Campaigns to End Violence against Women and Girls - Virtual ...

Its multi-pronged communication strategy includes an animated website that playfully
alerts a teenage audience to the risks of dating abuse in virtual spaces. Site visitors can
watch interactive videos that offer different options for action, or download attractive
texts and images (“callout cards”) that can be sent via mobile phones to peers or other
persons who display over-controlling or disrespectful behaviour (e.g. mobile stalking, or
pressuring girls to send nude photographs).
In addition, That’s Not Cool has disseminated its message through radio and television
public service announcements (PSA), outdoor posters in schools and malls, campaign
materials (T-shirts, stickers) web ads and activities/events at public venues, such as
rock concerts and street festivals. Sample videos, such as the example below, can be
viewed on a dedicated YouTube internet channel. Communication tool development
involved extensive research and pre-testing with the target audience.
Watch a campaign video.
Results: Within six months (January-June 2009), That’s Not Cool attracted 374,746
unique web site visits, approx 71% of which were by new visitors. Some 6,000 callout
cards were sent during the same time-span; over 1,200 posts were made on the
website’s Talk It Out section. 152,726 YouTube video views were recorded. During the
first quarter of 2009, the campaign demonstrably increased chats at the Teen Abuse
Helpline by 69%. The campaign succeeded in mobilizing more than US$ 7.5 million
worth of donated media, i.e. free advertisements and air time on radio and TV.
See the website to download callout cards, games and videos.
6.4 CRAFTING THE CAMPAIGN MESSAGE
KEY ELEMENTS OF THE CAMPAIGN MESSAGE
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Campaigns December 2011