FOR WOMAN’S MONTH, AUGUST 2020, WE TOOK A BOLD STEP IN HONOUR OF WOMEN.
In partnership with Carling Black Label we created and launched the #NoExcuse For Abuse Online course. The short, powerful course was made available to the public, and could be done using a smart phone or computer.
We ran a social media campaign throughout August challenging men to honour the women of South Africa, by signing up for the free online course, and getting equipped to fight the battle against gender-based violence. Facebook, Instagram and Twitter ads clicked through to the course page. In total 1161 men signed up and 155 completed the course, earning them an eCertificate which many men proudly shared on their social media channels. We also experienced an influx of comments, direct message and emails showing support and appreciation for the campaign and course. Many men contacted us wanting to know how they could become mentors or be involved long term in the movement to overcome GBV in their communities.
The campaign kicked off on 7th August with a webinar on CliffCentral.com, hosted by Craig Wilkinson, Maps Mopanye and Candice Mama.
The webinar was advertised on the Cliff Central and Father A Nation social media platforms, website and emailers – Candice Mama and Maps Mopanye also shared the webinar on their Twitter and Instagram channels. The webinar was a great success with lively conversation between Craig, Maps and Candice on the issue of gender-based violence in South Africa and how we can overcome it. The launch of the #NoExcuse online course was announced at the end of the webinar and resulted in the first 50 course enrolments.
The campaign kicked off on 7th August with a webinar on CliffCentral.com, hosted by Craig Wilkinson, Maps Mopanye and Candice Mama.
The webinar was advertised on the Cliff Central and Father A Nation social media platforms, website and emailers – Candice Mama and Maps Mopanye also shared the webinar on their Twitter and Instagram channels. The webinar was a great success with lively conversation between Craig, Maps and Candice on the issue of gender-based violence in South Africa and how we can overcome it. The launch of the #NoExcuse online course was announced at the end of the webinar and resulted in the first 50 course enrolments.
WATCH THE WEBINAR HERE
“Gender-based violence is a man’s fight – we need to lead the charge. It’s caused by men and it must end with men.”
– Craig Wilkinson, FAN Founder
“Gender-based violence is a man’s fight – we need to lead the charge. It’s caused by men and it must end with men.”
– Craig Wilkinson, FAN Founder
Once the online course was launched, so was a digital campaign across the Father A Nation social media channels, comprising of Facebook, Instagram and Twitter.
The content featured powerfully bold headlines as well as 15-50 “teaser” videos with excerpts from the online course itself. All the communication was geared towards challenging men to “Step up by signing up” by proclaiming that “This is OUR Fight.” In other words, this is a battle that men need to fight, men started it and men need to end it. The campaign hashtag #HonouringWomen underpinned all the communication, as men were being called to stand up for the women of the nation in honour of Women’s Month.
This social media campaign ran from 7 August – 31 August 2020, and received 787 total course enrolments, over 1.1 million impressions, over 150 000 post engagements, over 500 000 video views, over 8 000 link clicks, 3 750 Facebook reactions, 497 shares, 45 Facebook saves and 110 comments.
WATCH THE CAMPAIGN VIDEO ADS:
Men, this is our fight. ✊🏽 Let's honour the women of our nation by taking action against women abuse. Learn how by...
Posted by Father A Nation on Saturday, 8 August 2020
Men, this is our fight. ✊🏽 Let's honour the women of our nation by taking action against women abuse. Find out what...
Posted by Father A Nation on Monday, 10 August 2020
Men, this is our fight. ✊🏽 Let's honour the women of our nation by taking action against women abuse. Find out what...
Posted by Father A Nation on Tuesday, 11 August 2020
Men, this is our fight. ✊🏽 Let's honour the women of our nation by taking action against women abuse. Learn why GBV...
Posted by Father A Nation on Thursday, 20 August 2020
Men, this is OUR fight and it's time to take action. ✊🏽 Learn why woman abuse happens and what every man can do to...
