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Deutsche Stiftung Weltbevölkerung (DSW)

Shaping the Ambition for a Bicontinental Partnership

3 min read
OFFICES: Brussels and Johannesburg
Woman in bathroom text three out of four women are denied contraceptive care they need
our solution

Make it about more than statistics and show the real people behind the numbers.

We wanted the video to feel as human, vulnerable and important as the topic at hand. So, we made African women the focal point of the video, giving the statistics a real face. All in all, authenticity was key.

As we aimed to move our audience and evoke empathy, we worked closely with colleagues from our Johannesburg office who provided invaluable insights and advice that influenced the video’s tone, feel and content. They led the production and delivered the footage to us in Brussels, where we edited and finalized the project — including activating the social campaign.

the impact

We helped raise a different kind of awareness that led to a different kind of commitment.

For decades, the African government signed commitments to protect and promote women’s and girls’ rights. But they were never upheld. Our work on the #RightByHer video was instrumental in promoting this as a key issue in the partnership between the EU and its African partners. As part of the #RightByHer collective efforts, we helped the message reach new and different groups across Africa, ensuring that commitments made this time around led to concrete actions. Like the Pan-African and European parliaments publicly committing to implement the EU Gender Equality Strategy and the African Union strategy on Gender Equality and Women’s Empowerment. And the new partnership agreement between the EU and Africa, Caribbean and Pacific (ACP) countries outlining specific pledges to gender equality, women’s economic empowerment and SRHR — a contract that will guide the relations between the EU and ACP countries for the next 20 years.
Twitter impressions (first three weeks)
social engagements (first three weeks)

Pasamos a la mesa sobre #género con una interesante presentación de @CecileVernant, de @dsw_intl, quien insiste en la necesidad de transversalizar la igualdad de género en la #EUAfricaStrategy La existencia de marcos legales no es suficiente. Necesitamos que se implementen.

Soraya Rodríguez, Member of the European Parliment (via Twitter)