (X2=5.851, df=1, p=.018). Similarly, 16.5%ofmaleparticipantsthoughtthevideowas“insultingtomen”comparedto4.3%ofwomen(X2=5.699,df=1,p=.017).Theseresultsalsovariedbyaparticipant’s levelofeducation:66.7%ofparticipantswhosehighestlevelofeducationwasclass8agreedthatthevideowasinsultingtomen,comparedto17.2%ofthosewhohadcompletedclass12,andamere5.4%ofthosewhohadagraduateleveleducationor higher(X2=14.762, df=2, p=.007).Conversely, a greater proportion of male participants (14.5%)also agreed that the video was “insulting to women” compared to 4.3% of female participants(X2=4.330,df=1,p=.037).

The videowas generally perceived as “convincing” (92.9%).However, femalesweremore likely toagree that it was convincing (98.6%) compared to males (88.4%)(X2=6.016, df=1, p=.014).Additionally,importanceofmessaginginthevideoalsovariedbygender;17%ofmalesagreedthatthe messages in the video were not important to them compared to only 3.9% offemales(X2=11.609,df=1,p=.001).

Table7.Attitudes,Perceptions,andBehavioralIntention,WeDream,WeRiseCampaign,WebSurvey,N=151

%ofrespondentsthatagree X2 Sig

GirlsinIndiafeelthesamewayasgirlsdointhisvideo TotalSample 82.2

Gender 3.537 .060 Men 77.0 Women 88.6

LevelofEducation 6.893 .032* CompletedClass8 50.0 CompletedClass12 75.4 Graduateorhigher 88.0 Location .274 .872 TierOnecitya 83.8

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TierTwocityb 81.3 OthercityinIndia 80.0 Thevideowasboring TotalSample 11.0

Gender 5.581 .018* Men 16.3 Women 4.3 LevelofEducation .934 .627 CompletedClass8 0.0 CompletedClass12 13.6 Graduateorhigher 9.7 Location TierOnecity 4.4 1.232 .540 TierTwocity 3.6 OthercityinIndia 3.6 Thevideowasconvincing TotalSample 92.9 Gender Men 88.4 6.016 .014* Women 98.6 LevelofEducation .414 .813 CompletedClass8 100.0 CompletedClass12 91.7 Graduateorhigher 93.5 Location .713 .700 TierOnecity 94.0 TierTwocity 90.3 OthercityinIndia 90.0 Thevideowasinsultingtoboysandmen TotalSample 11.0

Gender 5.699 .017* Men 16.5 Women 4.3 LevelofEducation 14.762 .007** CompletedClass8 66.7 CompletedClass12 17.2 Graduateorhigher 5.4 Location .160 .923 TierOnecity 10.6 TierTwocity 12.1 OthercityinIndia 13.2 Themessagesinthisvideoarenotimportanttome TotalSample 21.1

Gender Men 17.1 11.609 .001** Women 3.9 LevelofEducation 4.228 .121 CompletedClass8 66.7 CompletedClass12 22.8 Graduateorhigher 18.5 Location 1.790 .409 TierOnecity 25.8

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TierTwocity 26.7 OthercityinIndia 15.4 Ifeltsadafterwatchingthisvideo TotalSample 65.1

Gender .343 .558 Men 63.1 Women 67.6 LevelofEducation 1.688 .430 CompletedClass8 100.0 CompletedClass12 65.5 Graduateorhigher 63.7 Location 5.047 .080 TierOnecity 66.7 TierTwocity 76.7 OthercityinIndia 51.3 Thevideowasinsultingtogirlsandwomen TotalSample 2.0

Gender 4.330 .037* Men 14.5 Women 4.3 LevelofEducation 2.027 .363 CompletedClass8 33.3 CompletedClass12 10.5 Graduateorhigher 8.7 Location .400 .819 TierOnecity 4.4 TierTwocity 3.0 OthercityinIndia 3.0 Iknowgirlswhofeellikegirlsinthisvideo TotalSample 80.0

Gender 1.949 .163 Men 75.9 Women 85.1 LevelofEducation 1.027 .598 CompletedClass8 66.7 CompletedClass12 76.8 Graduateorhigher 82.4 Location .080 .961 TierOnecity 80.0 TierTwocity 82.1 OthercityinIndia 79.5 Iunderstoodwhatthevideowasaskingmetodo TotalSample 88.7

Gender .639 .424 Men 86.9 Women 91.0 LevelofEducation 2.400 .301 CompletedClass8 100.0 CompletedClass12 93.1 Graduateorhigher 85.6

