Digital Communications Strategy of Project EQUAL
Addressing GBV with Sensitivity and Strategy
Developing and running a campaign against Gender-Based Violence (GBV) is a deeply challenging task. It requires a multi-faceted approach that addresses potential victims, perpetrators, and bystanders—everyone who may witness GBV and choose to act or remain silent. Adding to this complexity, our campaign unfolded in Uzbekistan, a country whose language and culture were unfamiliar to us at the onset.
Understanding Uzbekistan: A Critical First Step
To navigate this challenge, we took a step back to immerse ourselves in Uzbek culture, societal norms, and perspectives on GBV. This involved close collaboration with our partners, ANCE and Mehrjon, who conducted a small-scale study to gauge local attitudes on gender inequality and GBV. The insights from this study, along with data from local and international organizations, provided the foundation for our campaign.
Crafting a Thoughtful Digital Strategy
Using this research, we designed a comprehensive digital communications campaign tailored to Uzbekistan's unique context. The campaign's content was organized into ten key categories, covering topics such as:
Raising awareness of GBV
Spotting the signs of abuse
Providing legal guidance
Outlining actionable plans for victims and bystanders
Targeted Media and Stakeholder Engagement
Every element of the strategy, from the stakeholders we engaged to the social media platforms and media outlets we utilized, was chosen with care. We ensured that the campaign resonated with the local audience, addressing their cultural-societal expectations, norms, and biases effectively.
If you’re curious to explore this work in greater depth, the Digital Communications Strategy Plan offers a detailed overview of our approach, challenges, and outcomes.
