A COMMUTINY THE YOUTH COLLECTIVE INITIATIVE SOCIAL MEDIA STRATEG Y 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 INTERVENTION LEARNING & LEADING JOURNEY A FELLOWSHIP PROGRAMME FOR YOUNG CHANGELEADERS ACROSS INDIA MEDIA INTERVENTION COMMUTINY MEDIA NETWORK A NETWORK OF GRASSROOTS MEDIA INITIATIVES ON YOUTH ISSUES MEDIA PARTNERSHIP COMMUTINY 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 LETS TALK TARGET OUTREACH 3000 YOUTH IN COLLEGE CAMPUS YOUTH ON SOCIAL MEDIA PLATFORM AREA OF WORK TALKING TO YOUNG PEOPLE ABOUT GENDER BASED VIOLENCE AND BUILDING THEIR UNDERSTATING ON THE ISSUE INSTITUTIONAL PARTNERS UNIFEM (part of UN Women) UN Volunteers (UNV) UN Development Programme (UNDP) STRATEGIC PARTNERS Aakar, 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, LADY SRIRAM COLLEGE, RAMJAS COLLEGE, ST STEPHENS COLLEGE, SRIRAM COLLEGE OF COMMERCE, VENKATESHVARA COLLEGE, 3

Social Media Tools Video Blog: A space where the 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 Lets 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 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 Lets 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 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 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 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.

Social Media Tools Campaign Blogs: An official blog where CYC and CG will post updates /news about the social media campaign Plus 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 campaign Plus 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 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.

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 jurys 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 jurys 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

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. 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.

THANK YOU VERY MUCH Campaign Strategy CYC 29 September 2010