Transcript we do this by

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about breakthrough
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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
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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?
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•mission:
• Breakthrough’s mission is to create a world
free from violence against women and girls
so that all people can live with dignity.
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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)
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= social change actors
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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.
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1. Bell Bajao video: Knock Knock
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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.
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3. website
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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?
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example 1. Rights Advocates
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example 2. men making
promises
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example 3. evangelists:
influential men making promises
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example 4.
‘evangelists’ take the
campaign and make it
their own
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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
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Thank you!
[email protected]
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