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Think Twice

Social Marketing and Communication Campaign for Empowering Young People in Egypt

Strategic vision

To create an environment conducive to the respect of the rights of the child including the girl child and other vulnerable groups. the Think Twice project is a first attempt to demonstrate a fully integrated series of communication interventions that will reinforce the results of national projects targeting the community at large and will multiply the effect of the interventions implemented at the national and local levels.

Target Group

The project targets the community at large including children; with special emphasis on the girl child, young people, parents, teachers, religious leaders, community leaders, schools, doctors, health care professionals and policymakers.

Strategy

The project is made up of integrated communication and PR campaigns and community initiatives targeting raising awareness of Child’s rights with special emphasis on the girl child.

Integrated Media Campaign

The integrated media campaign uses popular media tools such as public service announcements, messages integrated into soap operas and radio broadcasts, outdoor media, short documentary films, and printed material. These tools aim at educating adults on the rights of the child and promoting positive and empowering attitudes towards young people, including the girl child, in order to influence a change in social behaviors. Other goals include enriching policy dialogue and formulation on the rights of children mobilizing involvement and participation of all levels of the society. The campaigns cover a number of themes including:

Community Initiatives

The project aims at raising the awareness on Child Rights at the grassroots levels through partnership with 9 NGOs in seven governorates (Cairo, Alexandria, Qalyobia, Gharbia, Menia, Luxor & Aswan). The initiatives depend on mobilizing a group of youth as volunteers (130) to advocate for child rights in their local communities using the art and media awareness materials produced by them. The project provided 2 kinds of training for volunteers to enable them as advocates. Thematic training through interactive workshops focusing on the universal declaration of human rights and the Child Rights Convention (CRC), and artistic training that teaches volunteers how to utilize photography, puppet shows, and animation to convey simplified attractive awareness messages to their communities.

One of the main deliverables in this component is 9 communication centers equipped with Cameras, PCs, Scanners and Printers had been established in the partner NGOs.

The volunteers are currently using these tools as out reach for the society as a whole (schools, youth centers, other NGOs)

Capacity Building

Partners

Implemented under the supervision of (NCCM), in collaboration with (UNDP) and funded by the Italian Cooperation Agency.

Think Twice Website

Think Twice



 
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