Since its founding in 1992, Equality Now has created multilateral partnerships to fight for the full protection of girls and women worldwide. Through provoking legal and systemic change, Equality Now seeks to envision a just society in which women are granted full access to their fundamental rights.But of course, Equality Now’s efforts would be incomplete without compelling storytelling campaigns and strategic messaging. This is where VidMob Gives comes in.
VidMob has created 7 videos for Equality Now. Our creator community has serviced videos targeting each of Equality Now’s four issue areas: achieve legal equality, end sexual violence, end sex trafficking, and end harmful practices. Most recently, the VidMob creators provided pro-bono services to bolster awareness about the Maputo Protocol— the leading human rights instrument established by the African Union.While Equality Now’s supporter base has been chiefly concentrated in the United States and the United Kingdom, they are expanding their efforts to engage directly with women in the countries where they work. Beyond merely raising awareness for the Maputo Protocol, the primary impact goal was to increase Equality Now’s email-able database in Africa.
The VidMob creators opted for short-form ticker videos with consistent formatting in order to highlight the countries that are being urged to ratify and implement the protocol. The video is also centered on the bold pledge to support women’s rights across Africa. Our video has been circulated across 20 countries in Africa — with a total reach of 238,673 people. Through this video campaign, Equality Now has been able to amass 2,347 new female supporters across Tanzania, Benin, and 18 other countries as they continue to send informative links to women about human rights charters and legal resources.At VidMob, we recognize that the videos we service are all about voices: translating them, amplifying them and broadcasting them. The Equality Now initiative sought to empower African women to voice their concerns and access their legal resources, instead of having American or European actors speak on their behalf. It disrupts the narrative that African women are in need of ‘saviours’ and challenges them to vocalize the needs of their communities.
“For us at Equality Now, video is a vital tool to communicate with supporters by distilling complex program issues down to 10 seconds of content. VidMob Gives has granted us access to industry leaders in video production. The content they’ve created for us over the past year has allowed us to reach thousands of new supporters across the world through our social campaigns.”
The VidMob Foundation is fueled by the active engagement of incredible freelance creative professionals on the VidMob platform. They’re some of the world’s most talented creators, and, time and again, have willingly dived in to offer their time and skills for charities around the world. No matter the size of the ask, or the significance of the cause, these creators believe in using creativity as a force for good, just as we do.