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Location 1.968 .374 TierOnecity 86.2 TierTwocity 89.7 OthercityinIndia 94.9 Thevideowasconfusing TotalSample 9.9 Gender 4.119 .042* Men 14.3 Women 4.4 LevelofEducation 16.026 .000*** CompletedClass8 66.7 CompletedClass12 15.5 Graduateorhigher 4.4 Location .245 .885 TierOnecity 10.6 TierTwocity 10.0 OthercityinIndia 7.7 Ifeltinspiredafterwatchingthisvideo TotalSample 88.2

Gender 4.423 .035* Men 83.1 Women 94.2 LevelofEducation .625 .732 CompletedClass8 100.0 CompletedClass12 89.5 Graduateorhigher 87.0 Location .520 .771 TierOnecity 87.7 TierTwocity 90.3 OthercityinIndia 84.6 Notes:1.Thestatementsaboveweremeasuredonafour-pointLikertscale:StronglyDisagree,Disagree,Agree,andStronglyAgree.Thedatainthetableshowsthatifaparticipantchose“stronglyagree”or“agree”forastatement,theyweresaidtohaveagreedwiththestatement.Conversely,ifaparticipantchose“stronglydisagree”or“disagree”,thatparticipantwasincludedas“disagreeing”withthestatement.2.Somevariableshadmissingdataandthereforepercentagesdonotalwaysaddupto100.

aTieronecity:haveapopulationof100,000ormore7bTiertwocitieshaveapopulationbetween50,000and99,999*p<0.05**p<0.01***p<0.001

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Table8showstheresultsconsideringbehavioralintentionstotakeactionafterseeingthecampaign.Nearly 80% of participants indicated they were likely to post a #WeDreamWeRise photo afterseeing the campaign. The likelihood ofparticipants posting a #WeDreamWeRise photo varied bylevelofeducation:91.5%ofthosewhohadcompletedclass12agreedthattheywouldengageinthecalltoaction(e.g.,postingtheirdreamontheirhandwith#WeDreamWeRise),comparedto75%and71.7% of those who had completed class 8, and those with a graduate education or more,respectively (X2=8.638, df=2, p=.013). There were no other significant differences in regard to aparticipant’s intention to take action. However, approximately 85% of the sample indicated thattheywere likely toengage inanyof the following: talkabout the importanceofgirls’ educationwithafamilymemberorfriend;tellsomeoneabouttheWeDream,WeRisecampaign;becomeanadvocate for girls’ education; learn more about girls’ education programs; or volunteer fororganizationsthatsupportgirls’education.

Table8.BehavioralIntentionsamongparticipants,WeDream,WeRiseCampaign,WebSurvey,N=151

%of

respondentsthatagree

X2 Sig

Posta#WeDreamWeRisephoto TotalSample 79.4 Gender .032 .857 Men 78.8 Women 80.0 LevelofEducation 8.638 .013* CompletedClass8 75.0 CompletedClass12 91.5 Graduateorhigher 71.7 Location 5.845 .054 TierOnecitya 73.8 TierTwocityb 84.8 OthercityinIndia 92.3 Talkabouttheimportanceofgirls’educationwithafriend TotalSample 88.3

Gender .288 .591 Men 87.1 Women 89.9 LevelofEducation 3.422 .181 CompletedClass8 66.7 CompletedClass12 93.3 Graduateorhigher 85.7 Location 3.098 .212 TierOnecity 87.5 TierTwocity 87.9 OthercityinIndia 97.4 Talkabouttheimportanceofgirls’educationwithfamily TotalSample 86.8

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Gender .270 .603 Men 85.5 Women 88.4 LevelofEducation 2.380 .304 CompletedClass8 100.0 CompletedClass12 91.4 Graduateorhigher 83.5 Location 3.233 .199 TierOnecity 82.8 TierTwocity 93.5 OthercityinIndia 92.3 TellsomeoneabouttheWeDream,WeRisecampaign TotalSample 84.8 Gender .471 .492 Men 82.9 Women 87.0 LevelofEducation 3.442 .179 CompletedClass8 66.7 CompletedClass12 91.2 Graduateorhigher 81.3 Location 4.090 .129 TierOnecity 81.3 TierTwocity 93.5 OthercityinIndia 92.3 Global Becomeanadvocateforgirls’education TotalSample 87.4 Gender .113 .737 Men 86.6 Women 88.4 LevelofEducation 5.276 .071 CompletedClass8 100.0 CompletedClass12 94.7 Graduateorhigher 82.4 Location 3.278 .194 TierOnecity 84.4 TierTwocity 96.8 OthercityinIndia 89.7 Learnmoreaboutgirls’educationprograms TotalSample 86.7 Gender .334 .563 Men 85.2 Women 88.4 LevelofEducation 2.183 .336 CompletedClass8 100.0 CompletedClass12 91.1 Graduateorhigher 83.5 Location 4.329 .115 TierOnecity 82.8 TierTwocity 93.5 OthercityinIndia 94.7 Volunteerfororganizationsthatsupportgirls’education TotalSample 84.9 Gender .040 .841 Men 84.3

