Video from GIZ promoting gender equality in Cambodia.
The Youth Media Campaign (Cambodia) was designed by MOWA and GIZ under the project “Promotion of Women’s Rights” (PWR), funded by the German Government and AECID. This campaign aims at promoting positive attitudes towards gender equality amongst young people, offering positive images of masculinity, modern self-conscious women and promoting the idea of equal partnerships. The campaign consists basically of two music video clips, presenting these positive images both with young men and women as main actors.
The two abovementioned video-clips and its corresponding original songs titled “This is me” and “The future is in our hands”. While the first video creation presents to the audience alternative ways of understanding masculinities in Cambodia, while the second one celebrates the wide range of diversity of respectful female roles in Cambodia. During the whole process of elaboration of the creatives for the campaign, regular pre-testing waves amongst young Cambodian males and females were conducted in order to assess the validity of the messages amongst the target audience.
To support the dissemination of the video clips, the concept for the campaign included the use of additional alternative media distribution channels that are popular amongst the youth such as by social networks, internet, and ringtones for instance.
In terms of sustainability of the campaign, since the video-clips generated a great interest and based on the popularity of the songs, all the radio stations in which broadcasting time had been booked, totaling 14 national and local radio stations, have agreed to extend the playing of the songs for at least 1 more month (and maybe longer) free of charge. In addition, other three radio stations have also requested to broadcast it indefinitely.
Regarding the TV stations, all have expressed that they may continue to play the full song indefinitely too at times of their choosing and without additional cost.
All videos, songs and spots are permanently available in the web site www.idpfree.com from where can be freely downloaded. For more information, please contact Ms. Begoña Castro Vázquez: firstname.lastname@example.org