International Safe Abortion Day

Transcription

1 Social media toolkit International Safe Abortion Day #Advocacyleaders campaign

2 This communications toolkit provides hints and tips on how to Amplify the voice of your project and engage with a wider audience on the International Safe Abortion Day. As part of the AmplifyChange Advocacy Leaders campaign, the guide focuses on how to use social media as an advocacy tool. It covers tips on deciding whether social media is right for your organisation and if so, which platforms are most relevant. It also provides ideas on creating effective social messages and content ideas for International Safe Abortion Day. 2 Advocacy Leaders campaign

3 WHAT IS INTERNATIONAL SAFE ABORTION DAY? International Safe Abortion Day takes place on September 28 every year. The worldwide campaign centres on promoting universal access to safe abortion as a women s health and human rights issue, supporting women s autonomy to make their own decisions, and the right to access safe, legal abortions without risk to their health or lives. The International Campaign for Women s Right to Safe Abortion is the official partner for the day, using the hashtag #leavingnoonebehind We call on the European Union and the leaders of all national governments to follow in the footsteps of the She Decides initiative and commit increased funding and human resources to global public health, including for sexual and reproductive health and rights and safe abortion-as part of the Sustainable Development Goals. 3 Advocacy Leaders campaign

4 SOCIAL MEDIA TO SUPPORT ADVOCACY Why use social media? Social media is a powerful tool for connecting people around the world. Almost every organisation can benefit from incorporating it into their advocacy work. Benefits include: It s free you can promote active participation, without incurring costs Share instant messages and participate anywhere, anytime - join discussions and capitalise on time-sensitive opportunities Potential to develop a far-reaching network of supporters - amplify your ability to spread the word about your project, interact with others beyond the reach of traditional media and build movements for change Create new opportunities to listen, engage, and monitor your progress Can become a central hub to link with other digital and real-life activities - direct traffic to your website, share events and resources and inspire others to take action. 4 Advocacy Leaders campaign

5 Developing your messages 5 Advocacy Leaders campaign

6 GENERAL BEST PRACTICE Plan ahead think about your approach to International Safe Abortion Day this week - consider how you can join the global conversation and talk about your own advocacy work Take the time to make sure your profile is looking its best Create interesting content many organisations will post messages on and around International Safe Abortion Day creating a lot of competition for the audience s attention Use images, video and audio where possible it is more engaging than text alone. Download the International Safe Abortion Day logos here Interact with your audience - create dialogue, join conversations, respond to comments, ask and answer questions - reply in good time Consider how you will measure the success of your activities (e.g. gaining more followers? Reaching a specific group or individual?) Find out how to use basic analytics here. Think about including a call to action ask your audience to re-tweet / share, comment, talk to a colleague or go to your website for more information. 6 Advocacy Leaders campaign

7 GENERAL BEST PRACTICE Imagine you are talking to someone: keep the tone of your posts natural and informal, use plain language and avoid jargon Keep it short: posts with fewer characters receive more engagement. According to Twitter, using less than 50 characters generates 56% more engagement than messages with characters Use active words and phrases that reference your audience or compel them to do something, e.g. - Acknowledging phrases - make you, when you, you see - The word you - addressing your audience directly - Verbs - like, make, see, read, look, watch, hear, share, do - Skill sharing - how to, our top tips for, we show you Research hashtags: using a hashtag extends the reach of your messages but be selective use no more than two. Research them in advance - are there specific hashtags for the event or subject matter you are writing about? 7 Advocacy Leaders campaign

8 ENGAGING WITH THE RIGHT AUDIENCE. The hashtag for International Safe Abortion Day is #leavingnoonebehind try to use this in all of your posts. You could also include #safeabortion or #28Sept. Also use the below platform specific tags to ensure you are engaging with the global conversation for @safebortion 8 Advocacy Leaders campaign

9 HOW TO TALK ABOUT ABORTION - RIGHTS-BASED MESSAGING Ensure that your messages are accurate and fact-based. Where possible, provide links to resources or sources of the information to support your message Avoid stigmatising images or words in your messaging - Avoid shocking, negative, or explicit images focus on neutral or positive images and messages - Do not use pictures of visibly pregnant women this is misleading and inaccurate - Do not use pictures of foetuses or babies these are typically used by anti-abortion groups and are misleading Use cultural context-specific images and messages Ensure that you have consent of any individual whose photo or video you are sharing Remain non-judgmental and impartial when sharing stories Click here for a full guide on how to talk about abortion from the IPPF 9 Advocacy Leaders campaign

