Amref Raised Awareness for Gender-Based Violence Amidst COVID-19

Due to the Covid-19 pandemic, women in Africa are increasingly at risk of gender-based violence (GBV). Gender-based violence includes physical, sexual, verbal, emotional, and psychological abuse, but also economic or educational deprivation. Both women and men experience gender-based violence but the majority of victims are female. Due to the pandemic, social and protective networks like schools are heavily disrupted.

Influencers

2,000,000

Impressions

54,618

Engagement

Amref Raised Awareness for Gender-Based Violence Amidst COVID-19

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Our partnership with the Cirqle has been impactful. The topics we adress are not always easy, but the way influencers engage and make it theirs makes it reach audiences in a more meaningful way. What I loved most about our second joint campaign? It was truly global, with a strong commitment from African influencers as well.

Dirkje Jansen

Head of Programmes at Amref Flying Doctors

Objective

Background

1 in 3 women worldwide has experienced some form of physical or sexual violence in their lives. Because of the pandemic, social and protective networks like schools are disrupted. Distancing measures are put in place and people are encouraged to stay at home. At least, 4 million girls around the world are at risk of undergoing Gender Based Violence. Amref Health Africa, in the Netherlands known als Amref Flying Doctors, wanted to spread and create awareness for this important cause. They wanted the influencers to reach a wide audience and this audience to be as engaged as possible.

Strategy

The risk of intimate partner violence has significantly increased amidst Covid-19. Amref aimed to create awareness for this cause by collaborating with influencers to help them spread the message for the better. The organization wanted the influencers to reach a vast and wide audience, and to be as engaging as possible. Influencers conveyed the message of Amref through original and striking content with their audience. They received over 25,000 responses from their audience in terms of participation and engagement, further spreading the message. Through this campaign, the client was able to reach, and even outperform, the main goal of the campaign.

Strategy

Results

This campaign achieved an incredible 2 mln impressions that were not paid for, as creators fully agreed with the message of Amref and did not hesitate to support the cause the organization stands for. Influencers understood how to convey the key message Amref wanted to get out there through a series of original photos and. videos, holding up their hand strongly with the message: "No More Violence", driving a 7% avg. engagement rate. Amref received many responses from their audience in terms of participation and engagement, further spreading the message. Through this campaign, the client was able to reach, and even outperform, the main KPI of the campaign.