Social Media as a Gateway to Putting Gender Equality and Women’s Empowerment at the Center of Policy Discussion

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
Non Profit

Project Link

Challenge

The W20 is a policy recommendation engagement group whose primary objective is to ensure that gender considerations are mainstreamed into G20 discussions and translated to official policies and commitments.

W20 had a limited social media presence and channels were utilized in an inconsistent way without a clear flow, meaning that the general public was not familiar with its activities and aims.

Our challenge was to build awareness of W20’s efforts towards creating a more equitable world by identifying and connecting to the relevant audience elevating the global conversation around gender equality. 

Intervention

With 2020 being the international “Year of the Woman,” we saw a perfect opportunity to build W20’s digital channels and establish connections with different groups engaged in gender advocacy. To capitalize on W20’s existing digital assets, we developed a digital channels map that set out the purpose of each platform.

We identified both a primary audience of W20 and G20 delegates and a secondary audience of sponsors, partners and the general public who strongly believe that our future must be female inclusive.  

Our multidisciplinary team worked to build W20’s social media presence by creating and sharing easily-digestible content across three channels: Instagram, Twitter and LinkedIn, thereby building awareness of W20’s activities. Combined with a website that was updated with engaging and accessible content on a variety of topics related to women’s empowerment, we used these platforms to create a buzz around W20’s policy recommendations and nudge action from those passionate about working towards equality. 

Results

Through innovative and targeted content creation, we have helped increase W20’s digital presence and pushed for advocacy efforts that foster gender equality and put women’s economic empowerment at the center of policy conversation. 

We gave every W20 delegate the space and opportunity to share their latest updates and activities, to track and celebrate each valuable step towards the ultimate goal of universal gender equality.

By harnessing social media tools such as Instagram stickers and Twitter polls, we created a two-way meaningful conversation about the issues that affect women from different backgrounds across the globe.

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