10 CRAFTING EFFECTIVE MESSAGES BASIC PRINCIPLES Start simply: Here are two examples of basic social media posts. They include short text, relevant advocacy hashtags and an image. It is a good way to share images related to your project or from an event You can use these basic elements across the main platforms to form the basis of your messages 10 Advocacy Leaders campaign

11 CRAFTING EFFECTIVE MESSAGES BASIC PRINCIPLES Announcements Social media is a really simple and effective way to communicate your news to a wider audience Consider announcing attendance at events (such as SVRI), the achievement of key milestones, successful fundraising, opportunities for partnerships. 11 Advocacy Leaders campaign

12 CRAFTING EFFECTIVE MESSAGES OTHER METHODS Share content and links to resources: Include a relevant hashtag and mention the author s profile (@name) Ensure you credit the author or source; they may share your post with their followers If re-tweeting or re-posting, add a personal touch by including your own opinion 12 Advocacy Leaders campaign

13 CRAFTING EFFECTIVE MESSAGES OTHER METHODS Share stats and ask questions: Using stats and asking questions can engage your audience it makes them want to find out more, especially if it is an area of advocacy they can relate to Passing on knowledge to others and sharing information is what makes social media a powerful advocacy tool - remember to include links to articles or resources that share innovation or possible solutions Check your data and external links are reliable 13 Advocacy Leaders campaign

14 CRAFTING EFFECTIVE MESSAGES OTHER METHODS Quotes can draw your audience in: Highlight interesting quotes from your story or video to grab your audience s attention They may feel a human connection and want to read on, watch or hear more Think about using an image of the speaker or a still from a video this is a great way to save space and get around character limits 14 Advocacy Leaders campaign

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16 CONTENT IDEAS: ADVOCACY LEADERSHIP As part of the AmplifyChange Advocacy Leaders campaign we want to share your posts and stories on International Safe Abortion Day, to amplify your voice and share, re-tweet and repost your messages. By amplifying your organisation s voice we hope to encourage others to join positive movements for change. Content ideas: Why not feature inspirational SRHR leaders from your organisation? Tell your audience why they do their work? What is their core motivation? What inspires them? What challenges have they overcome? What impact have they made? 16 Advocacy Leaders campaign

17 CONTENT IDEAS: ADVOCACY LEADERSHIP VIDEO Content ideas: Why not make a second video to share on social media of your advocacy leader finishing one of the below sentences: I am passionate about advocacy because Advocacy gets results; the changes I have seen are Let s join together to advocate for safe abortion because I want to make history by I m motivated by Try to keep the statements short. Perhaps ask your advocacy leader to hold a sheet of paper or card with #leavingnoonebehind #Advocacyleaders or #AmplifyChange written on it? Then post it on your social media platforms on or before September 28. If you don t have access to a smart phone, take a simple photo of your advocacy leader and include their answer in your post. 17 Advocacy Leaders campaign

18 SOCIAL MEDIA INTERACTION ON INTERNATIONAL SAFE ABORTION DAY You can share your advocacy leader stories through quotes, interviews, photos, soundbites or short video clips across any of your preferred social media platforms. Change really does start with you. Your messages will support the global pro contraception movement but also provide a voice that other small organisations will recognise, relate to and follow. Join in the campaign by tagging us, so we can support, retweet, share, and like your posts. To take part, please use the hashtags #Advocacyleaders and #leavingnoonebehind 18 Advocacy Leaders campaign

19 Social media platforms 19 Advocacy Leaders campaign

20 SOCIAL MEDIA TO SUPPORT ADVOCACY Which social media platform to use? Before deciding which platform to use, define who your audience is and which channel is most suited to them - the following section outlines the pros and cons of the main platforms. People use a variety of channels for different purposes: Choose a central platform as the hub of your advocacy efforts and use additional channels to direct people to it Be realistic about the resources you are able to commit Define the results you want to achieve 20 Advocacy Leaders campaign

21 SOCIAL MEDIA PLATFORMS Twitter This is a micro-blogging platform based on 140 character Tweets - updates shared with your followers Allows the option to retweet share existing tweets with your followers and direct message send and receive private messages with your followers or those that follow you This platform uses hashtags (#) to categorise tweets, such as #SRHR. You can create your own hashtags for projects and events. Twitter users can search under hashtags or click on a hashtag to see every tweet related to that hashtag, so including hashtags in your tweets is a good way of extending the reach of your communication You can also use in a tweet to reach a specific organisation or person, Here is a guide to using Twitter analytics to help monitor your progress and revise future activities IMAGE SIZES Header photo Size: 1500 x 500 pixels File size: 10MB max Profile photo Size: 400 x 400 pixels File size: 100 KB max Tweet photo Size: pixels File size: 5MB Type: JPEG, GIFF, PNG 21 Advocacy Leaders campaign

