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

2

3

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,

3

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