THE GOODMEN FOUNDATION

• Raise awareness about the cause and position of the Foundation in the fight against GBVF and create maximum exposure about Aphi Amadoda campaign.

• Create new brand positionng to increase public awareness about the work of the Foundation and Aphi Amadoda campaign.
• As part of tie-in marketing strategy to manage multi stakeholder participation before and during the campaign.
• Create and distribute content on GBVF to communities in vernacular languages.

• Worked with the Goodmen Foundation and partners including Multichoice, McDonalds SA, South African National AIDS Council, Ukhozi FM, and the National Lotteries to develop a cohesive strategy for all marketing communications.
• Created marketing messaging for both the National Men’s Day Walk Against GBVF and #AphiAmadoda campaigns in “ Uyamemeza okaNdaba – A king’s Clarion call” ad
• Created a lively design of social media assets and a communication and marketing plan involving the Goodmen Foundation’s and partner platforms.
• To boost the audience’s engagement and participation, a video by one of the partners, Multichoice was broadcast at the beginning of the campaign. Multichoice regional TV stations; 1KZN, GauTV, Tshwane TV, Soweto TV and Newzroom Afrika participated fully during the build-up and on the actual day.
• During the campaign, influencers were encouraged to use their platforms to raise awareness, share personal stories, and advocate for change.
• Proactively pursuing effective partnerships (both programme and funding related) with fraternal organisations and private sector, ensuring sustainability and collaboration;
  Deepening and optimising international impact.

Overview:

In the pursuit of raising awareness about Gender-Based Violence and Femicide (GBVF), The Goodmen Foundation executed the #AphiAmadoda campaign, successfully uniting key stakeholders and gaining support from influential figures. The campaign achieved widespread coverage through major news portals and prominent television networks.

• Key Metrics:
• The campaign’s impact on awareness and understanding of GBVF was substantial, reaching an audience exceeding 1.7 million individuals. Notably, video content emerged as a primary driver of engagement, amassing 367.2k views and 409.8k interactions across all platforms. The overall engagement rate surpassed industry standards, reflecting a highly engaged audience (average engagement rate being anything above 1%).
• Twitter Performance:
• The campaign excelled on Twitter, reaching a staggering 1.2 million audience and generating 214.8k engagements. The exceptional engagement rate of 17.74% surpassed industry averages, underscoring the campaign’s ability to captivate and involve its audience. Standout days include July 23rd and 24th, with July 23rd achieving the highest impressions at 456,859k.
• Influencer Collaboration:
• Strategic collaboration with influencers, including celebrities, activists, and community leaders passionate about combating gender-based violence, played a pivotal role. The insights derived from this collaboration will inform the development of training manuals and future messaging initiatives.
• Community Engagement and Capacity Building:
• The campaign prioritized the dissemination of content on GBVF in vernacular languages, actively engaging with various communities. Additionally, institutional capacity-building programs targeted local actors, encompassing traditional structures, school governing bodies, learners, student representative councils, community-based organizations, the taxi industry, religious leadership and institutions, media, police service, educational institutions, and industries.

These results underscore The Goodmen Foundation’s commitment to making a lasting impact in the fight against GBVF, reflecting a comprehensive approach that extends beyond awareness to tangible community engagement and capacity building.