Using Social Marketing to Address Gender-Based Violence in the Workplace: Qualitative Evaluation of CARE’s #ThisIsNotWorking Campaign Open Access
Ishizumi, Atsuyoshi (Spring 2019)
Abstract
Background: Gender-based violence (GBV) in the workplace is a major public health issue that affects many female workers around the world. In an effort to address this problem, humanitarian aid organization CARE launched a social marketing campaign called #ThisIsNotWorking. The campaign’s main goal is to mobilize support for a legal framework that would prevent work-related GBV globally. The purpose of this study is to provide an evaluation of the campaign’s international promotion, so as to improve the current communication materials.
Methods: Australia, UK, and Mexico were selected as the focus of the evaluation. Semi-structured interviews were conducted with key informants from the three countries, who were recruited based on their expertise in social marketing and/or gender equality advocacy. A thematic approach was used to analyze the data. Construal-Level Theory was used as a framework to inform data collection and analysis.
Results: A total six key informants were interviewed. The analysis identified two categories of themes: challenges the campaign could potentially face and strategies for addressing these challenges. The challenges were related to the target audience’s attitudes toward the campaign or workplace GBV, shaped by the sociocultural settings of the target countries. Specifically, there were four challenges: GBV at work being a low priority issue, high levels of perceived social distance to the campaign materials, public cynicism about social advocacy, and multidimensionality of the target audience. The strategies were mainly about adapting the current promotion and messaging directions. They included developing messaging that highlights similarities, making the campaign’s mission feel achievable, building partnerships for promotion, and segmenting the target audience.
Conclusions: This qualitative evaluation revealed that #ThisIsNotWorkingcould face several challenges in mobilizing support on a global scale. Moving forward, CARE should consider adopting all recommended strategies or prioritize them based on availability of resources or needs of the target countries. Future research should focus on validating the results of the current evaluation with members of the target audience.
Table of Contents
CHAPTER 1: INTRODUCTION AND BACKGROUND
The #ThisIsNotWorking Campaign
Overview
Target Audience
Marketing Mix
Current Status
Research Questions
CHAPTER 2: LITERATURE REVIEW
Gender-based Violence in the Workplace
Gender and Workforce in the UK, Mexico and Australia
Workplace Gender-based Violence in the UK, Mexico and Australia
Gender-based Violence and Social Marketing
Multinational Social Marketing Campaigns
Theoretical Framework
CHAPTER 3: METHODOLOGY
Study Sample and Recruitment
Data Collection
Data Analysis
CHAPTER 4: RESULTS
Participant Characteristics
Themes
Potential Challenge: GBV at Work as a Low Priority Social Cause
Potential Challenge: High Levels of Perceived Social Distance
Potential Challenge: Public Cynicism about Sociopolitical Change and Advocacy
Potential Challenge: Multidimensional Nature of Working Professionals
Strategy: Developing Messaging that Highlights Similarities
Strategy: Making the Mission Feel Achievable
Strategy: Building Partnerships to Promote the Campaign
Strategy: Segmenting the Target Audience
Summary of Themes
CHAPTER 5: DISCUSSION
Summary and Discussion of Key Results
Strengths and Limitations
Implications and Recommendations
Conclusion
REFERENCES
About this Master's Thesis
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