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ConclusionPrioritizing girls’ education and empowerment has recently gained the attention of the media.Celebrities, NGOs, and corporations are becoming increasingly involved in the dissemination ofinformationhighlightingthevalueofeducationforadolescentgirls.

In March 2017, Ministry of Women and Child Development screened the “We Dream, We Rise”campaignatanationaleventorganizedincommemorationofInternationalWomen’sDay.Thiseventsaw participation from state and central governments, NGOs, and schools. Additionally, since thelaunch of the campaign, organizations have screened the campaign in their local communities todriveconversationsaroundaccesstoopportunities;equality;andgender-baseddiscrimination.

TheWe Dream, We Rise Campaign was a nationwide videocampaign in India that aimed to inspire fathers, brothers,mothers, community leaders, andothers todreamasbig forIndia’sgirlsas theydo for theirboys.The campaign reached

Women 85.5 LevelofEducation 3.981 .137 CompletedClass8 100.0 CompletedClass12 91.4 Graduateorhigher 80.2 Location 4.844 .089 TierOnecity 80.0 TierTwocity 93.5

OthercityinIndia 92.3

Notes:1.Thestatementsaboveweremeasuredonafour-pointLikertscale:StronglyDisagree,Disagree,Agree,andStronglyAgree.Thedatainthetableshowsthatifaparticipantchose“stronglyagree”or“agree”forastatement,theyweresaidtohaveagreedwiththestatement.Conversely,ifaparticipantchose“stronglydisagree”or“disagree”,thatparticipantwasincludedas“disagreeing”withthestatement.2.Somevariableshadmissingdataandthereforepercentagesdonotalwaysaddupto100.

aTieronecity:haveapopulationof100,000ormore8bTiertwocitieshaveapopulationbetween50,000and99,999*p<0.05**p<0.01***p<0.001

“Daddy,ifIchangedmynamefromVarshatoVikram,wouldyouletmeseethemoonnotjustfromthewindow,butbylettingmegotothemoon?”

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25millionpeople,receivedmorethan600,000views,andengagedwithmorethan200,000people,whichyieldedamorethan2%engagementratecomparedtotheindustryaverageof1%.Further,the results from the survey confirmed that most viewers found the video both compelling andinspiring.

LIMITATIONS

Thecampaignanditsevaluationhadseverallimitationswhichmustbetakenintoaccountincluding:

1. GirlRisingIndiapartners(manyofwhichwereNGOsworkingwithgirls,women,andfamilies)played a key role in the dissemination of the social media campaign and the survey.Therefore,a samplingbiasmayexistwhereby their socialnetworks includepeoplewhoarealready“sensitized”togenderissues.

2. Media and storytelling can change brain chemistry, attitudes and perceptions but thatrequiressaturationofmediamessagestothetargetaudience,anditislikelythat1videoadoverashortperiod-of-timemaynotyieldthoseoutcomes.

3. Thevideospotswerenotproducedspecificallyforsocialmedia.Therefore,itlackedsomeofthenuancesnecessaryforsocialmediacampaigns(e.g.thetextonvideowassmallandthefirstpartofthevideohasmusicversusvoice/text).

KEYTAKEAWAYSTheGirlRisingbrandispowerful–peoplerecognizeit.

GirlRisinghaspowerfulcelebrityinfluencers,governmentpartnershipsandNGO

collaborationsthatareabletoamplifythereachofitscontent.

Socialmediareachisnotisolatedtooneregionorcountry.Itisglobal.Thus,contentcan

resonatewithglobalaudiences.

EngagementwiththecontentallowsCTAstobepowerful.

Targetaudienceisanimportantdeterminantofsuccess.Themessagingwasfocusedon

parents,howeveritisunclearifparentsweretheonesmostexposedtothecampaign.