Womankind Worldwide

The women's human rights charity has launched a virtual march to raise awareness of its partner organisations around the globe

Womankind's online march
Womankind's online march

What is it?

Womankind launched the march to help celebrate International Women’s Day 2012, which took place earlier this month. Every visitor to the Womankind website who joins the virtual march moves a marker forward 10 miles. It is hoped that enough people will sign up over the course of a month for the march to go all the way around the world.

Why did the charity do it?

The campaign was devised to raise awareness of the work of Womankind’s partner organisations in Africa, Asia and Latin America.

Sarah Jackson, Womankind’s communications and new media manager, says: "Nowhere in the world do women enjoy the same rights or opportunities as men. But they can transform their lives and their communities if they have the right support. We are asking people to show their support for the women and men around the globe who are fighting against discrimination, poverty and violence."

International Women’s Day is the biggest date in the calendar for the women’s sector, and the charity used the day as a way of capturing people’s attention and to engage with new audiences.

How is the campaign doing so far?

More than 6,000 miles were achieved in the first two days. The charity’s Twitter feed saw the number of followers grow by 381, and its Facebook page grew by 125 fans since the start of the campaign.

Who is behind it?

The digital campaign was created by the Kent-based agency Remedy Creative after a creative workshop was held with the Womankind team in January.

How is it being promoted?

The charity is pushing the campaign on its Facebook and Twitter feeds using the IWD and IWD2012 hashtags, while blogs about the campaign have appeared on the Huffington Post website and by influential female blogger Bidisha.

Third Sector verdict:

The Womankind campaign follows on from Beatbullying's hugely successful online march in 2010. The women's charity successfully adapts the idea to fit the organisation's aims of promoting its work around the world. Launching the campaign on International Women's Day also provided the charity with a news hook and a way of capitalising on conversations on social media networks .

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