[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
With 6.2\u00a0cases of femicide<\/a>\u00a0for every 100,000 people, gender-based violence (GBV) is one of Honduras\u2019 most serious social challenges. According to a\u00a0USAID report<\/a>, 50% of women in western Honduras reported experiencing GBV, with the most frequent form being emotional violence.<\/p>\n To raise awareness about and shift social norms around GBV, CARE Honduras in partnership with Meta, ran a six-week digital social and behaviour change communication (SBCC) campaign in 2022. The campaign, which ran from October to November, tested ads that emphasized the severity of GBV in Honduras and its different manifestations.<\/p>\n Brainstorming a creative plan began with a\u00a0social listening<\/a> exercise conducted by Data for Good at Meta team to understand current knowledge, behaviour and attitudes towards GBV in Honduras. CARE Honduras\u2019 ad campaign consisted of a series of static graphics as well as short vertical videos optimized for Instagram Reels and Stories, which were designed based on insights from the social listening report.<\/p>\n [\/et_pb_text][et_pb_divider show_divider=”off” _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”|||20px|false|false” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/care.ca\/wp-content\/uploads\/2023\/04\/CARE-Honduras-Meta-posts.jpg” alt=”Two side-by-side images of social media posts from CARE Honduras” title_text=”CARE Honduras Meta posts” url=”https:\/\/www.facebook.com\/CareHonduras\/” url_new_window=”on” align=”center” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The animated creatives not only raised awareness about GBV, but also highlighted how to identify violence and its manifestations. The graphic below, which was the most shared post in the campaign, depicts numerous forms of gender-based violence. All ads were linked to a\u00a0study conducted by CARE and UN WOMEN<\/a>\u00a0on the differentiated impact of the health and environmental crises on women and girls.<\/p>\n Some communication results from the campaign included:<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/care.ca\/wp-content\/uploads\/2023\/04\/309939200_23851451086130178_1355015460185463697_n.jpg” alt=”Infographics from CARE Honduras’s social media campaign to prevent gender-based violence” title_text=”309939200_23851451086130178_1355015460185463697_n” align=”center” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n With support from Meta, CARE Honduras\u2019 ad campaign reached 2.2 million individuals across the country. To gauge how successful the campaign was in changing knowledge, attitudes, and behaviour, Meta facilitated a brand lift study<\/a>\u00a0where both people exposed and unexposed to the ads were asked:<\/p>\nCampaign snapshot<\/h2>\n
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Creative<\/h2>\n
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Results<\/h2>\n