21
1
| Date post: | 12-Jan-2016 |
| Category: |
Documents |
| Upload: | betty-walters |
| View: | 215 times |
| Download: | 2 times |
1
22
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
3
q: how can we engage our communities beyond awareness raising?
✴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
agenda-
4
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
5
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
our theory of change
6
77
88
= social change actors
9
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
10
1. Bell Bajao video: Knock Knock
10
QuickTime™ and aDV/DVCPRO - NTSC decompressor
are needed to see this picture.
11
2. youth trainings create Breakthrough rights advocates
11
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 onsex-selection, dowry, early marriage.
1212
3. website
Digital Engagement Curve
Participation Over Time
Level of
En
gag
em
en
t 90%“Audience”
9%“Engaged Users”
1%“Evangelists”
SeeClick
Like
WatchShare
Comment
Give $
Create own art/campaign
Convene
Twitter chat
Promise (text)
Promise (video)
`̀Promise (RT = Me Too)
Blog post
Share story
Blogger/Twitter meet up
14
what do agents of social change look like?
w
o
m
e
n
m
a
r
c
h
14
15
example 1. Rights Advocates
15
QuickTime™ and aH.264 decompressor
are needed to see this picture.
16
example 2. men makingpromises
16
1717
QuickTime™ and aH.264 decompressor
are needed to see this picture.
example 3. evangelists:influential men making promises
18
example 4.‘evangelists’ take thecampaign and make ittheir own
18
19
how can we engage our communitiesbeyond 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
2121
