Social Marketing Campaign: Me Too Movement

Portfolio

1-Provide detailed background on the campaign

What organization/government agency/etc. was responsible for the campaign?

“Me Too Movement” is a social marketing campaign to drive a positive change in society. The movement originated from the US media industry, as Harvey Weinstein was accused of different sexual allegations by Tarana Burke. Tarana Burke was responsible for this campaign on different digital or social media channels, as she started using this phrase to protect women from sexual assault or abuse, especially ion poor black communities (Shaw, 2019).

What market was this campaign primarily focused on? (What country? Region? City?)

The United States was the main target of this social marketing campaign. In the United States, societies and workplaces are the victims of sexual harassment. Thus, the idea has been streamlined in this society, and after 2006, it was spread rapidly in different parts of the world, especially in western countries. Still, the campaign primarily focused on the United States.

From a promotional standpoint, what are some of the competing forces they are facing?

From the promotional perspective, it has been revealed that the cultural barrier is a primary competing force. On digital and social media channels, the United States and many other western countries are promoting it effectively. However, the promotion of this movement or social marketing campaign is violently opposed in eastern states. Conservative societies and culture created a resistance, and accordingly, the response was unexpected (Moran, 2018).

What societal/environmental/health issue is they trying to tackle and why? Document with facts and reference them.

This particular social campaign has tackled societal health issues. For Instance, this social marketing campaign is supporting women who survived when sexually harassed or assaulted by men. By promoting and streamlining the movement on online channels, the intention is to change the behavior of men. “Me Too Movement” downed 201 powerful men, and interestingly, women have been replaced (Carlsen, et al., 2018).

What were the goals of the social marketing campaign?

The primary goal of the social marketing campaign “Me Too Movement” is to protect women in both society and workplace and enhance the visibility of their contribution. On the other hand, the second goal of this movement or social marketing campaign is to change the behavior or me, especially white men against black women. The third possible goal of this campaign is to penalize accused person and depict solidarity with survivals (Mansuri, 2018).

Who was the target audience?

The target audience was Black Women in the United States and many regions of the world. However, after gaining success in 2006, the social campaign targets all women who have been sexually harassed or assaulted or contain the vulnerability.

What exactly did they hope the campaign would accomplish?

Tarana Burke, a human right activist and founder of “Me Too Movement” is intended to accomplish different things. For Instance, she wants to enable gender equality, especially at the bottom-line of the counties. Apart from it, she wants to change the behavior of men in society and workplaces. Awareness regarding the pervasiveness of sexual abuse or assault has been achieved, as the impact t in both workplace and communities is positive (Moran, 2018).

What was the main message of the campaign?

The main message of the campaign on different social media channels was to join the movement, support different survivals, and contribute to gender equality. The purpose of this main message was to create awareness and increase the assertiveness among men and women to reshape both societies and workplaces.

What were the main promotional tools? Include visuals to illustrate.

“Me Too Movement” has been converted into a movement from a campaign. One of the most prominent promotional tools on digital, media channels was celebrity endorsement. Top celebrities around the globe are part of the movement, and they spread the message or create awareness for their fans. Conversely, brands are also associated with his campaign, as several commercial has been made by international brands to support the movement to drive positive social change.

Why did they use digital media and how? Be specific; again, use illustrations.

“Me too Movement” has become a global phenomenon, and the role of the social media channels is in the limelight. For Instance, the movement originated by a tweet by Alyssa Milano, and within 24 hours, over 4.7 million used the hashtag. They use the digital, media by making trends, streamlining hashtag, and sharing and communicating with people around the globe (Zilles, 2018).

What were the effects? Can you find any firm indication of success? Failure? Effectiveness?

The main impact of this social campaign is global awareness. It has been observed that the global conversation regarding sexual harassment is increased. It seems successful because women contain the high bargaining power in western societies and workplaces. However, the impact on the eastern region remains unclear. However, it is useful because it is directed to women protection (Carlsen, et al., 2018).

**2-Evaluate, in your opinion, the likely success of this campaign. Specifically,**

How suited was the message in accomplishing the goals of the campaign?

The message was pertinent to accomplish the goals of this social campaign. For Instance, the message compelled the individual women to come forward and individual men to change the behavior. Supporting and encouraging survivals and all vulnerable women out there were primary goals, and the message worked on digital, media channels.

How suited was the selection of digital media in reaching the target audience and accomplishing the state objectives?

Tweeter, Facebook, Instagram, and many other Microblogging sites are different digital channels, which have haled to enhance the visibility of both targeting and positioning. The state has already come up with discrimination, and sexual harassment acts and streamlining the campaign on these digital channels facilitated in this remarkable integration (Zilles, 2018).

What do you think of this campaign?

According to my opinion, “Me Too Movement” is a powerful social marketing movement, which helped to change the behavior of both women and men. It is a way to build a healthy and positive society. Regarding outcomes, success remains unclear, but in western countries, the impact is prominent. Apart from digital media channels, the campaign must be promoted or streamlined on traditional media channels to capture the mass audience and drive positive behaviors in societies.

References

Carlsen, A., Salam, M., Miller, C. C., Lu, D., Ngu, A., Patel, J. K., & Wichte, Z. (2018, October 29). # MeToo Brought Down 201 Powerful Men. Nearly Half of Their Replacements Are Women. https://www.nytimes.com/interactive/2018/

10/23/us/metoo-replacements.html

Mansuri, M. (2018, October 23). Brands respond to the #MeToo movement. https://www.exchange4media.com/marketing-news/brands-respond-to-the-metoo-movement-92661.html

Moran, C. (2018, March 28). Not everyone can say #MeToo and we need to tackle the causes of sexual violence. https://theconversation.com/not-everyone-can-say-metoo-and-we-need-to-tackle-the-causes-of-sexual-violence-93075

Shaw, F. (2019, January 9). 263 celebrities, politicians, CEOs, and others who have been accused of sexual misconduct since April 2017. https://www.vox.com/a/sexual-harassment-assault-allegations-list

Zilles, C. (2018, May 3). The #MeToo Movement Shows The Power Of Social Media. https://socialmediahq.com/the-metoo-movement-shows-the-power-of-social-media/