Having autonomy over one's body is a human right
Information campaign for the Nationellt centrum mot hedersrelaterat våld och förtryck
The assignment
Web
Campaign
Strategy
From words to action
Far too many people have been subjected to or are at risk of being subjected to female genital mutilation. Through a large national campaign, with a comprehensive information website as its hub, Nationellt centrum mot hedersrelaterat våld och förtryck aims to ensure that this changes.
Nationellt centrum mot hedersrelaterat våld och förtryck has been commissioned by the government to counteract honor-related violence and oppression. It is located at the County Administrative Board of Östergötland but operates nationwide.
In a major campaign to help girls and women who have been subjected to or are at risk of female genital mutilation, they have joined forces with several authorities: the Swedish Gender Equality Agency, the Swedish Migration Agency, the Swedish Agency for Support to Faith Communities, the Swedish Police Authority, the National Board of Health and Welfare, and the Swedish Prosecution Authority.
Byn was involved in building the information campaign from the ground up. We started by establishing a communication plan, overarching messages, and a visual identity for the communication.
Based on this, we developed a range of materials. Digital units, a brochure, and above all, the heart of the entire effort – the website könsstympning.se.
We also created a specific strategy to reach the target groups on social media.
The image is central to all communication. Therefore, we developed a visual style based on a documentary feel, featuring people who exude strength, freedom, and joy, and with the possibility of recognition for the target groups. In a generous collaboration with Johnér Bildbyrå, we then photographed all the images for the campaign for Nationellt centrum mot hedersrelaterat våld och förtryck.
In the visual profile, we worked with a warm and friendly color palette. The primary color is purple, a powerful color often used as a symbol for female empowerment and the will to change.
The messages were based on the human right to decide over one’s own body, where the goal was to show the seriousness and responsibility to act, while also pointing out that there is a lot of help to be found in this difficult work, including support from Nationellt centrum mot hedersrelaterat våld och förtryck.
The entire work process has been conducted in close collaboration with the experts at Nationellt centrum mot hedersrelaterat våld och förtryck, with frequent check-ins to ensure we consistently navigated this important and not always straightforward mission correctly.
In August, the website was launched, aimed at vulnerable individuals and their relatives, but above all at all the professionals who encounter vulnerable girls and women in their work. We immediately saw a strong impact. In advertising on Meta’s platforms, the campaign has delivered truly excellent results. The prioritized target groups have a CTR (Click-Through Rate) of at least 2.44 percent. For advertisements targeting the important group of professionals within healthcare, social services, and schools, the corresponding figure is a remarkable 6.24 percent!
Now, we hope that everyone will do what the campaign encourages us to do: Dare to act.