Campaign Overview and Objectives
The goal of this campaign is to raise awareness around police brutality of indigenous women. Not only would the campaign educate the public about the cases of police brutality that already exist, but also inform people about indigenous culture, how indigenous people have been disregarded by society, and why the underreporting of these events is an issue. By using the hashtag #She'sMySister, we will remind women that regardless what race, ethnicity, and beliefs we have, we should all join together and support one another.
Campaign Target Audiences
The target audience of this campaign is women, primarily young to mid-adult women, who are active users of social media. Women are targeted for the sisterhood rhetoric the campaign has. We want to remind women that no matter what their heritage is, we are all sisters, and must fight together. The campaign is open to male supporters, but focuses on instilling a women’s movement. Younger audiences are not going to be targeted due to the serious nature of the campaign.
- #AmINext: September 2014 campaign that focused on the disappearance and murders of multiple indigenous Canadian women
- #IdleNoMore: support for indigenous environmental safety and autonomy
- #NativeLivesMatter: focused on police brutality of native peoples, some argued it was taking away focus from #BlackLivesMatter
- November 2017, Native American Heritage Month
- Use social media to educate public about indigenous culture and police brutality
- Three cities picked by audience to host native festivals at the end of November
- Memorial for those lost, spreading awareness
Social Media Outreach Plan
- Introduce #She'sMySister campaign on Nov 1 by announcing Native American Heritage Month at 11 am.
- Nov 1 - 4: at 12 pm, release stories of four native women who have experienced police brutality. Full story on Facebook along with photo. Photo and summary on Instagram. Brief tweet with link to Facebook page.
- Posts accompanied by the #She'sMySister hashtag
- 12 pm Facebook posts, Instagram photos, and tweets about indigenous culture and violence towards indigenous women
- Release of Facebook photo frame with the #She'sMySister hashtag
- Announcement of She's My Sister native festival contest: top three cities commented will host festival on the last Sunday of the month, 12 pm posts reminding audience to vote
- #ProudToBe hashtag released, inviting indigenous women to share stories about their culture
- 12 pm release of tweets, Facebook, and Instagram posts involving the police brutality of native women
- Winning cities announced
- Begin selling merchandise for the festivals, like tshirts, hats, and pins
- Announce festival activities and guests on social media each day at 12 pm. Includes native performances and memorials for the women who have lost their lives.
- Sunday, November 26, She's My Sister festivals take place in three winning cities
- Instagram contest, festival occupants posting photos with the hashtag #She'sMySisterFest can be featured on our page
- End the month by retelling these women's stories on all platforms at 12 pm
Social Media Goals
During this campaign, we aspire to reach:
- 100,000 likes on our Facebook page
- 50,000 Twitter and Instagram followers
- #She'sMySister mentioned on Twitter, Instagram, and Facebook 50,000 times
We hope to garner success from this campaign, mostly reaching out on Facebook. One shortcoming of the campaign is that since our target audience is older, they may not be as active on social media as millennials would be. Younger audiences would likely be able to generate more awareness around the campaign.
All vectors from freepik
Social Media Campaign made by Kelly Del Percio