todd minerson, nick rodrigue, ruth bastedo - case study: white ribbon campaign - turning online...
DESCRIPTION
How do you get men to take action on ending violence against women? Well, you talk them into walking a mile wearing high heels of course! This workshop will look at how the White Ribbon Campaign has worked to transform online interest into concrete, offline actions in our work to engage men in ending violence against women. Two of our campaigns, Walk a Mile in Her Shoes, and “It Starts With You, It Stays With Him” will be highlighted. Takeaways:- How to use social media to foster change on a challenging social issue- How to translate online interest into offline action- Look at two examples of social media use, for fundraising and awareness, as well as advancing our missionTRANSCRIPT
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
My Charity Connects:
Turning online interest into offline
action.
White Ribbon Campaign
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
1) Count the number of women you
personally care about in your life.
a) 1 – 10
b) 10 – 20
c) 20 – 50
d) 50 – 100
e) Over 100
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
2) What % of women in Canada will
experience an act of physical or sexual
violence in their lifetime?
a) 10%
b) 30%
c) 50%
d) 65%
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
3) How much does violence against women
cost the Canadian economy each year
(health costs, support services, justice,
policing, lost productivity etc.)
a) $56.5 million
b) $300 million
c) $1.8 billion
d) $4.2 billion
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
3) Knowing what you know now – raise your
hand if you think violence against women
is a serious problem in Canada.
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
4) Keep your hand up if you can name one
thing you did in the last 12 months to
work to end violence against women.
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
You have just demonstrated two of the key
challenges for the White Ribbon Campaign:
• Raising awareness on violence against
women with men and boys
• Moving men and boys from believing there
is a problem to acting on that belief
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
Now… I apologize... because I tricked you.
• It is very likely you did many things in the last 12
months to work to end violence against women
– you just can’t name them
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
What are some of those things?
• Challenge sexism
• Promote gender equality
• Make choices to spend time with your family
• Share work around the house
• Be a caring man
• Hopefully – you didn’t use or threaten
violence against women
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
The White Ribbon Story
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
December 6th, 1989 – The Montreal Massacre
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Our Mission:
CHALLENGING everyone to speak out, and think about their own
beliefs, language and actions.
EDUCATING young people, especially young men and boys, on
the issue.
RAISING PUBLIC AWARENESS of the issue.
WORKING IN PARTNERSHIP with women’s organizations,
international NGO’s, the corporate sector, the media, and other
partners, to create a future with no violence against women.
SUPPORTING WHITE RIBBON CAMPAIGNS around the world
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Our Vision:
A future with no violence
against women.
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
June 2011 www.whiteribbon.com
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
WRC international
Brazil
WRC international
New Zealand
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
WRC international
South Africa
WRC international
Pakistan
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
WRC international
Cape Verde
WRC international
Sri Lanka
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
White Ribbon Campaign is:
• The only national organization that it is working on the
prevention of violence against women by positively engaging
men and boys
• A globally recognized issue leader in this work, consulting
federal and provincial governments, the UN, and providing
training and capacity building to communities and countries
around the world
• Providing an essential and complimentary prevention
and awareness component to the shelter, support and
intervention work for women and children
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Violence Against Women: The Issue
• The overwhelming and disproportionate amount of violence
against women is perpetrated by men
• The roots of this violence rest in fundamental issues of
gender inequality for women, and harmful and violent
forms of masculinity in men
• While most men may never use violence against women, our
silence both perpetuates and tolerates it; while all men may
not be part of the problem, we can all be part of the
solution
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Violence as a Gender Issue
• Violence is rooted in social norms and unequal power
dynamics between men and women
• Traditionally, programs have focused on protecting and
assisting women and girls
• Must also focus on how to address and involve boys and men
in prevention
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Violence as a Gender Issue
• In relationships, violence may be used by some men as a
form of retaining power and control and a need to prove
manhood
• Men’s violence is not limited to physical assault
• Also includes emotional, verbal, psychological, economic, faith
based, intimidation, and of course sexual violence
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
A Glimmer of Hope
• 75% of Canadian men feel that it is quite important that men
speak out about violence against women*
• The UN has recognized in the Unite to End Violence Against
Women campaign that men and boys have a vital, and
positive role to play in ending men’s violence against women
• Young men who are more gender-equitable are generally
able to identify a father or other male figure in their lives who
modeled or demonstrated gender-equitable roles * White Ribbon Campaign research, Environics 2007, Pollara 2006
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
A Glimmer of Hope
• Men’s participation as fathers and mentors can be positive for
the lives of women, men and children
• Expanding the role of men’s caring for children creates a
broader vision of the human capacity of men in family life and
society in general
• For every girl who is tired of acting weak when she is strong,
there is a boy tired of appearing strong when he feels
vulnerable
• For every boy struggling not to let popular media dictate his
desires, there is a girl facing popular media’s attacks on her
self-esteem
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
The solution?
• Men need to be involved in prevention, raising awareness,
changing social norms, and modeling positive behaviour
• Men need to work within the field of women’s rights –
including the promotion of gender equality, and the
transformation of harmful aspects of masculinity
• Change needs to happen on a personal, family, community, and
systemic level
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
How Do We Do It?
