CARE Guatemala is promoting masculinity over masculinity in a social media campaign

Day-after-day, 187 girls in Guatemala reported experiencing violence typically attributable to males (Ministry Public of Guatemala). To alter norms and attitudes round a long-standing tradition of poisonous masculinity and gender-based violence towards girls, CARE Guatemala, in partnership with Metta, is operating a Social Habits Change Communication (SBCC) marketing campaign in 2022.

The six-week digital marketing campaign, which ran from October to November in 2022, examined adverts that fight poisonous masculinity and confirmed that there are a lot of methods to be a person in each wealthy and not-so-rich areas of Guatemala.


  • CARE Guatemala launched a six-week promoting marketing campaign addressing problems with gender-based violence, and reached 1.9 million folks in city and rural areas of the nation.
  • The marketing campaign has been efficient in serving to folks see the hyperlink between masculinity and violence, virtually 40,700 extra folks* They doubtless consider within the significance of preventing masculinity to cut back gender-based violence.
  • Who noticed the adverts, round 25,700 extra folks* They’re extra prone to increase the problem of Guatemalan masculinity to their mates.

artistic course of

In partnership with Information for Good on the Meta, the marketing campaign started with a social listening To grasp present information, conduct and attitudes in direction of gender-based violence in Guatemala. These concepts have been utilized by CARE Guatemala workers to brainstorm and design a set of ads underneath this theme “Masculinidad ≠ Machismo, los hombres fuertes rechazan la violencia,” or “Masculinity, masculinity, sturdy males reject violence.”

To benefit from the extremely interactive advert format of Instagram Tales and Reels, quick 15-second vertical movies have been created. All adverts are linked to a file landing page that supplied extra info.

Our earlier campaigns on gender-based violence have at all times targeted on girls. On this marketing campaign, we had the problem of speaking to the lads and ensuring the messages weren’t rejected,” mentioned Carolina Rivas, communications officer for CARE Guatemala.

To make sure that the messages resonated with males, CARE Guatemala held a number of focus teams that included males, girls and gender specialists. Then they took one of the best concepts and examined them with a gaggle of male CARE staff. Primarily based on these insights, movies have been developed displaying male CARE staff sharing in their very own phrases.

“We thought that by doing it organically, extra males might establish,” Rivas mentioned.

The video beneath, with the best engagement, was a CARE Guatemala video that includes a CARE workers member.

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By moh

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