Created with the goal of protecting women online, The United Nations Population Fund (UNFPA) launched its innovative 'bodyright' campaign last year. The campaign addressed online violence issues and the non-consensual use of other people's images, targeting Gen Z and Millennial activists with a watermark symbol that could be added to images shared virtually.
The bodyright campaign's visual theme made is an overnight social media success, while its greater goal was to pressure tech companies and governments to address these issues through new policies.
The campaign was launched through a compelling film starring award-winning poet Rakaya Fetuga who urged viewers to sign a petition demanding change surrounding online rights. With global success and coverage by over 500 media outlets, it garnered tremendous reach, with 190,000+ symbols shared across social media platforms.
Empowering Watermark Campaigns
The UNFPA's 'bodyright' Campaign Brings Awareness to Online Rights
Trend Themes
1. Online Rights Protection - The 'bodyright' campaign focused on protecting online rights and addressing online violence issues, creating opportunities for disruptive innovation in online security and privacy.
2. Visual Themes for Social Media Campaigns - The success of the bodyright campaign's visual theme and social media reach indicates an opportunity for businesses to utilize compelling visuals to create social media movements for their causes.
3. Petition-based Activism - The bodyright campaign's call to action through the petition signed by viewers creates opportunities for disruptive innovation in grassroots activism and mobilization.
Industry Implications
1. Technology - The bodyright campaign's call to address online violence issues through new policies indicates opportunities for disruptive innovation in online security and privacy solutions.
2. Marketing - The success of the bodyright campaign's compelling visual themes and social media reach indicates an opportunity for businesses to utilize these approaches to create social media movements for their own campaigns.
3. Activism - The bodyright campaign's emphasis on grassroots activism and mobilization through the petition signed by viewers creates opportunities for disruptive innovation in petition-based campaigns and community-driven movements.