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Education Action Kit
• A teacher resource on gender equality, healthy
relationships & ending violence against women
• Targeted to reach over 3000 schools in Canada
& US
• An Independent evaluation in 2004 showed
"strong evidence that the Education and Action
Kit effectively influences teenagers' attitudes,
knowledge, and behaviours regarding violence
against women.”
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
So when she
said no, I said
OK.
So when she
wanted me to
stop, I stopped.
So when I wasn’t
sure how she felt,
I asked.
So when I wanted
to and she didn’t,
we didn’t.
So when guys
disrespect
women, we say
that’s not right.
Strength Campaign
My Strength is not for hurting…
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Boys Conferences - ETFO Partnership
Common Ground –
YWCA & OSSTF
Partnership
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Partnership with the Ontario Federation of Indian
Friendship Centres
• A project to adapt our Strength poster series and Education
Action Kit
• Cultural and language adaptations reflecting traditional
aboriginal teachings
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Turning online interest into offline action
2 Examples from
White Ribbon Campaign
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.” Campaign
www.itstartswithyou.ca
June 2011
www.whiteribbon.com June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
http://www.walkamiletoronto.org/
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
• A web based, bilingual (English and French) campaign,
supported by a website and discussion forum
• The campaign aims to encourage, inspire and empower men
to take an active role in the promotion of healthy and equal
relationships boys ages 8 - 14 in their lives
• Phase 1 – develop the concept and the basic tools
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
Rooted in conviction and research
1) There are positive roles men can play in ending violence against
women, as fathers, role models, allies, and influencers
2) Family Violence Prevention Fund (US, 2008) research which
indicated: • Seventy-three percent (73%) of men think they can make at least
some difference in promoting healthy, respectful, non-violent
relationships among young people
• Seventy percent (70%) are willing to make time to talk to children
about healthy, violence-free relationships
• 82% of fathers of children under 18 say that they would be willing
to make time, but also 63% of men who do not have children
under 18 say the same
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
A couple words on our target audience
• 75% of men who believe violence against women is a serious
issue, and they could be doing more
• Continuum of men
• How to identify these men
• Have kids, making different parenting choices, dual income
families, strong partners, equitable role models,
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
We were interested in hearing some of the reasons men stated for
not taking on this important activity with boys in their lives
• Never asked, never thought about it
• Don’t know how, afraid to make mistakes
• Actually doing it, but never made the connection to gender
equality, ending violence against women
• No one to talk about it with
• Was never modeled to them by their fathers
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
Phase 2 –just launched in May
• 3 online learning experiences
• 2 strategic partners (ETFO & OCAS)
• 9 digital stories
• 2 PSAs
• YouTube Channel http://www.youtube.com/itstartswithyouWRC
• Facebook page http://www.facebook.com/ItStartsWithYou
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
Worked with:
Ruth Bastedo and her team at
Continuum Media
http://www.experiencecontinuum.com/
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
“It Starts With You. It Stays With Him.”
Selected Outcomes
• Close to 3000 total views on the YouTube page in only 2
weeks
• 76,000 elementary teachers will be able to access the e-
learning module
• The UN – Say No To Violence Campaign has agreed to
feature the campaign around Father’s Day
June 2011
www.whiteribbon.com June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
http://www.walkamiletoronto.org/
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Walk A Mile In Her Shoes
• One mile walk through the downtown core, with men wearing
women’s shoes
• To raise money and awareness for men and boys working to
end violence against women
• How to break down the barriers for men’s involvement in the
issue
• Fear, solitude, uncertainty, what exactly can I do?, wow
women’s experience is really different, use of humour
• How to get men to have fun with an issue that isn’t funny
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Walk A Mile In Her Shoes
• Website/online registration
• www.walkamiletoronto.org
• Facebook page
• http://www.facebook.com/walkamiletoronto
• YouTube Channel
• http://www.youtube.com/user/WalkAMileToronto
June 2011
www.whiteribbon.com June 2011
www.whiteribbon.com June 2011
www.whiteribbon.com June 2011
www.whiteribbon.com June 2011
www.whiteribbon.com June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
WAMbush [wam-boo sh]
- noun,
1. Derived from the English, ambush; an act or instance of
attacking unexpectedly from a concealed position.
2. Walk A Mile – ambush; an act of appearing unexpectedly
from a concealed position to recruit participants while wearing
3 inch red stilettos.
June 2011
http://www.youtube.com/watch?v=uPD9-Qa_PJ8
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
Measuring Success
• 32.3 million media impressions
• $121,746 raised last year (over $200,00 in just 2 years)
• 750 participants
• 35 corporate teams
• 1,647 new donors and contacts acquired
• Winner of two IABC Awards
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com June 2011
Thursday
September 29,
2011
Get Pumped!
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Turning Online Interest Into Offline Action
Some Lessons Learned
1. Know your target audience – like really know them!
2. Do your homework – look for the research.
3. Be creative – use humour.
4. Have a specific ask – make it easy to engage!
5. Forge strong partnerships – you can always do more with partners
than on your own!
6. Consider “enlightened self-interest” – the what’s in it for me factor?
June 2011
White Ribbon Campaign Our Future Has No Violence Against Women
www.whiteribbon.com
Thank You!
365 Bloor Street East, Suite 203
Toronto, Ontario M4W 3L4
Canada
Tel: 416-920-6684
www.whiteribbon.com
June 2011