UNESCO CAMPAIGN PRELIMINARY REPORT

By Social Media Platform

Team Imara

UNESCO CAMPAIGN PRELIMINARY REPORT

Introduction

The following is the audience and impact report for the UNESCO #16DaysofActivism and RADA App Campaign. It involved the publishing of 20 short films, 10 from UNESCO and 10 from Imara.Tv, through the following channels:

  1. Facebook

  2. Instagram

  3. Youtube

  4. X/Twitter

  5. Tiktok

  6. The new web app www.imara.tv

Audience Report

The content distribution and audience engagements were created through the following activities:

  1. The UNESCO 16DaysofActivism Webinars

  2. The Broadcast of 20 films on each of the 16 days of activism

  3. The UNESCO Rada App UoN Activation

  4. The KMTC Live Townhall on GBV Awareness for 16DaysofActivism

  5. The WatotoKaeniChini Ngong Bus Park Film & Music Extravaganza

  6. The Vision 2030 Show end year livestream

  7. Organic online and offline engagements

The two main call to action campaign links were:

  1. Rada UoN App https://play.google.com/store/apps/details?id=com.radauon.radauon2

  2. Our Rights, Our Lives, Our Future Program hashtag #O3PLUS and social media handle @o3unesco

Video Campaign Outcomes

Total Views By Social Media Platform

Platform Total Views
Facebook 120,996
Instagram 104,122
Youtube 5,696
Twitter 20,100
Tiktok 3,600
Imara.tv 756
Total 255,270

Age and Gender Distribution

Facebook

Age Group % Women % Men % Unknown Total By Age
18-24 8.1 10.1 6.8 25
25-34 11.8 9.4 2.1 23.3
35-44 7.3 7.8 0.5 15.6
45-54 3.2 3.9 0.2 7.3
55-64 3 4.3 0 7.3
65+ 11.7 9.6 0.2 21.5
Total By Gender 45.1 45.1 9.8 100

Instagram

Age Groups % Men % Women Total By Age
18-24 23.7 12.5 36.2
25-34 29.3 16.1 45.4
35-44 7.8 3.9 11.7
45-54 1.9 0.7 2.6
55-64 0.7 0 0.7
65+ 1.2 2.2 3.4
Total By Gender 64.6 35.4 100

Youtube, Twitter/X and TikTok

Age % of Youtube Viewers % of Twitter/X Viewers % of Tiktok Viewers
13-17 0 0.4 0
18-24 0 25 59.6
24-34 53.8 55.5 29.3
35-44 46.2 13.5 7.5
45-54 0 3.2 1.9
56-64 0 1.1 1.7
65+ 0 1.4 0
Channel % Male Viewers % Female Viewers % Unknown
Youtube 19.4 80.6
Twitter/X 61.4 37.3 1.3
TikTok 61 39
Imara.Tv 53 47

Geographies (Cities/Countries)

Popularity Facebook Instagram Youtube TikTok Twitter Imara.Tv
1 Nairobi Nairobi Kenya Kenya Kenya Kenya
2 Kiambu Mombasa United States South Africa United States United States
3 Mombasa Ruiru Egypt Pakistan United Kingdom China
4 Nakuru Naivasha Tanzania Algeria Nigeria France
5 Eldoret Kiambu India Tunisia Ghana Germany
6 Kisumu Dares Salam Germany United States Ireland
7 Kitale Machakos Serbia Netherlands
8 Malindi Nakuru Malaysia Rwanda
9 Machakos Kisumu

Quantitative Summary of outcomes

Activity 1: 03PLUS RADA UON App Re-Activation and Promotion

  • Social Media Influencers: 30 influencers recruited and trained on promoting RADA App and #O3PLUS.

  • Webinars: 2 webinars held with over 500 young people participating.

  • Hashtag Tracking: #03PLUS trended at number 3 nationally on social media.

  • App Downloads/Usage: Over 350 new RADA app downloads and user registration

Activity 2: 16 Days of Activism Webinars and RADA App Promotion Campaign

  • Webinars: 2 webinars held with 500 young people participating.

  • Social Media Engagement: Campaign reached a significant number of young people (quantify if possible).

  • App Downloads/Usage: Increase in RADA app downloads and regular usage by 350 new users.

Activity 3: Broadcast of 20 films for 16 Days of Activism

  • Publishing of 20 films on 6 social media platforms aligning with the theme of 2024 16DaysofActivism campaign targeting young people. See audience analytics like gender and age above

Activity 4: WatotoKaeniChini Ngong Film and Music Extravaganza

  • Free Public screening of the 20 UNESCO and Imara Tv films and music performances from imara.tv talents in Ngong town at the public market and bus park on December 27 reaching 1,500 members of public

Activity 5: Live TV Townhall Discussion on Gender-Based Violence

Reach: Broadcast on KTN TV, reaching a national audience estimated at 2-4 million people based on TV ratings.