WITNESS is a non-governmental organization that advocates for human rights and promotes social justice worldwide. WITNESS helps people protect and defend their rights through media and technology, empowering activists and citizens who risk their lives daily to expose the truth.
The Challenge
With a global presence and a mission to create positive change, WITNESS operates tirelessly to expose human rights abuses and empower communities through media documentation and advocacy campaigns. However, they constantly had to deal with the dangers and risks of the spread of false information, which hindered their progress as an NGO. An inability to accurately identify genuine cases from miscommunicated, misconstrued, misinformed, or fabricated cases posed a threat to the accomplishment of its goals and often resulted in irrecoverable loss of valuable resources.
To combat this, they contracted MBY to increase brand awareness by devising various communication strategies and impactful advocacy messaging to enlighten the public on the basics of video production and the benefits of safe and ethical filming techniques & practices.
What did
Mebrandingyou do
After conducting research to gain an extensive understanding of the key influencing factors behind the spread of misinformation, we embarked on delivering on the clients’ asks through these services:
- Content Development: Recognizing the power of storytelling, we developed a campaign mood board with explainer content in the form of designs and motion graphics videos to elucidate the dangers of spreading false & unverified information, urging the public to verify before sharing. We ensured brand consistency across all touchpoints to reinforce the organization’s credibility and facilitate audience engagement.
The Results
- Increased Brand Credibility: With the enlightenment campaign, WITNESS recorded a gradual increase in the number of verified information received, resulting in improved credibility and an increased willingness among partners and donors to engage and support the NGO's initiatives.
- Increased Reach: Our efforts amassed an influx of audience whose interests were piqued when they interacted with the content we created, commending its relatability and visual appeal. With over 5000 shares & 10,000 retweets, the contents were exposed to a wider audience, reaching more people and facilitating greater community involvement & support.
