The Girl Rising ‘We Dream, We Rise’ Social Media Campaign in India: Reach, Engagement and Impact

Abstract

Girl Rising, a global campaign, uses the power of storytelling to build a movement for adolescent girls by inspiring people to change the way girls are valued, and sparking social action. We Dream, We Rise, is a social media campaign that was launched to call attention to age-old gender stereotypes that have gone unquestioned for generations and to inspire adults across the country to ‘dream as big for their girls as they do for their boys’. A descriptive evaluation of the campaign was conducted to measure its reach, saliency, and lessons learned. The campaign evaluation focused primarily on reach, engagement, perceptions of the campaign messaging, and intention to take social action. The campaign reached 25 million people, received more than 600,000 views, and engaged with more than 200,000 people, which yielded a more than 2% engagement rate compared to the industry average of 1%. While extracting meaningful information from social media campaigns can pose to be challenging, there is a need to move beyond just measures of reach. Measurement on quality, saliency, and outcomes are critical to ensuring that future campaigns are successful and yield the desired rigor, quality, and investments needed to facilitate change.

Perception and Sentiment Analysis on Empathic Brand Initiative During the COVID-19 Pandemic: Indonesia Perspective

“…Sentiment analysis is managed by classifying algorithm. Understanding the qualitative dimension of communication on social media is very useful in critical situations, such as a natural disaster to pandemics currently occurring, as social media is a powerful tool for personal communication about their perception of goods and services (Vyas et al, 2020). The development of the internet allows rapid, widespread and easy dissemination of information, which is utilised by the mass media to meet the needs of the public for information.…”

An Analysis of Digital Media Data to Understand Parents’ Concerns During the COVID-19 Pandemic to Enhance Effective Science Communication

“…Digital media data sources offer several key advantages compared to traditional data sources, including organic insights into audiences' concerns, real-time data, and low-cost collection (Schober et al, 2016;Vyas et al, 2020). Content posted online are spontaneous and curated by the creator (Pasek et al, 2018;Schober et al, 2016), which allow a more organic window into public opinion.…”

The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

“…Given that empowerment is highly contextualised and influenced by society’s norms/culture (Dixit, 2021), another issue worthy of analysis concerns how advocacy organisations in different cultures use social media (Shata & Seelig, in press; Waters & Lo, 2012). In some patriarchal societies, the relationship between men and women negatively impacts women’s empowerment (Vyas et al, 2020). For example, Fatehkia et al (2018) found that Facebook gender gap indicators correlated highly with official statistics on the Internet and mobile phone gender gaps, like in a male-dominated society like Egypt, where there are more male users than female users.…”