W20
Social Media as a Gateway to Putting Gender Equality and Women’s Empowerment at the Center of Policy Discussion
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.
Today we celebrate women from all walks of life who have challenged stereotypes and broken glass ceilings! As we advocate #EachforEqual, we choose to leave no woman behind.
— W20 Saudi Arabia (@w20org) March 8, 2020
How are you working to achieve a more equal world for all?#IWD2020 #EachforEqual #W20 #GenderEquality pic.twitter.com/1mH3p7K35T
We hosted our first-ever virtual #W20 Summit to ensure that women are at the heart of the @g20org meeting, as the pandemic increased urgency to share, innovate, accelerate, and inspire solutions for a more equitable future for women.#W20 #G20 #IfNotNowWhen #Women pic.twitter.com/v8jbgIKbb3
— W20 Saudi Arabia (@w20org) November 7, 2020
The #Communique has been handed in! The W20 Communique offers @g20org the opportunity to pave the way for equitable economic recovery, where #women as #equal partners and key economic actors are part of the solution. Find the full document: https://t.co/C5tqNzijdk pic.twitter.com/AMh5kcow0C
— W20 Saudi Arabia (@w20org) October 21, 2020
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