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Successful Collaborations Promoting Social Change

Successful Collaborations Promoting Social Change. Introduction. Hannah Cranston The Wellington Sexual Abuse Network (WSAN) Wellington Rape Crisis The Wellington Sexual Abuse HELP Foundation Wellstop

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Successful Collaborations Promoting Social Change

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  1. Successful Collaborations Promoting Social Change

  2. Introduction • Hannah Cranston • The Wellington Sexual Abuse Network (WSAN) • Wellington Rape Crisis • The Wellington Sexual Abuse HELP Foundation • Wellstop “social change through the delivery of expert advice and education addressing attitudes and values that support the prevalence of sexual violence”

  3. wsan • Primary, secondary and tertiary prevention methods • The Sexual Violence Prevention Coordinator • Level 3, 203-209 Willis Street, 04 801 8975 www.wellingtonrapecrisis.org.nz

  4. Who Are You?

  5. The Campaign Team • Wellington Sexual Health Service – Cuba Street clinic • Doctors for Sexual Abuse Care – DSAC • Head of C.I.B for Wellington District– D.I– Police • WSAN • Wellington HELP Foundation • Hutt Valley Rape Counselling Service • The Radio Network

  6. Today......... • Alcohol facilitated sexual assault • Ethical bystander • Key success factors • Campaign results, costs, funders • Extending the campaign • Who Are You? short film

  7. Alcohol facilitated sexual assault • 29% of women and 9% of men experience unwanted and distressing sexual contact in their lifetime (NZ Crime and Safety Survey 2006) • 46% of victims of sexual violence believe the offender was affected by alcohol and / or drugs (New Zealand National Survey of Crime Victims 2001) • Two fifths (39%) of all youth drinkers can be classed as heavy or “binge” drinkers (NZ Ministry of Justice Published Report, Sale and Supply of Alcohol, 2007).

  8. A continuum Pressure Harassment Flirting, play, asking each other out Non-mutual

  9. Ethical bystander • Observation and realising something is wrong • Consideration of safe intervention options • Skills to actually intervene www.preventconnect.org

  10. Critical success factors • Diverse knowledge • Local • Specific expertise • Equality • Respect • Administration!

  11. Results The Wellington campaign during the Rugby World Cup of 2011 cost : $24,196 • $8,000 to create the video, including, equipment & cast • $3,549 to design and build the website • $1,000 for design for the logo options / Facebook ads / banners • $3,147 for Facebook advertising • $8,500 one off fee to Radio Network for commercials, presenter liners, ZMonline.com advertising, project management & licensing Donations to fund the initial campaign: • $8300- Istar Ltd. • $5000- Regional Public health • $7500- Police $20,800 Remainder from SAATS/Sexual Health (from police diversion funds and advertising budget)

  12. We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Execution

  13. We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Results YouTube Views TOTAL Views 9,949 Website Activity Visits 13,244 Facebook Advertising Impressions 1,455,608 Clicks 1,086

  14. We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Results • Website Activity – Top 15 Traffic Sources • Source/Medium Visits • Facebook.com/referral 4,920 • (direct) / (none) 4,822 • Google / organic 1,151 • Stuff.co.nz / referral 682 • Zmonline.com / referral 307 • M.facebook.com / referral 239 • T.co / referral 137 • Apps.facebook.com / referral 84 • Reddit.com / referral 83 • Bing / organic 74 • Yahoo / organic 48 • Twitter.com / referral 46 • Police.govt.nz / referral 41 • Carbonstudios.co.nz / referral 38 • Tvnz.co.nz / referral 30

  15. We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Final Figures Total Commercial Schedule From 7th July – 31st October = 2,289 commercials were played on Radio Network stations Total Audience Reach All listeners 16-35 over 8 weeks 77,900 of a potential 100,800 All listeners Female 116,7400 of a potential 236,000 All listeners 10+ 233,800 of a potential 299,200 `

  16. We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Campaign Viral Exposure • The Dominion Post front page story • Stuff.co.nz most read story • Facebook of “Polly Gillespie” • Profiled on zmonline.com • Blogged on Spearhead.com • Played unsolicited in schools/seminars/presentations.

  17. We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Campaign Feedback “It’s amazing! It’s disturbing and astounding and important! PLEASE watch it” “A video that makes you think be a good mate to your friends and watch out for those around you” “Sends a great message – it’s ok to act on instinct and ask is someone is OK” “It creates a talking point – like where’s the girls personal accountability?” “The fact that she had so much to drink doesn’t deserve to have some scumbag take advantage of her...”

  18. And the work continues .......

  19. The Wellington Sexual Abuse network wsanprevention@xtra.co.nz 04 801 8975

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