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1 about breakthrough • Breakthrough is a global human rights organization that uses the power of MEDIA, POP CULTURE, and community mobilization to INSPIRE people to take BOLD action for dignity, equality, and justice. www.breakthrough.tv 2 2 2 q: how can we engage our communities beyond awareness raising? agenda✴Breakthrough’s mission ✴how we create social change actors ✴the engagement curve ✴strategic tools for online & offline engagement (case study: Ring the Bell/Bell Bajao campaign) ✴what do social change actors look like? 3 •mission: • Breakthrough’s mission is to create a world free from violence against women and girls so that all people can live with dignity. 4 our theory of change »first step: changing attitudes and behaviors in a way that makes violence against women UNACCEPTABLE. • we do this by: inspiring people to take bold action for change in their own communities and beyond. • so: our work is all about inspiring and engaging communities to become SOCIAL CHANGE ACTORS. • (note: these social change actors are individuals and institutions) 5 6 7 = social change actors 8 what do tools of engagement look like? • Case study: • Breakthrough’s global Ring the Bell campaign. • The campaign engages men and boys to become part of the solution, become social change actors and make VAW unacceptable. 9 1. Bell Bajao video: Knock Knock QuickTime™ and a DV/DVCPRO - NTSC decompressor are needed to see this picture. 10 2. youth trainings create Breakthrough rights advocates 15k young men and women have been trained by Breakthrough. This engagement led to them becoming social change actors in their communities. Natak dekho training in Haryana on sex-selection, dowry, early marriage. 11 3. website 12 Digital Engagement Curve 1% “Evangelists” Level of Engagement Create own art/campaign 9% “Engaged Users” 90% “Audience” Convene Share story Blogger/Twitter meet up Promise (video) Blog post Promise (text) ` Promise (RT = Me Too) Twitter chat Comment Watch Share Click Like See Participation Over Time Give $ what do agents of social change look like? • • • • • w o m e n • • • • • m a r c h 14 example 1. Rights Advocates QuickTime™ and a H.264 decompressor are needed to see this picture. 15 example 2. men making promises 16 example 3. evangelists: influential men making promises QuickTime™ and a H.264 decompressor are needed to see this picture. 17 example 4. ‘evangelists’ take the campaign and make it their own 18 how can we engage our communities beyond awareness raising? ✴give them tools through which to engage ✴ease them into engagement ✴be strategic about your asks ✴meet them where they already are ✴measure measure measure 19 Thank you! [email protected] 20 21