22 SOCIAL MEDIA PLATFORMS Facebook This is a useful platform for creating communities and encouraging longer conversations, particularly with younger audiences Allows the option to post updates, like and / or comment on other people s updates and share them on your own page There is no character limit for posts and posts including images receive an average of 50% more likes You can create events pages to advertise, send invitations, updates and further information on an event Custom tabs are available, for example to ask people to sign up to a newsletter or database The insights tab allows you to easily monitor engagement with your page and the reach of your posts Here is a guide to using Facebook insights 22 Advocacy Leaders campaign IMAGE SIZES Cover photo Size: 828 x 315 pixels File size: 100 KB max Profile image Size: 180 x 180 pixels Message photo Size: pix. Type: JPEG, PNG

23 SOCIAL MEDIA PLATFORMS LinkedIn This is an excellent platform for connecting with donors, the private sector and other organisations You can create and join groups to share ideas and take part in discussions. This is useful option for knowledge sharing with organisations working in the same area Allows the option to post content with no character limit, that your audience can then like and / or share and has a private messaging function Insights into your reach, and engagement levels of your posts are easily accessed. You can also compare your page s performance to similar organisations Here is a guide to using LinkedIn analytics IMAGE SIZES Background image Size: 1400 x 425 pixels File size: 4 MB max Landscape Profile image Size: 400 x 400 pixels File size: 4 MB max Banner image Size: pixels Size: 2MB Landscape Type: JPEG, PNG, GIFF 23 Advocacy Leaders campaign

24 SOCIAL MEDIA PLATFORMS Instagram This is an image and short video sharing platform, with a highly engaged audience Allows the option to edit and apply filters to enhance your images Uses hashtags to categorise your posts, attract new followers and gain more likes Hashtags can also be a useful tool for marketing campaigns as they make the image searchable by Instagram s search engine Here is a guide to using Instagram analytics IMAGE SIZES Profile image Size: 110 x 110 pixels Maintain ratio of 1:1 Video uploads Length: 3-60 secs. Files: MP4, MOV. Max size: 15mb Max width: 1080px 24 Advocacy Leaders campaign

25 SOCIAL MEDIA PLATFORMS YouTube This is the second largest search engine in the world It is an excellent platform for sharing short and mid length videos and webinars Allows the option to create your own YouTube channel where all of your videos are stored, but also to embed links to host the videos on your own or other websites Has the option to include buttons tailored to your specific call to action which can appear over your videos Here is a guide to using YouTube analytics IMAGE SIZES Channel cover image Size: 2560 x 1440 pix. Format: MOV, MP4 (MPEG4), AVI, WMV, FLV, 3GP, MPEGPS, WebM. YouTube accepts 4K resolution, 360 degree videos and file sizes of 2 GB 25 Advocacy Leaders campaign

26 For photography and audio-visual tips please see pages 4 16 of AmplifyChange User Guide 8: Communications Advice Photography and audio-visual tips 26 Advocacy Leaders campaign

27 Rules and permissions for photos and videos 27 Advocacy Leaders campaign

28 RULES AND PERMISSIONS FOR PHOTOS AND VIDEOS It is an organisation s responsibility to ensure that the correct permissions (from a parent or guardian) have been obtained before photos or videos of children under 16 are shared with a wider audience An organisation should make sure that electronic files containing children are securely filed in a protected folder with restricted access Images should not be stored on unencrypted portable equipment such as laptops, memory sticks and mobile phones Avoid using any personal equipment to take photos and recordings of children and use only cameras or devices belonging to the organisation If a grantee sends photos and videos to AmplifyChange they are agreeing for the materials to potentially be used on the website and social media channels for AmplifyChange and / or MannionDaniels 28 Advocacy Leaders campaign

29 Want to read more? 29 Advocacy Leaders campaign How to talk about abortion: A guide to rights-based messaging free guidelines Hashtagify online tool to help you choose hashtags that are linked to your keywords and topics TweetDeck free online tool to help manage your Twitter account, schedule posts and set up alerts for notifications Charity Comms UK membership network for charity communications professionals, the knowledge hub has some useful, free advice on using social media effectively Sprout Social reference guide for social media image sizes across all platforms (updated regularly) Hootsuite blog tips from the social media managing platform covering lots of topics and channels Advocacy Accelerator an interactive Facebook community of advocates interested in strengthening capacity, engagement, and impact.

30 Go and make some history You really can do this Frederic Noy