Posted by Father A Nation on Tuesday, 25 August 2020
Men, this is our fight. ✊🏽 Let's honour the women of our nation by taking action against women abuse. Learn why GBV...
Posted by Father A Nation on Sunday, 23 August 2020
The campaign was supported by micro-influencers who each did the course and called on their followers to honour women and do the same.
Having competed the course, each influencer had the freedom to express themselves, their views of the course and their support of the campaign in their own unique style, garnering much support and subsequent sign ups from their fans. Certain influencers’ posts were also shared onto Father A Nation’s Instagram Stories, acknowledging them for taking part in this important movement.
#Ad I’m Challenging You My Friends. Let’s Take A Stand Against GBV. Check Out The Link In My Bio For A Short Course That You Can Take Part In, To Do Your Bit. ✊?#NOEXCUSE #ItIsOurFight #StandUpBySigningUp #InHonorOfWomen @blacklabelsa pic.twitter.com/k9EXZF95hq
— Chris Kazadi (@therealkazadi) August 25, 2020
The campaign was supported by micro-influencers who each did the course and called on their followers to honour women and do the same.
Having competed the course, each influencer had the freedom to express themselves, their views of the course and their support of the campaign in their own unique style, garnering much support and subsequent sign ups from their fans. Certain influencers’ posts were also shared onto Father A Nation’s Instagram Stories, acknowledging them for taking part in this important movement.
#Ad I’m Challenging You My Friends. Let’s Take A Stand Against GBV. Check Out The Link In My Bio For A Short Course That You Can Take Part In, To Do Your Bit. ✊?#NOEXCUSE #ItIsOurFight #StandUpBySigningUp #InHonorOfWomen @blacklabelsa pic.twitter.com/k9EXZF95hq
— Chris Kazadi (@therealkazadi) August 25, 2020
“You need to be able to feel in order to heal. When men suppress their feelings because of the “big boys don’t cry” mentality, it ultimately builds up and creates rage.”
– Maps Mopanyane, Media Personality & Philanthropist
“You need to be able to feel in order to heal. When men suppress their feelings because of the “big boys don’t cry” mentality, it ultimately builds up and creates rage.”
– Maps Mopanyane, Media Personality & Philanthropist
As men and women signed up and completed the course, certificates of completion started popping up over social media, as graduates proudly posted their accomplishment and encouraged others to be a part of the solution to GBV by signing up too.
Some were very creative! One of our favourites was by Vuyisile, who posted his certificate to his Instagram story with a fun Gif of a group of men dancing in celebration. We rewarded him by sharing his story to ours, and adding a congratulatory message with giant trophy to his composition. ?
As men and women signed up and completed the course, certificates of completion started popping up over social media, as graduates proudly posted their accomplishment and encouraged others to be a part of the solution to GBV by signing up too.
Some were very creative! One of our favourites was by Vuyisile, who posted his certificate to his Instagram story with a fun Gif of a group of men dancing in celebration. We rewarded him by sharing his story to ours, and adding a congratulatory message with giant trophy to his composition. ?
Once the online course was launched, so was a digital campaign across the Father A Nation social media channels, comprising of Facebook, Instagram and Twitter.
The content featured powerfully bold headlines as well as 15-50 second “teaser” videos with excerpts from the online course itself. All the communication was geared towards challenging men to “Step up by signing up” by proclaiming that “This is OUR Fight.” In other words, this is a battle that men need to fight, men started it and men need to end it. The campaign hashtag #HonouringWomen underpinned all the communication, as men were being called to stand up for the women of the nation in honour of Women’s Month.
This social media campaign ran from 7 August – 31 August 2020, and received 787 total course enrolments, over 1.1 million impressions, over 150 000 post engagements, over 500 000 video views, over 8 000 link clicks, 3 750 Facebook reactions, 497 shares, 45 Facebook saves and 110 comments.